Youth or Nanny Marketing?

July 31st, 2007   •   10 comments   

As I was taking the bus to work this morning, I spotted this poster announcing a special promotion for students.

Bright coloured with black shadowy figures (inspired no less by Apple’s famous iPod ads), they were clearly targeted at teens taking public buses. It had all the supposed ingredients of a youth marketing campaign, namely:

1) Cool handphones for prizes (though not exactly the latest models)
2) Mobile games that you can redeem with e-Tokens
3) A website where you can register and play
4) A hip sounding acronym – TITO

Upon closer inspection, I spotted something unusual in the copy of the ads.
Each and every step of the promo mechanics came with a word of advice. First, a clear warning that you should not eat or drink on public transport vehicles…

…followed by a gentle reminder to give up your seat to those who need them more…

…and ending with a note that you should still study hard even after downloading these awesome mobile games.

I was so stunned by this that I don’t know whether to laugh or to cry. Now, what would you make of the above efforts at advertising a promotion if you are a student taking public transport?

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  1. ET
    posted on Jul 31, 2007 at 9:58 AM

    Download games and study hard… Hahaha… *roll eyes*

  2. posted on Jul 31, 2007 at 12:14 PM

    Haha, I think it’s actually pretty funny. Of course, that’s only if they weren’t serious about it (the study hard part).

  3. posted on Jul 31, 2007 at 7:03 PM

    Hahha…nanny nagging marketing!!!!

  4. posted on Aug 01, 2007 at 1:15 AM

    An advertisement with sublimal messages that are not so sublime?

  5. posted on Aug 01, 2007 at 2:57 PM

    hey, haha.. very interesting observation.. thanks for the post! 😀

  6. posted on Aug 01, 2007 at 3:08 PM


    You got it bro… I found it hard to believe myself!

  7. posted on Aug 01, 2007 at 3:09 PM


    Yep… The thing is that I think they ARE serious about the studying bit… tremble…

  8. posted on Aug 01, 2007 at 3:11 PM


    Yeah… naggy like a nanny marketing… Eat your vegetables because they are good for you!

  9. posted on Aug 01, 2007 at 3:12 PM


    Yeah…. not so subliminal is the phrase to use man. I am not sure if the students will laugh or cry when they see this!

  10. posted on Aug 01, 2007 at 3:14 PM


    Thanks for visiting! Well, it happened on a bored morning when I was riding the bus to work… which isn’t that uncommon …;o)

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