This excellent post from John Willshire re-inspires Marketeers.
Consumer / customer insight and understanding is at the very core of this work. As is the “truth” about brand and product delivery i.e. it needs to have a purpose and serve a role.
It neatly details “Why the future of marketing depends on rebalancing our choice between creating demand, or exploting demand. Make People Want Things, or Make Things People Want”
Worth taking 204 clicks of your time to enjoy some strong strategic thinking expertly delivered.
Lynx Shower Gel for men is being promoted in Australia with an interesting interactive web experience, “The Lynx Effect Party Across the Internet”.
This really needs to be seen to be truly appreciated.
It is consistent with the brand as well as being relevant, interesting and motivating to the target market of teenage boys to men (i.e. parties, girls and macho fantasy)
Anti Hangover, Shock and Fever Shower Gel provide the colours and fragrances for a range of male fantasy experiences, on-line at www.partyacrosstheinternet.com.au.
Click here to kick it off: www.partyacrosstheinternet.com.au
This is truly innovative and brings new creative thinking to an established on-line medium.
Soap Creative are the agency behind it with media by Universal McCann. Thanks also to The Inspiration Room for an early post.
Dave Trotts excellent Blog discussed the visual impact of press ads once the copy was ignored (in his case by glancing at it upside down).
Often when viewed in a foreign language the effect can be the same – most marked for me in Japanese. The Japanese also have a healthy obsession with applied technology to help the ads stand out in a saturated market.
The above subway ad for Lancome takes this to another level in the medium of electric paper or e-paper. The product USP is a vibrating applicator brush. The e-paper reflects light like ordinary paper and is capable of holding text and images indefinitely without drawing electricity, while allowing the image to be changed later, so the paper can be written and rewritten repeatedly. The effect is essentially a paper poster hanging from the ceiling of a subway train in which the image changes.
The USP communication is clear and precise with a highly relevant, interesting and motivating use of a specialist medium.
E-paper is most often seem in electronics where it is replacing LCD’s (e.g. Amazon’s Kindle), the only drawback is that it only appears in monochrome display e.g. black on white.
But a moving paper poster even in B&W is another step towards securing the attention of the ever elusive consumer.