Creative Marketing Campaigns in Subway Stations

A subway station is usually a traditional way to promote products with eye-catching advertisements.

CreativeMktSubway

However, people may forget it after leaving the stations. How can you not only capture people’s attention but also increase their interests to the brand or product?

Here are some examples.

Volkswagen: Fast Lane

Volkswagen attracted its potential target consumers who are curious and love to go beyond the regular by introducing “The Fun Theory” (transforming stairs into a giant piano) in a subway station in Stockholm. This campaign developed a powerful brand image in consumers’ mind.

http://www.youtube.com/watch?v=2lXh2n0aPyw

After a few years, Volkswagen came up with another interesting campaign, “Fast Lane” in a subway station in Berlin. It again successfully became a viral video that created great awareness in a few days. It reinforced consumer the brand image “fun and speed” through this and subsequent brand communications.

http://www.youtube.com/watch?v=W4o0ZVeixYU

It was interesting that Microsoft used the same way to promote Windows 8 with the similar idea “fast and fun”.

http://www.youtube.com/watch?v=DPBQT4OWI_g

Ikea: The IKEA Apartment-54 Square-Meter Ideas to Life

In Paris, to demonstrate to potential customers that how IKEA furnishings can make even the smallest flat comfortably habitable in a confined space, IKEA built an entire apartment inside a metro station. Furthermore, the company invited five volunteers to live inside for about one week. This campaign generated a lot of awareness and interests from commuters on their daily travels via the station. It also successfully created positive online buzz through social media, such as Facebook and YouTube.

http://www.youtube.com/watch?v=oMEi9vzWdug

Click here to see more interesting subway advertisements.

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Shift in Advertising ~ The Digital Culture

With the increase in consumer adoption of digital devices, it should be no surprise that advertising is moving rapidly towards digital. Therefore, it is important for brands and advertisers to understand the underlying trends and cultural shifts in the digital medium to better reach their intended audiences.

According to the recent ‘The Digital Consumer’ report by Nielsen, Americans on average own four digital devices and engage with media content for more than 60 hours a week. In addition, over the last year, there was a significant increase in media consumption via mobile devices (9:52 hours) , while at the same time Live-TV consumption decrease (2:44 hours). The report also revealed another interesting insight where Hispanics are ahead of the digital curve, and are adopting digital devices at a higher rate than any other demographic group.

These digital devices provide advertisers the opportunity to engage with the consumer in ways advertisers never could before. However, even with added channels and devices to reach consumers, advertisers will be challenged to attract and capture the attention of the distracted digital consumers. This has led to trends in advertising to develop capabilities in social media, mobile, big data analytics and cloud technology.

(Click here for some interesting advertising trends)

Dove Brazil

In 2010, the popular Dove brand, owned by London-based CPG conglomerate Unilever launched the Men+Care product line with a single target market in mind: Men. Known as a successful women’s brand, the original Dove line includes antiperspirants/deodorants, body washes, beauty bars, lotions, hair care, and facial care. The new Dove Men+Care line features face and body wash, hair shampoo, deodorants and more.

In the featured ad, Dove Brazil introduced the Dove Men+Care brand extension with an exclusive men targeted advertising campaign. CPG companies across the world have started to shift their marketing strategies by creating products for men that were “traditionally” designed for women.

Men constitute an attractive target market for the growing beauty industry, especially the emerging market in Brazil. In 2012, the beauty market in Brazil generated $42 billion in sales, accounting for 10% of the world market, third only behind the United States and Japan. According to the Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry (ABIHPEC), the beauty sector has grown in average 10% annually since 2002.

Societies across the world have different opinions regarding Men’s personal care. In 1994, the term “metrosexual” was coined, derived from metropolitan and heterosexual. “Metrosexual” describes a man who is especially meticulous about his grooming and appearance. Brazil is a country where people pay especial attention to their appearance; men are no exception. The country is well known for its beaches and the sculpted bodies of men and women that walk Ipanema beach in Rio de Janeiro.

Corporations around the world will continue to recognize the value of targeting men through “tailored” products; ad campaigns such as the presented one will continue to arise as societies embrace men investing more resources in their personal care.

Sources:

NY Daily News
http://www.youtube.com
http://www.abihpec.org.br/en/

Social Impact of Advertising: Saudi Arabia’s “No More Abuse” Campaign

Advertising does not just sell products and services; it can also sell a way of life. Advertising has long been associated with reflecting the foundation of society’s values and aspirations. Further, advertising can influence the mass media and make powerful social statements.
This is true of a recent “No More Abuse” ad campaign by Saudi Arabia’s King Khalid Foundation, advocating for women’s rights and awareness of domestic violence. The campaign centers on an ad of a woman in a dark veil with one black eye. In Arabic, slogans read “the tip of an iceberg” and “some things can’t be covered.” The ads were placed on billboards and in newspapers across Saudi Arabia. Upon launch, the campaign immediately went viral. Social media also played a role, with Twitter erupting with a misleading, yet aggressive hashtag #HitHer in support of the campaign.

The campaign was in response to the new Saudi Arabian law, passed in fall 2013, that forbids physical or sexual violence against women. Saudi Arabia’s State Department projects 16-50% of wives suffer domestic violence, citing these numbers may be grossly inaccurate due to under-reporting. Women may fail to come forward because they face humiliation and the threat of social ostracization and continued violence. Many remain skeptical of the implementation of the new law and question whether it will successfully reduce violence against women.

Ranked 131st out of 135 countries for women’s rights by the World Economic Forum, Saudi Arabia is notorious for its lack of political, economic and social empowerment of women. In such a male-centric and censorship culture, this ad was a controversial approach to bring the underground issue of domestic violence into mainstream discussion. The ad attempts to influence opinion and incite change that may ultimately save a life.

Read more articles about the ad and the “No More Abuse” campaign HERE.

Links:

http://www.washingtonpost.com/blogs/worldviews/wp/2013/05/01/saudi-arabia-launches-powerful-ad-campaign-against-domestic-violence/

http://msmagazine.com/blog/2013/06/14/first-anti-domestic-violence-campaigns-from-saudi-arabia/

http://www.cnn.com/2013/05/12/world/meast/saudi-arabia-anti-domestic-abuse-campaign/

A SIMPLE story made a BIG difference

How does an advertisement become unforgettable without the use celebrities or fancy buzzwords? A simple and touching story has made Truemove, a mobile phone company based in Thailand, a global brand without the big publicity used by international conglomerate brands. What Truemove delivered was the idea of “Giving is the best communication”.

More than 9 million people watched this video on YouTube in one week, including those who could not afford to pay for Truemove’s services. From viewing the commercial, you would probably have no idea how Truemove’s product is positioned against its competitors. However, you can understand the characteristic of the brand-care and humanity. This video has made an emotionally positive connection to the brand and the image of the company. Like Coca Cola, Truemove was able to differentiate itself by establishing the value of the brand in the intense competition. Some viewers had also expressed that the commercial acts as a reminder to call their loves ones. This is the goal for Truemove – encouraging people to make more phone calls.

An article written by Susan Gunelius mentioned that there were five ways to engage and connect emotionally with consumers:
1. Speak truthfully.
2. Infuse personalities into stories.
3. Create characters your audience will root for.
4. Include a beginning, middle, and end.
5. Don’t give it all away.
I believe that this advertisement delivers four out of five of the ways to effectively connect with the consumers. (Click here for the full article )

A good advertisement that successfully connects the brand and its customers can generate unexpected value for the company. Therefore, beside the firm’s products or services, content marketing is just as important for company success.
“A successful marketer is also a good storyteller”.

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