AW/WW Feb

Ad Watch

Helen Griffiths, creative director Fluid Design + Marketing

HOT Friends of the  Earth "The Sticky Poster" 

4 out of 5  stars

This was placed  outside the Fringe Club in Central and the message on it gradually became  darker and darker as more dust and dirt adhered to it. The concept has been  done before, but it does work incredibly well and creates a real impact. It's  such a simple, effective idea, one of the ones that makes you wish you had  come up with it, and the best thing about it is that it actually works better  as time goes by. The only reason I  wouldn't give this 5 out of 5 is that I think this advert works better in  theory than it does in real life - I saw it a couple of times (when the  message was quite visible) and didn't realize that it was actually dust and  dirt that was stuck to it, it just looked like a graphic effect as you  couldn't get close enough to it to actually see the  surface. 

NOT Harvey Nichols  "Batteries Not Required"

1 out of 5  stars 

This Harvey  Nichols ad is nicely shot and art directed but it seems like something major  has been lost between concept and execution. Or perhaps it was lost at the  concept stage as I really can't see how this was meant to work. Why a robot?  Why are batteries not required? It seems such an impersonal, cold way to use  the products, especially when cosmetics are such a personal product and really  what's being sold is a dream, not the fact that they look great when laid out  to look like a different object. The play on ‘batteries not included' falls  flat and fails to engage the viewer. In fact, it probably confuses much more  than lending anything to your understanding of the  ad.   It doesn't make me want to shop at Harvey Nichols, it doesn't make  me want to do anything but turn the page.

 

Web Watch

Louise Hammond, online business director Eight Partnership

HOT www.yoursolutions.co.in  4 out of 5 stars

I didn't pick this HSBC campaign for its cutting-edge creative but for the strategy behind it. HSBC is one of the financial services companies who are making great use of the internet when it comes to brand building and use of web 2.0 technologies. They use technology to support innovative campaign ideas & content rather than executing latest technology platforms for the sake of it. Following on from HSBC's ‘yourpointofview' global campaign, they have launched an India specific campaign which is targeted at asking the audience their solutions to Environmental, Social, National and everyday problems in India.  The audience is encouraged to submit UGC including video. The campaign is a great platform to facilitate customer discussion on important global & national issues and provides HSBC with the opportunity to build a deeper relationship with their audience and gain invaluable insights into their customers. The execution of the site is nothing to write home about but top marks for the level of audience interaction.

 

NOT www.sheratonplay.com 3 out of 5 stars

This is Sheraton Hotels & Resorts move into the social computing space.  I completely get the strategy behind this of facilitating customer interaction and from this perspective full marks to The Sheraton.  However, I am not bowled over by the opportunities to interact on the site.  The games- virtual pillow fighting and splash fighting are not inspiring and seem inappropriate for the target audience. As you come into the site and enter a booking preference you are instantly moved away from the games, if you truly want an outlet to keep customers entertained and interacting then provide long-term opportunities for this - e.g. challenging games with potential league options and additional rewards. From my perspective, when I go to book travel online I'm usually in a complete hurry and the level of interaction I'd like to get from my peers is community feedback on great places to visit in the city I book to stay with The Sheraton.  This does exist on the site but it's in small print at the bottom of the page - surely this should be one of the main pulls of the site if you want to be truly interactive and offering something your competitors aren't?