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Friday, 19 December 2014

MONA and The Art of Words

Over breakfast this morning one of my clever classmates reminded me that the heart of communication is not simply what we say, but how we say it. It was a simple, offhand comment that got me thinking about the many messages we’re bombarded with daily, and how a brand I experienced over the weekend cut through this noise using the simplest of tools.

Thanks to an invitation from good friends to share in their Tasmanian wedding, I had the amazing pleasure of visiting Hobart over the weekend to spend time at MONA, the Museum of Old and New Art. Yet to even reach its 4th birthday, this irreverent private gallery burst into existence at the dawn of 2011, the child of the Tasmanian millionaire David Walsh. In his own words, he described MONA as a ‘subversive adult Disneyland’ (Young, 2011), and having experienced it for myself I can attest to its ability to both delight and disturb in equal measure.

MONA sits like a fort on the headland, protecting its secrets within
Much has been written about the stunning architectural feats of Nonda Katisilidis and his masterful integration of concrete, stone, rusted steal and glass to create a cavernous underground gallery akin to an oversized labyrinthine playground. Even more words have been penned about the art collection itself, controversially capturing the visceral journey of life to death.

The art and architecture have created a unique destination for Hobart, but that’s been well documented. What I wanted to explore was a more intimate experience with the brand, reinforcing the brand experience with how it expressed itself in simple words.

The cavernous labyrinthe playground at the heart of MONA
As a young upstart to the traditional and stayed art institutes, it was the words MONA used to speak with viewers that struck me with their unique approach. To put it simply, MONA spoke as a self-confident young upstart, happy to irreverently poke fun at the establishment. It leverages humour and colloquialism to reposition art as less highbrow and more approachable, cleverly opening itself up to a wider audience of consumers.

Using this tone of voice also worked to create a unique position in the art world, one many older institutions would find hard to attack, through its choice of words. The opening description at MONA captures this tone nicely, and sets up the execution throughout all touch points of written marketing communications; ‘Looking at art used to be boring. It still is, maybe, but at least here at MONA you can get drunk and/or rage against the machine’.

The O gallery tour app at MONA consistently employs the brands tone of voice

Other examples include The O, MONA’s art tour app provided to all guests upon arrival. Where most galleries would present the curators commentary, MONA referred to theirs as ‘Art Wank’, irreverently illustrated with a stylized male phallus. Locals, who are provided free entry to the gallery, were told ‘If you are Tasmanian, and identify yourself as such (yes, yes, second head, etc etc), you get in for free’. The VIP lounge on the high-speed ferry is called the Posh Pit, available ‘for a mere fifty bucks’ which is ‘posh as’. Even the branded festivals hit the mark, with the upcoming MOFO sticking it to the system.

The MONA festival MOFO plays up the irreverence
They are just words and a small part of what the MONA brands says about itself. But with the noise of communication competing for our attention, they represent an important channel to consider in delivering a consistent and engaging brand experience for consumers. The pen is mightier than the sword, and a brands tone of voice an asset not to be forgotten.

Duncan Bell
Current student in the Master of Marketing program at the University of Sydney Business School

Tuesday, 16 December 2014

JetBlue: “Happy Jetting”

Let me just start with the image below - it says quite a lot:

Not only does this quick message make you stop dead in your tracks, it actually makes you giggle a bit and feel like someone cares about you for the first time in aviation history! It’s so short and sweet, quirky, and different, that you really feel like your needs are being understood, especially while traveling. And personally, I’ve never flow on a better airline.

For example, one of their company mottos is “No first-class seats. No second-class citizens.” This statement really resonates with me, and probably most other travellers, at least within the U.S. (where the company operates), because you’re not just cattle being shoved around based on the grade of your meat. And traveling isn’t about what you can afford and what you can’t. It should be a pleasurable experience for everyone because after all, it’s a privilege.

Above is an example of just one of the many ways JetBlue differentiates itself from the competition. Not only have they established a precise and unique repertoire and language with customers, they also have a new look. Each one of their aircraft fleet members is painted differently, and individually named - each containing the word “Blue” somewhere in the name. Realistically, it becomes a game! You can keep track of the planes you’ve been on, because they really become your friend instead of a mere bus in the air. I got to name a plane once - it’s called “BLUE-t-ful” in case you’re ever visiting.

At this point you’re probably thinking something like, “Well, the company is friendly; they can sit with me. And the planes are pretty cool, I think I’ve been on this one before. But, will they truly get me wherever I need to go?” And the answer is, yes! Being a low fare carrier, they have been exceptionally precise in their market research by targeting small airports with big business and vacation potential. Take my home airport, Westchester County (HPN), for example. In the shadow of three major airports contributing to one of the biggest travel hubs in the world, NYC, there are many people who can’t exactly make it to them due to traffic, weather, expensive prices, or flat out crowding! And, not only do the ads for flights at this airport, seen below, advertise their expanding destination market, but they talk about the comfort, and closeness. All contributing factors to exactly why the JetBlue experience is such a good one.

Not only do the three ads above display the type of consideration travellers look for, they also display the type of language travellers speak in. It is so concise - It just blows my mind. I drive by on the highway, and the billboard is easy to read and doesn’t distract me from driving. They are so well placed as well, only near the airports when you’re thinking about those last minute things to prepare for your trip - like lowering your expectations about your seat location because it’s probably going to be a tight squeeze, only to arrive on a JetBlue flight and find out you’re truly not just a herd of cattle again. Let alone how JetBlue also builds or refurbishes it’s own terminals at most airports they service to give back to the community there, bring in new business, and make it a better experience over all - as well put by the final ad displayed below:

So, not only have they mastered understanding travel needs, travel safety, and human behaviour, they’ve mastered communicating that understanding right back to the people. The Australian comparison would be JetStar, who has their own marketing tactics going on with flash sales and such and multiple international destinations - but JetBlue isn’t about creating flash customers because they’re in it for the loyalty and the long run.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School