Media > Use of Media
GOOD NEWS
QUORUM/NAZCA SAATCHI & SAATCHI, Lima / KURESA / 2006
Overview
Credits
Overview
Audience
The old saying goes “no news is good news”. In the newspaper world that phrase seems to change to “good news means no news”. Positive stories have to consider themselves fortunate if they appear in a small corner somewhere on page 86. Within this context, a highlighted positive story stands out despite its size (specially highlighted in bright fluorescent ink). The message is clear and transcends the product, creating a link between brand and consumer.
CommunicationGoal
Highlighters around the world work and look all the same. It’s like a product paradox: they are all equal, there is nothing to highlight between them. Our challenge within this context: trying to establish a difference when we had none.
Effectiveness
Truth is, this message is fifty percent about the product, and fifty percent about the company behind it. Pilot highlighters sales haven’t soared, but were good enough. There’s no chart to measure subtle smiles or peoples feelings while reading positive news sponsored by a brand. But there probably should be.
Implementation
As a consequence of their own nature, newspapers became unconscious allies. Among hundreds of bad news, good news was something worth to highlight for sure. Pilot took advantage of this fact, highlighting small positive news with its bright fluorescent colors. By doing so, Pilot highlighters turned good daily news into the most important ones on the page. The emotional connection was instantaneous, and the positive aura went beyond the product up to the brand itself.
MediaStrategy
People have the strong perception that 90% of the news on the newspapers are bad news. That perception is 100% true. Newspapers are loaded with wars, accidents, and murders. We used this “everything’s bad” perception (and reality) to our favor, turning the brand into a sort of good news sponsor, just by highlighting those positive news daily. We took its main function (being a highlighter) and turned it into an emotional advantage for the brand. In another words, we went from rationally equal to emotionally different.
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