tra le casse del mondo CTA, BLOG

Nei supermercati, negli aeroporti, nelle metropolitane corre l'advertising, con idee originali a volte, con ripetizioni altre.

Tutto diventa un buon medium per veicolare le idee e i valori delle marche e dei prodotti.

A volte coinvolgenti, altre estranianti, ecco una raccolta curata da www.adme.ru di alcune idee per l'outdoor advertising all'interno "delle parti mobili" degli spazi commerciali, tra le casse, i carrelli e i nastri trasportatori...

Denver Water: Conveyor belt

Renault Scenic: Cashier's Desk

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Название: Renault Scenic: Cashier's Desk
Рекламодатели: RENAULT
Бренды: NEW RENAULT SCENIC
География: Германия
Рекламные агентства: PUBLICIS FRANKFURT
Advertising Agency: PUBLICIS FRANKFURT, GERMANY
Date Of 1st Implementation: 29/12/2005

Stephen Quell Publicis Frankfurt Copywriter
Daniel Dormeyer Publicis Frankfurt Account Director
Stephan Ganser Publicis Frankfurt Concept Creative Leader
Jens Helfrich Publicis Frankfurt Account Director
Astrid Kauffmann Renault Germany Head of Creation
Lars Heberer Publicis Frankfurt Art Director
Gerald Heinecke Publicis Frankfurt Brand Director
Joerg A. Ellhof Renault Germany Head of Marketing - Communication
Stefan Leick Publicis Frankfurt Creative Director
Sebastian Mensing Publicis Frankfurt Account Manager

Special Credits
Production: Christoph Weber

Describe the communication goal(s) for this media entry
To promote the exceptional roominess of the Renault Scénic and to restore its image as a preference in the family-van segment, the following unique promotional activity was implemented in large German supermarkets.

Innovative Media Strategy: Show how your innovative media strategy represents a new, consumer insights based approach, gaining extra receptivity for the brand's message and strengthening the brand's connections with consumers.
We mounted giant stickers on the transparent cash desks of supermarkets showing the Renault Scénic with an open trunk. Normally cash desks are used for signing receipts – this was the first time ever that they were used as a medium to promote a specific car.

Engaging Creativity: Show how the media and the message work together to enhance the overall impact of the effort and engage the consumer.
To demonstrate the vast loading space the Renault Scénic stickers on the cash desks gave the impression that all the goods on the conveyor belt were stored into the huge trunk of the car. Supported by a headline on the stickers:

Up to 1840 litres of loading space. Renault Scénic.
www.renault.de

Encompassing the Audience: Show how the media idea travelled across and leveraged the most appropriate touch points and encompassed the target audience.
We communicated the Renault Scénic's benefit of large loading space to the people directly on the spot where they are mostly confronted by space problems, the supermarket.

Effectiveness: Show how the effort maximised the value of the investment and generated marketplace results
Not measurable (no response element). Yet high curiosity achieved by the supermarkets' customers.

Western Union: Money Transfer

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Название: Western Union: Money Transfer
Рекламодатели: WESTERN UNION
География: Гонконг
Рекламные агентства: PUBLICIS
Advertising Agency: PUBLICIS WORLDWIDE HONG KONG, HONG KONG

David Szabo Publicis Hong Kong Creative Director
Leung Chung Publicis Hong Kong Art Director

Date of 1st Implementation: 12 December 2007

Describe the objective of the promotion.
Domestic helpers in Hong Kong often use banks to remit money back home to their families. Banks have bank hours. Their processes are slow and inflexible. Usually these people support whole families on their modest income. So not only is this money vital but it's also vitally important that it can be received as soon as possible. We needed a quick, cheap, easy to get message that communicated Western Union's money transfer service was fast, (in fact in most cases the money can be received within 15 minutes).

Describe how the promotion developed from concept to implementation.
After the concept for the supermarket conveyer belt idea bought by Western Union, we identified the most appropriate supermarkets where our target customers shopped at and where we had agent locations nearby. Our client bought the idea straight away. However it took some serious lobbying before we could finally get one of the supermarket chains to work with us and make it a reality.

Explain why the method of promotion was most relevant to the product or service.
In Hong Kong domestic helpers only have one day off a week. Most of their time is spent in their employer's home or going out to buy food for the household.We only have two supermarket chains here and using the supermarket environment of one of these was the perfect place to connect with our target market. Additionally, the educational level of a lot of our customers is not so high. Having this very visible demonstration of our fast money transfer happening right in front of their eyes while standing in line waiting to pay was just what was needed.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The effectiveness of this small campaign was very high. We reached nearly all of our existing customers as well as getting our message across loud and most importantly, clearly to those people still using banks to remit their money. We carried out research findings afterwards to gauge the effectiveness of the communication and the recall and general liking of this simple ad was nearly 90%.

Noah Donation Barcode

Milky Way: Conveyor Belt (Checkout)

McCain Chips: Endlessly Long

Rama Cream: Conveyor Belt

Always: Thin

Philips Flat TV: Conveyor Belt

Cannes Lions 2007 Outdoor Bronze - KEEP PLAYING

New Zurich Newspaper: Fresh From Press

Mercedes-Benz E-class: Baggage Conveyor

Looney Tunes: They're In Town (Conveyor Belt)

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Название: Looney Tunes: They're In Town (Conveyor Belt)
Рекламодатели: WARNER BROS
Бренды: CINEMA
География: Бразилия
Рекламные агентства: Lew Lara\ TBWA
Награды: Cannes Lions 2004 Press No-Prize
Advertising Agency: LEW LARA , Sao Paulo, BRAZIL
Date Of 1st Implementation: 13/12/2003

Leandro Mesquita Lew Lara Media Supervisor
Luciana Kicushi Warner Director
Mozar Gudim Lew Lara Art Director
Leonardo Gonsalves Lew Lara Copywriter
Marco versolato Lew Lara Creative Director

Communication Goals
Action and to accomplish this with a unique action both fun and faithful to the tradition of humor that’s made Looney Tunes so popular with fans of all ages.

