Earlier I’ve showed how a citylight should be used to focus attention (snow). This time, an example of a bad strategy. An electronic scale is linked with the bus stop weight, and is showing the sitting person weight. Definitely is also focusing attention, but not in a way people like. I believe this bench will stay empty for a long time. Often you have to show your Clients that they do have a problem, but doing so in a rude, but honest way may backfire you. You don’t want to make them angry, you want them spending money in your establishment.

Inspiration: I believe in advertising

Tagi: Ambient, In ENGLISH, Marketing, Outdoor, SHORT. // Komentarze (0) »

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.

Inspiration: I believe in advertising

Tagi: Ambient, In ENGLISH, Marketing, Outdoor, SHORT. // Komentarze (0) »

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 ;-) ).

Inspiration: I believe in advertising

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I like it. Concept is clear – here we have a Policeman, the sheriff of his local community (and a helpful tourist guide ;-)) with recognized power and authority – everyone obey him, eve usually hard to calm arguing women. But, as life’s showing us, we all have bosses above us – in this case a wife. The moment, when a child disobeys him leaves us in waiting for a burst of emotions and anger – will he, or will he not bite his head off, but then apparently wife appears as a comic relief. Everything ends just fine, and HSBC once again proves that: ‘As the World’s local bank, the better we can understand people and what they value, the better we can help them.’
This is one of these perfect slogans. It is hard to find faults in it. One of the dominant trends in the banking industry is personalization of relations and services. If the Client is assured, that financial institution, an universal bank active on all fields of Client interest knows him, his needs and worries, he will stay with us. Hopefully this will convince him not to look only on the provisions, rates etc. (so we’ll be able to finance that damn personalization) but the general impression will prevail. In the short soldier words – to move standards and quality of service from Private Banking to Retail, an impossible task, but always worth trying (appearances are good enough ;-) ). Ok, this is the SHORT category, so no lectures.
Music theme is perfect, hard to think of a better background for a bossy energetic man, a true conductor than “Largo al factotum” from Il Barbiere di Siviglia by Gioachino Rossini. So, the bank is able to known the true nature of Clients, and suits best their needs.

Tagi: In ENGLISH, Marketing, SHORT, TV. // Komentarze (0) »

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.

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