EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... LUMIE.
The original Lumie tube ad.
Along with some of the bigger companies I take on with MTCG, I like to mix in some companies that are new to me so I can explore a different tone of voice and branding style. This week, Lumie fits the bill of a company that is new to me. I am aware of their products but I hadn't seen any of their advertising before.
Their original ad introduces their body clock, which enables users to wake up 'naturally' through a light which produces an artificial sunrise. It goes on to explain that users can also use the body clock to produce an artificial sunset to help a natural sleep.
The headline of the ad - 'Light up your life' - is fairly generic and does not get across the products most persuasive USP quality - the artificial sunrise. Similarly, while I'm sure the product can produce an artificial sunset, this is not the most important aspect for potential customers - the wake up sunrise is. In fact, the lights themselves are referred to as 'wake-up' lights on the Lumie website. Thus the message is a bit confused.
In my re-worked ad, I have stuck rigidly to the idea of the artificial sunrise 'wake up' aspect of the product and the fact that this can help users reset their natural body clocks. I feel that focusing on this aspect of the product helps get across its USP much easier, while the use of words like rhythm and nature also hammer home the advantages of the product
My re-worked Lumie tube ad.