This massive hourglass was built for the launch of BMW 7 Series by 20 men in 216 hours. It holds 180,000 silver balls and is 40ft in height. Apparently the world's biggest hourglass.The sparkling new 7 series was revealed in style as the balls poured through into the lower half of the hourglass.
What can be more exciting for men to see a BMW come down an hour glass shape! As I said in my earlier post, your ad should be disruptive. This one is spot on.
I am sure this ad is in response to the latest iPhone which people are clamouring for standing in long queues. The 'till-now-strictly-for-corporate-audience' Blackberry has had to change what it means to its customers. Because they know their very loyal customers are also enchanted by Apple's latest offering.
'It can do more' must be the brief given by the Blackberry brand managers to their advertising agency but the ad has failed to bring out the real experience 'being on one'.
If you look carefully you do see some images of games, beaches, head phones but no, there is no real incentive to acquire one or aspire for one! But definitely it has failed to change the perception that Blackberry is for corporates. For the simple reason that every ad has to have a few basics -
The message should be disruptive i.e. something which has not been seen before, not spoken by anyone before and one that makes your audience sit up and notice. It could be as big as world's first hybrid train (I wish there is one in the making) or a simple feature in your existing product which your target audience loves but no competitor has talked about. But mind you it should be a relevant feature which delivers a particular experience your customers love.
What lacks in this ad is the wow factor, reason to start a life on Blackberry and 'is-it-for-me'.
People are talking about the thumping success of Internet as the best media vehicle and pooh-poohing TV, while some brands are sticking to print and quietly getting the best out of it.
I was reading Business Week the other day and couldn't help notice the Bridgestone latest print campaign - Technology for a better world, it not just caught my attention but also, made a very lasting impression about my perception of the brand.
Michelin is one of the brands I have worked for albeit for a short duration, hence my affinity is more towards it. I was taught at Michelin that no other company has been able to match what Michelin offers in terms of technological advancement, safety and quality. I thought all other brands are just followers. It could be true but what's going to come is no less.
This ad by Bridgestone has changed my perception completely. I read the whole copy -
'On the runways, tires, can reach racetrack speeds while supporting five hundred times the weight of a race car.'
The 340 ton Boeing 777 races along the runway at nearly 220mph during takeoff and 155 mph at touchdown. It tires are built by Bridgestone to meet stringent safety specifications at racetrack speed while supporting the massive weight of the aircraft. Bridgestone is also the proud supplier of tires for the new Boeing 787 and Airbus A380.
Here is why it works -
1. A message which educates the consumers about what Bridgestone's technological advancements supported with numbers and a relatable example of race cars. 2. The endorsement it gets from being the supplier for Boeing and Airbus. 3. The three different angles of a plane first taking off, laid out in an eye catching way.
