I live in an upper middle-class suburb of San Francisco, where 99% of the population speaks outstanding English. This train station is on the BART line that commuters take from that suburb into San Francisco or Oakland. My best guess is that thousands of people pass under this ad each weekday, and maybe a dozen or so per month read Chinese but not English.
So, why is it there? I really don’t know, but perhaps:
- Their media targeting model is producing terrible results
- They’ve designed a very poor Chinese-language media heavy-up test
- Someone thinks this ad might work for non-Chinese speakers. After all, I don’t speak Chinese, but I completely understand the price point and product. Had it been in English, I probably wouldn’t have noticed it.
If it’s the first two (or the third, for that matter), give me a call. APT can help.
If it’s #3, color me impressed!