That voice in your head does mean you'regoing bananas, but it's All Good

New technology helps fair trade banana supplier get on shoppers’ conscience Keep your ears peeled in the produce section at the New World supermarket in Victoria Park and youmight just start hearing voices.

But don’t worry; you’re not going crazy – you will be receiving animportant – albeit subliminal – message about fair trade and environmentally friendly bananas.

Believed to be the first of its kind in the world, the instore ad experience for All Good bananas featuresa unique piece of technology called the Audio Spotlight that directs a narrow beam of sound into aconfined area, which only the person standing there can hear.

Matt Williams and Freddie Coltart, the young creatives at Ogilvy ad agency who developed the conceptfor the promotion, say that customers who stand on the floor sign in front of the All Good bananasstand will hear a message that intends to prick their conscience to consider the fair trade product.

“The decision to buy fair trade products is ultimately made by our conscience. It’s an active choicebased on individual values,” says Mr Williams; “With the Audio Spotlight technology, we saw a cleverway to communicate individually with shoppers, by actually posing as their conscience, and givingthem some information about fair trade options that they might not have had before.”

Part of the message, voiced by Kiwi actress Rose McIver, says “Know who I am? I’m that inner voice. Iwant to talk to you about something, something really important – Fair Trade…. Choosing them meansyou’re helping growers feed their families and support their communities – they get paid a fair price. Sonow you know which ones to choose, make a good choice.”

Mr Williams says he first heard about the Audio Spotlight technology through the Internet, and learnedit had been used most often in locations like museums or libraries for simple informationcommunication purposes. He says it was immediately clear to him that it could be easily used for aunique advertising idea.

“As far as we know, this is the first time this technology has been used in this dramatic way that clearlytakes advantage of the product’s unique capabilities,” says Mr Williams; “Provision Technologies fromAuckland, in conjunction with Holosonics, the USA-based manufacturer, were very supportive of theconcept and have loaned us the technology at no cost, because it is supporting such a good cause.”

Simon Coley, Director of All Good Bananas, says he’s thrilled that the installation will becommunicating the fair trade story to shoppers in a way that makes a powerful impact.

“Our message is that fair trade products are not only good for the growers and their communities,they’re also good for the environment because they are sustainably grown, and good for you. That’ssomething that comes through loud and clear in this promotion, even though the audio itself will berelatively quiet!”Dr. Joseph Pompei, inventor of the Audio Spotlight technology and founder of Holosonics, added;"We're always delighted to see creative teams like Ogilvy come up with clever and effective campaignsthat use our technology in new ways, especially when there is such a noble cause behind it. It's agreat way to be sure someone clearly hears an important message, without creating bothersome noiseelsewhere.

"Victoria Park New World Store Owner, Jason Witehira, is also pleased with the installation and hasbeen impressed by his customers’ initial reactions to it; "I'm always looking for innovative ways to tellthe stories about products like these to our customers," he says.The installation will be on display at the Victoria Park New World supermarket until October 25.For more information about All Good Bananas and the fair trade practices it supports, visit www.allgoodbananas.co.nz