On Melbourne’s metropolitan train network, interior and exterior advertising is becoming more prevalent. Needless to say that I was completely surprised when I entered the train and was assaulted the advertising for the new film by formerly-known-as-The Rock Dwayne Johnson.
Advertising inside a train seems to makes sense. Once inside the train, travellers become a captive audience as there’s no real means of escape from the confined space besides their devices, newspapers and their eventual exit at their desired train station.
The problem with The Rock wrap
The problem with The Rock wrap is that didn’t allow for an action (other than an increased awareness) to take place. Ideally, there should have been a provision for train travellers to book or pre-book tickets to the film or at least find out where the movie is a showing (possibly within their current location or nearest train station/exit point). Doing this would have closed the loop on the consumer experience.
I know the Coles Click & Collect service isn’t an artifact and it doesn’t really fit within the assignment brief like the Sipper lid, but it evoked a ‘I love this’ reaction from me (as required by the assignment brief) so I thought it would be okay.
I love how the user flow of this experience is incredibly smooth and simple. The busy consumer orders their groceries online and then picks them up from the Click & Collect locker on their way home as they stop to get fuel.
Click & Collect provides consumers with an extremely convenient experience where they only have to stop once. This convenience provides consumers with further evidence to never stray from the Coles Universe of essential products (groceries/food, liquor and fuel) and services (car insurance) by shopping anywhere else.
The location of Click & Collect lockers is another interesting thing about this service. It’s highly likely suburban locations deemed to be potentially lucrative has been determined through the analysis of data (shopping habits, amount spent, groceries bought) freely supplied by consumers through the use of their Coles loyalty card program.
An interesting and perhaps unexpected pushback from Twitter users in response to Red Bull’s June 2014 promotion/advertising campaign on Twitter. It took some time, but Red Bull’s marketing team eventually responded to the majority of people who responded unfavourably to the promotion. They didn’t respond to some of the more provocative tweets.
Here are just two examples I’ve found in local print advertising where Facebook has been the single entry point for interactions between an organisation’s products and their potential clients. I’m sure are many more organisations operate in this way. What is most interesting for me is that Facebook is now the default entry point. Previously an organisation would use advertising to direct potential clients to their own site, now they use advertising to promote their products within Facebook – an online space where their clients already exist and interact with friends and other organisations. Fascinating.
My exploration of how we learn and how we design and develop stuff that helps us learn.