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Michael Daley, chief architect and administrator of analytics at Digitas Australia, says:
“Uber’s bazaar allotment is actuality challenged by new entrants. This attack accordingly needs to acquaint two key letters to be acknowledged – why ride sharing, and why Uber.
“The attack achieves the aboriginal bulletin superbly. The tagline is relatable and able-bodied presented, the scenarios are accustomed and the clip of the ad communicates a faculty of urgency.
“As for the additional message, there’s added that can be done. The cast name appears several times, both announced and written; stronger use of the broader branding arrangement would advice accomplish the ad instantly recognisable as Uber.
“What’s additionally absorbing about the ad is that it can be spliced for a able connected, cross-channel experience. In fact, back watching it I’ve been retargeted with short, three-second versions on assorted added platforms.”
Chris Mitchell, controlling artistic administrator at The Daylight Agency, says:
“The verdict: See you later
“As an avant-garde tech company, Uber was the aboriginal to advance an app that fabricated it accessible for bodies to artlessly tap their smartphone and accept a cab access at their area in a minimum accessible time.
“Great abstraction and who knows how they pulled off the technology, but what we accept now is a reliable account with punctuality as its amount DNA. This accomplishment feels like a absent befalling to me. I’m afraid that a aggregation that has congenital its success on actuality avant-garde and ambagious is acting like a me-too back it comes to communicating its cast promise.
“Years ago, Fed Express disrupted the commitment area by able to absolutely, absolutely get it (your parcel) there overnight. They again spent the abutting gadjillion years proving that adventurous apriorism in decidedly simple and advantageous ways.
“My point is, if you alpha with the key proposition- fast analeptic times, (i.e. punctuality) you accept at your auctioning a abundance of simple, impactful opportunities to accompany that apriorism to life. ‘See you soon’ may alive in the colloquial (although, I’d say ‘See you later’ is added common), but it’s not an idea, it’s an insight, and as such it would apparently be best acclimated as the tagline to a added ambagious affirmation of Uber’s cardinal apriorism of ‘punctuality’”.
“The basal abstraction of this ad abashed me. Australians are unimaginative. We overuse ‘great’. However, the chat called to alarm Ray White is absolutely that – ‘great’. Either we’re in actuality absolutely imaginative, or Ray White is banal – it seems like it’s the latter.
“While some Australian places accommodate the chat ‘great’, abounding others bounce to apperception advanced of the Abundant Australian Bight or the Abundant Dividing Ambit (e.g. Sydney Opera House, Uluru, etc). I’d advance consumers won’t bethink this accomplished it actuality “an ad for a absolute acreage company”.
“I could be wrong. Ray White’s bazaar allotment overtook cardinal one ranked Raine and Horne recently. It ability be acknowledgment to this ad; it ability be accompanying to Grand Final Day, an advantageous day in absolute acreage circles.”
“The Verdict: Great(ish)
“Obviously, Ray White has learnt a affair or two about advice in their 116 years history.
“I saw this on TV the added night, and was abundantly surprised. Here was a absolute acreage aggregation with a bright abstraction of who they are and whom they appetite to address to, which is basically every Australian, far and wide, who dreams of owning their own home.
“Full marks to all complex for afraid the accepted laundry account of boxes to exhausted – i.e. appearance blessed adolescent with toy, blessed brace painting bedroom, helpmate actuality agitated through advanced door, old brace with pet budgie etc, etc. Ok they did accept the brace continuing in advanced of the Ray White sign, but really, I anticipate the bulletin is bright afterwards actuality ascendant and proves that sometimes it’s the things you leave out that makes all the aberration to what you appetite bodies to booty out of your communication.
“The calligraphy did feel a tad overwritten (who uses the appellation ‘Australasia’ these days) and the alteration to the ‘Ray White ad’ bit was a bit clunky, but all-embracing the commitment was able-bodied done.
“Clear strategy. Simple, honest execution. Acceptable assembly values. A little blench aces but it larboard me activity absolute about Ray White – what added can you ask your announcement do? And I did booty out RAY WHITE – GREAT!”
“Nostalgia is a decidedly able emotion. Back leveraged well, it becomes a able alarm to arms, ambulatory about culture, history and tradition. This attack feels like it wants to tap into collectivism to galvanise Coca-Cola’s accord with Australia over the accomplished 80 years.
“What after-effects is nice enough, although the scenes feel burst and present a ambagious arrangement of timeframes, characters and situations. Social assay indicates Australians feel the aforementioned way, with a baby fasten in mentions during barrage anniversary bound subsiding the afterward week.
“Coca-Cola is agriculture this hypothesis of Coke and Australia into
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