Every Jobseeker's Biggest Fear
Ahh, yes. Besides outright rejection, those hopeful souls sending in resumes also fear that their carefully crafted CV becomes someone's paper airplane (or worse). What's a good headhunter to do? Capitalize on that fear, of course. MBR Worldwide does this brilliantly in their new print campaign shown here.Don't miss the other print ads in the series seen at Adverbox.
posted by franki durbin @ 8:43 AM PERMALINK
3 Comments:
I'm curious about something from a psychology and branding perspective...
Are 'negatively' connotated ads or creatives a good way to go?
I think there's some merit to the thought that when someone sees an idea, and immediately has a negative thought (or fear) they associate that negativity with the brand or company in question.
What say you? And hey, how was your thanksgiving? :)
Hi Reese! We love your comments. Interesting you mention the negative aspect. We often wonder the same thing about the VW Jetta commercials showing what an accident looks like from the passenger perspective. After dozens of viewings, my memory must think I've personally been in multiple collisions in a Jetta. They've attached a familiar fear and horrible circumstance to their brand in hopes that viewers stick around to observe that all passengers walk away from the incident unharmed. They are selling safety by showcasing danger. I haven't seen numbers on sales of VW to know i this is working.
It is a risk to associate your brand to negative experiences. The risk is taken becasue they are so attention-getting. But our attention spans are growing so short that we might not stick around to get the punchline. Sort of like this outdoor campaign intended to be "anti-violence": http://www.coloribus.com/blog/?p=223. Terrifying if you don't look too closely! And what a clever decoy for an opportunist.
To the casual onlooker, it is easy to miss the message. Fortunately for me, these make great fodder for my observations ;)
Yes, and your observations are why I LOVE reading your blog. You bring stuff to my attention that I probably wouldn't catch otherwise :)
My personal take is the Jetta commercials are a bad move for VW. VW has some of the most beautiful and classic ads in the history of modern advertising. To me, they are disconnecting from the warm and fun feeling that has branded them for so long with this latest set of 'safety' ads. Yes, they have people like you and me (and even others) talking, but is it resonating, and in the way VW intends? My hunch says no, but I'm no market researcher!
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