For the Target Market That Hates Advertising: Unadvertising
Image Source: Adweek
There is noise flying at consumers from every angle. Something clever, something practical, something interactive, something hilarious, something memorable. Something that creates value in the target’s mind. Statements linking features to advantages and positioning these as benefits (FABS). How can marketers be more clever than the competition?
Small Luxury Hotels of the World decided to do the opposite. Less visually appealing. No FAB statements. They’ve rolled out an unadvertising campaign. Beige headlines do anything but scream, they whisper. “Even the most exciting, glossy advert can’t seduce people who know what they want. So here’s a boring one.” “This ad is for people unaffected by retouched advertising images.” “A super slick luxury ad might have looked great, but it wouldn’t have swayed independent minds. So we didn’t do one.”
The campaign cleverly plays to consumers who consider themselves highly discerning. It’s ironic; the “free-thinking” audience is manipulated the opposite way other targets are.
The $1 million campaign media buy includes Bloomberg, Departures, the Financial Times, Boisdale Lifestyle and Travel + Leisure. These print and digital outlets clearly target the affluent traveler.
To read the original story, visit Adweek