Transforming the Ad Scene

http://theinspirationroom.com/daily/2012/western-union-demo-billboards/

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What is being advertised?

Western Union Money Transfer

 

Why is it being advertised?

To promote awareness of the brand and the service they provide

 

Who is the intended target?

Travelers, most likely

 

What’s the connection between the product’s message and the target’s need?

Travelers need to convert their currency to match that of their destination. This message argues that Western Union makes this process quick and easy.

 

What’s the single most important thing (10 words or less) being communicated in the ad?

Western Union’s services change currency instantly

 

How do the visuals support and communicate the single most important thing?

The visual of these billboards is crucial to what the brand has to say. The transformation from one iconic person to another mimics the instant “transformation” between types of currency that is possible when using Western Union.

 

How does the copy support and communicate the single most important thing?

A lot of copy is not necessary for these image-driven ads. However, the visual solve relies on the audience reading the service description “The Fastest Way to Transfer Money” to make the full connection with the what Western Union provides.

 

How does the context or media placement communicate the single most important thing?

The billboard placement is key to the success of these ads. The high speed of passing vehicles allows passengers to fully experience the billboard image’s transformation at a pace that supports the USP.

 

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Perfect Parking

http://theinspirationroom.com/daily/2012/volkswagen-nightmare-parks/

volkswagen-bikers-police-car

What is being advertised?

Volkswagen Park Assist Technology

 

Why is it being advertised?

To spread awareness about this new feature of Volkswagen vehicles

 

Who is the intended target?

Frequent drivers—I’d imagine particularly people who live in urban areas that require frequent parallel parking

 

What’s the connection between the product’s message and the target’s need?

The humorous visual solve of this collection of print ads cleverly portrays the product’s ability to ease the hassle of parallel parking in tight spaces. The product allows more control over parallel parking so that users don’t have to worry about bumping their neighbors.

 

What’s the single most important thing (10 words or less) being communicated in the ad?

Volkswagen Park Assist Technology makes parallel parking worry-free.

 

How do the visuals support and communicate the single most important thing?

The visuals were strategically chosen to convey the stress that comes with parallel parking. By using fragile or threatening obstacles to frame the available parking space in the visual, the audience immediately understands the problem that the product solves.

 

How does the copy support and communicate the single most important thing?

The visual does not call for much copy. However, the visual solve relies on the audience reading the product description “Park Assist technology from Volkswagen” to make the full connection with the product. The brilliance of the ad lies in its lack of extraneous explanation, allowing the audience to connect the dots for themselves.

 

How does the context or media placement communicate the single most important thing?

The medium in itself is nothing fancy, but it makes sense for this particular ad. Merely showing a copy-scarce image in a print campaign works well to simply communicate the message.