How do you stand out as a brand in a world where distraction is the game? Well, if you’re WeTransfer, you try and persuade users to… stop using their service. Yep, that is the marketing game.
The file transfer platform has launched their new initiative which aims to get people off the internet and back into the hustle of that we think of as ‘the real world’.
The message is clear “the more time you spend clicking around the internet, amassing unread tabs like a cactus amasses pricks, the less time you’ll probably spend actually getting on with the creative things you need to be doing,” – they’ve launched a new digital platform and an attendant ad campaign, Please Leave.
“When you’re in here,” the new Stink Studios-assisted ad says, “you’re not out there.” When you’re in here, the deep bottomless here of the internet, that is, all you’re doing – so WeTransfers says, anyway – is “inhaling content,” and “exhaling time.”
Now, it’s obvious, you don’t want you to spend all your time out there at some point you’ll have to return to your digital reality, where you can convert all that away energy into shareable creativity. You, back at your computer, pushing and marketing your brand – “So you can bring ideas to life. And then get back to yours,” as they put it.