Filed under: Advertising & Branding | Tags: Branding, Consumer Packaged Goods, Eco-friendly, Interactive, Media Arts, Out of Home/Ambient, Publishing, Retail, Technology
I love a good 3D billboard, and this one’s pretty good. In a new billboard in Times Square, Best Buy demonstrates recycling as it promotes its free electronics recycling program. With a message composed of woebegone electronic castoffs, it cleverly draws attention and communicates its message instantly, both visually and verbally. See a closeup below, along with a couple of my other favorite 3D billboards (and one interactive!):
Filed under: Advertising & Branding | Tags: Media Arts, Subversive, Technology, TV
OK, seriously. I totally had the idea of a DVR-thwarting (nay, DVR-leveraging) commercial that would be created specifically to be played sans-sound and at warp-speed. (As in, when fast forwarded it would actually play at normal speed.) This isn’t exactly the same thing, but it’s pretty close, and I’m actually really excited that it exists.
Virtual phone company Grasshopper created a TV spot that fights ad-skipping by capitalizing on the way audiences behave in the medium. Noting that 70% of viewers fast-forward through ads using their DVR, that those who do ad-skip tend to watch the center of the screen, and that the human brain can process ad images up to 20 times faster than normal, Grasshopper created a spot in which its mascot never moves and stays center-screen, and which uses simple block-printed product highlights so that even fast-forwarders will see a constant visual and get the key points.
As far as ads go, it’s not the most clever, but it’s innovative in its understanding of (and to some degree, subversion of) the medium and audiences’ behavior within it. I’m looking forward to seeing more inventive, artful, and boundary-pushing iterations of the DVR-proof TV spot as real creative visionaries sink their teeth into the concept.
View the commercial here:
Make a difference in less time than it takes to get out your checkbook. Simply text the word HAITI to 90999 to have $10 automatically donated to Red Cross earthquake relief efforts in the disaster-struck nation. (The donation is added to your phone bill, easy as that.)
Donation by text is not new—for example, UNICEF’s TAP Project for clean drinking water used it to great results—but it’s effective, and an ingenious way to mobilize people in support of a cause. It’s smart, it’s easy, and it’s immediate—for us as donors and for the recipients and organizations in need of aid. It removes a lot of the obstacles that keep people from donating, making the act of giving almost as convenient as doing nothing at all.
The donation-by-text method capitalizes on the ubiquity of mobile phones (maybe the only thing we really take everywhere with us—even more so than money, as this campaign shrewdly observes) and allows us to seize the generous impulse before it has a chance to fade, or before we just forget.
Beyond just the ease and speed with which the text donation delivery method works is the “price point” of the donation—a mere $10. It’s meaningful and it adds up, but it’s small enough for most of us to donate without much thought. The token default amount of $10 can probably quickly generate—just through ease of donation and sheer grassroots volume of donations—a great deal more money and awareness than a smaller number of larger donations, as with a traditional crisis-response drive. (Of course, those who want to donate more always can—this text feature is not really for them, but for the “casual” donor, the everyman.)