Winning Subway Ads: The Power of Memorable Copy and Visuals

Subway Ads: When Words Become Your Weapon

In today's world of information overload, attention is the ultimate currency. Content marketing must shift from brand-centricity to user-centricity. Gone are the days when simply promoting your product or service was enough. Now, it's about understanding user needs and pain points and crafting content that resonates on an emotional level.

Take, for example, a recent subway advertising campaign by BOSS Zhipin (a popular Chinese job recruitment platform). Their ads struck a chord with me because they captured the essence of what many job seekers feel. (You can see them on Weibo @BOSS直聘)

The Power of Direct Communication:

BOSS Zhipin's campaign cleverly uses straightforward language to address the anxieties and aspirations of different demographics:

• "I always put work first, let's talk business directly." This resonates with those who prioritize their careers.
• "I just graduated, I don't have experience, but I'm willing to learn." A relatable sentiment for fresh graduates entering the workforce.
• "I'm 35 years old and have two kids. As a family provider, let's talk directly about what I deserve." This acknowledges the realities of balancing work and family life.
• "A company once offered me a position with a monthly salary of 3000 yuan. Don't waste my time, let's be honest about the compensation." This speaks to the frustration of unrealistically low job offers.

By using these direct statements, BOSS Zhipin breaks down traditional recruitment barriers and emphasizes transparency and mutual respect in the job search process.

Other Powerful Examples:

Even brands outside the recruitment industry can benefit from impactful subway advertising. Take INDICAID, a brand selling COVID-19 self-test kits. Their campaign on Hong Kong's MTR (metro) resonated with their target audience:

• "We sold 20 million boxes in the first half of the year. This year, we hope to sell fewer and fewer, wishing for the virus to disappear."

This positive message humanizes the brand and showcases their commitment to public health, even if it means potentially harming their sales figures.

The Key Takeaways:

Subway advertising offers a unique platform to connect with your audience. Whether you choose a witty, heartwarming, or humorous approach, remember these key principles:

• Impactful Visuals: Catch attention with striking imagery that complements your message.
• Memorable Copywriting: Use words that are concise, engaging, and leave a lasting impression.
• Target Audience: Tailor your message to resonate with the specific demographics using the subway system.

In today's competitive advertising landscape, Subway ads can be a powerful tool for building brand awareness and driving engagement if done right. Let your words become your weapon!