Tick-tock, tick-tock! Turn back your clock!
Yes indeed, daylight saving’s time is up for another year. At
2am on Sunday 26th October, the UK’s time zone will drop back an
hour, giving us seemingly longer darker evenings and earlier brighter mornings.
To capitalise on the annual time change, it looks like a fair
few clever brands have been working around the clock to prepare for this moment,
having been targeted with a flurry of timely ads on the way to work this
morning.
The first was a tactical and highly impactful set of
fractional ads running across a DPS in the Metro
for B+Q lighting.
Just Eat also used Metro
to capitalise on the moment, taking a break from their normal ‘Don’t Cook’
advertising to target a slightly different family demographic.
But our favourite so far is from the stop smoking supporters
at Quit.org, who took this timely
opportunity to target a new campaign running in the ‘EXTRA TIME’ section of
Sport magazine this week. The Clock ad
features cigarette hands and the backwards copy line –
“SUNDAY YOU GET ONE HOUR BACK. QUIT AND YOU’LL GET YEARS
BACK.” with the end line “SEE HOW MUCH
TIME BACK YOU COULD GET AT QUIT.ORG.UK.”
They are also running an interactive version of the ad
online with the hands winding backwards and the opportunity to find out how much #TIMEBACK people can get if they quit.
Our only disappointment was that they didn’t link in to the
NHS’s #Stoptober effort – as we feel some cross-promotional advertising could
have been really effective here!
Ah well – there’s always time next year...
#PurePoint
