Constructing Curiosity

   This week I wanted to talk about something that I've always thought of as being a bit of an anomaly. For lack of a more official term, I will refer to it as the construction site peephole. 

   Peepholes are not necessary for the advancement of construction projects. They are simply there to satisfy the public's curiosity. Peepholes stand out in my mind because it seems as though very little in our society is done without a fixed and obvious drive behind it (usually that drive is monetary gain). But with construction site peepholes, there is very little at play here other than to give people a look at what's on the other side of the fence. Often what you come to see isn't even very impressive. Usually it's just some machines digging holes or lifting things and burly construction workers milling about. But the simple fact of the matter is that on street level, people do not like to walk alongside a fence within clear earshot of the sounds of industry and not have an idea of what is being built. On the whole, we are preoccupied with productivity and advancement. People like to be in the know.

   Now, this led me to think about how construction site peepholes could be used to develop some very creative, off-the-wall (no pun intended) advertising. I find it surprising how so few companies, whether it be the construction company itself or the company responsible for what's being built, take advantage of this valuable advertising opportunity. 

   I did a quick search online to find some examples of peephole advertising that have been done in the past. I was expecting to see some really neat things and to be honest, it was difficult to find anything of substance. 

   So many advertisers slave over the simple task of grasping their audience’s attention. In the case of peepholes, they already have the people’s attention – why not give them something to look at? 

A Picture Is Worth A Thousand Words

I revel in the magnificence of fine-tuned advertising copy as much as the next ad-junkie. However, there is a prevailing and undeniable trend of advertising that incorporates little, if any, copy. The central visual may be supported by a single tag line but nothing more than that. Any supplemental information is all construed by the viewer from the subtext of the image.
Here are some impressive examples pulled from the Communication Arts 2011 Advertising Annual issue:

BandSports: Family Portrait (follow link for more ads from the campaign at Ads Of The World)

Land Rover: Go Beyond

3M: Cushion Wrap

I WANT MY JUNKMAIL

   I am consistently impressed with the total brand experience provided by Anthropologie. I grudgingly admit it: I have crossed the line from being a passive, disconnected shopper to an involved and educated super-consumer. I am on the mailing list (acceptable), I check out all of the new promotions (alright, now I'm getting embarassed) and I sometimes even frequent Anthropologie-centric shopping blogs (gasp!!!).
   Now the point of this post is that with brand loyalty programs often come little perks. During the month of your birthday, some stores will offer you a discount or a free gift. Anthropologie, for example, sends out a little cloth envelope via mail, beautifully packaged, with a coupon for 15% off your next purchase (pictured. Photo credit: http://effortlessanthropologie.blogspot.com). Lurkers of this brand are fully aware of the elusive b-day gift, which is actually awarded by lottery to its brand subscribers (read: not EVERYONE receives the discount). You can imagine the outrage provoked in those not fortunate enough to receive the discount.
   Now let's compare the DM birthday discount sent out by Anthropologie to all of the other random stuff we get in the mail each day. It's funny to think that we get so annoyed with companies that send us mail, whether hard-copy or electronic, when we do not have a relationship with that company. It takes an investment of time and communication to establish that kind of connection with a consumer. If a "stranger" company moves too fast, woah, watch out – it's rejection time. That DM piece is going straight from my mailbox to the recycling bin. But, on the other end of the spectrum, once that solid bond is formed, there is expectation.
   I think that Anthropologie is walking a fine line by not offering the coveted birthday discount to ALL of its loyal customers. To not receive the birthday discount during the month of your birthday is the equivalent of a virtual slap in the face. I'm sure customer service receives countless calls from irate customers and the cries are loud and clear: I want my junkmail.

Copycats

   Like almost anyone who has had the pleasure of viewing these commercials, I was delighted by the Dos Equis: The Most Interesting Man In The World ads when they first aired in 2007. Euro RSCG introduced an entirely new and unexpected spokesperson for an alcoholic beverage. The campaign was surprising, playful and extremely entertaining.
   In regards to the campaign, Euro explains that
"In place of Joe Drinker, we created The Most Interesting Man In The World, dashingly attired in Hemmingway-style suits, situated in highly exotic and intriguing locales. Instead of soothing the drinker with familiar and generic cues of masculinity, Dos Equis used the sophisticated figure of The Most Interesting Man to imply that all their drinkers could and should be living a more interesting life." Quote
   Based on the key consumer insight that imported beer drinkers longed to be seen as more interesting people, Euro developed a campaign that was groundbreaking and adored by the public and critics alike.
   Now, a few years later, I find it interesting to note how many so-called copycat commercials appear to be riding on the wake of Dos Equis' success. Both Jamieson's Irish Whiskey and Johnny Walker Scotch have come up with commercials following the success model established by Dos Equis. Both the Jamieson's spot and the Johnny Walker spot feature supposedly extraordinary men with a mysterious, intriguing air about them. On their own, the commercials certainly aren't bad. They each have their charm. However, I simply can't get past the fact that they appear to be blatant attempts to piggyback on the success of Dos Equis' campaign. Then again, I'm an advertising student. What I'd really like to know is whether or not the general public has taken note of this as well.