It’s a very clever spot that calls out a specific use case that I’m sure many people have.
Over the weekend, the NFL season began in earnest here in the States, and I got to see the ads I’ll be suffering with for the next four months. I say suffering because the same dozen or so spots will run ad nauseum during pretty much every broadcast, regardless of channel, until the Super Bowl.
Apple is running a couple new iPad spots, during NFL games that juxtapose interestingly with the new Kindle spot.
Whereas Apple is pursuing the general use cases for iPad, i.e. what you could do with the device, Amazon is targeting a very specific use case, i.e. something you actually do with the device.
I actually think the latter is more effective because it stresses a specific pain point that elicits a visceral reaction. Oddly, Apple aims for this exact sweet spot with its FaceTime spots.
The difference is subtle, but important. The “could” use case appeals to people with a variety of use cases, but the “do” use case addresses a pain point. Even though the latter is a smaller group, that group will be much more passionate about the ability to solve that pain point.
We’ve been successful finding and addressing the “do” use cases, much more so that the “could” ones. In my experience, “could” use cases allow you to check off requirements, but “do” use cases drive adoption and actual usage.
Finding the “do” use cases is more difficult, but these are what sell your product.
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