So You Think You Can Copywrite? Aussie Ad Contest!
By Roberta Rosenberg on Sep 27, 2007 in Promoting Your Biz
Gerry McCusker over at PRDisasters.com (isn’t that a great name for a PR/marketing blog!) wrote me about an ad writing contest being held by Australian Financial Review. Click here to read the details and, if you’re game, submit your entry.
You’ll notice it’s for a display ad. You’ll notice they basically just want a headline. All fine, of course, but the direct marketer in me says where’s all the essential demo/psycho/behaviorial data about AFR readers? But hey, what do I know 
Check out the gallery of submissions. First thing I noticed? They’re all terribly clever with puns and plays on words. Few, if any, truly convey the essential benefit of reading AFR. I won’t be submitting but maybe you might. If you do, please pass on the clever and show AFR what really spot-on marketing copywriting is all about and write ‘em a headline they’ll be talking about for years.
And tell ‘em the Copywriting Maven sent you.
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[tags] australian financial review, afr.com, copywriting contest, prdisasters.com [/tags]
Gerry McCusker | Sep 27, 2007 | Reply
Ta for that Roberta; thought you’d find it a tad interesting. As an ocassional ‘punmeister’ myself, I agree your point on the real user benefit not conveyed by the lines - but that’s actually consistent with previous executions. But hey, is it the first time you’ve seen an insight-less brief?
Roberta Rosenberg | Sep 27, 2007 | Reply
“But hey, is it the first time you’ve seen an insight-less brief?”
Nah, I see them all the time … and mores the pity, too.
David Leland | Sep 28, 2007 | Reply
Typical ad folks: Build a campaign around a headline….
What they really want is a tagline….
Alright, I bit. Here’s my submission:
“When Money Is Everything” The “is” should be in ital…
Get it? A play on money isn’t everything…
I’m hanging my head in shame:-)
Kyle | Oct 31, 2007 | Reply
Not sure if I really “got into the head of my prospect”…
http://www.kyletully.com/images/afr.jpg