BtoB

First impression? Less is more

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At the other end of the scale are a couple of ads that lack clarity. The first, from Motorola Solutions, shows a mundane street scene with an electronic screen in the middle of the road. Headline copy states: “A few seconds from now, police surveillance cameras will see two little girls walking to school, an elderly lady walking her dog and a suspicious man loitering around the corner a few blocks up. Your moment is coming. Are you prepared to rise?”

The copy goes on to explain to a target audience of first responders that Motorola Solutions can integrate mission-critical voice systems with broadband that streams intelligent video to deliver a single operational view of every situation. Unfortunately, the image and the message never coalesced in a coherent manner. It left us scratching our heads.

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