It’s no secret that the cost of just about everything these days is out of control. That’s especially true of World Cup ticket prices, which are north of three thousand dollars apiece. No matter how much you love football (soccer for those living in America), at that price, tickets are simply not a realistic possibility for many.
Canadian airline Air Transat understands that and leveraged that very point to create a simple and amazingly effective OOH ad campaign.
The company commissioned a number of variants for different countries around the world, but the core concept remained the same regardless of the country mentioned.
A billboard split down the middle.
On one side, the green grass of the football field. On the other, a clear blue sky.
On the green side, the words “Watch Portugal (or other country), Tickets at $3870.”
On the sky side, “See Portugal. Roundtrip tickets starting at $799”
The contrast in price is as stark as the contrasting green/blue colors of the two halves of the sign, and the message is clear. Why pay upwards of four thousand dollars to watch the game when you can go see the country for a fraction of that price?
The message resonated and comments about the ad campaign spread across social media like a digital wildfire.
That’s a powerful theme to tap into, and if you have a price advantage on whatever you’re selling, or if you can compare the price of your product or service that’s in some way related to something vastly more expensive, it can be an amazingly effective strategy.
If the core idea behind Air Transat’s campaign appeals to you and you’d like to find an angle you can apply to your own business, we can help with that. Our advertising professionals have decades of combined experience, and we’d love to put our expertise to work for you. Give us a call at 404-671-9490.