The latest collaboration between LMT and DDB is an ad for Internet on computers is not only different in terms of flavour from everything that is currently shown during TV advertising breaks, but also doubled LMT’s sales results. During the campaign, applications for wireless Internet rose by more than 130% compared with the pre-campaign situation!
"Buy, don’t miss it, hurry… these are only a few of the more barbaric incitements which can be heard during daily advertising breaks. You could almost be left with the impression that consumers are robots without emotions who find it remarkably easy to decide in favour of some particular product or service, while forgetting another. We wanted to encourage consumers, not assault them." commented LMT’s Marketing Director Normunds Zalpēteris.
We’re well aware that changing something means rejecting something else. However, rejection is a complicated process based on concerns about whether the new choice will be good enough. Instead of confusing the buyer with loud slogans and 3D effects, we decided to inspire him by devising with a solution with the assistance of a real psychotherapist Gatis Līdums.
PS. The sequel will follow…