Question

Topic: Branding

Animated Character

Posted by Anonymous on 10/6/2004 at 6:59 AM ET 120 Points
We are trying to launch a new concept for a retail chain (electrical and electronic appliances) and we are using an animated character to support our concept.
The question is if the character will be:
a. funny, playful, smart and lucky with life

or

b. funny,playful, smart and unlucky with life

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RESPONSES

  • Posted on 10/6/2004 at 11:05 AM Author
    usally people love the characters that are unlucky..
  • Posted by SteveByrneMarketing on 10/6/2004 at 2:22 PM Accepted
    My interpretation of your question is which will be funnier? and/or which will your customers relate to more --- The Roadrunner or Wiley Coyote

    Really can’t have one without the other, so maybe have two characters with the winning character as your spokesperson/brand expression.

    Hope this helps,

    - Steve
  • Posted by Blaine Wilkerson on 10/6/2004 at 3:10 PM Accepted
    If the character is going to represent you (or a reflection of a customer who needs help and figures it out..thanks to your company): A

    If the character is going to represent the competition ( who you may want to insinuate a representation of the competition): B

    Yes, people like to laugh at the "Jack Tripper" characters, but if this is going to be an icon of your company ,strength is a better aspect weakness. The "lucky" character can be funny..even if they have a few emabarressing moments (i.e. the Geiko gecko, the AFLAC duck)

    I hope this helps!

    -
  • Posted by Carl Crawford on 10/6/2004 at 5:28 PM Member
    I think A will be better, but like SteveB has already said 'You cant have one with out the other"

    hope this helps

    Carl Crawford
  • Posted by mgoodman on 10/6/2004 at 10:21 PM Accepted
    It depends on how you're planning to use the character. If he's supposed to be helpful to customers -- the answer man -- then you don't want him to be unlucky.

    If he is a representation of the customer, you have a choice ... tell them you understand how confusing it is by dramatizing the unlucky person who doesn't shop at your stores, or the reverse.

    If you do a really good job, though, people will begin to associate your stores with the character, and I think I'd rather be associated with someone lucky than someone unlucky -- even if the latter might be more entertaining.

    Net: Either one can work, but "lucky" is probably safer overall.
  • Posted by Chris Blackman on 10/7/2004 at 12:11 AM Accepted
    Agree with Jim. Unlucky, but using the products/store to solve the bad luck and come out looking good!

    Here's a local example https://www.homehardware.com.au/ - They use a pair of claymation dogs in their TVC's, always spilling paint and so on.

    Visit their site and you will see they don't have a catalogue - they have a dogalogue!

    Which shows how you can carry the character into other areas to make it part of the uniiqueness of the brand.

    Hope this helps

    ChrisB
  • Posted on 10/7/2004 at 3:42 AM Author
    Which of the 2 sides can run (last) longer on air?
    Usually unlucky side has too many stories to cover. People usually associate themselves with reality of life;ie everybody is more unlucky than lucky?
  • Posted by SteveByrneMarketing on 10/7/2004 at 3:33 PM Member
    Which of the 2 sides can run (last) longer on air?

    Are you considering cable or radio or both?

    Seems to me either side has an equal opportunity for lasting power. lucky or unlucky, it’s character development through story that creates longevity. Also, in story lucky or unlucky need to play off something, whether it’s a character(s) seen or heard by the audience or something unseen or unidentifiable -- a force, an extended arm, eyes looking over a fence, an audience, something.
  • Posted by SteveByrneMarketing on 10/7/2004 at 3:42 PM Member
    P.S. --

    nothing wrong with using a comic strip format for print -- it's a way to convey story.
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