Are animated characters better than humans when it comes to selling? If you were watching a commercial, who do you think would sell better, animated characters or humans? It has become a commercial battle between animated character and humans as more and more animated characters are replacing them to do the “sales pitch”. Who would you choose?
Having an animated character to do the “sales pitch” in a commercial is much more appealing and is less expensive. Also as human beings, we easily put up mind barriers and ignore human sales pitch on commercials. Having an animated character to do the “sales pitch” is more believable than you think. Besides human will age while animated character are eternal (20 years from now you wish you have used an animated character). Animated character can become a trusted source as they become established which also increases brand equity.
Of course, humans can be much more trustable than an animated character if they’re famous such as a celebrity. But their credibility sinks faster than a boat if there is bad publicity surrounding them. Animated character on the other hand only experiences a downfall if the company sinks. Besides, animated characters are not expensive compared to celebrities’ acting fees (don’t forget about contracts, dealings, replacement and frustration). Animated characters can strengthen your brand as it ages and requires no replacements.
Creating an animated character as your mascot and commercial sales presenter is a long term investment because it increases brand equity in the long run. That’s why the energizer bunny is still beating its drums. Toucan Sam is still flying with fruit loops. The Gecko is still running its mouth about “save 15% or more on car insurance” and Mickey Mouse of Disneyland is still luring kids to go to Disney (works too good, I feel bad for the parents).
