Ann: Ikon Legal Action - Decision, page-36

You posted this on 31/8/15, I think MH put in too much faith on Aussie expertise. Learn from the German: https://www.youtube.com/watch?v=JjNDmqvWgtE    IF you want to attract attention, consult Thailand advertisement expertise. Aussie not good at it.

MH should in fact ask forummers here regarding marketing, we can brainstorm it, free of charge, not 15-30 seconds almost 1M AUD lavish wasteful spending.

I have obtained the following opinion from someone trained in marketing.

They are very good adds. They are not intended to inform, nor to push or even convince the customer they should buy. Their purpose is to raise questions in the mind of the viewer. It is not even clear what the product is that is being presented. The long initial wordless section attracts the attention of the viewer, wondering what it is about and doesn’t seem to be an ad, then a very quick battery of words that leave the viewer with the question “what was that?”.

The main message is that it is some sort of new science that has something to do with hair. The science seems relatively complex - with the exception of ‘protein’ the rest of the words are new to a viewer and, as presented, even confusing.

The main objective of the ad is simply to place the brand into the mind of the potential customer, very quickly, and to encourage them to find out what it was they just saw. In this regard the need to use the word ‘may’ has been employed in a positive manner. It is increasing the message to find out for yourself if this applies to you. It is saying - "this may be of value to you - but find out for yourself”. Its use also emphasises that the product is not being pushed onto you, just letting you know it is available.

For those who have had some concern about their hair for some time the minimal words included are the words that would immediately register with that concern.

I expect follow up ads will refer the viewer to the pharmacist or even GP.