我好奇故我在

(source: http://autos.aol.com/article/paid-to-drive)
付一個月約 $300 to $900給車主，在車外裹上廣告訊息(3M vinyl 質材)的廣告方式已經在美國約有十年了，英文叫auto wraps。

什麼樣的人會願意這樣做呢？可以在廣告媒體代理商免費登入自己的訊息，填一個問卷，有關自己喜歡的品牌。通常家庭主婦、想要外快的上班族或是很喜歡某品牌的人，會願意這樣做。
While many of the drivers are stay-at-home moms or working people who need the extra cash, others want to have their cars wrapped just because they have a strong feeling about the product.

站在廣告媒體商立場，DriveMedia老闆說：我們我們不想找人只是在街上開開。我們比較希望找到人跟社區有緊密連結。這樣，人們會問他，跟他聊這個品牌。然後車主可以發折價券等等物品。
"But we’re not really looking for someone to drive up and down a certain freeway six times a day," Clarke said. "We’re more interested in people who are plugged in to their community, so that, when they drive up and their car has a logo on it, people will ask them about it. Then, our driver can talk about the product or company, and give other people information on it – or hand out coupons or menus, if the business being advertised is a restaurant.

我們希望車主是外向、友善並且常跟交友團體互動，也不怕跟陌生人講話。我們希望作比較長一點時間的廣告，約六到九個月，這樣這個品牌比較有機會可以深入車主的交友生活圈。
"So we want people who are outgoing, and friendly, and interact a lot with people in their community, and who are not afraid to talk to strangers about the product," he said. "And we focus on longer-term programs, like six to nine months, so that the brand has a chance to really be plugged in to that driver’s circle of influence."

星巴客在美國10月推出即溶咖啡VIA，令人吃驚的是這個專案已經進行了長達20年之久，雖然這個舉動看起來好像會使星巴客的現煮咖啡的形象蒙塵，換另一個角度看，或許對即溶咖啡消費者而言，這是一個premium產品的感覺。說到即溶就會想到雀巢，他是不會讓「VIA佔雀巢」，所以六月時在地下鐵打廣告說"Starbucks makes great instant. We make great instant. So why does theirs cost 400% more?" 後來又有戶外廣告說：星巴客的即溶咖啡只是發現了我們七十年來就知道的事。

那星巴客CEO怎樣回應這個攻擊呢？又不能太指明雀巢，會讓人覺得小氣。我覺得星巴客 CEO在今年二月說過的話還不錯，可惜說太早了。他說：There's been no – I mean zero – innovation for the past 50 years in the category of instant coffee.

Starbucks also debuted its first instant coffee this year, prompting Nescafe to post billboards in Seattle and Chicago taking Starbucks to task for being late to the game and pricey.

Pam Krebs, a manager in the beverage division of Nestle USA in Glendale, Calif., said in an e-mail that the company wants to remind people that its 70-year-old Nescafe brand is "a great-tasting, high quality cup of coffee, with a wide variety of blends and flavor options at the right price."

AXE廣告可以說是經典的經典，有興趣者可以回溯其曾經做過的廣告。這一個戶外廣告說的是用AXE，你可以每天吸引一個不同的女性。基本上它的廣告概念都是女性抵擋不住有使用AXE男性的味道(the axe effect)。

若干年前，Pepsi在地鐵張貼一百張海報中，讓消費者可以聽12首歌。
BBDO created a subway poster that has a fully functional headphone jack imbedded in it, which plays samples of various exclusive tracks available at pepsiaccess.ca. There are close to 100 posters playing 12 different tracks running in Toronto and Vancouver from now until the end of summer.



(source: http://www.frederiksamuel.com/blog/2006/06/pepsi-access.html)

今年HBO要宣傳Big Love這部戲劇，也運用類似概念，讓路人可以聽聽劇中場景幾個角色的口白。



(source: http://www.thoutdoor.com/index1.html)

我得說這個創意很簡單但是不容易想到，將健身房兩排置物櫃，貼圖改成一口牙齒，當打開一個櫃子，就是缺牙狀態，然後櫃內放試用的牙膏以及產品利益說明。聰明！

收納產品都是訴求要有組織，就可以省下空間，這是馬來西亞IKEA店內主要樓梯的裝置，還不賴。但是真實生活中也有真的樓梯可以當櫃子用喔！(見最下圖) 挺有趣的。

戶外廣告訴求僅需一個主要概念即可，美國的戶外廣告協會(OAAA)推薦最多僅使用七個字和三個視覺元素在廣告上。

如何讓戶外廣告在同類競爭者中脫穎而出？ 根據美國戶外廣告協會(OAAA)的說法， 一般而言，有創意的(innovative)， 有美感的(aesthetic)， 或幽默的(humorous)戶外廣告， 才能吸引受眾的注意。

(source:http://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=OMMEDIA&MMContentNoID=52689)

這個手法績效創下全球IKEA的開店銷售紀錄 It got tons of media attention, and once the store finally opened it reported record sales of all Ikeas worldwide.

Challenge: For many busy Japanese, home is often a place just to sleep IKEA wanted to persuade Japanese consumers that home furnishing is a great and fun way to improve their life at home. From a place to sleep To a home to enjoy. And to successfully launch IKEA's first store in Kansai region, on the west side of Japan.

Solution: We hijacked an entire train both inside and outside, furnished with IKEA textiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with small pieces of textiles. The train is a symbolic line connecting from the centre of Kobe-city to IKEA Port Island store, that represents the launch campaign theme “From a place to sleep To a home to enjoy.”

Client:THE ZIMBABWEAN
Agency: TBWA/Hunt/Lascaris/Johannesburg
Campaign: Fight the regime

The campaign to promote sales of the newspaper, which is published in the UK and South Africa, used the Zimbabwean currency as an advertising medium on posters and billboards to raise awareness of the dire state of the country under Mugabe.
這個campaign是要刺激報紙在英國以及南非地區的銷售。使用辛巴威的紙鈔當作廣告媒介，貼在海報以及看板，以提高注意力於現任總統Mugabe執政之下的危急經濟狀況。(也就是通貨膨脹到紙鈔一個不值錢)

Straplines used in the poster campaign included "Thanks to Mugabe this money is wallpaper", "Z$250,000,000 cannot buy the paper to print this poster on", "It's cheaper to print this on money than on paper", and "Fight the regime that has crippled a country".
在海報的campaign中使用的大標有：「因為Mugabe，所以錢是壁紙」、「Z$250,000,000不能買有印此海報的報紙」、「在紙鈔上印這個比印在紙上還要便宜」和「抵抗這個癱瘓經濟的政權」。

The Zimbabwean newspaper, which carries the slogan A Voice for the Voiceless, targets Zimbabweans living in the UK and the 2 million living in Southern Africa, mainly South Africa and Botswana.
客戶主The Zimbabwean newspaper，以「替沒有聲音者發聲」為slogan，廣告目標對象針對生活在英國以及南非的辛巴威人。

(source: http://www.guardian.co.uk/media/2009/jun/23/zimbabwean-cannes-lions-award)

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