I have to say… it feels very weird to come back to New York City and start noticing things that I’d have never looked at before I got myself into the crazy world of advertising – I guess it’s common sense!
But anyway let’s give this blog-post a go…
First thing that came across my mind is how advertising here seems so much more simple and mainstream, especially the outdoor activity – I know there is Time Square but even such a space seems to be filled with just flashy, huge and very confusing advertising messages… as a brand manager for a specific brand I would think twice about a big placement there (not only for the money :OP ), as much as it gives you huge visibility, the space is too crowded and your message will probably get forgotten immediately. I guess it’s great on the other side for brands having TOO MUCH money to spend on advertising or looking to reach a massive audience for an awareness campaign or a product launch.
Not surprisingly we have the likes of Coca Cola, GAP and Disney up there … and honestly I need to look at the photos to remember who else was on! This totally proves what I am saying… I remember Nike launched a campaign on the big multi-billboard space few years back for the NIKE I:D service, where people were texting their preferences and their shoes would appear in Time Square … see the video below; this is exactly what brands should be doing in such a cluttered environment: try to be engaging, which is not easy and definitely a huge challenge in a place where people are litterally ‘running around’!
If you look at the picture further down below, this is a poster I’ve seen around many Subway stations and it promotes Christina Aguilera’s new album in partnership with TARGET stores.
In London, we’ve seen many interactive billboards to listen to audio files or watch videos but, from what I remember, you always have to use your phone, download the content and then watch it on the go… well, what you see down here is what I’d call a “non-so-innovative-but-truly-efficient-and-simple” technique to reach your objective.
What you do is:
- you plug your earphones in the poster,
- press the Start button
- choose your tracks
- and you are all set up to start listening to the ‘dirrrrrrrty’ new songs
I’d say pretty efficient method instead of getting ur mobile, set up your bluetooth, download the content and by the time you are doing this the train is in front of you… :O( – I have to say trains in New York are not as frequent as in London, so I guess this would work even better… I kinda listened to the whole album while waiting for mine (not that I love her… ) !
Last thing is something that I really think about constantly – the fusion of Art and Advertisin
I have to say that recently in our industry we’ve seen few good innovative ideas on this subject. Established artists starting cooperating with brands, companies seeking new talents to be showcased within their advertising campaign, branded art initiatives and so forth….
Well, it’s already happened twice in New York – and I’d love to see more of this – but some outdoor content, which is usually showcased through print or digital, was actually fully painted on the placement.
I’ve firstly seen a whole building wall covered with this gigantic Game advert in Chelsea (I will post the picture asap as I’ve gotta go back and make a picture of it) and then – see below – I was totally surprised to see a billboard for the new series of DEXTER done with paint, and I am sure you all know the amount of digital and innovative activity Showtime has invested on this program
I reckon this is pretty sweet and, in a strange way, very innovative – definitely something which stands out from the mass and very often a crowded advertising space.
I guess this is it for now … I will be back on here soon though, I am sure New York City is holding something else in the sleeves :O)