Exploiting User Behavior…in Print
There’s a pretty smart execution in the most recent New Yorker. It’s for a luxury hotel called San Ysidro Ranch. These folks decided against using a more traditional ad format featuring a montage of attractive room and amenity photos that the most readers would skip right over, and instead opted for a handwritten note with a scribbled sketch.
Why does this work? Well, I’ll start with a confession: when I pick up an issue of the New Yorker, my first pass through is just to read all the cartoons. The shame! The thing is, I have a hunch that I’m far from alone on this. And when I’m quickly flipping through, I’m scanning for something that looks exactly like this ad, i.e. a scribbled drawing. This is the print equivalent of Pepsi “TiVo-proofing” their ads, and clearly it caught my attention — not just by being different, but by being smart about its audience.
(Cartoon copyright TNY’s The Cartoon Bank)
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