William Shakespeare had once said, “All the world’s a stage.” If one had to relate this thought to the outdoor advertising space, it could mean literally that brands have the world ahead to explore and display. Brands are facing a tough time in creating the expected ‘wow’ factor. Experts feel that the word ‘innovation’ is the most abused one.
In the process of being innovative many times brands end up forgetting their proportion. Today, the only way to get noticed in the outdoor landscape is by ‘being quirky’. It can be observed that global brands have flirted with the outdoor space in a manner that it is not only impressive, but also stand out amid the clutter.
exchange4media takes a peek at some global quirky outdoor displays and finds out what makes them stand out.
Being on ‘digital’ is not the way out – Use it smartly
Nike recently used a holographic 3-D advertising to promote their new ‘free ‘running shoe. The first-of-their-kind ads, which are running in outdoor locations in Amsterdam, projected a holographic image demonstrating the key feature of the shoe—its flexibility.
The hologram showed the shoe bending forward and back to simulate its flexibility. The ads sit in a Holocube, which is transparent so people can see the shoe from all angles, and brightly lit to attract attention of passersby—day or night. The campaign was executed by JCDeaux Innovate.
Here’s a look at the campaign:
Being just creative may not be ‘impressive’ – Sweet messaging will make it better
Wilkinson Sword in Paris displayed a surprise for women out there at a strategic location. The brand display a display of an unsaved man with the idea that if there is a day when men should make an effort to avoid irritating their girlfriend, it is, for sure, Valentine's Day; Wilkinson Sword attached roses and a message long with it.
Here’s a look the campaign conceptualised by JWT Paris:
Being on traditional media is ‘okay’ – Integration will help in creating multiplier effect
South Africa is home to more than 100 000 species of insects. The most common way of killing them is with a primitive stomp of a shoe. To demonstrate Doom, a leading crawler spray introduced a campaign where in it took the most basic method of killing a bug and multiplied it by the killing power of Doom. The brand constructed a 22 meter high can of Doom made entirely out of real shoes. Each sneaker, stiletto, and boot made up the individual pixels of the classic Doom Super artwork and displayed at a strategic location. They then integrated it with on ground promotions and digital contest. TBWA South Africa executed this campaign.
A look at the campaign: