Collaboration of two modest Titans – Innovative advertising
Advertising has long been a rich field for innovation and creativity. Its purpose being to capture the attention of prospects who are over-targetted by all sort of messages, a déjà-vu approach to advertising is unlikely to cut any ice. Here is an example I’ve stumbled upon yesterday in the Paris Metro (underground).
On the picture you get actually two ads: one for the release of the movie ‘Le Choc des Titans’ (Clash of the Titans) on April 7th, the other one for a rugby match (or should I say ‘clash’?) taking place on April 3rd.
This is a great example of 1+1=5.
- The movie gets advertised
- The rugby match gets advertised
- The juxtaposition captures the attention of the public (I am unlikely to go see either, and yet it made me stop and I felt compelled to take a shot and write this post about it!)
- The congruence of the two messages mean they reinforce each other (a case of ‘connecting the dots’ or associating)
- The producers place two ads for the price of one.
Innovators have a no trade-off mentality. On a modest scale (nothing like launching Amazon or iTune), this ad that delivers increased impact at lower cost is a case in point. The modesty of the innovation scale is also a great reminder that you do not have to be Apple to innovate: small scale day-to-day innovations can be quite powerful as well.
Finally, there could not be a better illustration that innovation requires a high sense of urgency. The rugby match is 8 days away with the movie release following within 3 days. You can’t debate forever whether or not you go for it!