Writing Project #3: The Audience Analysis

Hello again everybody,

I am using the following outdoor interactive advertising campaign from Watchmaker IWC promoting their new Pilot’s Watch.

This advertising is located in a mass transport, maybe the bus or the subway, so the global audience is everyone that uses this particular media, and everyone tall enough to fit the handle around the arm and is capable to fully live the experience and interaction of this communication piece.

However, this watch is not for everybody, it is a male watch and it is a luxury brand. So, even though the ad is located in a place where any particular person could see it, it is targeted and segmented to men, with an income sufficient enough to consider purchasing this product. The ad also has an invitation to the store where you can try the actual watch and perhaps buy it yourself.

But if you pay close enough attention, you would see an aircraft in the background and then you would realize that the Advertising is not place in at any random bus. It is located at the bus they use in airports terminals to transport people to the aircraft. And thus this bus may also be used for anybody, it is a fact that a lot of travelers that use airports are wealthy business men, with a nice credit card in their pockets.

Airports also have duty free stores, in which luxury items like this watch are often sold at lower prices. So, this advertising piece is not only using the handle as a fun way to interact with the product. It is strategically located at the right place and the right time (Kairos) to induce somebody to go try the product as soon as you get to the terminal. Enticing the individual to make an unplanned purchase.

Unlike many ads of this nature, that evoke luxury, a wealthy lifestyle, and a over the top experience, with flashy golden colors, and famous individuals as spoke-person to sell the product. This advertising is purely tactical. It is made to catch the right costumer at the right time. It makes everyone at the bus play with the piece generating brand awareness for IWC, but it also makes the right target audience try the watch in situ and force a quick decision to buy it or not right at the terminal. This advertising is made to force the right target to make two decisions, "should I go try this watch?" "Should I buy this watch?"