Everyone knows that everything’s bigger in Texas. Then there’s big oil, big hair, Big Country and Big Ben. But just because these things are bigger doesn’t automatically mean they’re better. Case in point: oversized postcards. Will Payovich, director of creative services, Euro RSCG Chicago wrote an excellent post about Comcast’s 6″x11″ postcards (at QuantumDigital, we call them “panoramic” postcards):
The cards, at their best, can deliver maximum impact for minimum dollars. Don’t let high concept and high design get in the way of a big, timely, and competitive offer complemented by an even bigger call to action. The latest carpet-bombing from Comcast, however, wanders from the proven formula.
It would be one thing if the postcards were well executed—each design element carefully sized and positioned to complement the “widescreen” aspect ratio of the medium (proper use of white space… think billboard advertising, like the once-hilarious-but-now-passé Chick-fil-A cows; you know, the ones whut can’t speel gud)—but, sadly the Comcast postcard falls short in that area:
Unfortunately, one side of the postcard is littered with small, random stock images of people watching TV. While blurry cooking shows (so much for HD) and gigantic kittens seem to be captivating entertainment for some customers, another Comcast couple is content to sit and watch nothing at all. A rhyming headline and some weak, convoluted copy try to make sense of all the imagery.
If you’re inclined to try out the panoramic postcard format for your next mailing, we can get you set up right away. But remember this: once you grab people’s attention, you’d better have something relevant, timely and compelling to say and/or show. And finally, for pixel’s sake, always use high-resolution images!
(I’m back on ROCKSTAR Juiced today. It’s just so darn tasty!)
