We’re all often guilty of over complicating things. Advertisers especially.
In a world of perpetual connectivity, we live through our days over stimulated by new products and penetrated by the messages of large budget, multi-tiered campaigns. Recently Sony Ericson released the Xperia™ Pureness phone. With the tagline, Talk. Text. Time, the phone claims to be ‘free from excessive features, leaving an exceptionally simplified mobile experience’. Now the product itself (available only at select locations) is worth examining. Inspired by the form of the device, Sony’s launch campaign does away with ‘extraneous elements’ with the advertising expressing ‘a stripped down essence’, according to the product’s website. It marries design excellence with a simple mix of digital promotion and outdoor advertising and the results are quite stunning.
With Sony capitalising on the notion of getting back to basics, I can’t help but draw the parallel between many agencies adopting a similar approach with their clients.
There will always be agencies who utilise every possible medium at their disposal to execute gigantic campaigns that purely aim to saturate a mass audience. I’ve noticed from recent campaigns that advertisers worldwide seem to be in a cycle of revisiting the less is more principle. This usually translates to one big idea executed across a hand-picked selection of appropriate supporting mediums. It’s these type of campaigns that keep me on my toes, am always excited to engage in and want to see more and more of.
Submitted by Anonymous (not verified) on Mon, 15/03/2010 - 6:07pm.
But do consumers really want less nowadays? I agree in an advertising campaign and creative sense that less is often better but when it comes to products like Sony's, perhaps it's just a way to glamorise making a cheaper product to target the non smart phone users?
Post new comment