Even you Hipsters have to admit this is brilliant marketing...

The following is the original and the rewrite can be found by clicking here.

On the vacant storefront window, beside the "FOR LEASE" sign, it reads as follows:

You win, Hipsters.

After 55 years in the Junction WestEnd Offset is moving, and we're not telling you where.

But you can reach us at 416-767-9853.

My response -

  1. I laughed and laughed, and laughed some more.
  2. I took a picture with my phone.
  3. I jumped on the Internet to check out two things.

This is simply brilliant marketing worthy of the admiration of laughter. I will admit I find the concept of blaming a business' relocation on "Hipsters" very funny, and once I got over that, "laughed with" how effective this vacant store front is with it's ability to engage, explain, develop interest, and stimulate subtle calls to action.

As I read the 25 words plus a phone number, I could not help but ask myself a number of things:

  • Who are these Hipsters that drove this long time member of the community away? Am I one of them? What exactly is a "Hipster anyway? 
  • What does WestEnd Offset do? Why do Hipsters impact them in such a negative way?
  • What do you mean you aren't going to tell me where you are moving? What if I want to know, even if its just out of curiosity?
  • Well at least you left a phone number... proof they are still in business and maybe still interested in dealing with me if I'm not a "hipster".

And as if on queue, the handoff from old world marketing to new world marketing occurred without missing a beat... I pulled out my smartphone. 

I took a picture, and will admit I have shared it a few times.

I had to Google a couple of things - The need for immediate satisfaction and all.

First I had to Google the definition of Hipster - I needed to know if I was party to any of this. The definition reads as follows: The hipster subculture is composed of affluent or middle class young Bohemians who reside in gentrifying neighbourhoods. It is broadly associated with indie and alternative music, a varied non-mainstream fashion sensibility, generally progressive political views, organic and artisanal foods, and alternative lifestyles.*

Well that's not me, and even if it was, I just moved into the neighbourhood.

Secondly, I Googled WestEnd Offset and their new location. It seems WestEnd Offset is a sign and design company that is now located at 125 Blake St. As an aside, when I looked at their website it struck me that it was rather "Hip". www.westendoffset.com 

Because someone had the imagination to put 25 innovative words and a phone number on a vacant retail window to promote long after they moved, I now know WestEnd Offset exists, what they do, where they are, and if the need arises I will give them a call.

Rather brilliant wouldn't you say?


* Definition from Wikipedia.