If You Really Want to Touch Someone, Send Them a Letter...

Melbourne based advertising agency M&C Saatchi developed a creative concept for Australian Post in 2007, in an effort to increase the amount of letters sent through their system. Although this idea is almost six years old, I felt it appropriate to review, as tens of thousands of Irish are choosing to emigrate.

These print advertisements caught my eye for two reasons; firstly for the unusual use of typography. When I think of using typography in print advertising it is generally bold headlines, or phrases, certainly not a body made out of a page of text, or a 'body copy' if you will. The second reason it got my attention was because four of my friends are currently living in Australia, some in their second year of emigration and therefore this had an emotional impact on me, as I am sure it would for the other thousands of Irish missing family and friends who have fled the country.

The campaign effectively portrays the message; that there is literally nothing more touching than receiving a letter. However, depending on the cultural dimensions of the country this may not be effective, as many can not openly express a love for touch, but hopefully the Australian's are a 'touchy' race. After reading some critical reviews, it is clear that some audience members found the 'body copy' a little "creepy". Personally I can see where they are coming from, it is a little strange alright, but for me strange is good, strange makes you think.

Overall I like the concept, mainly as I am a fan of creative ideas that are simply clever. I feel it is a good attempt at reaching it's target market, however I think they are trying to revive a time that is well an truly past revival. Personally I love writing, and therefore I like to send and receive letters, but my friends have been away over twenty months now and a Facebook message or a Skype request is all I hold out for. Although I think it is really warming to get a letter from a loved one, I am more than likely one of very few my age who do. Writing a long message on a social media website and clicking send certainly does not create the same emotions as putting pen to paper, licking a stamp and strolling to the post box. Maybe I should start to print out the online messages I receive and put them in an envelope beside my bed, or maybe not?! Either way, in my eyes there remains no written communication more personal that a hand-written letter.

Author: Laura Smith



Image Sources: Google Images

Contrexperience: keep fit by having fun!

In 2011, the French brand of water Contrex, of the group Nestle, was a big hit with its TV and web ad, Contrexperience.

Aimed to women, the brand wanted to promote its main product by showing that ladies can slim down and do sports while having fun. Thus, the advertising agency Marcel, that is part of the famous group Publicis, got together with many women in a French city center, and permitted them to attend a striptease performed by a virtual man made of pink lights, by pedaling an exercise bicycle. The ad, broadcast on TV, Youtube and on the Facebook page of Contrex, was a great success and reconciled physical effort and pleasure. The ad won several prizes such as the Lion in Cannes and the Grand Prix Stratégies.

Regarding to the outcome of the Contrexperience, it was worth to create second one. That is why in September 2012, the brand set some stepper at the Cité Universitaire of Paris, in front of a big building undergoing a virtual blaze. A thousand of people were present, and seeing a dozen of sexy shirtless men calling for help from the building, women rushed on the steppers and by doing exercise, triggered fire hoses and put the fire out. Then, the men shew up on the stage, congratulating the ladies for having burnt 2 000 calories. The same catchphrase still appear: 'Slimming doesn't have to be boring'.

With these two ads, Contrex delivers a new message to women: physical exercises are necessary to slim down, whereas lots of brands and advertisements promote products to loose weight easily without efforts. Furthermore, they found a great way to touch women and to show them how fun slimming can be with using their love for sexy and muscled men.

Hoping there will be a Contrexperience 3!

 Julie Jamis