A montage of on-the-road experiences, for example, "Somewhere between exits 22 and 23, there was a skunk." In other scenes, a couple realizes theyre lost, a tollbooth is encountered, and a suitcase tumbles off a car. The final message: "Somewhere between where you are and where youre going, theres a Super 8. See you along the way."
哲学
Our approach communicates the community of travelers message and affords Super 8 a sound transitional execution to move from traditional product-focused communications to a more values-based effort. The "Somewhere in Between" campaign enables Super 8 to connect with their prospects on a more emotional level. The campaign is personal and one-to-one. It reflects an understanding of what our audience experiences on the road and allows the audience to view Super 8 as a legitimate part of that experience.
问题
Advertising within this category generally tends to employ predictable, traditional themes and is creatively weak. Brand-to-brand there is a lot of emphasis on product tangibles room, price, amenities. Little attention is paid to more emotional consumer value dimensions. As a result, fewer brands have a distinctive voice, and, except for the logo, much of the work is interchangeable from brand to brand.