“The unconventional spelling mistake” is the latest campaign for self advertising done by Motion Vision Communication, company which offers technical solutions for unconventional advertising. The campaign uses MVcom – MAXI supports but the visuals refer to all the methods and systems presently exploited by the company.
Name of project pioneer: Motion Vision Communication
Name of campaign: Unconventional spelling mistake
Period: January 2009
Media support: MV.com- MAXI supports
Campaign starting point
The campaign as well as the advertising support used, are based on theories of applied psychology. On the one hand communication has been done in a multi sense manner (visual, audio and movement), and on the other hand both visual and audio messages were represented by a string of words/sounds, apparently with no link to each other, meant to get the target’s attention.
Campaign objectives
The main targets were the measuring of the efficiency outdoor mobile as advertising support and verifying the way in which memorability can be stimulated, taking into consideration aspects which refer to transmitting and memorizing information.
Strategy and modus operandi
When getting this campaign on the road, 2 aspects have been taken into account:
- the mind of any individual is flooded every second with a volume of over 100.000 bytes of information. Out of all this tornado of information only100 bytes per second are consciously processed.
- When reading, the eye doesn’t catch just one letter, but a group of letters, a whole word if not too long or a group of small words at the same time. Moreover, according to the reader’s intelligence and depth of the text, some words are not focused upon at all. But, in the case of less popular words or words used in an unusual way, focus is maintained for a longer period of time.
So, 4 MVcom – MAXI units were decorated with visuals which included a string of words with no cohesion, some over one another, forcing the target to focus on more than one word in order to understand it/them.
“The unconventional spelling mistake” also uses a special soundtrack, which includes different sounds meant to get the bystanders’ attention.
All the words which make up the visual support are key words for the company’s site (www.mvcom.ro) and, once consciously or unconsciously memorized lead the public towards MVcom’s site.
Results
One day after the campaign started, traffic on the site went up 38.3%, 2 days later 46.81%, in the third day 110.64%, and in one week’s time it went over 150%. After this point traffic remained stable for a while followed by continuing growth which continued to maintain itself at a rate of 40% compared to the period preceding this campaign.
The results of the “Unconventional spelling mistake” campaign, named this way because of the first impression provoked by the visual support, shows the efficiency of such an approach. The scenario proposed for such a campaign has 2 stages: an initial stage for informing, followed by a pause of 1 week and a second stage of refreshing the information, which lasts half the period of the initial stage.
