The creative. It's all about the creative, isn't it. Even when it's all about the results it's still all about the creative. At least that's what the Apex Awards judges would have us believe. I attended the show at Vodaworld on Thursday, 21, May. A good time was had by all. But I do have a few gripes about some of the winners.
For instance, the KFC milkshake ad that won something or other in one of the three categories. It's hard to remember exactly what because the disk that came with the handout pack at the end of the evening only has last year's case studies on it. Anyway, here's the deal; we were told their controversial "milkshake" ad, (you know, the one where the little girl lies and cries to get her hands on the little boy's milkshake), increased sales of the product (milkshakes) by a whopping 200%! Gadzooks! 200%. That's pretty effective, right?
Normally it would be. But if you've never sold the product before you only have to sell two of them to increase sales by any amount you care to name. Off course, effective is not just about sales, it's about profit. Unless you know how much was spent to produce and flight an ad, and how much was raked in over and above that amount in profit, you don't really know how effective the ad is.
So it's pretty easy to fudge the numbers.
