I was sitting quietly and enthusiastically listening to Tamar’s lecture last Thursday, November 25th, when she talked about the push and pull strategy, and she went on showing us some interesting ads which she found online, and I was smiling when she showed this ad:
I was smiling because, firstly, this picture is so funny, showing how the automatic railway gate resembles a gigantic cleaver, and secondly, the picture is taking place in Indonesia (I am from Jakarta, Indonesia, and I recognize almost every single spot in the city lol) and the line is in Indonesian!
‘Jangan nekat kalau mau selamat’ which means ‘Do not be reckless if you want to be safe’ is more like a reminder as well as persuasive advertising. Reminder ad as in to remind reckless drivers to be patient and not trying to speed up and slip under the gate because it is dangerous (there are LOTS of traffic collisions happen in the railway area) and persuasive as in motivating all the drivers to take part in complying with the traffic regulations, putting nobody in danger.
Effective advertising is about selecting the right media, and this, I think, is the perfect medium. Every time people drive by while the enormous-cleaver-gate is about to close, people will just notice it right away. It is noticeable yet eye catching but promoting safety at the same time.
Bravo Indonesia, by putting up the persuasive line on the gate, which I think is a great idea, you’re on the right track to make driving-experience in Jakarta safer and better.