You see it all the time – Client briefs, agency presentations, awards papers – the great cop out.
This is a low interest category.
It’s the universal panacea, the ultimate excuse, the dog ate my homework of the marketing world.
No wonder the work is dull, the thinking is lame or the creative is vacuous it is after all a low interest category and we might as well all go home.
There is no such thing as a low interest category only low interest thinking.
I first aired this idea in the post on aphorisms and I thought it might benefit from an example.
A little while ago we worked for a windscreen replacement company called Autoglass.
Everyone thought this was the ultimate low interest category. No one is remotely interested in windscreens until they need one replaced and then its usually down to the insurance company to make the choice of supplier.
The previous agency in particular thought it was a low interest category (no names, no pack drill). No doubt they had a powerpoint presentation to prove this was the case because they clearly decided the only option was a little hollow salience for the brand. Hey presto hilarious ads in which we chortle at the sight of poor hapless people who have no windscreen and therefore have nothing to protect them from the attention of safari park monkeys. Oh how we laughed.
Low interest categories and brands are of low interest precisely because we haven’t thought of anything to make them high interest.
Our planner – Giselle Okin – found out that your windscreen represents 30% of the structural integrity of your car. If your car rolls or the air bag goes off its the windscreen that protects you and gives the airbag something to work against. Fit a good windscreen properly and you potentially save lives.
End of low interest category and a platform for brand preference and most probably a premium to boot.
So never peddle or accept the notion that you are working for or in a low interest category. Suggest that the job of the agency is to get people interested and not in a few funny ads but in the very role that the brand plays in peoples’ lives.