Ads Review - Blockfolio “There’s A Price To Waiting”
“There’s a price to waiting.”
Blockfolio’s tagline is pulled straight from an advertising psychology book. Advertisers have tried to induce this fear in a thousand creative ways, and Blockfolio just came out and said it. But using an ad strategy chapter title as a tagline in your ads usually isn’t a good idea. Blockfolio sets up this power-packed line by setting a relatable scene, creating a comical progression, and employing a good transition into their product.
Check out the ad, and then I’ll explain how they made it work.
Relatable Scene
Everyone knows what it’s like to see an attractive person at a party but feel too hesitant to say hello. Blockfolio makes this scene even more normal by setting it at a chiropractic convention. There’s nothing flashy or unattainable about this–the second you see it, you know how it feels.
Comical Progression
Just because the ad starts on a relatable note, that doesn’t mean it will resonate. How many boring financial ads have we seen with people walking in a park, or driving a car to work. What makes the relatability memorable is the comical progression after that. In a flash, a new suitor approaches the woman, asks her to get married, a clergyman appears to seal the union, they hug, and then announce they are having a baby.
This sequence plays out almost like a funny bad dream, the worst-case-scenario fear of hesitant daters. Even in the age of algorithmic advertising optimization, creativity and humor still win the attention of customers, and Blockfolio’s comical progression after they set a relatable scene does just that.
Good Transition
After the sequence rounds out, a close-up shot shows a face of pure regret from the original man. Their ad psychology line “there’s a price to waiting” comes on screen, and then they make the transition into “especially when it comes to crypto. With the recent boom of cryptocurrency investments, this feeling is another one that many share. We all wish we put $1,000 in Bitcoin in 2016. After inducing a relatable fear, and transitioning it into cryptocurrencies, Blockfolio positions their product as the solution.
The Format
If you want to replicate this format, try the following with your own ads.
Set a relatable scene
Turn the relatable scene comical
Induce a core consumer emotion
Drop in your tagline
Position your product as the solution
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