我好奇故我在-戶外創意欣賞

付錢給車主作車體廣告

Fri, 20 Nov 2009 16:17:03 +0800

(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."

雀巢攻擊星巴克即溶咖啡

Wed, 18 Nov 2009 23:42:09 +0800

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."

source:
http://seattletimes.nwsource.com/html/coffeecity/2009378351_nescafe.html
http://www.businessweek.com/magazine/content/09_47/b4156033031118.htm?chan=innovation_branding_top+stories

AXE 戶外廣告

Sat, 22 Aug 2009 23:55:34 +0800

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)。

將耳機插入戶外廣告中

Sat, 22 Aug 2009 23:13:08 +0800

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)

置物櫃蛀牙

Sat, 22 Aug 2009 18:52:09 +0800

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！

IKEA 收納

Sat, 22 Aug 2009 18:29:04 +0800

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。

戶外廣告內容

Thu, 06 Aug 2009 16:52:26 +0800

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)

日本IKEA新店開張宣傳

Wed, 22 Jul 2009 22:41:46 +0800

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.”

2009 Cannes Outdoor Grand Prix

Mon, 29 Jun 2009 18:16:42 +0800

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)

如果要看代理商的說明，請點
(繼續閱讀...)

創意十足的Guerrilla Marketing

Tue, 16 Jun 2009 16:25:44 +0800

想看更多，請點 http://a.parsons.edu/~geek_graffiti_2008/class_08.html

牆壁

自殺救助電話

地面

賣烤肉用具
不要超速開車

車體

HBO宣傳跟義大利黑手黨相關的影集

電線桿

芭蕾舞課程招生

店內

救救飢餓的孩子

廁所

節省用紙救地球公益廣告，衛生紙還特別做成綠色

IKEA Bigger Storage Ideas

Sun, 14 Jun 2009 16:36:20 +0800

這個2008戶外廣告可能也很眼熟了。我特別好奇背景，所以找了一下。
Brief/Objectives/Goals: Naturally, German flats and apartments are full of messy corners. That's why IKEA produces practical boxes and drawers in all shapes and sizes for all storage needs. Targeted especially at people living in smaller apartments, Frankfurt IKEA asked us to promote their storage solutions with a really BIG outdoor idea. The idea was to play with the widely recognisable shapes and designs of the Ikea storage range and to put them into a new and surprising context. By redesigning the front of a whole apartment building in one of the busiest streets in Frankfurt with giant-size mock-ups of IKEA drawers and cardboard boxes, we made two points: Gaining the highest level of attention and literally linking the product to where it belongs: small flats and apartments. Presented in this spectacular, three-dimensional way, IKEA's storage solutions could hardly be missed by the citizens of Frankfurt. And what could be more fitting than placing a product that simplifies peoples' lives actually right there where people live.

順便說一下，德國的Ikea廣告作的不錯。這個收納箱是針對小公寓，地方小，所以更需要各種收納工具。因此，在德國法蘭克福市挑選一條最繁忙的街道的小公寓作此廣告。這個利用陽台作廣告的方式的確很引人注意，而且小公寓本身是灰灰的，配上多彩繽紛的各種收納盒，看起來就很賞心悅目。

戶外廣告的英文名詞

Sun, 31 May 2009 11:22:28 +0800

OAAA (Outdoor Advertising Association of America)是美國戶外廣告協會，我感興趣的是某些種類戶外媒體的英文名詞。
Outdoor ads appear in a variety of places outside the home, including on billboards, bus shelters, buses and taxis, and in malls, airports, subways, and at sports stadiums and arenas. OAAA puts these formats into four categories: Billboards; Street Furniture; Transit; and Alternative Media. 這個類別應該還要加上Point of Sale

譬如：什麼是Street Furniture？

Street Furniture displays are designed as functional products that complement the modern cityscape. These advertising displays are located in metropolitan areas, providing an attractive means to reach urban audiences.

就是在街道上，路人會走過之處，放置一些「公共家具」，像是椅子、公車亭、燈廂片、電話亭、郵筒、街燈、噴水池等等。

譬如：什麼是Alternative Media？

Alternative out-of-home media refers to the use of innovative technology and concepts, such as video advertising networks and digital billboards, to connect with more elusive consumers in captive environments, including retail, transit, cinema and office locations.

指有用創新科技技術或概念的戶外媒體，譬如普通的戶外看板數位化。

健身中心讓你體重無所遁逃

Fri, 29 May 2009 21:53:13 +0800

這是健身中心的廣告，人一坐下去，體重就會顯示出來，非常好的提醒方式，不過，坐上去的人會尷尬，旁邊的人都會知道你的體重。

No more living in denial about the size of your waist line, thanks to this fantastic albeit terrifying guerrilla marketing initiative from the health club chain, Fitness First. Unsuspecting commuters in the Netherlands are faced with viewing their body weight in bright lights - quite literally - when they take a seat at this Rotterdam bus stop. Scary to say the very least, but extraordinarily clever and likely to increase membership numbers at the local Fitness First. The brainchild of Netherlands’ agency N=5, the initiative takes the concept of guerilla marketing to a whole new level. - Lisa Evans

BBC

Fri, 29 May 2009 09:11:02 +0800

另一邊(other sides of)這個在廣告中常出現的創意概念，在BBC打美國市場的戶外廣告作了一個簡單又有力的示範。這是一個系列稿的戶外廣告。

影集Law and Order

Thu, 28 May 2009 01:50:18 +0800

會放上這個，理由之一就是我喜歡UK版的Law and Order影集。Law and Order是源自於美國影集，各地都有改拍，這是位於奧克蘭(紐西蘭)的Agency所作的戶外廣告。

素食好創意

Thu, 28 May 2009 01:36:25 +0800

這個點子真是令人拍案叫絕！瑞士大型素食連鎖餐廳，在戶外主要購物商圈，將巨大叉子黏在樹幹上。叉子上面寫的文案是 very, very fresh vegetarian food. 的確有什麼比「活著的植物」還要新鮮呢？

讓我想起我之前在新竹看到的超大彌勒佛，旁邊如果有一棵這樣樹的廣告，一定有趣，可以將佛教推廣素食文化結合。

For Tibits, a large vegetarian restaurant chain in Switserland, oversized forks have been produced to be fixed to trees in major parks and in main outdoor shopping areas all over Switserland. In an surprisingly new manner the freshness of Tibits food could thus be demonstrated to people walking by.