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... DRIVY.
The original Drivy ad on the Barcelona metro.
This week on MTCG we are doing things a little differently. In celebration of a recent trip to one of my favourite cities in the world — Barcelona — this week MTCG is taking a break from scoping out the ads on the London Underground during my commute and looking at an ad from the Barcelona metro.
Drivy is a company that I've come across in London and their tone of voice is direct and to the point. This is continued in their Spanish metro ad on the Barcelona metro, which states simply "Pillas un coche en tu barrio y te vas de finde." This roughly translates as "Get a car from your neighbourhood and go away for the weekend". Succinct and to the point.
In my reworked metro ad, I've kept the same simple and concise tone of voice as the original ad, replacing the main text with "De tu barrio a donde quieras" (From your neighbourhood to wherever you want). I feel this change keeps the Drivy tone of voice while providing a shorter amount of text. In addition, the "a donde quieras" could lead to a strong marketing campaign using various locations in posters or TV ads.
My reworked Drivy metro ad.