UNCONVENTIONAL ACTIONS IN PUBLIC SPACES VOL.3

In third part I want to show you some unconventional actions concerning somewhat other sphere which has taken a lot from art based works—it's an advertisement. People are tired of ubiquitous colourful ads in ordinary forms such as billboards, posters, leaflets and importunate displays with annoying dynamic ads. It makes us more and more resistant to marketing actions.

More, bigger... more effective?

That's why marketers had to figure out something to deceive our ad alertness—they started to use uncommon forms of advertisement what is called ambient marketing. But not the big agencies invented it–they provoked it to happen. Owners of small and middle business companies want to stay competitive but don't have money for common advertisement that would distinguish them. Instead of it they have much more–creativity and courage! Using both they have created "Guerilla marketing". Main base of it was an idea.

Not money but idea matters...

It's ofcourse about piano lessons

Classic example of its beginnings is the action of middle town mechanic who was going to every sport event in the city and whenever audience was expressing their joy he was throwing up in the air his little business cards instead of confetti. After the success he changed his marketing strategy for more sublimated.

It's an essence of Guerilla marketing but it gained huge attention not till then it was practised in big cities. That's because of easy access to mass-media and highly developed communication which gave it an extra kick. The good and effective idea spreads in twinkling of an eye over the country. And that is what "big advertisement" likes. So when huge money has come up, the scale and effectiveness of such ads have rapidly increased but, luckily, they have kept their creativity. One more thing has drastically changed—exposure of logos and trademarks. That's finally how "Ambient marketing" has come into existence.
To clarify: Guerilla marketing pretends that it's not an advertisement, it teases then at the end it occurs to be an ad.
Ambient marketing is recognised as an ad from beginning but it should be done in a curious, unusual way. Both are based on viral or buzz marketing (by MMS'es, e-mail, youTube or just by words of mouth)–the wider it spreads out the better.

In our country it isn't yet a custom to advertise in such way but we have something to show of.
The loudest action was promotion of Jelfa's cure for hangover. It was very organised campaign. At first agency registered character of prof. Mikolaj Onowalov on Wikipedia. They also publicised movies from his research of the "magic pill" called "Spectab" which was tested on soviet soldiers.



After that they set monument of great scientist on Warsaw's Plac Bankowy (actually it was staying on the truck which was apparently broken). It was enough to cause a storm in the media. Organisers has only just revealed what was going on after few days when interest was at the peak.

Below I attach images from some interesting actions over the world.

This ad preety directly shows effects of global warming:)

This example shows that not only artists know how to use opportunities in urban space:
Ravensburger Puzzle ambient advertisement.

Kill Bill coming soon:)

It is like with the public art—it doesn't have to be done with pomp to gain attention, idea is a priority: Vijay Sales

The most important is to stimulate an imagination: Frontine

How do you like such form of marketinging in the urban space?
Would it encourage you to buy the product?
Have you recently seen any form of that kind of advertisement?