Art Director, Tom, faces a dilemma...Which mobile fundraising advert should he respond to first?
On a recent train ride I was the unlucky one without a seat (a glorious £30 well spent) and spotted some fundraising posters...
A few things crossed my mind:
• What a strange place to put these ads
• I’m going to have a boy, girl and a dog looking at me for the next hour or so
• I really hope no one has an accident in the adjacent toilet
Now the ads have used some good fundraising techniques – eye contact, naming who I can help and a short SMS donation number. They’ve even made some assumptions about who I’ve walked past today and guessed my gender. The main trouble is, due to their proximity to one another the single-minded asks are slightly undermined.
Who do I help – John, Archie or Aneni? Unwittingly these ads have made me feel powerless.
So how do we get around this problem?
Well, we could hope that next time there won’t be any other competition. There might be more proactive ways though.
We do know what the reader’s environment is like which could be used to our advantage. We know there’s a toilet, a bin, bikes and bike rack, no comfortable seat, loud noises, people continually walking by and that they are travelling. If any of these ads had referenced any of those, I’d immediately be more drawn to it.
Obviously, producing ads for all sorts of different locations might not always be cost effective or even be related to the cause in question, but sometimes bearing it in mind might just make it stand out above the rest.
Here’s an example of Farm Africa having a go:
And here’s McCain’s suggesting you hop(scotch), skip and jump for joy if you're having chips for dinner:
It might be tempting to riff off another charity advertising in close proximity, but such adverts tend to go down badly with consumers. This witty BMW advert might be the exception.