Posts Tagged ‘Obama Foundation Summit’

Service of Two Marketing Home Runs & a Third That Strikes Out

Monday, December 10th, 2018

I am gleeful when I see a clever marketing campaign and am almost offended when what I thought was a smart organization falls short.

Here are two good ones and one not so.

Poster Perfect

I enjoyed a witty set of advertising posters on the Lexington Avenue express subway produced by Seamless, a food ordering and delivery service that’s part of the GrubHub family. It reminded readers that it knows its neighbors and what they most like to eat.

The campaign, written in a New York-y voice is eye-catching, and a mini relief for passengers in uncomfortable circumstances, inspiring them to smile.

Some of the headlines were:

  • “The Most Potassium-Rich Neighborhood –Murray Hill– based on the number of banana orders. No one’s cramping here”
  • “The Loudest Neighborhood–Park Slope Brooklyn –based on the number of chip orders. Your neighbors can actually hear you crunching”
  • “The Neighborhood in Most Need of a Vacation–Dyker Heights Brooklyn– based on the number of tropical smoothies ordered. Just take one already.

Subway Smiles

Another subway campaign hit the spot. Coca-Cola: Happiness starts with a smile – YouTube was produced by a Belgian agency. An actor looking at something on his tablet on a crowded train begins to laugh and his giggles are contagious. The tagline is “Happiness starts with a smile.” Towards the end of the ride people wearing red tee-shirts with the Coke logo hand passengers cans of soda and a postcard with the theme.

The Long and the Short of It

Photo: politico.com

The second Obama Foundation Summit produced a lame campaign as far as its outreach to me is concerned. It came via email. The subject line “I want to hear your story Jeanne.” The theme: “Common Hope Uncommon Stories.”

Janelle Monáe, who signed the email, wrote: “No matter how different each of our tales are, we must do what we can to help each other achieve the extraordinary. When someone shares their story, we see the world through their eyes. That’s why I’m reaching out today. I want to hear your tale. Tell me your story in 10 words or less: How do you work towards a better future?”

I can be succinct but 10 words on a serious subject doth not a serious request make–even for an elevator pitch. Think that was a typo? Its impact on me: I stopped reading well before the bright red DONATE link at the bottom. I can think of some snarky 10 word retorts, such as “Get rid of the president,” though I’m not sure that they reflect me and my story. How many personal stories “work towards a better future?” Am I being persnickety and too literal? Have I lost my sense of humor?

Have you seen any clever ad campaigns on public transportation—trains, busses, subways? Was the Obama Foundation’s communication a fundraiser for the hip and therefore way over my head?

Photo: usatoday.com

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