Recently, in Sweden, a hair product company came out with an ingenious billboard ad that they installed in a train station. The company Apotek Hjärtat was selling their Apolosophy line of hair care products. The advertisement showed an image of a woman with long hair, and it was rigged with ultra-sonic sensors to tell when a train was arriving at the station. When a train pulled in, the image changed to video, showing her hair flying around her head making it look like the wind from the tunnel was moving it.
This ad, although supposed to be a one-day event, was so popular that it stuck around for five days in total. People were entranced by it, taking photos and video.
This new technology is also seen in recent British Airways advertisements. Giant billboards in Piccadilly Circus and Chiswick in London depict a young boy sitting on the ground. When a plane starts to fly by he gets up and walks across the board, pointing to it. The flight information is then displayed on the side, saying where its from and when it took off, and some destinations even include the weather conditions.
This marketing campaign is aimed at reminding people of the magic of flying, while also promoting British Airways, obviously.
You can watch the video of it happening here: http://www.youtube.com/watch?v=GtJx_pZjvzc
These forms of advertising have ben growing increasingly more popular as time drags on and technology improves. They are immensely creative and grab attention of all passersby. The unexpectedly moving screen hat interacts with the surrounding environment leads to a more attentive audience. When the advertisement starts moving, those around it pay attention and spend more time thinking about the product because of how unique and eye catching it is.
Most people pay little to no attention to billboard ads especially in crowded and fast paced areas like a train station. They are more preoccupied with making their way to work or back home as quickly as possible. When something new is in this environment that shows something unexpected, such as hair blowing in the fake breeze from a train, it will attract attention no matter what. In advertising, holding the attention of a crowd is one of the most fundamentally important things to do.
Nudd, T. (2014, February 27). Wonderful Subway Ad Shows a Woman’s Hair Blowing Around Whenever a Train Arrives | Adweek. Retrieved from http://www.adweek.com/adfreak/wonderful-subway-ad-shows-womans-hair-blowing-around-just-train-arrives-155986
Robinson, W. (2013, November 23). Look it’s flight BA475 from Barcelona: British Airways install interactive billboards where children point up and tell you where the plane took off | Mail Online. Retrieved from http://www.dailymail.co.uk/sciencetech/article-2512463/Look-flight-BA475-Barcelona-British-Airways-install-interactive-billboards-children-point-tell-plane-took-