DIGITAL AD #1
Media Type: Digital
Advertisement: The Sound of Mátra - Black Noise [Case Study]
Company/Brand: Fekete Zaj Festival / Mátra-Sástó / Kilohearts
Link to Ad:
https://www.youtube.com/watch?v=pbBCYx0Yysc
This digital advertisement highlights the unique relationship between the Fekete Zaj Festival (also known as the Black Noise Festival) and the Mátra Mountains of Hungary. The ad creatively synthesizes the literal topography of Hungary’s highest mountain into sound using wavetable synthesis. By turning the three-dimensional surface of Mátra into an electronic music waveform, the ad merges nature with music, making it both scientifically interesting and emotionally resonant.
The emotional appeal relies on a fusion of novelty and cultural authenticity. Instead of using humor or shock, the ad provokes curiosity and awe by blending the natural environment with electronic music production. The technique evokes a strong sense of place-based identity, which is particularly powerful for niche music enthusiasts and fans of ambient or experimental sounds.
The primary objective of the ad is to:
These objectives are measurable (ticket sales, content downloads, social media engagement) and attainable, as this creative marketing style aligns with the interests of the festival’s niche audience.
The target market is niche music lovers, particularly experimental, ambient, and underground electronic music fans. It also targets individuals who value nature, sustainability, and unique cultural experiences. Most are likely between 20 and 45 years old, tech-savvy, and part of festival and subcultural music communities in Hungary and neighboring European countries.
The ad seeks to motivate viewers to:
For the audience, taking these actions enhances their cultural connection, provides them with exclusive music resources, and offers them the opportunity to experience a distinctive, immersive festival in the Mátra mountains.
The value proposition is that Fekete Zaj Festival offers an experience that no other festival provides — blending music, technology, and the natural beauty of Mátra into a living soundscape. By literally turning the mountains into music, they make the festival:
Festival-goers receive a concert and a unique auditory and environmental experience, making this more than just a festival—it is an artistic and natural pilgrimage.
DIGITAL AD #2
Media Type: Digital
Advertisement: Back Market - Hack Market
Company/Brand: Back Market
Link to Ad:
https://youtu.be/J2Y66Av5Cuk?si=N9eMKxReVmIDQuot
This digital ad by Back Market, a company specializing in refurbished electronics, delivers a clever, satirical critique of typical tech marketing and product launch events. The ad exposes how companies often sell consumers minor upgrades disguised as revolutionary technology through humor and exaggerated stereotypes of tech industry keynotes.
The emotional appeal centers around humor and wit, creating an instant connection with viewers who have grown cynical or fatigued by yearly tech product launches. The creative technique used is parody, making the ad stand out among standard digital tech advertisements.
The objectives of the ad are to:
These objectives are realistic, measurable through sales, web traffic, and online engagement, and align well with the growing trend of sustainability and budget-conscious tech consumption.
Back Market targets tech-savvy consumers aged 18–45 who are budget-conscious, environmentally aware, and skeptical of planned obsolescence. This includes students, young professionals, and anyone who values technology but is unwilling to overpay for minor product upgrades.
The ad encourages viewers to:
Viewers benefit by saving money, reducing electronic waste, and accessing high-quality refurbished devices without falling for marketing gimmicks.
Back Market offers consumers:
The ad positions Back Market as the rational choice for savvy, practical tech consumers.
DIGITAL AD #3
Media Type: Digital
Advertisement: Puma - Go Wild Campaign
Company/Brand: Puma
Link to Ad:
https://youtu.be/LaI7Ty0UeRk?si=hOUQRGoZhm5qIc_X
Puma’s “Go Wild” campaign creatively blurs the line between sport, fashion, and street culture by inviting consumers to embrace their primal, untamed nature. Through fast-paced visuals, bold imagery, and urban influences, the ad evokes energy, adrenaline, and freedom.
The emotional appeal is rooted in excitement and self-expression, tapping into the youthful desire for individuality and rebellion. The campaign avoids clichés and instead delivers an authentic, visually arresting message.
The campaign’s objectives:
These goals are attainable and measurable through social engagement, online sales, and brand perception studies.
The target market consists primarily of young adults aged 16–30 active in streetwear, sports, and urban culture. These individuals are fashion-conscious, highly active on social media, and value brands that reflect their identity.
The ad invites viewers to:
Consumers gain not just athletic wear but a cultural statement and sense of belonging within a fashion-forward community.
Puma offers:
Puma invites its audience to “Go Wild” by living unrestrained and stylishly.
DIGITAL AD #4
Media Type: Digital
Advertisement: Google - The Art Project
Company/Brand: Google
Link to Ad:
https://artsandculture.google.com
Google’s “The Art Project” is a digital platform that grants users unprecedented access to some of the world’s most significant art collections. This ad showcases the platform’s functionality, offering virtual museum tours, high-resolution artwork scans, and interactive educational experiences.
Google's emotional appeal is rooted in wonder and inspiration. It has democratized access to art previously limited by geography, cost, or circumstance. Google connects people globally to cultural treasures.
The objective:
The ad’s objectives are attainable and measurable through user engagement analytics and platform usage.
This ad is directed at:
The ad aims to:
Users benefit by gaining free, global access to an ever-growing collection of art and educational tools.
Google offers:
The Art Project transforms how people experience and learn about art.
DIGITAL AD #5
Media Type: Digital
Advertisement: Nikon - The Golden Billboard
Company/Brand: Nikon
Link to Ad:
https://youtu.be/PGpSMyJS6BY?si=xeJ3n1y0BGboxgUO
https://campaignsoftheworld.com/tech-innovations/innovative-marketing-campaigns-2023/
Nikon’s “The Golden Billboard” campaign merges outdoor advertising with digital interactivity. The billboard serves as a fully functioning lighting system, allowing passersby to take professional-grade photos using the billboard’s lighting setup. This digital component makes photography accessible and fun for everyday people.
The emotional appeal focuses on engagement, curiosity, and creativity, inviting viewers to actively participate rather than passively observe.
The ad’s objectives:
These objectives are realistic and measurable through social media shares, public participation, and brand sentiment.
Targeted towards:
The ad encourages:
Participants benefit by learning, engaging creatively, and feeling empowered to take professional-grade photos.
Nikon provides: