BBDO New York stepped outside the standard billboard form of outside advertising in November 2005 when tasked to create local advertising for FedEx Kinko's Office and Print services. A replica highlighter and Tip Ex were stationed as part of the natural surroundings of a New York street scene. These structures mimicked the machinery used to create double yellow lines and zebra crossings.
Outdoor advertising is something we can often overlook, as billboards do not allow for the same two way conversation as interactive mediums. By creating such an unusual campaign, BBDO ensured that people would be talking about the idea and that FedEx Kinko's brand would be associated with humour, all while reminding their consumer base of their valuable services. Each replica offered links from which consumers could access the Kinko's website.
Sainsbury's moved away from their previous slogan, "Try
Something New Today" in this series of advertisements, instead encouraging
the public to "Live Well for Less". The company was looking to
reverse high price perceptions, and Abbott Mead Vickers BBDO took up the
challenge. The new slogan also corresponds to the re-launch of 6000 own brand
items in the Sainsbury's line.
I think this series is a great example in simple, effective
advertising. The budget does not need to be excessive to produce an ad that
resonates with consumers. Use of a catchy background song, performed by three separate
up and coming artists, unites the advertisements, along with lush visuals of
well known recipes.
By focusing on simple food that has no connotations of
luxury, for example the fish finger sandwich, Sainsbury's instills the belief
that it can compete with supermarkets viewed as more downmarket (e.g. Tesco). Sainsbury's
Christmas campaign this year will use the same strap line and be fronted by
celebrity chef, Jamie Oliver.
For my first post, I wanted to look at my favourite ad of
all time. T-Mobile's "Welcome Back", created by London agency Saatchi
& Saatchi, is a prime example of exceptional brand advertising. S&S
created a series of similar ads (using hidden cameras and flash mob situations
in different contexts) to establish T-Mobile's motto of "Life's for
Sharing".
T-Mobile UK offer a comparatively no frills service compared
to other providers such as Orange, and as such it made sense for them to focus
on ads that devolved a sense of well-being about the company as opposed to
focusing on their phone packages. While some individuals are shown using their
phones in the ad, it is mainly for either filming or calls, services T-Mobile
provide. This ad, and the series as a whole, had vast penetration of the
consumer base and could be considered successful viral advertising.
The ad itself was filmed in Heathrow, in the T5 arrivals
area, typically where long haul flights would land. Over 35,000 people
traveled through the area on the day, as 18 hidden cameras filmed their
reactions to over 300 singers and a vocal orchestra. The choice of songs is
sentimental and humorous.
The reason this will remain my favourite for years to come
is the emotions it continues to stir no matter how many times I have seen it.
Friends have confessed to crying at this ad and the thoughts it brings up of
family overseas. With emigration so popular in recent years, this advertisement
reminds us of the joys of homecoming.
