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Standard Chartered's Audi giveaway in The Straits Times
In the main section of today's Straits Times, Standard Chartered ran a run-of-page ad reminding consumers of the next draw for their Audi giveaway competition. Whilst the ad itself is very simple, it's great to note the revision in slogan from their first ad (click here to see). The first slogan read: You want a new car we give you the perfect excuse We criticised this slogan for being illogical and vague. Retaining the same customer need, which is reflected in the first line of the slogan (i.e. "You want a new car"), the latest slogan shows a marked improvement: You want a new car we give you the chance to win Hurrah! Whilst some changes can still be made, this is a significant improvement in terms of clarity and coherence. In particular we would suggest that it could better reflect the fact that your chances of winning increase with the amount of money you deposit. Thus the following may be more direct and appealing: You want a new car we give you more chances to win [an Audi?] What do you thi
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