Don’t water down your On-Hold advertising. Be creative! Vittel could have settled for an ad campaign that promoted the pristine location of their water source or the divine minerals in their H2O. But that would’ve been positioning their water as something more… watery than the rest. By giving consumers something they never knew they wanted – a water bottle with an alarm – Vittel have something far more powerful.
Don’t water down your On-Hold advertising.
In reality, this is a fantastic execution of advertising 101 – inventing a need for the consumer. We see it thousands of times a day. “You need the latest processor in your smartphone”, “you need a foundation with more coverage”, “you need a bike with four more gears”… But Ogilvy & Mather didn’t really invent a need – they simply made consumers aware of a fact relating to their health, and provided a solution right there on their client’s product. If a Vittel consumer were to purchase another product, they would miss the alarm cap.
Sure – any water will fill up your tank, but as far as prospective buyers are concerned, only Vittel’s will actively help you get there. That’s a killer unique selling point!
Don’t water down your On-Hold advertising. . Often I get people that say there is nothing special or unique about our business. After we talk and I hear what they are passionate about and what their company really does it becomes so obvious all they need to do is tell the customer what they are telling me using their on hold message with a professional voiced recording and professional music behind it. Then let the message flow— pun intended!