waycool

I'm not sure if its a faux pas to use a product someone else has been working on? Its not as if Im stealing an idea, only coming up with my own on the same category/product... so if this is not cool I apologize. Anyhow...

I wanted to show the cost effective nature of evaporative cooling by exaggerating the fact that you can be wasteful with air conditioning now that it is so cheap. Opinions?

waycool
waycool

10 comments

ivan's picture
ivan

The product benefit or in fact the nature of the product itself doesn't come through. I think you are over complicating the idea. Step back, look at it, what would an average person not knowing anything about the product will see.

Ivan Raszl, admin of AotW

weighter's picture
weighter
744 pencils

but the benefit is written in the tag line... 'inexpensive'... so i figured the best way to show inexpensive was to be overzealous on the spending.

So maybe the strategy is sound but the executions arent? maybe ill see it better tomorrow. It seems on target to me at the moment. Thanks for the suggestion

cheers

adabortion's picture
adabortion
615 pencils

No one said the proposition is "Way Cooler than ordinary air conditioners" my friend. You are barking at the wrong tree.

weighter's picture
weighter
744 pencils

Thanks for your advice... i was thinking though that exaggeration is a pretty common technique. I was going for the contrast of being frugile. Cheap is the main point here.

cheers

cba's picture
cba
117 pencils

> I'm not sure if its a faux pas to use a product someone else has been working on?

Absolutely no problem with me what so ever. From my point of view it's great that you're having a go at it.

> Cheap is the main point here.

Technically the feature which makes EC tick is its ability to use heat energy -- the evaporative process eats heat[*]. What that amounts to is cooling by using very little electricity. What that amounts to is both:
- low running costs, and
- low damage to the environment.
The advice 'always take the high road' seems really appropriate and useful here for choosing between those two benefits. Imagine a politician explaining why their party has chosen EC to cool all the country's schools: "Because it's a very cheap cooling system", or "Because it's a very environmentally friendly cooling system". The environmental point wins easily IMO. You appear morally superior for using it. Also, as a bonus, if you let people know how it's environmentally friendly (it doesn't use much electricity) the cheap (at least in terms of low electricity bills) aspect will be fairly obvious. I suspect telling people how it's environmentally friendly (small electricity consumption) is necessary as "environmentally friendly" is bandied about quite a bit and pretty general and vague -- as a prospect I'd want that backed up / proved -- I'd want to know how it's environmentally friendly.

[*] There's something very circular about it -- what you want to get rid of fuels the process for getting rid of it -- heat makes things cool; almost seems unbelievable on the face of it but when you bear in mind the absence of heat equals cool then it's not so amazing at all. There's also something very zen-like about it: it uses its enemy's power to remove/defeat its enemy. Thing is thinking like that make it all too easy to go straight past and miss the simple main point: it uses little electricity so doesn't harm the environment much.

About the ads:
- Evaporative cooling won't freeze anything -- so in my opinion you're exaggerating the wrong thing.
- "way cool" seems to be referring to cool as in a cool person/behaviour and I'm not sure about doing that at all.
- the general trendiness that I think they're aiming for seems very off for this product to me. The kind of person who's likely to buy this I reckon would be more put off by trendiness than attracted by it.

weighter's picture
weighter
744 pencils

waycool is the brandname of the manufacturer.

With all due respect, this is advertising don't forget. Do you really think taking the highroad is an effective strategy? If you break it down to the nuts and bolts of the matter, the general populace that don't have air conditioning, likely dont because they have no need for one, or because its quite expensive. A small number likely fall under the 'it hurts the environment' reasoning. Especially if they really need it.

Anyhow, i think the strategy behind my attempts here is the solid part of the equation, the ads themselves arent expressing that strategy quite right however.

cba's picture
cba
117 pencils

> waycool is the brandname of the manufacturer.

Oh right.

> With all due respect, this is advertising don't forget.

Yup and often good advertising is based on powerful, convincing arguments if and where possible.

> Do you really think taking the highroad is an effective strategy?

An effective way to help choose the strategy, yes -- in general I reckon it's a useful guide. Having taken the high road you put the product/company in a more righteous, powerful position to a company who didn't take the high road. Nike advertising was the example I was given to back up "always take the high road". Aiming at pro sports people, obsessive joggers, etc... the closest most Nike wearers come to any kind of sport or exercise is going down the shops in them -- that's the nuts and bolts of that matter. But Nike took the high road. So yeah choosing the high road has great value.

The environmental issue is already plenty big enough in a lot of people's minds. The importance and desire to reduce carbon emissions is only going to become more important. Organisations are keen to be seen to be environmentally friendly, the government are setting up financial schemes helping reduce carbon emissions, penalising those who don't etc. etc. It's already important and it's getting more and more important.

AdDavid's picture
AdDavid
406 pencils

even if it consumes less electric power the ads shud not encourage to waste power in any way. exageration shud be aspiring. show convenience over other ACs.

cba's picture
cba
117 pencils

efficiency not convenience surely?

drunk dave's picture
drunk dave
1066 pencils

Feels like I'm in a marketing seminar. Lose the verbosity, get back to basics.

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