You are quickly browsing through the New York Times pages probably on the way to work or on a lunch break. You turn the page and voila! you see a huge scribble or a cryptic image followed by rather dull headline and a massive block of corporate copy.
These IBM ads are part of the ”Conversations for a smarter planet” campaign. Would you feel interested enough to stop in your tracks and dip into the lengthy message?
The idea of a “Conversations for a smarter planet” green campaign is brilliant and well intentioned, the execution… in my opinion, not so much. Ad images are meant to be relevant and engaging, grab your attention and draw you into reading the copy, and hopefully you will take some action such as visiting a website. But these images, although eye-catching, in my opinion, are neither relevant nor engaging. Would you invest your time in figuring out the meaning of a scribble or an abstract icon?
IBM if you want to engage and “educate” your audience, make it easier for them to understand your message. Make sure the reader actually wants to read your message.
However well intentioned, these corporate-sponsored environmental claims are unlikely to be taken too seriously these days.
Joe Makower from The Energy Collective wrote an insightful story about this IBM ad campaign that explains its goals and strategy and includes interviews with Rich Lechner, IBM’s VP of Energy and Environment and John Kennedy, VP of Integrated Marketing Communications.
In time for the holidays, Subaru brings its “Love” theme to a higher level. Subaru is a practical brand that knows how to touch an emotional chord with consumers. Its philanthropic promotion, “Get a Great Deal. Support a Great Cause,” offers to donate in your behalf to one of five high profile charities, and its TV commercial reinforces the brand’s story of down-to-earth authenticity and caring with the smart use of bumper sticker messages and excellent casting.
In my opinion, this campaign continues to successfully build Subaru’s unique brand positioning, strengthen its connection with consumers by appealing to their value system, and attract new buyers with its well balanced pragmatic and emotional communication strategy.
Recent comments in Youtube include: “Subaru Forever! i own an 89 xt6 boxer 6! love the grr sound after muffler mod. its a Wedge on wheels!. LOVE A SUBARU !”, “anyone know who is the girl at 0:14?? i think im in love.” and “It’s so great to see the “LOVE” theme continue in these latest ads.”
As reported by Advertising Age, “Subaru is gaining traction as the auto industry stalls”. Subaru’s VP-chief marketing officer claims that “consumers’ favorable opinion of Subaru has jumped by roughly 25 points since last year”.
This socially responsible approach seems to fit well with the current consumer mindset.
A powerful story told by and amazing artist and human being.
An example of how technology is helping the human rights cause. The human rights group “Witness” used video cameras and now phone cameras to denounce and instantly expose injustice any where in the world. Peter Gabriel talks about his first involvement with Amnesty International when Bono (U2) asked him to join the Human Rights Now! tour. I was honored at the time to be asked to create the poster for this remarkable event.
I was honored to create the Human Rights Now! tour poster for Amnesty International