Media Strategy
This type of media action had never been carried out before. It used the conveyor belts in airport baggage pick-up areas to reach targets at the moment they arrived and were waiting for their bags. Not only was this method unique, it was also spontaneous and non-intrusive. It surprised people offering them information and entertainment at a moment they were probably tired after their trip. This interlude of levity was presented in a friendly tone and achieved great impact with low dispersion, thereby strengthening the bond between product and consumer.

Creative Executions
The props with the cartoon figures that transmitted the concept of the movie as well as the context of the situation created, were strategically thought out, selected and allocated in accord with the place chosen for the action. The perfect match between the pieces and the scenario created an atmosphere of fantasy within an everyday situation, bringing the universe of the movie to its target public and transmitting the information precisely as intended.

Media Effort
The media idea guaranteed that the action would be totally appropriate for advertising the launch of the movie, combining planning, creation and perfect execution within the intended context of fun and novelty, bringing Looney Tunes to Brazil and starting the campaign at the point of arrival, the airport.

Value For Money
The action, in addition to its instant impact on the targets present at the airport, also generated a great deal of buzz. What’s more, it was covered by various news sources, significantly increasing its reach via spontaneous media.

AIRPORT CONVEYOR BELT

Emirates: Moai

Toyota RAV4: Airport Sales Take Off

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Название: Toyota RAV4: Airport Sales Take Off
Рекламодатели: TOYOTA
Бренды: TOYOTA RAV4
География: Дания
Рекламные агентства: MEDIACOM
Advertising Agency: MEDIACOM, Copenhagen, DENMARK

Thomas Busk MediaCom Denmark Account Director
Bjarne Spellerberg Orfelt Wibroe, Duckert & Partners Group Account Director
Lisbeth Halberg Franck Toyota Denmark
Morten Kristensen MediaCom Denmark Group Account Director
Kenny Brendstrup Wibroe, Duckert & Partners Project Manager

Objective
The campaign had the following goals:
1) To support sales of stock before the new RAV4 model introduction in January 2006
2) To build on the strategy of making surprising and innovative solutions to the task of creating test drives – a critical KPI in 2005.

Development
This was challenging, as the RAV4 was already on print and on local dealers advertising. This was enhanced by limited budget and bad timing – July-August – peak summer holiday period. Target group insight showed that potential test drivers travel a lot – both on business and leisure. Additionally, they have busy lives prioritising family and vacations. We utilised these elements - delivering our message in appropriate surroundings.
The airport setting was chosen as:
1) peak period in number of travellers,
2) Unexpected for the Target Group to find RAV4/Toyota here
3) coming home from holiday, transportation is Top of Mind

Relevance
Miniature Toyata Rav4’s were placed on the luggage conveyor belt in all major International Airports in Denmark, where they “drove” around exposing waiting passengers to the message.
On the car a board was mounted - communicating the excellent price and offering an easy way to book a test drive via SMS. The SMS media is easy to use at this pit stop as most passengers turn on their phones, when arriving at the terminal!

Outcome
This campaign was one of several new and innovative campaigns for Toyota with the objective of generating test drives. By utilising relevant consumer insights the campaigns have all successfully placed the Toyota car park at different consumer touch points.

Results
The campaign exceeded expectations in terms of creating a Magic Moment with the consumers. A lot of pictures were taken, smiles were exchanged and Word of Mouth was achieved.

In all, sales targets for the campaign were achieved – making this a

successful campaign for Toyota Denmark.

Sushi King: The Greatest Running Sushi In Town

VW Polo Blue Motion: Sushi Belt

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Название: VW Polo Blue Motion: Sushi Belt
Рекламодатели: VW
Бренды: VW Polo Bluemotion
География: Германия
Рекламные агентства: DDB DUSSELDORF
Рекламодатели: Volkswagen
Advertising Agency: DDB GERMANY, Duesseldorf, GERMANY
Date Of 1st Implementation: 03/06/2006

Amir Kassaei DDB Group Germany GmbH Chief Creative Officer
Eric Schoeffler DDB Germany/DDB Düsseldorf Executive Creative Director
Heiko Freyland/Raphael Milczarek DDB Germany/DDB Düsseldorf Creative Director
Fabian Kirner/Michael Kittel DDB Germany/DDB Düsseldorf Art Director
Felix Lemcke/Jan Propach DDB Germany/DDB Düsseldorf Copy Writer
Louisa Ibing DDB Germany/DDB Düsseldorf Account Director
Madeleine Recht/Nadine Kunst DDB Group Germany Project Manager
Johannes Haverkamp DDB Germany/DDB Düsseldorf Camera/Editor

The task: Show people that with the Polo BlueMotion you can drive up to 1100 km without a petrol stop. Therefore we decided to reach the public at a place where it got voluntarily in contact with the medium and saw the product benefit directly in action.

We put small model cars of the Polo BlueMotion on the conveyor belts in Sushi bars. On the cars small signs and dispensers were placed with the following messages: “Up to 1100 km without a petrol stop. The Polo BlueMotion.“ and “Grab it and win!“.
Everybody who took a card out of the dispenser and introduced the code printed on it into the „Polo BlueMotion“ microsite could fix a test drive online and automatically took part in a raffle.
100 weekend trips with the Polo BlueMotion were distributed among more than 20,000 participants. Including a complete petrol filling for a distance of 1,100 kilometres, of course. 820 Polo BlueMotion were sold in 2006. The production margin for 2007 was consequently increased.