So this certainly would get your attention…
But really it’s a boat made into the optical illusion that it’s sinking. (More information about it here.)
You wouldn’t want to use this in a marketing communication just to get attention, like “Eat at Joe’s Crab Shack.” You’d want to figure out how it fits into the meaning of your communication. Like “We have quite a load of shrimp down here at Joe’s Crab Shack.” Although that’s a lot of words when you are hung over and hanging out on a beach.
- This type of execution would be most effectively done as a “demonstration” of an issue or benefit. What can you demonstrate in your brand or brand meaning?
- So why would this specific nonsinking sinking boat work? Are you talking about how heavy or big something is? Are you talking about being pulled down? Held back? About mysterious stuff underneath? Are you in trouble? Stressed out? Having a bad day?
So here’s an interesting idea- a billboard that reacts to color. When you stand in front of it, the little face changes color depending on what you are wearing.
And here’s a video with an explanation of “why” and how that for no apparently reason I’m utterly unable to embed and have stopped trying.
Not my title, but I totally couldn’t have said it better myself:
- Identify who your competition is and what makes them different
- Don’t do that. Or at least don’t do it and think it makes you different. If you want to neutralize them, give it a shot.
- Identify the cliched ways that people communicate both in your category and to your target market.
- Don’t do that.
- It doesn’t really matter what you think. Even if you are a member of the target market. If you want to use your own gut check or to get ideas, go for it, but don’t assume your single self equals the big old target market. By no stretch is your/your roommates/ your significant other’s opinion confirmation of doodly-squat.
Innovative use of mundane objects to tell a completely different story. Notice how you spend some time looking at each aspect of each visual to see how they did it. That’s what you want a strategic communication do- be interesting on its own without turning up the volume and irritating everybody in the room. When you brainstorm on nontraditiona media placements, can you “see” things different ways, and make them into something new in way that supports the message?