Agency: BBDO Bangkok Client: HomePro Title: "The Other Side Project" "Every Year HomePro main media is a poster and sign-board with one side benefit. After e...
Logan Harris's insight:
This video highlights some really creative thinking by BBDO Bangkok.
It shows the importance of creativity beyond the initial communication material. While the ads on the signboards were not particularly creative in themselves (price promotion essentially), designing the backs of the boards to be of greater use/aesthetic to later users was creative genius.
It would be fair to say that the message displayed on the face of the signboards was not the main message of this campaign. By acknowledging a problem and pro-actively doing something about it, the brand has shown great corporate social responsibility. The campaign may not increase sales but it will certainly increase goodwill towards HomePro. Creation of a Youtube video detailing the project further increases the campaigns reach, extending it beyond those in the area directly affected.
Creativity is hugely important in IMC as it allows your brands communications to cut through the clutter. Unconventional use of media is just one way that this can be achieved.
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