Why Are You Addicted to the UPS Whiteboard Ads?
When do you know your ad has surpassed "marketing tactic" status and has become a pop-culture icon? When SNL makes fun of you, of course!
In 2007, UPS launched a 34 million dollar campaign, called the UPS Whiteboard. With TiVo stopping power, the whiteboard artist, Andy Azula, seems to have a knack for entrancing all people that watch these ads, getting the message across in a very memorable "goal-oriented" fashion.
So what's the process?
UPS understood they offered an oil-tanker full of great resources, but had no clue how to communicate all these ideas to their target market, and at the same time keep brand consistency. Enter the Martin Agency. Their solution? A whiteboard, a brown marker and a "man in a lady wig." (Watch the SNL clip and you'll understand) So, why is the Whiteboard campaign so effective?
The Keys
The Whiteboard Ads combine three elements. Narrative, Illustration and Simplicity. The ads are quite easy to understand and follow, which is a big part of the success; but they also use a "hidden" tactic.
The Hidden Tactic:
Intentional, or accidental, UPS and the Martin Agency have taken your brain hostage. With a whiteboard setup typically found in learning environments, your mind interprets the ad as a "learning opportunity." It is also helpful that the very concept being illustrated (literally) is also audibly communicated to you at the same time. In other words, all areas of your noggin are lighting up with delight, therefore you are more likely to recall this experience. (See BusinessWeek's findings on this)
The Goal-Oriented Result!
By exercising what we believe is a great example of "Goal-Oriented" Design, UPS has taken you to school and they are confident you learned your lesson. Can you easily recall many of the major selling points of UPS service months after seeing the ad?
How about at your company? Are you using pretty designs or goal-oriented designs?
Image credited to NewsWeek http://www.businessweek.com/managing/content/feb2008/ca20080220_798280_page_2.htm
posted by justbrady @ 1:30 PM
5 Comments:
Nice insight Brady, but if I see an ad come out of your shop that features a chalkboard, a protractor or a kid in the corner wearing a dunce cap I am crying foul!
Yeah, Lady Wigs! The UPS ads are strangely compelling which I think it was what made SNL think to spoof them - great insight (as Josh said) into the reasons behind that.
Haven't watched the SNL skit yet, but I suspect I'd like it. Then again, I rarely watch television (other than DVDs) and haven't seen the commercial. But if Brady likes it, it must be pretty dog on clever.
I have to agree with the whiteboard ads, hard to not watch them. Much more insightful and much better done that 95% of the superbowl ads.
Thanks for all your good feedback. Todd if you want to check out the SNL spoof or original ads here are the links:
Original Whiteboard Ads:http://whiteboard.ups.com/
SNL Spoof: http://www.hulu.com/watch/113219/saturday-night-live-ups-1
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