Wednesday, March 10, 2010
A few days ago we sung the praises of Standard Chartered’s cashback at Cold Storage ad (see here). Today we would like to compare it to Citibank’s “The most rebates – powered by Citi” ad that we have seen before, but decided not to pass judgement. Comparing these two ads is interesting as they showcase two approaches that differ markedly in terms of visual, slogan (a function of their respective branding templates), body copy and overall aesthetic. Lets look at each aspect in turn.
First, whilst Citibank go for a lifestyle visual that tangentially refers to the fact that you receive rebates on coffee (i.e. two of the “talents” are carrying coffee cups), Standard Chartered use a simple vector drawing of a shopping trolley and shopping bag. Second, whilst Citibank promise “The most rebates, powered by Citi”, Standard Chartered target grocery shopping by saying “You stock up on groceries/we reduce the bill”. Third, whilst Citibank’s body copy is dense and general insofar as it outlines all the different outlets at which rebates can be received, Standard Chartered’s is in bullet form and specifically refers to their offering at Cold Storage. Finally, and as has already been alluded to, whilst the overall aesthetic of the Citibank ad is one of breadth, Standard Chartered’s is one of specificity.
Comparing these two is a bit like trying to compare apples and oranges; both are fruits (i.e. both talk about rebates), but that is where the similarities stop. Rebates aside, we do, however, feel that there are two things that are more immediately more appealing about the Standard Chartered ad. First is the visual – Citibank’s photograph appears a wasted opportunity as it poorly communicates both the idea of daily spending, and that you can convert your spending into savings. Second are the respective branding templates – whilst Standard Chartered conjure up a slogan that speaks volumes about what the ad is about and how their offering can benefit the reader, Citibank are admittedly direct but bland in their assertion that they provide “The most rebates”. Further, having to lump “powered by Citi” on the end of every slogan and in the middle of every header is (already) becoming rather tiresome. In this sense Citibank may well provide the most rebates, but Standard Chartered’s branding template appears to provide far more aesthetic power.
What do you think?
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