‘Bye Billboards’ — By Ambient🍫

Have you ever watched an episode of ‘Oswald’ the octopus onPogo? Do you remember what his town looks like? Every shopresembles the product it’s selling. My favourite is the snowmanwhose shop is a huge ice cream store. There were no ads in theshow, but the residents knew exactly where to go for their daily needs. Why? Because the stores’ appearances gave it away!

We’re not living in Oswald’s world. There are no monopolies here. Eachtime we step out of the house, we are bombarded with ads for products we don’t want or need. Ads are all around us, all the time. You’re scrolling through your Facebook feed, and there’s a pop-up. Can you watch TV without commercials? No. Stuck in traffic? HELLO here’s a billboard to distract you. But if ads vanished forever, I’d be unemployed. So, here’s a proposal you can’t say no to.

Enter Ambient Advertising

Ambient refers to the immediate surroundings, and ads are whatwe run away from. But if we tactfully combine the two, you’dbe amazed to not only spot an ambient ad but capture it for thegram. Let me show you some epic ads that grab eyeballs!

The one you see on my cover is that of KitKat, the bench looks likethe KitKat chocolate and it’s placed in a park where you’d sit to relax after a good workout session. The tagline then makes sense.

Guerrilla Marketing Doing Its Thing!

What makes these ads so effective? They don’t rely on long copies to get the message across. Guerrilla Marketing is a strategy where brands useunconventional methods to interact with their audience. These ads are often placed in public gatherings like parks, malls, and bus stops, ensuring they gain maximum traction and great recall.

A classic fav of all, McDonald’s is known for their clever ambient ads. Minimalist, catchy, and dazzling, the ‘Golden Arches’ are often used so brilliantly. You can’t help but notice and click a few snaps.

Now that we’ve covered what ambient ads mean, It’s importantto note that there aren’t many here in India. This is the future ofadvertising, the smart sell. Nobody has the time or interest to go through an ad. It’s crucial for brands to be more engaging and creative with ambient ads, to step up and do something different.

Here’s a list of my favourite brands and what I’d do with them if Ihad the chance to work on their ambient ads — (I’ve tried to find some references!)

1. Location — Escalator (Malls), Brand — Instax Polaroid

   Just before you step onto the escalator, there’s an image of an ice-blue Instax camera. As you ride up, it appears as though a processed image is coming out.

   

2. Location — Landmark (Malls), Brand — M&Ms

We’ve seen how it’s super fun to get creative with chocolates. I’d love to have bean bags/chairs that resemble M&Ms while I’m reading a book in Landmark. Easy, affordable and colourful.

3. Location — Street light, Brand — Steadtler/ Apsara

I’m still waiting to see some creative work on lamp posts. If I’m in a lane that leads me to a Crossword, I’d want the lamp post to resemble a Crayon / Pencil. Apsara’s black & grey pencil can be relatively easier to pull off.

4. Location — Lift ( Malls), Brand — Mad Over Donuts

Now I want you to visualize standing outside a lift which has a delicious doughnut creative on it. Just when you try to get your eyes off it, it opens and you see layers of chocolate on the inside and it takes you back to Charlie and the Chocolate Factory. By the time you get out, you’re craving a doughnut from MOD.

5. Location — Malls/Bus stand, Brand — (Any fitness studio)

An illusion mirror showing you in a better shape, wouldn’t you love it? Gyms could try that approach with some good copy, of course!

6. Location — Park, Brand — Starbucks

A huge white Starbucks cup which has plants in it. The green logo and the visual look great in my head. They have been working to reduce their ecological footprint and are promoting recycling and reusable cups. This ambient ad will reinforce that idea in the minds of each passer-by.

7. Location — Bus Stop, Brand — IMAGICA

Have you been to Imagica and been on the ride ‘Dare 2 Drop’? What if I told you to imagine those seats on the bus stop as you wait for your bus with the background of D2 and seat belts attached to it? Sounds fun? (I did see something like this on the internet!)

8. Location — Clinic, Brand — (Any dentist)

A denture layout with white bulbs arranged like teeth. Some bulbs are off, highlighting the importance of dental care.

9. Location — Slide-like escalator in a mall, Brand — Hot Wheels

As a kid, my brother used to love Hot Wheels and we’ve had a lotof those cars and tracks at home. What if you could have a track like an escalator at the mall? Kids would love it.

10. Location — Escalator, Brand — Food court of a mall

An escalator descends into a giant mouth with visuals of all the famous food brands available at the food court, making it irresistible. I would check them out a 100%.

Ambient ads don’t require heavy copies or a long attention span. They speak for themselves and create a lasting impression on the minds of the viewers.

Stop and stare at the ones around you or visualize the ones I’ve shared.Would love to hear your thoughts on these ideas and your experiences with ambient ads.

Love,

K🌻