TDK had unveiled a remarkable ambient advertisement campaign to promote its scratchproof DVD in a unique but effective manner. The idea was to display the benefit of the scratchproof DVD’s, a special coating that protects data from damage. The firm was claiming that no scratches could harm the data stored on this DVD. Therefore, the advertisers thought that it would be an effective idea to mail these DVD without any protecting cover in order to prove the claim. So they placed a stamp and the address straight on the front of the disc and sent it without any envelope.
This modus operandi had made the bottom part of the disc where data is stored extremely vulnerable for scratches. When the receiver of the disc placed it in the computer to see what it contains, a simple text appeared on the screen that read, ‘we have sent the DVD by normal mail to prove that it works even when heavily damaged’.
The campaign was very simple and straight and represents one of the most effective ways to display product benefit. The campaign was created by Miami Ad School, New York.
Via Ads of the World
