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... YOLT.
The original Yolt tube ad.
Here at MTCG, we like to look at some of those lesser known brands that turn heads with their advertising on the tube. Taking a marketing campaign onto the tube is not cheap, but when it's done well it can have a massive impact on the success of the company. This week, we're taking another look at Yolt, a money management app that I admit to having never heard of until I reworked another of their ads a couple of weeks ago.
As I noted last time round, I'm not familiar with Yolt's tone of voice but from what I have seen they employ an informal, chatty tone of voice. Considering this is a financial services app, I would argue that they fall close to being overly informal as the original text doesn't really ready very cleanly. The English doesn't flow quite correctly and it seems a little juvenile, although unlike the previous Yolt ad I looked at they have managed to get a rhyme in there.
In my reworked tube ad, I've kept the same idea as the original ad — the choice between two different qualities of food. I've used the comparison of a gastropub or a greasy spoon for alliteration purposes, and used alliteration again at the end of the copy to tidy it up. I've used a slightly more formal language but still kept it quite chatty, which I think finds the perfect balance for an app like Yolt.
My reworked Yolt tube ad.