Question

Topic: Advertising/PR

Need An Image Idea

Posted by lathans on 5/27/2010 at 9:36 AM ET 350 Points
We're doing a mailer for a tradeshow promotion. The main point of the promo is for the reader to log onto a website, access a paycheck, print it out, and exchange it at the show for cash. The second part of the promo is that our company will be matching all dollars paid out with a donation to an organization to aid in Gulf cleanup efforts. The cash recipients are also encouraged to dontate their winnings as well.
My CEO wants an image that incorporates all the aforementioned ideas but is edgy and pretty attention getiing. I have a VERY short timeframe here and will be using stock photography.
NEED IDEAS QUICKLY PLEASE!
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RESPONSES

  • Posted on 5/27/2010 at 9:46 AM Accepted
    Just to be sure I understand this, the idea is that if/when your target audience redeems their check (for cash), you'll donate [a matching amount] to a Gulf cleanup fund. (And they can donate their cash too, if they want.)

    Unless you're in the oil-spill cleanup business, or your target audience is affected very directly by the Gulf mess, this is not a very smart promotion. It takes the focus away from your key positioning benefit and puts it on something that is an obvious distraction.

    That said, the most dramatic images of Gulf cleanup include saving the marine life and the birds being harmed by the contamination. There isn't much you'd want to be associated with in a plain image of oil on the surface of the water. And a map of the affected coastline is too far removed from the emotional appeal you're trying to capture.

    So if it's really too late to convince people that this is a bad idea, find an image of people helping/saving the wildlife.

    Don't even bother trying to visualize the "cashing a check" idea at the same time. This will become way too convoluted.
  • Posted by lathans on 5/27/2010 at 10:26 AM Author
    I honestly have the same conclusions about trying to incorporate all these ideas into one image and promotion but thought I'd throw this out there to the crowd. What about something tamer, like a dollar sign in the sand? Emphasis on the promotion, the sand ties in not only to the Gulf but also both our company location (tampa) and the show venue (san diego)?
  • Posted by lathans on 5/27/2010 at 11:54 AM Author
    Phil
    Not worried about the distribution; we have security measures in place that prevents duplication. The promotion is tried and true and has been done many times over the past few years with increasing success.

    More interested in the imagery help here guys!
  • Posted by Jay Hamilton-Roth on 5/27/2010 at 12:55 PM Member
    What is it that your company does (do you have a website for us to peruse)? It's better to tie your company image to the Gulf rather than pick something Gulf-specific and untethered to your branding.
  • Posted by lathans on 5/27/2010 at 2:44 PM Author
    Our industry is not tied to the Gulf at all, but our name, location, and story is
    Website is www.emangrove.com; we are in the process of doing a redesign so no comments please:)
  • Posted by SRyan ;] on 5/27/2010 at 4:21 PM Accepted
    Some ideas from iStockphoto. These would require well-written copy to work, though! I can see a lead-in like, "What's better than beachcombing for shells?"

    https://bit.ly/b6pIP9
    https://bit.ly/bLLQSJ
    https://bit.ly/a1bwnL
    https://bit.ly/c8Qu9y
    https://bit.ly/buuG59
    https://bit.ly/c01bQh

    These are all the same concept, executed differently. If another concept comes to mind later, I'll be back! Meanwhile, I hope this helps.

    Shelley
  • Posted by Jay Hamilton-Roth on 5/27/2010 at 4:38 PM Member
    How about something like: https://www.nwf.org/~/media/Content/Places/South/Gulf%20Coast/FloridaMangro... with text "Protecting Your Talent. Protecting The Gulf. Mangrove."
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