Stop Doing Busywork. Start Doing Your Best Work.
by Brian Chiam Chiew Yue
a) Opinion about the ad
The big idea of this leaflet was to promote 99U’s new book, Manage Your Day-to-Day. The main message of this leaflet was to be used as a promotional piece that gives people a quick summary what the book is about as well as providing them with something of lasting value. Each page of the leaflet has a different content that details what the book is about, such as the contributors and introduction to the book. 99U chose to use the leaflet as it simulates the experience of reading a book. As something of lasting value, the leaflet has a motivational quote that people can keep.
In my opinion, this is a very simple yet effective way of promoting the book. The leaflet is a general-purpose leaflet, as it briefly let’s people what this is about. I find it effective in a way that it creates an experience when unfolding the leaflet. It gives a sense of discovery for every page turned. The motivational quote is also a nice touch as it feels like a surprise after unfolding the whole leaflet.
b) Newly created copy for the ad
Headline: Prioritise What’s Work and What’s Not
Body Copy: “Success usually comes to those who are too busy to be looking for it” - Henry David Thoreau
Call-to-Action: Manage Your Day-to-Day in bookstores now!
Decorating your home has never been easier.
by Chong Siong Loong Ron
a) Opinion about the ad
The big idea of the direct mail is Ikea wanted to get consumers excited about their latest range of bedroom accessories while still Highlighting their functional contemporary furniture. The catalogs were too muddled and a simple brochure just didn’t get our consumers excited. So we designed a pop-up mailer that looked like a flat pack box from ikea. When you opened the mailer, a brand new bedroom from ikea jumped out at our consumers and it would be just a one stop solution that ikea provides to their consumers.
In my opinion, this is a very creative and effective way to promote their products. As the direct mail would enlighten the Ikea consumers that Ikea has a new set of functional contemporary furniture that is ready for you to fit in your interior space. I find that the way Ikea promotes their product is very creative, it would be a 100% stand out from other direct mail plus it would generate the interest of the consumer to purchase the attractive product without having a headache of making decisions for their interior spaces.
b) Newly created copy for the ad
Headline: Having a hard time decorating your home?
Body Copy: Having a hard time choosing your furniture? Only Ikea can provide you with a one stop solution that never regrets.
Call-to-Action: Visit the nearest Ikea now! Lazy? We got you covered, Visit our website and purchase everything online and we will be at your doorstep in no time!
Criminology and Criminal Justice Brochure
by Liew Kuan Ting (Allen)
a) Opinion about the ad
The main concept of the brochure was promoting the criminology course that Griffith University offered with an updated version of the Griffith University's A4 Criminology and Criminal Justice brochure. The direction was to make the brochure more relevant to the young people who are about to leave or has just left secondary school, which means people who are probably seeking a place to pursue their education further. The brochure also aims to introduce the case that Griffith University is a US leader in criminology and criminal justice research which was the unique selling point for the brochure.
The brochure was unique and different from other brochures in the market. Instead of coming up with a typical brochure, the advertising agency decided to include different elements that enhance the purpose of the brochure as well as provides a perfect visual presentation for the brochure. The whole idea of include latex gloves, swab sticks, the photos and the information brochure then sealed with the plastic zip bags was genius and well-executed. Anybody who had an interest in criminology and criminal justice will instantly intrigue by the brochure and automatically wants to look inside and know more about the information of the brochure. The copy with the brochure was well-written and kept the reader's attention to continue reading and lead them to the call to action, which completely achieves the mission of the brochure. Additionally, the writing tone of the copy was inline with the criminology theme, which makes the reading experience enjoyable to the reader.
b) Newly created copy for the ad
Headline: Thriving on finding details and reveal the truth?
Body Copy: Fulfil your criminology and criminal justice blood in your body with us – the world standard research!
Call-to-Action: Apply your first case with us at griffith.edu.au/criminology.
