#More Innovation, Less Convention

If you live in Australia, then no doubt in the last 24 hours you will have seen some ambiguous bus shelter ads, full page newspaper ads, television ads and internet ads featuring comparisons between ‘more’ and ‘less’. And probably in many other mediums that I am yet to see. Why are they effective? Keep reading to find out.

nab more less campaign

This is the latest advertising stunt by NAB to support its tagline ‘More give, less take’ which it uses to differentiate itself from other brands. And as you can see from the above version of the ad, even musicals are getting involved! (Although, this is sure to drive any Wicked fans away from the brand)

But why break the stereotype of bank communications and do a different style of campaign, a technique that NAB is renowned for in the banking world?

Well, I was reading an article about this new campaign and they described the marketing as ‘un-bank-like’. It isn’t something that you hear a lot in any industry. Never have there been car ads that are ‘un-car-like’ or ads for chocolate bars that are ‘un-confectionary-like’.

The tag ‘un-bank-like’ comes with a rather negative connotation like they are advertising wrong – but what may seem wrong is actually pure genius. And here’s why.

Every consumer sees countless bank advertisements during a night of television viewing, and frankly, they are all the same just with a different colour set depending on the bank they are representing. So when something like this campaign comes along, where the advertisements don’t start with a person walking into one of the aforementioned coloured banks, we actually pay attention. It even helps that the consumer is left hanging until the end of the ad to find out which brand it is promoting – that way they don’t tune out when they find out it is a bank.

But, the benefits don’t stop there. Most importantly, it promotes conversation. It could be with friends at lunch the next day or it could even just be with the other family members watching television with you when you see the ad. Either way, consumers are actively processing the ad – and don’t get me started on the number of Twitter posts where people have invented their own ‘More ____, Less _____’. Check out the hash tag #MoreLess if you want to find out more.

So this leads me to my point.

New boundaries are being broken in marketing every day. And whether you are marketing a candy bar or a big budget Broadway musical, a good way to be noticed is to do something completely different. So maybe it is time for the theatre to forget conventional marketing and do something completely ‘un-theatre-like’. Something which attracts attention and gets people talking. Because ultimately, that’s what marketing is here to do.

Plus, doing things the same way that everyone else does . . . that’s too boring for an innovative industry like the theatre!

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