6 examples of insane honesty in content marketing

You’ve read the Insane Honesty slideshare.

(If you haven’t, here it is:)

Now here are the examples.

Six fantastic examples of Insane Honesty – some legendary, some unsung-to-date-but-now-oh-so-sung.

I hope they prove to you the power of this underused tactic and that you find ways to use it.

1) Avis advertises its second-place market share.

So you’re a car rental company being soundly beaten by a bigger, better-known car rental company.

Marketing 101 said:

“Ignore your market share and just act like the leader — like the dreams of any (every) Disney princess, one day it may come true.”

What Avis did:

They didn’t just admit their second-tier market share, they advertised it.

In fact, they didn’t just advertise it, they made it the center of one of the most successful campaigns ever run :

“We’re number two. We try harder.”

This is the original ad, written by Paula Green of Doyle Dane Bernbach in 1962:

Avis campaign DDB - Insane Honesty in marketing

Subsequent ads tied their number two status to specific benefits:

Insane Honesty by Avis -marketing

The campaign (preserved as a Project Re:brief here) turned into a strategy for the whole business – and took Avis from 18% market share to 34% in a very short time.
Fifty years later, it’s still their line. (That in itself is insane: how many ad lines last for fifty years?)

Avis - an example of Insane Honesty in marketing

2) Volkswagen Beetle embraces the obvious.

In a world where all cars looked like this:

insane honesty for the VW beetle

How do you introduce a car that looked like this?:

insane honesty for the VW beetle launch

Well, what you don’t do is pretend it’s beautiful.

They could have ignored the design but, let’s face it, how the Beetle LOOKED would always be the elephant in the room.

So instead of ignoring it, they made it the hero of the entire campaign. And the rest is advertising history:

insane honesty in marketing - VW

Google “Classic VW Beetle ads” and you’ll see dozens and dozens of these terrific, insanely honest ads (also done by DDB in their heyday).

insanely honest VW beetle ads

Another favourite is an early example of news-jacking:

classc vw ad with lunar module

What VW and DDB did here is not just re-invent car advertising and create one of the most successful car brands in history. They also sowed the seeds of a distinctive brand that would pay dividends for decades (and is still paying them today). VW is a likeable, fun, self-effacing car brand — and attained that without sacrificing brand values like quality and integrity.

3. A real estate agent gets real.

The rose-tinted property descriptions of comically optimistic real estate agents have become a cultural cliché. So it’s surprising and refreshing to see an honest ad for a crappy little flat.

In this example of Insane Honesty, posted on Zoopla by Harvey Residential, a Hoxton flat is described as:

“Not a very nice one bedroom flat but like the budgie it’s cheap; open plan, has a well used kitchen, and if you can call it this – a small lounge.”

That ‘not very nice’ has just entered my Copywriting Hall of Fame right alongside ‘Buy More Beef You Bastards’.

The accompanying photos support the copy:

insane honesty in real estate marketing

The ad got lots of press coverage and the flat got a lot of attention – from the right people: people who wanted to live in Hoxton but couldn’t afford a nice flat there.  As Warren George, the director of Harvey Residential put it, “There is no point giving people the wrong message.”

Amen.

4. A budget hotel celebrates its dirty linen.

I LOVE this one.

When the Hans Brinker, a not-very-nice budget hotel in Amsterdam, added lots of beds (not rooms, beds) and raised prices, they knew they needed a special kind of marketing. Fortunately, they chose a special kind of ad agency, Kessels Kramer.

The hotel looked like this:

insane honesty: kessels kramer and Hans Brinker Hotel

And the rooms looked like this:

insanely honest hotel ad

The campaign is a terrific example of the first principle of Insane Honesty: take your weakest points and put them in the spotlight.

There are lots and lots of great executions to choose from (here’s a Google-trove) but here are a few favourites:

Insanely honest hans brinker hotel ads

Screen Shot 2015-02-15 at 10.23.41

And just to show that the campaign attracts ideal prospects (young, stoned people who don’t care about hotel frills and aren’t likely to be actually sleeping in the room anyway), here’s a fairly typical Trip Advisor review:

an example of insane honesty in marketing

Just goes to show you the power of managing expectations (so you can slightly exceed them). And I love their response.

5. An ugly building tells it like it is.

So you’ve bought a big office building in a nice-enough neighbourhood (Wood Green) but it looks like this:

Insanely honest office building

Maybe you only have enough money to do up the lobby but not enough to slap on that skin-deep, glass cladding developers seem to love.

Well, you could ignore the look of the building and market its location, price and amenities. Or you could go the insanely honest route:

insane honesty in marketing

They actually called the building Ugli — and slapped it on the outside in 20-foot high letters.

In short: they had FUN attracting their best prospects without worrying about alienating their worst (companies that want their building to say who they are).

