&Larry was tasked to create a new advertising campaign for the Singapore market, targeting a core audience of young couples, newlyweds and families with the benefits of HDD enabled long-recording capability.
We succeeded with a direct and people-centric approach that sold the promise of the product without relying on overly sophisticated or high-tech imagery.
Each of the four advertisements featured a simple and attractive visual coupled with a two word headline.
For the launch, ‘BABY BONUS’ spoke to young parents in Singapore, where it refers to a popular government funded incentive to encourage birth rates. In this case, the product would be a real bonus for recording a child’s earliest days in high definition video.
We succeeded with a direct and people-centric approach that sold the promise of the product without relying on overly sophisticated or high-tech imagery.
Each of the four advertisements featured a simple and attractive visual coupled with a two word headline.
For the launch, ‘BABY BONUS’ spoke to young parents in Singapore, where it refers to a popular government funded incentive to encourage birth rates. In this case, the product would be a real bonus for recording a child’s earliest days in high definition video.
The advertisements also featured attractive colours that broke away from the more brooding black and silver themes then in vogue for many high-end electronics campaigns.
The first follow-on advertisement targeted engaged couples and newlyweds with the product serving as the ‘PERFECT PARTNER’ for capturing every unforgettable moment of a wedding or honeymoon.
The first follow-on advertisement targeted engaged couples and newlyweds with the product serving as the ‘PERFECT PARTNER’ for capturing every unforgettable moment of a wedding or honeymoon.
The third advertisement positioned the product as the ideal ‘TRAVEL BUDDY’ for young people discovering new places while on holiday.
The final advertisement in the quartet spoke to those with large extended families. In Asia, birthdays of parents and grandparents are occasions for celebration, as are annual holidays that reunite family members from overseas.
At such times, the product becomes a ‘FAMILY MEMBER’ to help record the festivities.
At such times, the product becomes a ‘FAMILY MEMBER’ to help record the festivities.
The advertisements were also developed into a series of point-of-purchase displays for affiliated retailers.
In keeping with the ‘less tech, more human’ approach, we kept the number of specification call-outs down to the minimum, highlighting only the most important benefit of continuous HDD long-recording.
In keeping with the ‘less tech, more human’ approach, we kept the number of specification call-outs down to the minimum, highlighting only the most important benefit of continuous HDD long-recording.
The campaign’s outdoor reach was supported by designs for stretched buses on selected routes. Much effort was made to translate the advertisements to a horizontal layout while retaining the colour and visual impact of the originals.
The advertisements were also adapted for MRT train interiors, with the four visuals gracing alternate sets of glass panels in each carriage.
