Designing For The Love – Of Waffles And Wood
Love is such a steep curve to follow.
Entire masterpieces keep getting crafted – and devoured – in the wake of its ambivalence.
Now Valentine’s week might be of great import to victims of the heart, but it has a different connotation for digital marketers. Namely, campaigns for the lovesick.
One might argue that preconceptions of love being limited to people is discriminatory. That a person is free to celebrate their love of oddities such as literature, muscle cars, duct tape or even waffles!
How does this go with our story?
Anyway, one of our clients wished to run such a campaign. Coincidentally, they also happen to run an authentic waffle joint.
These are the good folks at Wafflin’ Around.
Besides the mainstream rush of clever online content, they also had a peculiar request this time. They wanted a wooden standee.
Now for those of you wondering what that is, it’s one of those display stands popularized outside theatres and science exhibitions. They are another on-site advertising method like takeaway brochures in hotels or travel agencies.
Standees are now a regular sight in a lot of businesses because of their high impact on direct customer generation. Typically these are the vinyl, roll-up models, easy to set up and discard seasonally.
You can imagine our surprise, dear reader, when we got a call for a wooden one.
What does it take to make a standee?
So like any other design project, we got down to storyboard the living ham sandwich out of the concept. This always helps us formulate a timeline for the user’s interaction with the pieces. A very handy realization of behavioral design for the product.
As we put together the idea piece-by-living-piece, we intended that this project – as rare as it was – would work at a very personal level. Almost calling to the love of waffles that all bright-eyed sweet souls possess.
Behold! The rise of the ‘Be Mine’ series of creatives made parallelly for both the web and the physical world.
Named such because of the offers for pairs of delectable inventory.
I dare say the result did manage to make matters rather more intimate for many a sweet-toothed adventurer.
We even got to include an adorable little cardboard fold-up standee for the ‘Wafflin’ Hours’ initiative for happier customers. Having to figure out the dimensions of the extra fold at the bottom (and top) was, rest assured, no trouble for your humble author.
The main attraction to the whole experience however was making the wooden standee with delightfully vivid offer pamphlets tucked in the front. Kind of like the promises and deliverance of a maniacally corrupt tooth fairy. Best waffles better prices indeed!
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