Careful what you wish for

Quick – buy some clothes you’ll never wear out!?

Shout it from the rooftops!

Hard Yakka now make jeans. Er… Jeans you won’t wear out!?

Oh hang on. No we mean they’re super tough. You get it right? Not you wouldn’t be caught dead in our jeans. Oh oh, sh#t this soooo worked in the agency. You guys get it don’t you, please, please get it….

Lost in translation.

Hard Yakka garments are so tough they make the Marlboro Man look like Betty White but I almost slipped the old Toyota off the freeway when I saw their ‘won’t wear out’ tagline on a super expensive billboard this week.

Luckily I do suspect though that only marketing types & smartarses (I fit both categories I think) will take this the wrong way – ooh as the nun said to the baseball team. It seems like a super expensive campaign so I hope I’m in the minority. You know what a minority is right, like um, oh the percentage of jeans-wearers that would actually wear Hard Yakka for example.

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Outdoor media – it can be boom or bust!

Really? There's 3 billboards here you say...

Unquestionably outdoor media is becoming more & more popular in the Australian marketplace. It offers very attractive pricing when compared with traditional offline newspaper advertising (abhorrently expensive by the way) and certainly comes in well under TV.

Another appeal – if you get the right site (all important that) – is the stickability of your ad. You can’t change the channel, use TIVO to skim through ads or flick the page of your morning newspaper. A great Outdoor site has very high impact (wanker term = cut through) and there are normally a very limited amount of these prime locations in a city. Here’s one in Melbourne, Australia…

'High' profile literally

So three marketing managers have spent tens-of-thousands of their marketing budget dollars to achieve some power presence at one of Melbourne’s best Outdoor sites. A massive intersection with enormous reach. In short a top dollar site.

Unfortunately sometimes the best laid plans by some of the best marketing minds can come undone and go…err well, tits up. If they made a card game called Marketing 500 then – CK trumps, um whoever the other brands are & glamorously photographed cleavage trumps bottles. Well most things really.

Lights have changed see ya