5 Tips to Master the Concept of Relevance: Relevance and The Hoff #CannesLions #OgilvyCannes
5Tips to master
the concept of relevance.
people’s needsIf we are not in tune with our audiences’ needs, they
become blind and deaf to us. So many messages are
coming at them that they need relevance as a filter. It
is the means by which people manage overload.
relevance is greater
and trustThat may not work for marriage, but it certainly
does for brands and celebrity. Trust and love are
static measures, but relevance is dynamic. You
may love and trust Disney, but it isn’t relevant in
the same way as Vladimir Putin—even though
you may neither love nor trust him one bit. But
no brand would want to be relevant at the
expense of trust or love. It needs all three.
the first dimesion of
relevanceis prevalence, or how many people find you
relevant. The Hoff does pretty well on that. He’s
well known around the world, and in Germany he’s
a national hero. Everyone, it seems, remembers
Baywatch and Knight Rider fondly. “Relevance,”
The Hoff says, “ is about anticipating what
people are looking for instead of telling them.”
That attitude has helped David Hasselhoff
become “The Hoff” and not “Scott Baio.”
the second dimension of
relevanceis intensity, or to what degree people find you
relevant. Despite his penchant for calling young
attractive female audience members, “babe,” for
suggesting to the same Peruvian woman that they
have lunch together and drink out of skulls, and then
leaning in for a not-entirely-welcome hug, The Hoff
inspires a certain intensity of feeling. He’s in on the
joke, which makes it much more fun. Proof? His
stirring role in the SpongeBob SquarePants Movie.
the third dimension of
relevanceare the aspects of relevance. These are why exactly you are
relevant. Golin Harris, the firm that brought The Hoff to Cannes,
divides relevance into 11 different aspects. Engage, entertain,
humanity, identify, mystique, nobel, novelty, prestige, quality,
welcoming, classic. As you could gather from the bracelet The
Hoff wears—“See it. Believe it. Live it.”—mystique is not among
his dimensions of relevance. He’s more about classic and
entertain…and, judging by his 2 minute monologue about money,
cold hard cash. Brands can also be scored according to their
relevance aspects. Dove, for example, scores highly for humanity,
welcoming, noble, classic, and engaging. Nivea, on the other
hand, racks up high marks for mystique, prestige, and quality.
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