Welcome to Blackberry. Here are a Few Things We Think You’ll Find Useful.
by Lim Shan May
a) Opinion about the ad
This direct mail package is a welcome pack by Blackberry to invite people to attend the owners lounge. Inside the package, the covered brochure are sealed with a stanchion image so it makes the design extra mysterious and it gives a sense of ceremony. The opened brochure is a long lounge seat with more information regarding the campaign. Other than that, it contains another set of brochure on some useful information regarding Blackberry which is separated into three different sections. This allows customers to choose which section that they want to read up more. Big texts are used in each page and white spaces are utilised so it looks neat.
In my opinion, the big texts on the main page of the direct mail package grabs people attention right at first glance. The words used are short and effective to promote the campaign and contrast of colours are used with the dark background, which makes the words stand out. This sparks curiosity for people and they would want to find out more about the content. It is an interesting experience for customers when they unseal the pages layers by layers. Overall, customers will definitely keep this unique direct mail package because it is well executed. It is elegant yet minimal which communicates the brand well to audiences.
b) Newly created copy for the ad
Headline: Something you might need is waiting for you inside.
Body Copy: Be our honoured guest to Blackberry Owners Lounge.
Call-to-Action: Join us now! RSVP your seat on our official website.
Creativity can
by Tan Jessy
Source: Design Indaba 11, n.d.
a) Opinion about the ad
The big idea of the direct mail poster is to promote Design Indaba 11’s campaign about the power of creativity. The purpose of Design Indaba 11 is to promote how creative thinking could turn a seemingly useless object into something of value. This component of the campaign was to design and deliver a poster invite to the design community. Design Indaba 11 took the traditional mailed poster tube and showed how a commonplace item can be used to create something extraordinary. Design Indaba 11 presents ideas of turning rubbish that ends up in landfills and polluting our environment, into something that we could reuse and recycle. Safeguarding the environment is essential as environmental protection awakens our imagination. The visual and mental stimulation that nature is able to provide is unique and it heightens our imagination and inspires our motives.
(Opinion) In my opinion, the direct mail poster is creative and simple. Although the packaging of the direct mail is very simple, the title “This is a Brick” grabs the attention of audiences. It makes the audience think as some might not agree that the object is a brick. This leads the audiences to opening up the direct mail and reading the information inside of it. Once the audiences figured out the message from Design Indaba 11, it audiences a deep-seated impression as it took time for the audience to understand and process the message in the direct mail. The direct mail is minimal in design, which reduces the budget yet clearly communicating its message to audiences.
b) Newly created copy for the ad
Headline: It is a building block, if you perceive it with creativity.
Body Copy: With creativity, there are endless possibilities.
Call-to-Action: Submit your creativity to www.designindabalab.com
Label Tech’s Exclusive Direct Mail
by Yang Chee Kent
a) Opinion about the ad
The big idea of this direct mail is to create connection between the brand and the audience. Label Tech is a label printing company, hence this direct mail highlights the services of the brand by giving this direct mail package, which includes free label samples that can be pasted on the lid of the box, a brochure that explains the brand and its services, a label sample swatch, and a bottle of beer that specially printed with Label Tech label.
Overall, the visual of the direct mail is very attractive and special. This promotional material did express the brand thoroughly on the services and the samples. It is smart to include label sample swatch and an example of label on a bottle as the users can visualise and experience the outcome of the label service. However, in my opinion, this direct mail seems high budget as there is so many things included in it, especially the free bottle of beer with label.
b) Newly created copy for the ad
Headline: Label your label with Label Tech
Body Copy: Exclusive label service, only on Label Tech.
Call-to-Action: Visit our website to drop your order.
Reference List / Picture Credit
- 99U (n.d.), image from https://www.behance.net/gallery/8986331/99U-Book-Fold-out-FlyerPoster
- Dubai Lynx (2011), image from https://www.behance.net/gallery/7677571/Ikea-Pop-up-DM
- Junior (2011), image from https://www.behance.net/gallery/1467123/Griffith-University-Criminology-Brochure-Pack
- Structure (2008), image from https://www.behance.net/gallery/134865/BlackBerry-welcome-pack-design
- Design Indaba (n.d.), image from https://www.behance.net/gallery/183521/DESIGN-INDABA-11
- Brandcentral (2017), image from https://www.adsoftheworld.com/media/direct/label_tech_strength_in_labels
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