For Your Swipe File: Clever Direct Response Flyer

Author: Gab Goldenberg

I saw this flyer at the busstop and had to grab it to share with you guys. I think it’s brilliant advertising, and here’s why.

First, the copy is cleverly written and memorable.

Direct Response Flyer with a clever title, "On Canada's best network, they're not just smartphones, they're geniusphones."

Direct Response Flyer with a clever title, "On Canada's best network, they're not just smartphones, they're geniusphones."

“On Canada’s best network, they’re not just smartphones, they’re geniusphones.” I grant you that it’s feature/advantage copy instead of being benefit oriented, but the witticism sticks with you, and encourages you to read on. I guess that’s another way to grab people’s attention, besides QPBC.

The subheadline does a good job clarifying what they mean, although it’s still advantage oriented rather than getting into benefits. What’s the point of fewest failures, clear reception and global coverage? “Do more things in more places” is a pretty vague benefit statement.

Another thing I like about the top of this flyer is the bold blue stripes. They’re reminiscent of Bell’s corporate colors, and kind of steal credibility from Bell’s own branding efforts, which have involved lots of strongly branded ads here in Montreal.

Direct Response Flyer With Good Call To Action Usability

Direct response flyer with good call to action usability

Finally, I want to point out the intelligent design of the call to action. Besides for numerous pull-and-tear phone numbers, the phone number is still listed at the bottom of the ad. Even if all the pull-and-tear numbers are torn off, the ad can still generate calls! Smart thinking. You also have the address on the bottom and the nearest metro station (torn blue square, at right).

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