I’m not an advertising expert. My business is communications. However, advertising fascinates me once in a while with campaigns that are just…fantastic, especially their use of technology to capture consumers’ attention and create impact.
Interactivity has arrive to advertising world and is becoming a trend. I have already mentioned examples in my previous posts Simple things are the most effective as the most difficult to find and Do you know that windows can talk with you?. Today, I will show you how creativity has no limits to reach clients and consumers.
In Sweden, a pharmacy brand turns commuters’ lives more fun when using the metro (or subway, depending where you come from). A clever outdoor ad in Stockholm uses ultra-sonic sensors that detect when a train is coming. The ad features a model whose hair frappes in the hair and when the train comes and she struggles to keep it in place. All women understand this, right? We struggle to keep your hair nice for work and suddenly… something happen and ruins your hair. I have the rest of the day…ruined… Easy to touch women heart!
Another good example is a billboard of IKEA by maximizing its space with a low-tech solution – RGB (a.k.a. red, green and blue). As the video bellow shows, this billboard shows three different messages depending on which bulb is lighting it up.
These two billboards are two more examples of how marketers are experimenting a new-age outdoor advertising medium. Another interesting case is British Airways campaign called “Look up”. A billboard ad, in Picadilly Circus, London shows a child tracking a plane in real time, displaying the flight’s number and origin. The ads idea, developed by Ogilvy, uses custom built surveillance technology, which tracks the aircraft and interrupts the digital display just as it passes over the site, revealing the image of a child pointing at the plane overhead accompanied by its flight number and destination it’s arriving from.
Interactive advertising has the capability of creating impact in peoples mind. It is not only use for B2C purposes but also for social causes. In Spain, an anti-child abuse organization used a lenticular printing to show different messages to kids and adults, the National Centre for Domestic Violence uses an interactive billboard in London to making it easy for people to get involved in stopping domestic violence. At the Euston City, one of the most busy commuter stations in London, passers by can use their phones to drag away a perpetrator from his victim.
In Uk, the National Centre for Domestic Violence uses an interactive billboard in London to making it easy for people to get involved in stopping domestic violence. At the Euston City, one of the most busy commuter stations in London, passers by can use their phones to drag away a perpetrator from his victim.
It seems that interactivity is a new trend in advertising campaigns, allowed by new technologies to create impact and engagement. What’s next? Any idea?