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April 16, 2007 LIVE ADVERTISING
A new format of advertising is finding a gap within more traditional marketing techniques in our country. It is called live advertising and consists of live performances offered in public spaces to passing by spectators. Therefore it is a combination of a spot and outdoor ad. A metro station that had been abandoned years ago in Barcelona is bein used for the launching of the new model of cars make NISSAN, which will be called Qashqai. OMD, TMB and JC Decaux agencies have worked together to organize everything. Line 5 passengers get really surprised when they discover a station whose existence they did not know since darkness prevented it to be perceived when travelling between Sagrada Familia and Hospital Sant Pau stations. They can see the 500m2 live ad during the 12 seconds the metro takes to pass across the old station.
http://www.controlpublicidad.com/actualidad/object.php?o=40490 Live advertising gets the brand out there, it entertains and surprises people and it's a third of the cost. These ads are cheaper than traditional print or TV work and can generate as much or more attention. But because their success is dependent on outside forces, the risks are high. Bad weather, major news events, uncooperative government officials and competing stunts can easily derail them. It’s not such a new format in the States: three years ago, during last year's Summer Olympics, TBWA creative director John Merrifield promoted Adidas by hanging climbers from the sides of 33-story buildings in Tokyo and Hong Kong so they could race a vertical 100-meter sprint. The winning racer took home $10,000. The year before, he and his team hoisted two acrobats 12 stories above ground to play vertical soccer on giant Adidas billboards in downtown Tokyo and Osaka. As word spread and he racked up awards, Merrifield found that not all his e-mail was congratulatory Since live ads are not yet an established category that is measured on its own, it is difficult to count them. But there are clues. The growth rate of outdoor ad spending—the category that many live theatrical projects fall into—is accelerating. Overall outdoor ad spend rose 9 percent in the first half of 2006, to $1.7 billion, compared to the first half of 2005, according to TNS Media Intelligence. The growth rate from the first half of the previous two years was 5 percent, followed by 4 percent. Officials at the Outdoor Advertising Association of America report they are fielding significantly more calls this year from marketers looking for ideas for living billboards and other forms of theatrical marketing.
Do you think we will be seeing more of this advertising format in Spain soon? Old Chamberí station in Madrid Metro line 1 (wich does exist though much consider it a urban legend) might come back to life… Manuel Angel Alonso Coto 
Posted on 16 April 2007 in ADVERTISING CommentsI study a gcmba at the Instituto de Empresa and I work on an agency specialized on this type of outdoor actions. Posted by: Mirko Dundov at April 18, 2007 11:30 PM Hola Manuel: Gemma Martín Posted by: Gemma Martin at May 6, 2007 01:34 PM This way of advertising appears to be getting trendy lately... Wandering around Feria del Libro yesterday I saw a couple of performances by big living bottles of TrinaTea... Jenny Posted by: Jenny at May 28, 2007 02:38 AM Live Advertising may also mean sending advertisements in real-time to users like using instant messaging. ComyoNet is using such approach. The ads are sent "live" to online users who are waiting for such advertisements according to some search criteria. John. Posted by: John at November 27, 2007 11:42 AM Post a comment |
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