Normcore marketing: boredom to virality

At the end of 2015 Diageo, one of the world’s largest producers of alcoholic beverages released a “dynamic” video- actor Nik Oferman sits for 45 minutes in a chair next to the fireplace and drinks whiskey. During that quarter of hour he said as many words as the bottle of whiskey on the table, while he was moving a little more then it. The video has so far around 3,5 million views.

Spoiler alert: at 21:02 he crossed his legs

When at the beginning of 2016 one employee at the Drummond Central agency broadcasted live video of the puddle under the office window (and people trying to go around, jump over or swim through it) – he didn’t even realize how he will stir up the interest. Over half a million people joined the stream, and hashtag #DrummondPuddleWatch counted more then 100.000 twits in the first 48 hours (!). This puddle became a top trend in Great Britain and a second top trend in the world (!!).

Every new passerby is a new adventure

In April of the same year, viewers of London Channel 4 had the opportunity to enjoy in three minute commercial in which a man is painting the fence.

Tom Sawyer flashback

Three minutes were not enough? For you and for those who burn from desire to find out if the fence is painted until the end- there is an eleven minute sequel.

What the hell is going on?

We are living in the age in which modern technology went so far, that we can say, it enabled practically everything- breathtaking graphics, holographs, extended and virtual reality (AR and VR)…and it is not surprising that our consciousness sometimes is looking for a break from all of that and it often responds better to calming and trivial stuff. In this, never faster pace of life, something simple like GoPro videos around the neck of the cow which is walking around the farm, really comes as a rest for the brain.

The term “normcore” is primarily associated with the fashion world, where it marks an unpretentious style of dressing. It is characterized by comfortable, everyday clothing- the opposite of eccentrics fashion combinations. In marketing normcore is considered to be demonstration of slow processes that reach consumers’ awareness and which represent the opposite to the fast and dynamic advertisements- so called “boring commercials”.

Therefore, the simple, comfortable and daily can very successfully buy the attention of the consumer. Normcore does not depend on trends and actuality and in recent years it came on the “radar” of marketing experts who are actively making ways to exploit this phenomenon.

…and why does it happen?

In an environment where brands are practically competing who will stand behind the most extravagant advertisement, it is not surprising that there is a phenomenon to “catch” the attention of the target groups for calm, often trivial things. In addition, normcore allows users for who it is harder to accept the novelties to stay in their comfort zone, despite the constant development of technology that is “pressing” them with its complexity.

Also, some network users actively refuse to accept imposed “beauty” standards and prefer more realistic images. The popularity of Instagram hashtag #nofilter (over 240.000.000 publications) speaks for this.

It seems that normcore appearances are more serious than a mere transient trend. Is this perhaps a way to, in the general turmoil of information, keep in touch with the primary part of consciousness?

Branding space

The average user is overloaded with contents…his senses are constantly bombarded from various angles, and often with third-class quality content- brands often take this out of sight. Imagine a kaleidoscope of frames accompanied by numerous sounds, advertising slogans, a handful of products you are being offered…Suddenly, from fifth we go to third gear- the noise is shrinking, the image is stabilizing and next 45 seconds we are checking the chicken on the field.

How many likes for this wonderful chicken?

Will you be grateful to a company that is not persuading you to buy something, but it is offering 45 seconds of rest to your senses? Millions of people respond positively to this approach.

Blue Ocean

According to the “Blue ocean strategy” it is necessary to shift yourself from the red ocean of blood spilled from fighting the competition, to the blue ocean- ocean not infected with blood, i.e. the space in which you do not have too many competitors (for example: you develop a service that few people offer).
Of course, when the competition “smells profit”, your blue ocean will with their migration gradually become more red…

Normcore is for now a blue ocean.
It was expected that giant such as McDonald’s, will realize this and will try to materialize the effectiveness of this phenomenon. However, in a blue ocean it is not enough to just appear, you have to be a skillful hunter…and McDonald’s did not succeed in that.

The atmosphere is more intense even from your laughter to the director’s bad jokes

Who can find normcore to be useful?

Normcore approach, like any other, is not for everyone. If you wish to improve your business, you cannot take out of sight the fact who your target group is.

If your target group are younger people, who are by default “fast”- normcore is probably the wrong approach for you. On the other hand, if your target group are people older then 28-29 years, who had time to get tired of the fast rhythm of life- it makes sense to try.

According to the logic of things, most suitable areas for marketing normcore are:

• Production. Factories, craft workshops, farms- all of them can use this way to show their production processes, which are a magnet for the viewers. People love to see how something is being created. This is also an opportunity to show the quality of products, and the effort/skill/equipment/knowledge that is behind it.
• Cuisine. Restaurants, pastry shops, street food…People like to watch the preparation of food and put themselves in the role of the chef. You probably heard numerous times the statement “I got hungry from watching!”
• Tourism and relaxation. Ideal way to show the potential users what they can expect from your service. With your content you are taking them in the peaceful atmosphere, relaxation and care- and they would not want to leave.
• Hobbies. People are doing them because they offer pleasure. Together with this, there are great chances that it would be more interesting for them to see real content on a subject that interests them and on which they share their precious free time.

Normcore marketing is also called a “boring advertisement”. However, when we draw the line: if this approach captures the attention of the target groups and gives results- is that name really justified?