This point of sale display attracted my attention. "Tested on Australians" is an attention grabbing headline that works well in New Zealand. Australians are seen as being outgoing and “party animals”. I gathered from the sales assistant at the chemist’s that some Australian customers had taken exception to the advert. This is a shame as …
This is a great example of turning neutral or even potentially negative factors to advantage. The billboard is powerful and attention grabbing. It also turns three seemingly irrelevant statements into a compelling message.
See how you can craft a compelling and memorable campaign, using factors that you see as being either of no relevance or potential weaknesses. Turn those weaknesses upside down and portray them in a different light.