How to use the most powerful medium in the world. Print.
By Dave Henderson, Creative Partner at Atomic London.
Well here’s a surprising fact. Despite the ever-increasing march of digital advertising and important changes in media consumption in recent years, consumers continue to have most trust in advertising in magazines, newspapers and posters.
It seems the power of the printed word still rings true and has great value when evaluating advertising. In a recent European study, when asked how much trust they attach to advertising in the various media, consumers gave print a score of 63%, TV 41% and the online just 25%.
Although advertisers are shifting budgets towards digital channels, consumers continue to have the highest trust in print and refer to advertisements in magazines and newspapers as a great source of information to support their purchase decisions.
So when print has never been more important, why do we see so little these days that we regard as memorable or persuasive? Many will tell you that in today’s multi channel world it’s never been harder to stand out. Well, we don’t agree.
At Atomic we think brands struggle to stand out not because the media landscape is too busy, but because their work is too bland.
Every product or service has the potential to stop people in their tracks with the right approach. So how do we ensure that your print advertising isn’t a waste of good trees. We follow these simple principles, so that you’re always Hard to Ignore.
We begin by giving your brand or product a fresh perspective on the prevailing norms of the category. For our election print campaign for the i newspaper we avoided the normally dry approach to party political coverage, deciding instead to be provocative as well as informative.
Then we look to give your brand a distinctive voice. Again for our i newspaper campaign we designed a highly distinctive and visually arresting series of executions, each one different but cohesive as a whole.
Lastly, and importantly, we always ensure the advertising has an emotional reward. Here we went for wit and humour, but equally it may be something that brings a tear or simply a compelling photograph. People just prefer brands that can evoke an emotional response.
We hope you like our latest print campaign for the i newspaper. We do so much more and would love to talk to you about whatever challenge you might have.