Thursday, October 05, 2006
Crate and Barrel's Ad Sharing
Crate and Barrel has posted two new spots from its fall campaign on its website for all to watch. The spots in themselves are very nice - lighthearted yet elegant, like the brand itself - with very clear and concise messages about entertaining and gifting. What I really like about the idea though, is that not only can you watch the spots from their homepage but C&B has provided a clickable list of products featured in the ads right below so you can easily purchase the featured products.
An advertiser offering up its advertising to its customers makes one feel conencted to the brand...and furthering that connection with a convenience that makes it easy to purchase featured products goes a step further to connect customer with brand.
I found out about the ads because C&B sent me an email telling me they were there. I wasn't annoyed by it, just intrigued, as it was the first time I've seen an advertiser promote its own ads. The interesting thing is that I'm not an active C&B customer! I purchase from them once a year - holidaytime - and never for myself. Nonetheless, I trust that at one point I agreed to get emails from them and that is how I ended up on their list. I wonder if their loyal and active customers got a different email this time.
In any event, I think it's a courageous attempt to get customers to buy into advertising and, since the ads were done well, I came away feeling positive about the brand. I like that they're using "say it in black and white" as a theme to associate their distinctive packaging with the brand, and hitting at the personal expression involved in housewares.
See the ads for yourself on C&B's website.
Crate and Barrel has posted two new spots from its fall campaign on its website for all to watch. The spots in themselves are very nice - lighthearted yet elegant, like the brand itself - with very clear and concise messages about entertaining and gifting. What I really like about the idea though, is that not only can you watch the spots from their homepage but C&B has provided a clickable list of products featured in the ads right below so you can easily purchase the featured products.
An advertiser offering up its advertising to its customers makes one feel conencted to the brand...and furthering that connection with a convenience that makes it easy to purchase featured products goes a step further to connect customer with brand.
I found out about the ads because C&B sent me an email telling me they were there. I wasn't annoyed by it, just intrigued, as it was the first time I've seen an advertiser promote its own ads. The interesting thing is that I'm not an active C&B customer! I purchase from them once a year - holidaytime - and never for myself. Nonetheless, I trust that at one point I agreed to get emails from them and that is how I ended up on their list. I wonder if their loyal and active customers got a different email this time.
In any event, I think it's a courageous attempt to get customers to buy into advertising and, since the ads were done well, I came away feeling positive about the brand. I like that they're using "say it in black and white" as a theme to associate their distinctive packaging with the brand, and hitting at the personal expression involved in housewares.
See the ads for yourself on C&B's website.
