Smug UGG: These Boots are Made for Talking

We continue to monitor the negative effects of over-inked coverwraps and the effectiveness of well executed coverwraps ... and today is a perfect example of the latter.

The bin at the station - our reliable measuring stick - only had one cover in it this morning vs the usual overflow on an over inked day:

Well done to the UGG creative team for producing artwork fit for a newspaper cover and for ensuring the ad stayed intact and went some way to delivering the media value the client paid for.

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Negative Context

Not so clever contextual targeting on the Mailonline at the weekend for Kuoni, advertising 'Magical Kenya' given the ads were served against the headline story of the Kenyan Mall massacre in Nairobi.

It's important to consider the negative impact of contextual targeting as well as the smart targeting benefits.

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Cover Wraps ... An expensive load of rubbish?

Despite the creative impact that advertising coverwraps have when attached to the paper, more often than not the bins on mainline commuter stations are littered with them, detatched from the main paper due to 'over inking'.

Today was no exception, with the NatWest ad consigned to the bin (as per the image above on the right), and another for TLC a few weeks ago (as per image above on the left).

 

Taking in to account the fact this is a high ticket item when it comes to media costs - surely the creative team and media agency should be aware of the effect of adding too much solid colour and over inking the covers. It seems to be a very expensive and avoidable mistake.

 

The example above for TESCO is a good example of a cover that survived ultimate consignment to the bin, where as the ones below for Adidas and Nike didn't make it across the finishing line. 

 

  

 

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