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 at on the London Underground
In classic MTCG style, this week we are looking at one of the lesser-known companies that have taken up advertising on the London Underground. Usually, these are companies and products that I've never heard of before, which means I have a good excuse to get to know about some new brands! This week, it's the turn of Yolt, a money management app that helps you keep track of your spending.
As I've never come across Yolt before, I am not familiar with their tone of voice but from the original ad it seems like they employ a fairly informal, chatty tone of voice. From reading the copy on the original ad, I would argue that they take this informality a little too far. The text doesn't quite read well — the English seems a little off, and considering this app is a financial one I'm not sure whether the copy has been dumbed down slightly too much.
In my reworked tube ad, I've kept the same idea as the original ad — the choice between a great trip away and something a little more modest. I've used the comparison of Mauritius of Margate for a little bit of humour. I've also tightened up the English as I think it works better with a slightly more formalised language. I think this would work better with a financial app such as Yolt.
My reworked Yolt tube ad