I bought the UK Newspaper the Observer on Sunday when I arrived back in the UK. I have to say its a great paper and I forgot how much I loved it.
But what struck me as interesting was the scope of the advert on the back page and the detail that it went in to.
O2 Advert on iPhone 3G
Now, forgive me if the advert is not new. But after reading a fantastic paper back to back I found the advert particularly well placed and interesting. I am an iPhone user and unlike other writers have never been un-happy with mine or wanted to throw it in the bin!
I love it and I love using it. But, back to the advert.
Title: Solving life’s little problems one app at a time
Brilliant title to the advert which could itself be a feature in the paper. Pertinent to the news market with the top application menu also reflecting the type of audience that reads broadsheets with Blomberg at the top of the iPhone menu and Urbanspoon restaurant listing.
The games Sudoku and Spore also are well palced with tight explanations of what they do and also other apps (Mandarin, Flight status) reflect possible readers – well travelled business people, graduates or students.
But what else?
Well now we get to the meat. The advert in the white and black newspaper style is tainted with bright colour images in the middle. This simply displace traditional advertising for mobile phones and devices. It shows the phone as a concept and useful tool. It reminds me of a car advert that focuses on the size of the engine.
Not one hint at the price of the advert is made on the page. Only content is pushed. Information is the key to the advert as this is the most important factor for Observer readers.
The advert is not about information overload. Its about information alertness. The nature of the advert is not to sell, openly -but again to show simply how the phone is better, classier and informative.
In short, its a great place to advertise a strong mobile device. The advert is clever, not over the top and the cost of the device is ignored as its irrelevant. It’s not about cost – its about connection and communication or knowledge sharing.
The advert shows the iPhone as a knowledge sharing device that will solve small problems – not like the big ones you just read about -but small, ones that simple save YOU time and energy.
