Creative mag advert by DHL
This one is a real puller from Shanghai J&J Advertising Co. The idea is brilliant and it may not compel a buy decision but it surely will result in better brand recall. In logistics business, the majority of the money is spent to assure the timely delivery and with zero damages; basically translating to two words – fast and reliable.
DHL hits the nail right on the head with this creative advertisement insert in a magazine. The advertisement includes a piece of transparent PVC paper placed into a magazine and having a DHL worker printed on it showing on both sides. This PVC paper is placed between the other two pages showing a guy on one side with Japanese backdrop and a lady on other page with Chinese backdrop. Therefore, when one turns the paper, the worker delivers the express mail between a guy (in Japan) and a lady (in China) effortlessly. Only a sentence is printed on top of a page reading, “International courier service express delivery guaranteed.” (see ad below)
And not only this, we have been witnessing many more such creative activities in paper magazines. Marketing is like creating a noise which right consumer can hear, and there is no point shouting in a fish market.
Magazine advertising is a definitely a different ball game as compared to other offline media. Just check how much time do you spend on reading a newspaper and a magazine. With television media, the problem is that the advert will be shown as per timing and the targeted customer does not have any control on this. The magazine medium’s essential strength lies in the active way in which readers choose and use their magazines. Magazines are an active medium, with the reader in control. Readers become deeply engaged with their magazines. As a result a strong relationship, a bond of trust, grows up between the reader and his or her chosen magazines. The time spent reading is substantial, and the copies are read thoroughly. Copies tend to be read repeatedly, often picked up more than once during a day and on more than one day. Then research has shown (and common sense strengthens it) that people are more likely to remember and recognize advertiser if they have repeated impressions from a regularly appearing ad. And as always, too much advertising leads to clutter.
With these points, I can now tell you why I really liked this ad! The ad involves two senses of consumer rather than one – sight and touch, which makes it stand apart. The use of plastic instead of paper has added to the novelty of the idea. It builds a small excitement in the mind of consumer and hence ensures a brand recall tomorrow when consumer has to use some logistics service. The magazine as a medium made sure that the consumer has all the time needed by him/her to relish the idea and absorb it. Remember one doesnt need to impress all, just the targeted audience. So over here there is nothing in advert which makes the right consumer to be pulled specifically. It people who will get excited by the idea would have no correlation with the intent to buy. Hence the success of advert will depend a lot on the kind of magazines DHL chooses to advertise.
Here are another two fine pieces of magazine adverts breaking the clutter of the noise and making a dent in reader’s mind.
Eye donation, by National Association for the blind
Advertising Agency: DDB Mudra, India
Styx Underwear, Czech Republic