Walking through the underground corridor between Port Authority and Time Square I saw this series of billboards promoting the popular show Big Love and, after noticing how each one had dozens of audio jacks installed, I couldn't resist but stop walking and plug mine. Simply amazing. I was able to hear the secrets of each one of the characters in the billboard and even get "updated" on some details that I've forgot from past season. Well, the effort is part of HBO new "Secret" campaign for the premier of the show and, simply put, it encourages people passing by to take a second and plug their headphones into each jack to hear a recording of a different secret about people pictured on the billboard. Not the first time I see this but definitely the first time I stop by.
I just saw this viral campaign and I must admit that it does surprises me to see JCP pushing for jewelry during the holidays given the current economical context. What I’ve seen historically is that when the economy slows, people typically put off buying big-ticket, credit-sensitive goods, such as appliances, automobiles, furniture, and consumer electronics. Logic would suggests that the jewelry industry should be highly sensitive to economic swings too. After all, jewelry is a discretionary purchase; people do not need diamonds to live. Now, that made think... Although there is not such a thing as the “ideal” tonality for a specific category (the result will vary depending on the brand, the target and/or the context), it really intrigues me to see the tone used in this communication, of course, considering the environment aspect of the formula. In times where everybody is relying on a more saving focus type of messaging, a 5 minutes movie “warning" guys that a diamond is a “must do” for the holidays sounds to me a bit risky and perhaps even insensitive. The dynamics of the category are unknown to me but my best guess is that even if JCP is selling affordable high quality diamonds to everyday people, I would expect a message that is more focus on putting that idea on their radar. I guess time will tell whether this effort can really change behavior and drive diamond's sales at JCP, or it is just the result of long term planning that just couldn't go back after crossing the line.
Life is for sharing... OK, the approach is certainly not new (it was first done in Grand Central by the Improv Everywhere team). Regardless, this guerrilla dance unleashed at the Liverpool Street Train Station in London by T-Mobile reminds me that a good idea can last forever. Same story here: Over 300 dancers performed a dance routine as commuters passed through the concourse and, using hidden TV cameras, captured the spontaneous reactions of these commuters as they watched the dance troupe perform. The link to T-Mobile new Life is for Sharing Campaign is strong as this dance brings to life the fact that there are often wonderful, exciting and unexpected things that happen everyday and that you want to be able to share with your friends and family. Very true and definitely clever execution by Saatchi. I just wish I would have been there to dance a bit.