Post Text: This is one of my favorite ads of all time. One Championship has been killing it. The Post Text here is good too, using the featured fighter’s nickname to highlight her undergoing change and celebrating her birthday. Then a soft CTA informing the target audience they can catch her next performance on Nov. 8 in Manila.
Then ticket CTA, hotel CTA, then secondary CTAs. Can’t make it? Catch it live. Then, you can catch the prelims here. Then a tertiary CTA, promoting ONE Championship merch in general. 🥊
Visual: A short clip highlighting her transformation, in meme-like fashion. Reminiscent of Pokemon. It’s amazing, funny, and shows that the advertiser knows its audience very well. Some might say this is off-brand, but guess what? It’s engaging AF, and it’s got viral potential written all over it.
Many brands I’ve worked with would argue that something wasn’t “on-brand” before we’d even test the ads.
🦹♀️ “Our audience doesn’t use terms like…”
🤷♂️ Time and again, I’d reply, “That’s not what the data says, and the data’s saying your message is resonating emotionally with your target audience over here.” Blank stares.
Hats off to you, One Championship. 🎩 Seriously. This is how it’s done.
Notes: (I comp free VIP tickets all the time, so thank you if you see this! 🙌)