What do you see on this image?
Coffee, yes.
McDonnald`s, yes.
A lantern? Maybe, yes!
The word Ambient is equivalent to atmosphere or surrounding, so an item that already exists (a lantern) in the environment is used for advertisement with additional items, like the plastic cup and the pot.
An McDonnald`s employee standing in the big cup selling coffee could be more gainful. Unfortunately this king of selling does not belong to the company`s strategy, but it could be a new way to pierce the market.
This new form of Out-of-Home-Media is used to catch the attention of the mobile population who`s age is from 14 years to 45 years. Ambient Media is eye-catching because it is a new way that is used too rarely and because it changes the environment you are used to for example when you take your daily walk to school or work.
Some good examples you can see below, all (included the one above) taken from http://blog.edelundfein.com/ambient-marketing-10-best-practice-beispiele/227 :
People are standing in an oven and are a part of the advertisement.
It is a funny picture for bus passengers and for car drivers passing this bus stop.
The only thing that is in my opinion not successfully implemented is the non-descript brand of the advertisement. It is a pity for this company, the brand name the girl is looking at should be much bigger. She cannot see the whole advertisement, because she is a small part of it. For the bus passengers passing the bus stop the company logo too small to see, so they only see the girl in the oven.
This advertisement is made for people who are on the way back home after a long workday, it supports the feeling of being hungry. Because of its lights on the top evening is the best time to notice the big oven. It would be nice, if the burger store making this ad would be closed to the bus stop. An additional way direction to the store would bring more success.
Have you ever seen Ambient Media in your environment?
Often this type of advertisement induces the Word-of-Mouth (WoM) effect. The surprised target group shares the crazy advertisement with friends.
Another successful example you can watch in the following video, just follow the web page below until you see the video http://www.fachverband-ambientmedia.de/download/bildervideos/ . This is an Advertisement for the Blu-ray edition of Jurassic Park which is integrated in a convenient surrounding a lift, what offers the surprise effect when the door is opening. Also the Hotel “Das Hollywood Media Hotel” in Berlin, Germany is a very smart choice for a movie advertisement, because a high percentage of the guests, staying in a Hotel named Hollywood are interested in movies. This Ambient Media is the winner of the FAMous Award 2011.
A funny advertisement for spaghetti but again here you cannot really see the brand`s name. People have to stand far away to see the whole ad, so the brand name has to be much bigger. Otherwise it is an ad for the product type spaghetti. Making such advertisement is a waste of money and an advantage for the competitors selling spaghetti as well. The target group are young adults. The reason for this is the meal does not look very luxury; it may be more affordable for young persons not having so much money.
This Ambient Media is a nice idea, because eating and cleaning the teeth are things that belong together. I am not sure if I would like to have such a surprise when I am biting into the ice cream. It could hurt, if you do not know about the brush inside.
The reminder with Colgate advertisement is a healthy idea, if you will not be hurt by the wood brush.
Here the target group is clear, these are men. Men in the age from 14 years to 45 years, the potential group that is playing Playstation. This is an advertisement for the PS2. A nice idea, men would try to catch the buttons and have fun.
A creative idea. But not up to date anymore, because it is too circuitous to put your hand into the bow. The most people would touch the bow with their fingers. The target group are men, because it is a male wrist watch.
I think many people would oversee this. In a bus you usually look outside for example at the oven Ambient Media. Maybe this type of Ambient Media would be more successful in other countries where people use the bow. I have seen the use of the bow in Russia much more than in other areas. The buses there are more crowded than in Ireland and people have to use bows.
This advertisement type is effective when it is used to make a brand name more famous. Because the Ambient Media is often big and often easy constructed it should not be used to spread details about a product. Just for marking the brand.
All in all this type of Media has a high level of Innovation, because you always have to look at the conditions that are already given and develop some think new out of this.
Ambient Media is an innovative opportunity to attract attention and to differ from competitors.
