Creativity in Outdoor Advertising

 

 

Creativity by Subway in Outdoor advertising

Creativity by Subway in Outdoor advertising

 

This is an interesting billboard advertisement. Subway leveraged the often used and misused sex appeal creatively to attract attention and followed it with a short & direct statement. They used the advertising elements nicely – big heading, short copy, no clutter, nice layout, black letters on light background – making it easier for passersby to register the message. The big bold heading made good the absence of an image. The ad, however, looks like a tactical maneuver per se and not a part of a campaign. Still you bet the ad had a higher recall and built brand equity.

It enforces the advertising fundamentals that creativity is the king and copy matters. Please comment, what do you think of it?

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About Fazal Siddiqi
Fazal Siddiqi Writes on current marketing, branding, communications, diversity and socio-economic opportunities & challenges. He lives in Canada and works for OPAL Marketing Group.

11 Responses to Creativity in Outdoor Advertising

  1. It’s is VERY important to create an outdoor advertisement that not only get your message accross, but one that also grabs a persons attention.

    I must say that this subway ad does both!

  2. Kyle Hendren says:

    Yes, this message does grab your attention, but I believe it falls way short of great creative. And, as for building brand equity – I’m not so sure that this message builds upon Subway’s brand. An advertisers message can either add or detract from the brand. In this example, I think Subway failed in building upon their brand.

    In executing the elements, the marketers understand basic outdoor advertising guidelines – short headline and quick message with the headline on a contrasting background (black on white).

  3. dskmag says:

    that is quite obviously photoshop. No typographer would ever kern that or use impact.

  4. Fazal Siddiqi says:

    Kyle,

    Thank you for your comment. The ad is simple (simple heading, tagline & layout) so I agree that some marketers would not find it creative. However, I think the advertiser has used a simple and well presented line, which is creative. Creativity doesn’t have to be fanfare all the times, specially in billboard advertising. Moreover, the billboard will be noticed by passerby and will leave them with a smile and a pleasant touch. This will re-enforce positivity towards already powerful Subway brand and would add to brand equity, as any positive in-market initiative will contribute to it.

    Regards,

  5. Hello,

    I cann´t see the image. The link is broken. Could you repair it, please?

    Thanks

  6. Ya outdoor advertising plays a vital role in terms of business or website promotions. Its a great way of advertising. I also prefer outdoor advertising as compared to others.

    Thanks

  7. korleonik says:

    hihihi 😛
    Nice post

  8. I also agree with the views of world wide advertising. Outdoor advertising is becoming very popular. But according to me there should be some limitations on the outdoor advertising.

  9. I usually don’t post on Blogs but ya forced me to, great info.. excellent! … I’ll add a backlink and bookmark your site.

    I’m Out! 🙂

  10. I’m surprised Subway did something this controversial!

  11. Pingback: Marketing Mirror Blog in 2010 – A Review « Marketing Mirror

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