It’s one of the toughest environments to work in. No, not drilling for oil in the North Sea – ‘the digital space’. Sliding onto someone else’s laptop or phone screen when they didn’t really ask you to is a tricky first date in the (hopefully) long term relationship an advertiser want to form with a prospective customer. So how best to go about it?
From my point-of-view it all revolves around character. What is the first encounter with the product, service or brand that you’re promoting going to say to your audience when they see it on their most personal of environments – their phone screen or computer?? Get that first touch right and you’ll have a much better chance on of both moving to second base.
For Auckland Drape Company I recognised that showing photos of a range of completed window dressings, shouting out ‘Buy NOW!!’, and ‘Hurry, only while stocks last’ was never going to do the business. Neither was their well worn station-produced jingle.
A fresh, engaging and characterful approach was needed to get viewers of the ad to start their interaction with the Client. So…a funky little animation was called for. A bit left-field? I hope so.
Auckland Drape loves this new approach to their offering.It’s the first time they haven’t been literal or factually-based in their advertising, and they’re really enjoying the feeling of liberation this step into non-reality gives them.
Thanks for being brave Auckland Drape, and here’s to the start of many successful relationships with your customers.
B L U