Oglądanie reklam i bilbordów na mieście, to jedne z naszych ulubionych zajęć. Jak tylko wstajemy z łóżka, nie możemy doczekać się wyjścia z domu, żeby zdjąć i przeczytać kolejną ulotkę na naszym samochodzie. Dodatkowych, pozytywnych emocji, dostarczają chwile, gdy zobaczymy ją w trakcie jazdy w deszczowy dzień. Jadąc przez najbardziej zatłoczone skrzyżowania, mamy czas, żeby rozejrzeć się na wszędzie wiszące plakaty i bilbordy. W między czasie w radiu robią przerwę od muzyki, żeby nas za bardzo uszy nie bolały.

reklama

Dobra, skończmy z tym mydleniem oczu. Rzeczywistość jest trochę inna. Reklamy są wszędzie gdzie tylko się spojrzy, i teoretycznie tak się już do nich przyzwyczailiśmy, że nam nie przeszkadzają, bo uznajemy je za codzienność. Czasami wydaje mi się, że główną ozdobą w każdym mieście są właśnie bilbordy. Jest ich momentami tak dużo, że zlewają mi się z otoczeniem i praktycznie ich nie widać. Żeby dodać do smaczku odrobinę pikanterii, większość bilbordów jest umieszczana przy najbardziej ruchliwych ulicach, i niejednokrotnie jest na nich przesadnie roznegliżowana pani, w miejscu, gdzie dochodzi do wielu kolizji.

akcja reklamowa

Ale rozumiem reklamodawców, chodzi o jak największe dotarcie do potencjalnego klienta. Dlatego do nikogo nie mam pretensji, a wręcz przeciwnie, spodobała mi się inicjatywa zaprezentowana przez IBM.

bilbord według ibm

Zazwyczaj bilbordy tylko irytują i rozpraszają, żeby tylko zwrócić na nie uwagę, i niekoniecznie przy tym wpasowują się w otoczenie. IBM poszedł o krok dalej, w swojej ostatniej ulicznej kampanii reklamowej, promował swój program People for Smarter Cities, bilbordami, które są jeszcze bardziej inwazyjne, niż tradycyjne.

Francuska firma Ogilvy & Mather wzięła koncepcję twardej płyty i wygięła ją w kształty, które mogłoby – z drobnym wysiłkiem – być widziane jako rozwiązania dla nieco mądrzejszych miast. W tym wypadku padło na Londyn i Paryż. Wygięcia płyt mogą być użyte jako ławka do siedzenia, schronienie przed deszczem czy poręcz na schodach.

kampania reklamowa

Wciąż może to być wizualny nieład, wciąż stara się coś nam sprzedać, ale robi to z odrobine większą wyobraźnią, niż tradycyjne „wrzeszczenie obrazem”. Paradoksalnie, taka reklama nie tylko żąda, ale i coś daje w zamian. Bo nie dość, że służy dodatkowo pomocą w codziennych sytuacjach, to jeszcze w bardzo skuteczny sposób sprzedaje swoją treść – społeczne zainteresowanie, jakie ów kampania reklamowa osiąga jest z pewnością powodem do dumy dla IBM.

marketing uliczny

Na przykładzie tej akcji widać, jak czasem najprostsza rzecz sprawia, że nasz punkt widzenia się zmienia. W tym wypadku działa nie tylko wzrok, ale również interakcja, dotyk z samą reklamą. Jedyny kontakt jaki przychodzi mi do głowy, odnośnie tradycyjnych bilbordów, to akt wandalizmu. Morał z tego taki, że jeśli następnym razem będziesz chciał się reklamować, pomyśl – w jaki sposób najpierw coś dać, żeby później móc brać.

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