Hi friends,

Yesterday I was just watching YouTube while eating my lunch (as usual).

And then I saw this video from Mashable India about the Ultraviolette.

I wasn’t quite interested at first but I clicked and watched it anyways. Pretty good decision, actually. 

And hence I decided to write and design a billboard ad for them. 

And this is how it went.

Copywriting Example

Ultraviolette

I created a spec billboard for them with just seven words: "FLIGHT MODE SHOULDN'T BE LIMITED TO PHONES."

So here's my theory.

First, it connects the familiar (your phone's flight mode) with the unfamiliar (electric motorcycles). 

Everyone knows what flight mode does, right? It cuts out the noise, makes everything run smoother, and gives you that clean, uninterrupted experience.

That's exactly what the Ultraviolette F77 delivers. 

Silent acceleration. Aerospace-inspired design. Zero emissions. Pure performance without the petrol-engine chaos. 

But here's the genius part: it doesn't mention electric bikes at all.

No technical specs. No range anxiety discussions. No "eco-friendly" lectures.

Instead, it plants a seed. It makes you think about flight. About cutting through the noise. About that smooth, silent power you experience at 30,000 feet.

Takeaway? The best copy doesn't describe your product. It describes the feeling your product creates. Because people don't buy motorcycles. They buy the sensation of flying on two wheels.

That’s what I think.

Marketing Secret

Mere Exposure Effect

Quick question to you: Why do you reach for Coca-Cola instead of some random cola brand you've never heard of?

Even when they taste identical in blind tests?

If you said, "Because Coke tastes better," you're wrong.

It's because you've seen that red logo roughly 847,000 times in your life.

That's the mere exposure effect. Your brain develops preferences for things simply because they're familiar. The more you see something, the more you like it. Even if you don't consciously remember seeing it.

Coca-Cola is the master of this. They don't just advertise; they exist everywhere. 

Billboards, movie placements, Olympic sponsorships, that red truck at Christmas. 

For over a century, they've been programming your brain to choose familiarity.

Think about it:

When you're thirsty and standing in front of a cooler, your brain doesn't run a complex taste analysis. 

It goes: Red can = safe choice. Red can = what everyone drinks. Red can = home.

Boom. Purchase decision made in 0.3 seconds.

McDonald's does this too. Those golden arches aren't just a logo; they're a psychological trigger. You've seen them so many times that your brain equates them with food, comfort, and quick satisfaction.

Even Netflix exploits this. Why do you think they keep showing you the same show recommendations? It's not because their algorithm is broken. They're using mere exposure to make you eventually click "play."

Here's how to use this ethically:

Stop changing your brand elements every month. Consistency builds familiarity, and familiarity builds preference.

Use the same colors, fonts, and messaging across all touchpoints. Make your brand feel like that comfortable old sweater, familiar and trustworthy.

Don't fear repetition in advertising. Your best ad should run longer than you think. While you're getting sick of seeing it, your audience is just starting to notice it.

Post regularly on social media. Not to go viral, but to become part of people's daily scroll. Familiarity is more valuable than virality.

Because in a world of infinite choices, familiar always wins.

Talk soon,

Alen.