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Broadcast channels are often used to communicate the success of the brand, demonstrating how many people have now been given access, and laying bare how the boundaries of the category have been knocked down.
Sponsorship of high-reaching events or shows is also useful to break down the previous perception that this product or service remains exclusive.
There is a very human feel to the messaging
of Democratiser brands. The intent of the creative is to reduce the complexity of a category that has previously allowed for exclusivity, and to bring it back to simplicity. So, keeping the copy clean and pared back allows for a much more people-centric messaging strategy.
Finally, showcasing consumer reviews or numbers of new customers within the paid and owned channels is often used to create a sense that ‘things have changed for good’.
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