A Study of the 'Naked' Billboard Campaign: Techniques Used in Outdoor Marketing
In today’s competitive market, a well-crafted marketing campaign can make or break a company. This case study delves into ‘Naked’ Insurance’s current marketing campaign, examining strategies the company has employed in its billboard marketing.
Background
Naked, an insurance platform specialising in fully digital insurance in South Africa, aimed to boost its brand awareness and conversions, and drive traffic to its online platforms through a marketing campaign. According to Daily Investor, "Naked Insurance was launched in 2018 by three actuaries: Alex Thomson, Sumarie Greybe and Ernest North.”
‘Naked’ Billboard Along Malibongwe Drive in Strydom Park, Randburg
Textual Analysis
This study uses textual analysis in the interpretation of “Naked” billboard campaign texts. According to Caulfield (2019), textual analysis is key in textual interpretation. The method is common in cultural and media studies fields where it is used to analyse and interpret texts in “music videos, social media content, billboard advertising…” This makes textual analysis suitable for the study of the “Naked” billboard campaign which is text-based.
Analysis of Strategies Employed in the Campaign
Naked leveraged billboard advertising and enhanced it by collaborating with influencers to present its brand within lifestyle settings. This case study will concentrate on the ongoing billboard campaign that Naked has rolled out to the public in recent months.
1. Ambiguity
Ambiguity is a literary technique that involves creating texts that allow for multiple interpretations, lacking an obvious meaning.
Mahmood and Abdullah (2021) argue that advertisers intentionally use ambiguity to create multiple layers of meaning for the audience. This tactic encourages viewers to interpret the hidden message the advertiser aims to convey, ultimately improving communication effectiveness.
Copywriters behind the campaign craft text with such wit that it not only delivers the intended message but also captivates and engages, prompting conversations about the brand that spread organically.
A prime example of this technique is the use of polysemic or ambiguous text on billboards. By creating messages with multiple possible interpretations, these billboards provoke curiosity and discussion, often leading to a realisation of the intended message.
For instance, consider a billboard with the phrase "Lose Wait." At first glance, one might associate "Lose" with "Weight," prompting thoughts about health and diet. After a moment, it becomes clear that "Wait" is the focus, not "Weight," referring to the annoyance of standing in queues instead. This playful ambiguity engages viewers, encourages them to think and talk about the message, and ultimately reinforces the brand's impact.
2. Proximity (Relevance)
The ads leverage relatability to engage their audience by telling stories about characters that viewers can connect with, a strategy that often proves successful. Naked employs this tactic uniquely in billboard marketing by using everyday, common names, which is relatively rare in this medium.
For instance, their billboards might say, “Lindiwe got Naked in the mall,” “Thato got Naked in the casino,” or “Lerato got Naked…” These names represent people who could easily be your neighbours, family members, coworkers, or even cashiers in shops around your neighbourhood.
On Naked’s LinkedIn page, a post showcasing these billboards has sparked interaction in the comments section, where people with matching names make jokes and tag friends with similar names. This creates a ripple effect of word-of-mouth promotion, widely regarded as one of the most effective forms of advertising. Here’s a similar comment on a LinkedIn post about 'Naked':
“I absolutely love this Naked billboard campaign! That personal touch of seeing your name (or thinking of someone you know) makes mass traditional media feel so personal! It’s a revolutionary approach to keeping things creative and thinking outside the box for traditional media. Such a smart way to make people stop and engage!”
3. Humour
According to research from Oracle, 90% of consumers are more likely to remember a humorous ad and 72% would choose a funny brand over its competitors. Humour helps to ease tension, break the ice, and foster a connection between the communicator and the audience.
In the European Journal of Economics and Business Studies, Koneska et. al (2017) argue that the primary role of humour is to grab consumers' attention with a message that is engaging, entertaining, surprising, and memorable.
