Quick Read: Some businesses thrive by driving a singular POV regarding their offering amongst their target audience. And there are some that take pride in celebrating multiple POVs regarding theirs.
Some elite restaurants in Japan are ichigen-san okotowari (first-time customers not allowed), meaning a regular customer has to introduce you before you can make a reservation.
The genius of this system is that it ensures that you buy yourself into a singular and a specific POV about its food, experience and its clientele if you want to be able to get a reservation at the restaurant.
Almost by definition.
And the story continues. One customer at a time.
It works because the ichigen-san okotowari system ensures that a single consistent POV gets bought into, replicated and passed on.
A recent print campaign by Shutterstock made it to the shortlist of Clio Awards 2015 under the Print category.
As a purveyor of stock photos, Shutterstock.com wanted to celebrate the fact that an image can potentially fire up your imagiation in multiple ways.
So it brought this idea to life through the following executions.
[Click on the images for a larger view]
Agency: Leo Burnett. Images via: Clio Awards. (HT Bhatnaturally)
A truly insighful execution that celebrates the multiple POVs that an image can inspire. As Mr. Bhat says..
The irony is that this is too close to reality. We’ve all seen how art directors search for inspiring images first and then try and retrofit an idea. Also, a visual idea which was rejected or didn’t make the cut for a pitch in one category can be adapted to a totally unrelated category. This campaign actually puts a positive spin on that.
Does your brand – and by extension its strategy and execution – thrive on driving and sustaining a singular POV or does it celebrate multiple POVs?
[Bonus Link: Speaking of POVs, you should check out Hardcore – the world’s first action POV film that got premiered in the latest Toronto International Film Festival to critical acclaim. The entire movie is shot from a single POV and boy is it intense!]
(Featured Image: Shutterstock Print Execution. Source)
4 thoughts on “On Points Of View”
Advertising ideas should come from the essence of each individual brand. So if an idea was equally appropriate for two or more brands, then it must be a bad idea. But, it’s perfectly ok to present the same idea to a succession of clients, it’s a normal practice. But we need to take on consideration, when one of them buys it and use it, there will be other marketing directors out there who’ll recognise it. And marketing directors talk…
True Henry! Agree when yoy say “So if an idea was equally appropriate for two or more brands, then it must be a bad idea.” Essentially it would mean that it is not something that the brand can uniquely own. But the key distinction that needs to be recognised is idea vs execution. An idea that a brand owns should be unique, executions can vary.
Reblogged this on Launch Port – The Open Door Business Blog.
I wonder how the companies feel about this kind of marketing. This certainly shows the diverse use of these images, but I wonder if a company would rather be the single focus of an ad such as this, rather than one amongst many.