To my fellow Indians, Happy Belated Gandhi Jayanti. May we bring more wisdom and truth in our lives 🙂
And the rest of Mi Compadre’s! How is everyone? (see new word 😀 there is hope!)
So today’s advertising post is the Outdoor Advertisement, that I came across some time back for Tips & Toes Saloon Dubai. It is a popular women’s salon, with many branches in Dubai and Abu Dhabi to its credit. I will be discussing about the advertising I saw at the Business Bay branch.
As you are walking down the lane, you can see the salon has a big chunk of retail store space to itself. They have creatively used the 3 big walls/boards of their store space, into something really quirky and unique.
They make use of bright, attractive colours to catch attention. The use of white text on a colourful purple and red background really does grab attention. They are very easy on the eyes and have a subtle and sophisticated vibe about them.
The first wall/board is the entrance to the salon. They have their salon products on display, in the same colour theme of white on red. The other door is what catches my eye, the copy “Opening Time-Call 04” , the use of simple typography conveys their message.
The creative use of Bold Text format for the ‘hook‘ words,i.e.- Times, 7 Days, For and Call, really makes the difference to what the customer reads and remembers. So while passing by, the potential customer reads up the main details and if interested takes a note of it (Call to action).
The 2nd wall/board goes on the same theme as well, using white on purple and red. This is more informational, as they are letting their target audience know the name of the salon and their Unique Selling Point,i.e. “Home to the largest nail haven in the Middle East”.
Over here they establish trust, credibility and success to their brand, with the use of simple words and bold formatting(Reasons to believe).
It is beautiful, straight-forward and precise in its brand messages, just like the personality of their target audience.
The 3rd wall/board is what I love the most and it is actually what caught my attention. The photograph that I have taken is the 3rd wall.(you can see me in the mirror, well sort of 🙂 )
I have never come across salons/spas for men or women or even kids, to have a mirror as their advertisement tactic. It is smart, quirky and genius to say the least. So on one side, the services they offer are listed and on the other there is a beautiful mirror placed with the copy saying “Time for a touch up?”.
The text doesn’t separate itself from the mirror, they both work beautifully together as a strong message for the customer.
It really shows that the brand is thinking about their customers as they value and are concerned about them. When a woman sees the text, goes up to the mirror, checks herself out and says ‘you know what, I actually do need a touch up’ , the door to the salon is right open for her.
It serves like a reminder to her, to love and pamper herself maybe treat herself for a change, instead of waiting to be treated, very empowering in a way.
It is clear that the brand wants to pamper and spoil you and make you feel loved again and stop you from neglecting yourself.
I love how interactive and approachable this tactic is yet you don’t feel it is trying hard to sell you something. You go up to the mirror and say ‘I’m having a bad hair day, maybe a nice hot-oil therapy should do the job, do they have hair care services, oh well yeah they do, let me just go inside the salon and check it out.’ Boom success!
It connects with their customers on a very emotional level, leaving the customer feeling rejuvenated, happy and loved, like spending time with family or a group of friends.
I feel their key brand promise should work around this , ‘We care to care about you’. You know what would be even more interesting, if they had the same message and advert for a print women’s or lifestyle magazine, with the attached mirror and maybe a complimentary sachet of one of the brand’s salon products.
At least I haven’t come across something interactive and collaborative like that.
So this is what I felt about innovative outdoor advertising like this one. Would love to know more thoughts about this.
Share your ideas.
P.S-2nd image credit:http://bien.ae/wp-content/uploads/2016/06/IMG_1594.jpg