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Standard Chartered produce a “winner” with their Audi giveaway
Today Standard Chartered pleasantly surprised us by producing an excellent ad in the main section of The Straits Times in support of their Audi giveaway competition. We are not fans of Standard Chartered’s branding template, and have spent previous posts picking it to pieces (see here). Yet today we stand corrected, as their slogan fits perfectly with the overall message of the ad. It reads as follows: You want a new carwe have a winner You will remember that on previous occasions we have been very critical of the disconnect between the first line (i.e. the customer’s “need”) and the second (i.e. how Standard Chartered can meet this “need”). The logic is often highly flawed and has on occasion resulted in some confusing, if not contradictory slogans. Not in this case. This is a great slogan that is simple, clear and, most importantly, engages the consumer by identifying a need (“you want a new car”) and providing a direct, yet enticing response (“we have a winner”). The clever use of the
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