Yep, I had no idea what this meant either...

I walked up the stairs at a city railway station yesterday dear reader, and turned left a few steps to wait at the platform for my train.

The right hand end of this poster as I looked at it, was directly opposite me. I pondered it quizzically, thinking shouldn't it be "At least there aren't four", trying to work out WTF it meant and thinking #changehands, when my peripheral vision to my left saw the next poster down the wall, about 10 metres away:

This isn't even arousing curiosity, it's just making me wonder what the marketer who approved this was smoking or taking?

But then I looked further to my left, some 20+ metres away - despite the arrows in the top right hand corner leading my eye to the right - and guess what the next poster was?

So, here is a huge expense on 3 x OOH posters designed specifically for the people who arrive via the stairs at the end of the platform, then walk 30 metres to their right. A fascinating piece of targeting.

There are two other stairwells to get to the platform. I used the middle one and arrived at the third poster. Anyone at the forward stairwell would obviously not have seen any of them, unless they walked back down the full length of the platform.

We've now had 60+ years of marketing degrees and advertising education, but it appears you can't train common sense.

As a lifetime NIB customer, I'd rather NIB spent its customer's premiums providing a better service. I recently upgraded my cover to super top gold platinum hand-over-your-children as collateral cover, but have to wait 12 months for coverage - despite being a customer forever. How is that justified?

I can tell you, the brand's attitude got me bloody-well excited about health insurance.

It's the little things that make big differences to brands - and stuffing up your outdoor poster placement won't help - despite how unexciting the advertising gets.

#NIB #OOH #changehands #advertising