So as many of you know, we have a cat called Rosie.
Without doubt, she is one of the most pampered pussycats on the planet which is why we make sure that as soon as we move, we always get a new ID tag with our updated information on it.
Well, last week we went to pick up Rosie’s new tag and amongst the packaging was this:
Yes it’s a bit over the top Aussie cliche in parts plus it feels more ‘dog like’ than cat, but after I read the note, not only did it make me feel more of an emotional connection towards Red Dingo, but it made me feel like I’d made a better choice for Rosie.
That’s right … I felt a connection to a company that makes bloody animal tags.
ANIMAL TAGS!
OK, so I am a bit strange like that, but whilst an accountant [and environmentalist] could/would argue that this note was an unnecessary addition to the overall purchase decision and product deliverable, I would say it’s things like this that lifts a brand from passive to active, especially when it’s in for a category that commands huge emotional investment from its audience.
Given adland – especially media and DM companies – love to claim they know more and more about the public and their habits, I find it amazing they still recommend brainwashing society with bland and faceless materials [albeit with a personalised name and address] when creating a piece of communication that has emotional relevance can be far more meaningful, memorable and effective.
But that’s what happens when you make all your decisions with a computer screen and data that tells you what happened rather than why.