Creative marketing campaigns truly delight me. (So cool! What a great idea!)
From a research standpoint, campaigns that are creative, understand and engage with the audience’s mindset, and provide some benefit to consumers are typically more successful at changing brand perceptions; and I enjoy delivering good news to my clients. (Among the test group, positive increases in your brand’s metrics are very impressive, significant at the .95 level!)
From a consumer perspective, I like to be entertained, inspired, and even benefit from ads. One recent ad I saw featured on the Advertising Lab blog will benefit parents and other airline passengers throughout the holiday season. This interactive FirstBank ad running in a column display at Denver International Airport invites kids to place their hands on the column and keep them there. Trick is, the ad rotates around the column, requiring the kids to run to keep their hands in place on the imprints. Thus, tiring the children out pre-flight so they sleep or are at least too tired to fight with their siblings.
From Ad Lab: FirstBank billboard tires children
Due to the ad’s creative and interactive elements, it manages to benefit everyone grumpily hanging around the airport. The kids are entertained, the parents will have subdued children, and the adults without kids (myself included) can look forward to a peaceful flight. FirstBank’s ad has the potential to improve one variable of the airport experience.
FirstBank and any brand that can create positive experiences (or at least nullify more annoying occurrences) during the airport wait will benefit from positive brand associations.
If there is one thing I have learned from my ad effectiveness research experience, it is that ad fit and perceived benefits of the ad are key to positively changing brand perceptions. Here, FirstBank fulfills both criteria: the ad seamlessly fits into the airport environment, entertaining restless travelers with time to spare. It also benefits each type of passerby: kids, parents, other adults.
Having spent my fair share of time travelling through DIA, I wish they had thought of this sooner.
This ad makes me wonder why there aren’t more jungle gyms in airports. Are there too few children travelers? Is it the possible lawsuits? A colorful jungle gym could brighten up a deary airport terminal.
Post inspired by: Airport Billboard Tires Kids Pre-flight