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 -
- I laughed and laughed, and laughed some more.
- I took a picture with my phone.
- 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.