The ‘Naked’ billboard campaign employs this technique. For example, ads featuring phrases like “Get Naked on your bike” and “Get Naked on your roof” can invade people’s thoughts and evoke a humorous, literal interpretation. This clever approach often sparks conversations and leaves a memorable impression of the brand through moments of laughter.
Imagine you’re travelling with a friend when suddenly—BAM! —a massive ‘Naked’ billboard pops up with either your name or your friend's name sharing the story of how either of you got ‘Naked’.
What happens next? Laughter, naturally—that's the essence of humour. And what comes after that? Teasing and sharing the moment with friends and family, even on social media. What’s the result? The message on the billboard gets spread far and wide, exactly what every brand aims for.
4. Strangeness/ Bizarre
In the mainstream media terrain, newsworthiness is gauged by certain news values, with strangeness being one of them. Strangeness is crucial in news writing because it draws readers in. Similarly, the brand "Naked" uses this principle in its billboards, such as one that reads: "Your uncle got Naked while watching the game."
Discussing an elderly person’s nudity in some contexts is unorthodox, unusual and eye-catching, especially when displayed prominently on a busy highway. However, in this advertisement, "Naked" is used as a noun rather than implying literal nudity.
The aim is to use striking and memorable language to capture attention and spark conversations about "Naked." This, in turn, helps spread awareness of the brand as people discuss and seek more information out of curiosity.
5. Colour Palette
A colour palette is a selected collection of colours used in a graphic. It commonly includes a primary colour, along with lighter or darker shades of that colour, as well as contrasting text colours. Consistency doesn’t mean producing endless campaigns; rather, a flowing colour palette enhances brand recognition. The colours linked to a brand are crucial for building familiarity.
The colour green has become linked to humour in every message that 'Naked' shares through its billboard ads. Its vibrant hue catches the eye from afar. With a dynamic array of messages, the billboards quickly draw in audiences, making them stand out against the sky. The association of green with humour keeps people eagerly anticipating what's next, making 'Naked' billboards impossible to ignore.
This is usually paired with a contrasting black text, which stands out sharply against the lighter green background. This design consistency is evident in all “Naked” billboards, where the messages are so concise that a glance while driving is enough to absorb them. The layout is straightforward and uncluttered, allowing the message to be quickly understood without causing any confusion.
Conclusion
Every organisation that shares advertising material aims to connect with a broader audience. However, it’s clear that while communication is the initial step, effective communication requires more than simply sharing information. The true strength of messaging lies in its capacity to inspire engagement and dialogue around a campaign.
Naked doesn’t just present information; it crafts it in a way that weaves the brand into social conversations and makes it memorable. Texts should be anything but ordinary; they should be rich with literary elements that captivate the audience. Using strictly formal language in advertisements and campaigns that address serious topics can be off-putting to audiences. A light, friendly, and humorous tone is often more effective.
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Brand Disclaimer: All trademarks, logos, and brand names appearing in this article are the property of their respective owners. Their inclusion is purely for educational or illustrative purposes and does not imply any affiliation, endorsement, or sponsorship by the mentioned brand.
Reference
Caulfield, Jack. (2023) ‘Textual Analysis | Guide, 3 Approaches & Examples’, Scribbr, 8 November. Available at: https://www.scribbr.com/methodology/textual-analysis/ (Accessed 25 September 2024).
Global Report: 45% of People Have Not Felt True Happiness for More Than Two Years. (2022). [online] Available at: https://www.prnewswire.com/news-releases/global-report-45-of-people-have-not-felt-true-happiness-for-more-than-two-years-301568258.html
Koneska, L., Teofilovska, J. and Dimitrieska, S. (2017) ‘Humor in Advertising’, European Journal of Economics and Business Studies, 69(May/August), pp. 116-123
Mahmood, A., F. and Abdullah, A., S. (2021) ‘Ambiguity in Written Advertising Language’, Psychology and Education, 58(2), pp. 9623-9634