Does an app sell a product?
While scrolling through a list of the top advertisements of 2014, I came across the one pictured. The ad is for the company tiGO trying to sell roadside assistance policies incase something happens to one’s car while they are on the road. This particular ad makes it seem that something happened with a car’s engine in the middle of a road and needs to be towed. The “road” is a swipe bar, the way one gets onto their iPhone, that says “Roadside assistance on your phone.” By having this swipe bar as the road, the ad sends the message that getting assistance is very simple; all one need to do is swipe into their phone and the assistance is there. The ad uses the unique selling point of having the ease of the assistance being assessable on one’s phone in order to make their service stand out from the other roadside assistance services to get it to sell better.
TiGO uses their USP to create a feel of ease to help sell the product. The as is saying that their roadside assistance is so easy because it is on one’s phone. Where in reality, most roadside assistance companies have an app or a phone number one calls to immediately get help. It is nothing special, but because tiGO plays up their phone service many people will automatically assume it is the only company with this service simply because the other companies do not play it up. And people like this ease a lot. People are always worried about incidents with cars and having this easy service will sell people.
In short, using a USP will help any company increase their sales. This company, tiGO, is using accessible roadside assistance from one’s phone as their USP. People are always looking for something easy and this just happens to play on that. The ad will be very effective because of this. Everyone is looking for a shortcut in life, so why wouldn’t a company play it up?