If you live in NYC, you may have been noticing some hot pink ads lining the subway and entertaining you on your morning commute. There are tons of comments about these Seamless ads, both positive and negative, so we are giving our Creative Director, Matt, the floor to answer your most frequently asked questions about Seamless advertising!
Why Hot Pink?
There have been TONS of comments about our hot pink ads. Legit, tons. Depending on which side of the fence you’re on, the ads are either bright and cheerful, or cornea-burning annoyances.
The creative team introduced the radical idea to change our ads for one flight. Historically, July and August are the hottest months in NY (and sometimes September, although it feels more like Fall even though August is only halfway over). Therefore, we selected these months specifically to use hot-weather-relevant ads. Trends in the market began showing a nostalgic movement towards late 80s, so we wanted to experiment with this. Bright neons, flat design, and conversational copy was popular in products and ads of that time. The color that most-closely represents our Seamless red, if translated to neon, is Pantone Rhodamine Red (also called hot pink), which is exactly what we went with. We also removed gradients and shine from the ads, and introduced line art.
The goal was to entertain our amazing New York audience, try something new, and let the creative team have a little bit of fun. Based on the whoa-that’s-a-lot amount of feedback, we feel we accomplished this and are happy to keep entertaining and feeding New Yorkers for many seasons to come.
Is Hot Pink Off-Brand?
Some people have asked if the hot pink is off brand. Seamless is an innovation-forward life solution, and the ads and brand need to reflect innovation as well. About two years ago, we revamped our old and outdated brand book, and have adopted an innovative approach to marketing that evolves on a daily basis. The core of our brand is providing a superior experience in food ordering and customer care, not food photos, logo colors, and rigid standards. New York is at the front of every trend, and being a NY-based brand, we need to be there shoulder to shoulder with you.
Love/Hate relationship with a twerking unicorn:
On Instagram, the ad feedback for the twerking unicorn has been overwhelmingly positive, whereas the Twittersphere isn’t quite as happy with them. About half of all tweets express annoyance and say we’re “trying too hard.” It’s interesting to see such different reactions from two hashtag-driven social media platforms. Why are the reactions so different? #wemayneverknow
Have more questions? Share them in the comments below! And if want to see more of our ads, that didn’t make the cut, click here.