Changing the conventional. Or, how to make a bus stand out.

October 22, 2009

avera breast center pink bus

A quick word from the corporate sponsor.

Constantly raising awareness. Moving toward a cure.

What’s that? Oh, yeah. We’re pretty excited about a pink bus.

Not just pink, though. PINK. As in, Avera McKennan’s new bus wrap – promoting the Avera Breast Center and featuring some of the region’s very own breast cancer survivors – is unmistakable and impossible to ignore.

After all – it’s bright pink.

Here’s the thing. Marketing and advertising have become so much a part of our every move that we begin to tune it out. We are inundated with visual and aural marketing at every turn. So it’s not just a fight to be noticed - it’s a fight to be relevant, with a message that people actually want to hear, promoting solutions, not features. Or, at least, to offer a change from the typical.

As marketers, we understand that our target doesn’t want to hear us. And it’s up to us to change that convention.

Which is why something like the Big Pink Avera McKennan Bus works. Not only does it promote a worthy cause - get mammograms! - but it’s also a bit jaunty. Jovial. A beacon of fun in an altogether too cluttered advertising and marketing landscape.

Buses are often seen as beat down. They’re driven hard and laid out to rest in some giant garage. We’re fighting to change that convention too, by turning them into a visual medium. They aren’t art yet, but how far are we from that? How far are we from accepting public transit as a focus of attention?

Because when you see a pink bus, is there anything you can do other than say, “Holy cow. That’s totally a pink bus?”

By Corey

Filed Under Advertising, HenkinSchultz

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