Get Shouty


Speaking the same language
March 11, 2007, 10:27 pm
Filed under: Digital Strategy

hondacrvau_1.jpg

The guys over at Three Minds have a mini review about the new Holden CRV site.

I just love this campaign- the TVC is compelling, the music’s hot, I’m loving the line ‘For Everyone you are’, and I’ve been enjoying seeing that offer unpack across some tasty cross media placement, like a fantastic pull out mag in one of our glossy monthly newspaper inserts, which which details a whole bunch of compelling lifestyle getaways and activities.

I do wonder why that offer isn’t involved in the architecture of the site, why the line isn’t included at all? Why all of the different components of the urban lifestyle have been distilled to “Function, Safety, Power”.  I’m wondering why the first benefit set is ‘fully functional, family, safety and storage’?

Wouldn’t this be a wonderful opportunity for the brand to ask the site viewer who they are? Why not allowing a consumer, who is reacting to your campaign to tell the brand that vital info before you serve them a piece of information that might really Keanu it: “whoa- that’s not me- this product is not for me”.


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