Nice website too (by JP Creative):

Screen Shot 2015-02-15 at 10.36.46

6. Three, no four, more examples

I don’t know why, but I wanted the number 6 in the headline of this post, so I’m smuggling three , no four, more examples here, with a bit less discussion (you get the idea anyway):

Ricky Gervais does a celebrity endorsement for Optus & Netflix

Great script. Great performance.

Strictly speaking (and why speak if not strictly?), this isn’t really Insane Honesty — it’s comedy. But it touches on the truth behind every celebrity endorsement in a way that hits so close to the bone, it’s kind of insane.  And I like it.

[Thanks for this one, Harry Kapur]:

Pizza Hut in Australia launches a Vegemite Crust pizza:

If you haven’t tasted Vegemite (or Marmite), their faces say it all:
[Damn: the Pizza Hut PR team removed the video and squashed all online trace of it. Bummer. Well, what it showed was people taking their first bites of the new pizza with the, let’s say ‘polarizing’ ingredient (a brown, salty, yeast-extract… you don’t want to know), then grimacing with disgust. Funny. Honest. Surprising. And now dead.]

Nordnet breaks the fourth wall:

(Thanks to Jo Burkhart for this:)

Three reasons you don’t want to adopt Eddie the Terrible.

The Humane Society of Silicon Valley wrote this hilariously honest ad to find a home for Eddie the Terrible.

Thanks to Ann Handley for this — and read her post on why she loves it so much.

insanely honest pet adoption ad

A typical chunk of copy:

“Like to go for walks in dog infested areas? Enjoy the dog park? Keep walking….
While Eddie The Terrible has never actually attacked another dog, he’s made it abundantly clear that he hasn’t ruled out the possibility. He goes from zero to Cujo in .05 seconds when he sees another dog on leash. Well, sayeth you, lots of small dogs bark at other dogs on leash. True. But we know people expect a lot from dogs in this day and age and when it comes to leash theatrics, Eddie’s at the top of his game. Also true: he’s made some progress. But lest his adorable little blond-ness let you think this is going to be a plug-and-play dog, think again.”

What have we learned here?

I don’t know about you, but I’ve learned that:

Insane Honesty is surprising

Because marketing is so rarely completely honest.

Insane Honesty is charming.

We like people who make fun of themselves more than we like braggarts.

Insane Honesty alienates the people you want to alienate.

Face it: they were never going to buy no matter what your marketing said.

Insane Honesty attracts your ideal prospects.

The ones who are 9-17 times more likely to buy.

Insane Honesty builds trust.

And that’s maybe the single hardest thing to build in a marketing context.

Insane Honesty signals confidence.

Without a doubt, the most important signal you can send.

Insane Honesty focuses you on battles you can win.

Not a bad place to focus if you’ve got limited resources (and who doesn’t?).

Got any great examples to share?

I’d love to hear about them.

Comments

Great post Doug!

I’m gonna be honest here: a lot of my blog posts never get comments.

Question: is it ever okay to start off your own comment thread with a fake comment just to get things rolling?

Thanks Doug. I definitely know the feeling.

I mean if Joe Pulizzi or Mark Schaeffer or Ann Handley so much as burp, it kicks off a comment storm that threatens to bring WordPress down.

But if I pour my guts out – I’m sweating bullets here – do I get a peep? Nothing.

Sheesh.

A great reminder of the power of truth. Thanks Doug.

Great article, refreshing and insightful. Thanks for posting!

Another one for the books, Doug. It reminds me of George Costanza’s “opposite” philosophy. George to attractive woman: “My name is George. I’m unemployed and I live with my parents.” You call it Insanely Honest Marketing, I’ll call it Opposite Marketing. Yey, I created a buzzword. Users: 1.

Absolutely loved the post. Being an unprepared and frankly crappy marketeer, it does scare me a bit, however. It requires a level of cleverness to be done well- with the exception your initial example in Rome. I suppose I stick with squeaky clean honesty and it will work. Bravo

My slogan is a parody of the “insane honesty” approach > “I draw things, so you don’t have to.”

I like it Jason! Downplays the actual talent that goes into it…

One of my absolute favs which is quite memorable is for Buckley’s Cough Syrup – “It tastes awful and it works.”

https://www.youtube.com/watch?v=A8o35nCT9eM

Love this blog!

Would love to see a post along the lines of

“Getting your CEO on-board with honest marketing without resorting to drugs”

Also, I found that Pizza Hut Vegemite Commercial

http://www.mirror.co.uk/news/weird-news/aussie-thing-vegemite-pizza-stuffed-5022101

    Thanks Aaron! Love that.

[…] precisely why, Velocity Partners claims, honesty in content marketing has such “insane power”, and why they advise “Take your weakest points and put them in the […]

Fantastic. At last, a marketing agency that doesn’t sound like a marketing agency. From a B2B journalist-turned-copywriter who’s been criticising vapid marketing blather (in this blog: http://www.bluescribemedia.co.uk/7-types-of-vapid-website-words-which-will-make-you-wince/) I say: ‘Hallelujah’ (and thank you for restoring my faith).

    Thanks Craig. Love the ‘wince’ post!

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