In Chapter 15, it talks about unconventional advertising. Unconventional advertising “ambushes” the public, it appears in public or private environments - places and surfaces where advertising does not usually live. Context is important and unconventional advertising can make people notice - that is, it can break through to consumers in ways that traditional ads do not or can not, and it might garner free publicity from the news media. Often, clients and agencies turn to unconventional marketing when the budget is too low for television or for rich Web solutions. The underpinning hope is that a terrific unconventional solution will garner free attention from the press.
There are basic questions to ask when you create unconventional advertising:
- What is the goal? Why would you employ unconventional marketing rather than conventional or screen media?
- What will the audience get out of it? Something worthwhile?
- Since unconventional advertising intrudes in non-paid media space, will it be more beneficial that annoying?
Here is a site I found with different examples of unconventional advertisements.
http://www.boston.com/business/gallery/quirkyadvertisements?pg=11
I really enjoyed the Parkinson's awareness advertisement. I think it is a good example of knowing the issue you are designing for. I don't believe many people know what Parkinson's is or the things a person who has Parkinson's has to struggle with in everyday life. This makes the struggle real.
ReplyDeleteMy grandmother has Parkinson's and has had it for quite a few years. She needs to rely on our family a great deal to simply live a normal life. Even though I am familiar with the disease, I am surprised at how well these designers were able to illustrate (literally) the struggle of the disease. Very creative indeed.
I think your example shows designers the need to be aware of the product, company or organization we are advertising for. A close connection and understanding will initiate creative ways to communicate our ideas about the organization.
The link that you provided for the different unconvential ads was great! The 4 main ones that I thought were really interesting was the Million dollar homepage, the moonvertising, the public projects and then the human billboards. The million dollar homepage is such a great concept of just being able to advertise all different ads on one place. Its kind of crazy though that its charged per a pixel! The moonvertising and public projections were funny examples of unconventional advertising. I thought that the projections was such a cute silly way to advertise. Its a bummer that people mistook them for bombs. I've heard of the human billboard ad before. I actually found an article awhile back ago when I was researching logo designs, about how people are getting their favorite brand or logo tattooed on themselves. This concept really shows consumers dedication to the brand or company. It also provides a great way for the company or brand to be like a walking ad.
ReplyDeleteThis is definitely cool! I think there could be more exploration in unconventional advertising. This sort of reminds me of the chalk guy, who draws 3-D pictures on the ground!
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