Скачать или смотреть JustFab: Does the concept limit the effect? - The Adquirer

With a clear and concise message, JustFab’s ad begins (and continues considerably) with an ever-so-slightly irritating monologue by a lady who possesses enough shoes to open her own JustFab branch on Oxford Street. As she looks through her collection, describing them and making her way through her repertoire of facial expressions, viewers are given a vibrant and close-up view of the products available from the retailer.

Unfortunately they seem to have gotten carried away with the concept, as by the time the monologue is over, there is only a matter of seconds remaining for the voice-over to frantically get across the actual selling points and reasons to engage! This information assault at the end is reminiscent of the (albeit necessary) terms and conditions you often hear machine gunned out at the culmination of a radio advert. As a result, the URL is only visible for 4 seconds at the end of the spot, and the viewer has to digest a lot of other information in that same period: a buy-one-get-one-free offer, brief Ts and Cs and the offer of a personal stylist, pair of shoes and free delivery all for £35. That is a lot to take in during that time!

Refreshingly, JustFab tones down the assault on E4 and ITV2 with only 29% of impacts being delivered there. With only 23% of impacts seen in peak time, their approach is also slightly more conservative than their counterparts.