Passing over the location (advertising snow in Norway?), it’s showing us how much can be squeezed out from a citylight. It does not have to be boring bunch of posters, and always different approach will focus attention. Here it can be seen in action.
I do like when a Client meets a promotional message in a place where he’s not expecting it. In this case the bottom of a box was used a sort of marketing vehicle, by showing the potential speed of delivery by DHL to the second side of the Earth – as we know, regardless location it is always China (for some people Australia ;-) ).
Other versions can be viewed on a Barclays YouTube channel.
I’m an avid fan of engaging Clients into an interaction. To show them, that they are part of our brand, to use their creativity (and do part of our job instead of us…). If properly conducted, it can be extremely beneficial, by i.e. showing our modern face, how open are we on new ideas etc. In this case Barclays decided to promote their contactless payment solution , by creating a competition where Clients could post their versions of this commercial, their own waterslide.
Sounds ok, but I see one main fault on the conception stage – campaign is only directed to the technical advanced/superior Clients. Clients who will know how to make a movie and post it. It is not a simple think-a-lame-promotional-slogan-for-us task. This is a demanding project. Additionally, even if Client meets our basic requirement – knows how to make a movie, doesn’t have to be good at it… And probably will not be. So, obviously we’re promoting semi or full professionals. You may say that this is what competition is all about, but remember – we want to engage our Client, so we shouldn’t discourage him. The winning video is cool, but it wasn’t made by an average Joe… Also, with YouTube you’re completely upfront. It is hard to ‘cheat’. People can immediately see how popular your campaign is, how many entries you have etc. That is only good when we have of what to be proud, but when our campaign is completely missed – it will be hard to ‘hide’ the failure. I’m just naming potential dangers, there should be a sort of consolation prize for obviously tech-disadvantaged people, so they could also participate.
Concept – waterslide and contactless payment, hmmm the connection is not immediate but when you finally know what the spot is about, it works. It shows you the speed and easiness of transactions, and well it is what it should be doing. You can feel freedom, are not bounded with your money, cash is not an anchor for you, speed etc.… In general a good idea, and definetly a breeze of freshness.
One wise man from Coca-Cola once said – let’s not forget what we are selling, it’s just sugared water. Manufacturer of this ‘brush’ (sorry ladies, I’m ignorant in these matters…) remembered this. Solution implemented here is simple, but applied correctly to the advertised product. It definitely focuses reader attention, as well, his magazine if falling apart. My only concern is, how ‘durable’ it is. A lot depends on used paper, will these small slices bend and become irritating?
Kiedy sądzisz, że nic nie jest już w stanie Ciebie zaskoczyć, zdarza się właśnie coś takiego. Bankowość/usługi finansowe to stosunkowo trudny obszar do promocji. Ciężko jest znaleźć nowe sposoby promocji z wykorzystaniem starych narzędzi – w tym przepadku bankomatu. O ile często zdarza się umieszczać informacje promocyjne na ekranie, umocować półkę/wieszak z ulotkami (idealne miejsce do schowania kamery nagrywającej wpisywany PIN… Powinienem zrobić notkę o zabezpieczeniach) to inwencja kończy się zazwyczaj tutaj. Tym bardziej cieszy, kiedy spotka się tak udaną realizację.
Na papierowym potwierdzeniu dokonania wypłaty z bankomatu umieszczono wzory orgiami, umożliwiające złożenie myszy dla wersji z bankowością internetową, torebki dla karty kredytowej, świnki dla konta oszczędnościowego itd. Nie doszukiwałbym się jednak wyrafinowanej personalizacji np. drukowanie wydruku z kontem oszczędnościowym dla osoby nim potencjalnie zainteresowanej. To byłoby zbyt piękne. Podejrzewam, że wzory zostały losowo (lub w takiej same sekwencji) nadrukowane na papierową szpulę umieszczoną w bankomacie – na pewno nie był drukowany przez bankomat.
Dobrym pomysłem było umieszczenie instrukcji składania na wierzchniej stronie potwierdzenia, w połączeniu z czerwonym kolorem (zgodnym z marką HSBC) powoduje, że trudno jest go nie zauważyć.
Za
Przeciw
Możliwe ulepszenie
Zwiększenie prawdopodobieństwa oddziaływania – dodanie informacji o umieszczeniu instrukcji na ekranie, PRZED wybraniem opcji wydruku, np. poprzez słowa ‘mamy dla Ciebie niespodziankę’, ‘nasze zwierzątka czekają na Ciebie’ (ok, co z torebką…) itp. Uniemożliwić przeoczenie tej formy promocji.
W zależności od konstrukcji bankomatu, jak i jego otoczenia, rozłożyć kilka poskładanych układanek wokół/na bankomacie.
Jak zawsze – współpracować z końcowymi odbiorcami, może jakiś konkurs na stronie internetowej na nowe/lepsze projekty orgiami.
Możliwość zastosowania w Polsce:
Jak najbardziej, chociaż po modyfikacji – pomysł z rozłożeniem poskładanych układanek poza bankomatami w oddziałach banku nie udałby się – pogoda, wandale etc.
Ocena: 5,5/6
Niestety nie posiadam dokładniejszych danych (kategoria Oldies –znalezione na dysku) np. co do kraju w którym zrealizowano ten projekt.
—
At the time when you think that there is nothing what can surprise you, it happens… Banking/financial services are a rather hard area to promote. It is difficult to find new ways of a communication with the usage of old tools/vehicles – at this case, a good old ATM/cash machine. We can often see a promotional message placed on the ATM’s screen, or a bunch of paper leaflets on a stand next to it (a great place to hide a miniature camera to record inputted PIN code… I should make a note on the security issues), the creativity usually ends here. That’s why it is even more enjoyable to notice such realization.
On an ATM’s paper cash withdrawal confirmation/receipt origami patterns were placed, which made possible to create a mouse for internet banking version, a handbag for credit card, a piggy for saving account etc. I wouldn’t search here for some advanced personalized marketing, like putting the saving account version on a possibly interested client receipt. It would have been too beautiful. I’m suspecting, that patterns/instructions were placed randomly (or in the specified sequence) on the ATM’s paper reel – for sure they weren’t printed by the ATM printer.
Instructions were located on the top side of the paper confirmation – a very good idea, and in joint with the red color (in accordance with the HSBC brand) makes it hard not to notice it.
Pro
Cons
Possible improvement
To increase the impact level and spotting probability – add an information about instructions on the screen, BEFORE choosing the ‘print confirmation’ option i.e. with the words ‘we have a surprise for You’, ‘our pets are waiting for You’ (ok, what with the handbag…) etc. This will make missing them impossible.
Depending on the ATM construction, or the surrounding environment, place some solved origami puzzles around/on the cash machine, to attract attention.
As always – work with your clients, involve them. Maybe a contest on a website for a new/better origami projects?
Implementation in Poland:
Indeed it can be, but with small modifications, like the idea of placing solved puzzles around the machine will rather not work in the case of ATMs located outside bank branches – weather conditions, vandals etc.
Evaluation: 5,5/6
Unfortunately I do not have more specific data, like the country where project was realized, as this entry is from the Oldies category.
