This is a story about MakeTWO. MakeTWO is in the business of supply chain process outsourcing. Supply chain is a big word and is often misunderstood by the industry as Logistics. Therefore very often MakeTWO is being classified as a Logistics/Transportation company. In actual fact, supply chain encompasses logistics and transportation.
Most companies that are in this business classification uses images of globes, planes, trucks, assembly, manufacturing, or similar for their communication designs. This is understandable because these images represents what they do. The problem with this approach is that MakeTWO's advertisement get buried along with other similar advertisements. To make things worse, MakeTWO's advertisement is too complicated. There is no focus and tends to say too much.
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Before For a long time MakeTWO has been using this no-impact wordy advertisement on the left to communicate their message. It is not clear where the message is, and people who sees it will certainly not remember anything about this advertisement. The advertisement was confusing. It was not persuasive. It was not youthful. MakeTWO decided to make a change in their communication design for a new campaign in Asia. Sticky SPY was tasked to create something sticky. |
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After Applying the Sticky approach, a series of new advertisements were create to convey MakeTWO's messages. Each advertisement convey only one message as you can see on the three images on the left—discover speed, discover efficiency, and discover satisfaction. It is simple. It is persuasive. It is youthful. These new communication designs were replicated in to web banners, print advertisements, and standup banners for events. MakeTWO's advertisements now pops up among other advertisements in the trade magazine. The new communication designs generate curiosity. It has some elements of unexpectedness. It sends a clear message and the audience can relate to. MakeTWO's new communication designs are now Sticky. |
