Sunday, 15 March 2009
Bad media fit.
Being the advertising geek that I am I couldn't help noticing the Big Yellow Storage panel ads whilst watching the England v France match today (very well played by the way). I found this choice of medium to be a bit of a strange and ineffective choice for Big Yellow Storage. I just don't see how the brand and the service that they offer fit with the placement. I'm confident that not many of the rugby goers would have been in the frame of mind where they were open to comms from a storage company. Its such a specific service, surely their money would have been better spent targeting audiences in an environment where they are likely to be more responsive e.g. the ideal home show.
This reminds me of a Rory Sutherland talk I attended where he spoke at length about the importance of context. Identifying when to target someone is just as crucial as identifying who it is your talking to. Your communications will surely be more effective if your talking to someone when they actually care about what your saying.
Personally I think that to profit from mediums such as rugby and football panels you need to be a big, strong and well established brand such as O2, Nike or Coca Cola. The fans are there to watch the sport, they're not really going to take in any complex messages. With a brand such as O2 you can simply have the logo and campaign line and that is enough for them to have a significant presence during the match, I just don't think this applies to a brand such as Big Yellow Storage.