Advertisers have to get creative now a days to keep up with our rapidly changing culture. Normal commercials and advertisements just don’t get peoples attention the way they used to. Consumers will see ads, but have no drive to pursue them further, unless it sparks their curiosity.
New innovative ideas must be used to get their messages across, like “BBDO Düsseldorf special window for public transportation that uses a transmitter to silently release high-frequency oscillations that your brain will convert into sound” (2). This way advertisers can literally get inside your head.
Google is trying something new too. Their new campaign to promote the Google App has “been woven into the fabric of New York City” (1).
A Google Rep told AdFreak, ”Google search has always been about inspiring curiosity and enabling discovery. This is the inspiration behind encouraging New Yorkers to re-look at familiar landmarks—both big and small—in a new light. By pairing interesting questions with visually intriguing placements we hoped to cut through all the sights and sounds of the city that compete for attention.” (1)
These ads make people interested, and in turn, they look to their phones in order figure out exactly what this app can do. It may reach a low customer base, but Google is taking a risk and trying something brand new. These cute and clever ads appear in the most unconventional places, but make consumers ask questions. They are not intrusive, but instead make the viewer want to know what they are. I have never seen a campaign like this, but I would like to see more.
How would you feel about seeing ads like these? Do you think they can be effective?
(1) Nudd, T. (2014, October 8). Google Embeds Itself in NYC With Some Delightful Site-Specific Outdoor Ads. Retrieved October 9, 2014, from http://www.adweek.com/adfreak/google-embeds-itself-nyc-some-delightful-site-specific-outdoor-ads-160636
(2) Kiefaber, D. (2013, July 1). Vibrating Train Windows Will Soon Transmit Ads Directly Into Your Skull. Retrieved October 9, 2014, from http://www.adweek.com/adfreak/vibrating-train-windows-will-soon-transmit-ads-directly-your-skull-150936