Simply put, ambient marketing is synonymous with creativity. It is all about placing advertisements in the most unexpected places possible and using the element of surprise to the best possible extent. An ambient ad can be clubbed with traditional means of marketing or used as a standalone means of communication. The key to a successful ambient marketing campaign is to pick the appropriate media format, club it with the right message, and place it strategically in our natural surroundings. This requires some in-depth research with regards to the audience and the location of the ad.
One example of ambient marketing in its simplest forms is paper cup branding. While being unconventional and non-traditional, it is an extremely engaging marketing technique because the individual using the cup will be spending an average of five minute or more with the media. This is quite high coverage when compared to other marketing mediums.
Let us take a look at some of the recent successful ambient marketing campaigns to know what made them click.
KitKat has garnered tremendous success with its innovative ambient marketing using benches in public spaces. The benches are the shape and color of the chocolate bar and resemble a partially unwrapped KitKat with its signature red paper cover.
Fast food chain McDonald’s has been an avid user of ambient marketing campaigns over the years. From its zebra crossing ads featuring the stripes as French fries to the installation where a carafe suspended in air pours coffee into a takeaway cup placed at the street corner, their campaigns have managed to grab eyeballs every time.
The Bigelow Organic Tea campaign features flower pots turned into large tea cups placed on public streets. Each pot has a tea bag with a flavor that matches the type of flower that is being nurtured in the pot.
Eye-catching and effective, these campaigns put across the message effectively. Public transport, parks, streets, and billboards are just some of the spots that are perfect for ambient marketing initiatives. Ambient marketing is the medium that can help you set apart your product from the rest with maximum impact!BACK