Lesson 1: Consumers as actors

24 07 2009

Remember the most basic lesson in consumer behaviour? Consumers are like actors – playing different roles at different times …either during a day or during their lives in general. So it becomes absolutely essential to understand what role your target consumer is playing at the time they’re exposed to your messages.

So, if you’re (as a consumer) at a club and looking at that screen above the urinal for 45 seconds (or however long it takes for you to pee), the ads have got to be related to the role you’re currently playing to actually invoke any purchasing behaviour. Are OOH campaign designers paying attention? Maybe.

Here’s an example of what I think is a clever but not particularly effective campaign.

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