Right on Target.
A gift card is often regarded as a cop-out—a present you give when you can’t think of anything better. But Target’s new Bullseye Flyer gift card is a gift actually worth getting excited about. This creative contraption, designed by artist Michael Bartalos, converts into a small model airplane—a balsa glider, to be exact.
The gift card is targeted at children, but I think the kid in all of us would be delighted to unwrap one of these this holiday season. Holiday-themed gift cards are commonplace, but a card that provides added value to its recipients is a great example of innovative advertising.
As advertisers struggle to make themselves relevant to consumers in a crowded marketplace, it’s important to remember that offering something extra will help make your product memorable. As a customer, would you rather give someone a run-of-the-mill gift card that will get lost in a wallet, or a cool toy that serves another function (and can still be used to buy more products with the card’s balance)? It’s a no-brainer.
Target should be commended for its creativity. With the holiday season approaching, it is likely that Target’s sales of this card-turned-aircraft will take off. Other retailers would be wise to follow the brand’s lead in creating marketing materials that do more than just sell.