Every day we see so many ads. Brands and ads are literally everywhere with us from when we wake up until when we fall asleep, and for many of us, brands, products and experiences even accompany us in our sleep.
As a marketer, I assess ads and promos for a number of qualities, such as:
- Is this beautiful?
- Is this powerful?
- Is this effective?
- Would this drive anyone to buy/investigate further/visit a website?
This past week I came across three very good campaigns that ticked the boxes.
1) The Smith Family’s interactive board in Pitt St Mall for the Winter Appeal 2012
It set out to attract foot traffic, and it did. A very clever way to engage and appeal to our emotional side. Kids are playing together, and then run toward you. The top of the billboard says, “Step towards the screen to join in.” When you do, the kids look up and run away together, leaving you by yourself. The explanation then comes: “It’s hard being left out. This is how over 600,000 disadvantaged Aussie kids feel every day. Donate to make a difference.”
2) Emirates’ guitar players at Pitt St Mall
The sound of seven or so synchronised Spanish guitars during your lunch break is appealing to say the least. These players drew a crowd and in the middle of a chilly day, really made you think how nice it would be in a balmy Spanish summer from next month, flying Emirates’ new services from Sydney to Barcelona or Lisbon, of course.
3) Australian War Memorial Canberra’s Martin Place tents
The sign reads, “Australians in the first World War. 330,000 men went to war. Just 3,000 nurses to offer aid”
It couldn’t have been a better day for it. With the air crisp and the skies drawn, the tents looked solemn and morose. What a way to make you stop and think. This experiential marketing campaign was there to promote the Australian War Memorial’s latest exhibition, called Nurses: from Zululand to Afghanistan.
Have you seen any ads or campaigns that caught your eye recently?