Equilibrium focuses on Snap’s relationships
A series of unlikely couples, a relationship guru and a new website.
It isn’t an online dating service but Snap’s new marketing campaign via Perth agency Equilibrium – which highlights that Snap is about helping businesses meet customers and develop better business relationships.
The campaign involves print and outdoor advertising, online ads, in store signage and a dedicated website, modeled on an online dating site. The web videos were shot by Ross Tinney of RT Films. The outdoor was shot by Simon Westlake.
Group Manager – Marketing Lidia D’Opera said the campaign marked a break from traditional print advertising: “Print advertising is traditionally pretty boring.
“We wanted to do something new and exciting while communicating what we were really about. At the end of the day, customers don’t come to us for a website or a brochure, they come to us for tools to help them attract and retain customers.
“Our campaign reflects this – we have shown how unlikely ‘couples’ have formed great business relationships. It is fun and cheeky and we love it.”
“Snapmeup.com.au is where customers can come to find out how they can form better relationships with clients,” says D’Opera.
“It highlights a range of products and services and also includes advice in the form of videos featuring Snap’s ‘business relationship guru’ Tim. Tim takes his job really seriously. He means well, but he can come across as a bit corny.”
7 Comments
I think it has complicated what ‘business’ services Snap actually offer.
I applaud them for trying something different, but this is downright confusing to me personally.
Call me old fashioned but I still think every element of a campaign has to stand on its own legs. These executions may make more sense when taken as part of a large campaign, but taken on their own there’s no clear benefit, no clear differentiation between Snap and its competitors, no clear target market and only tenuous linking of the work to Snap’s brand.
No offence guys, but to me this ones a bit half-baked. There’s an idea in there somewhere, but it’s far from being clear or compelling in its current format.
Like it
Yes i was reading the testimonials or success stories. They dont seem real. No business name or actual name of business owner.
A multiple message website that is difficult to navigate through. Got slightly excited when I saw the competition & offers page but was most disappointed by the offers – what is a marketing health check and why does it cost $350??.
Anyway, I thought Snap was a printing company that do a reasonable job of…well…printing. If I want marketing services or a website built then I think I would go to a specialist in that area. Watch out creative agencies, looks like Snap is after your clients.
Why does the national blog get the cleaned up “scam” version for awards (http://www.campaignbrief.com/Screen%20shot%202011-08-16%20at%2011.48.12%20AM.jpg) , while we get the one with the dodgy panel at the bottom?
I am not a fan of this campaign. The silly sexual allusions have all been done before. And what’s with the terrible staff photos? specifically ‘Marie”. I’m sure you’re a nice woman but this picture is terrible and does not exactly say “Business Relationship Expert”