Ideas (out of the box)
Nödo · 7 abr 2015
Creative 'out of the box' ideas like Street and Ambient Marketing use surprise to engage consumers and communicate brand messages memorably and effectively.
We love creative and 'out of the box' ideas. We live and work by and for them. In today's world, we are exposed to many messages. These end up saturating the consumer. Therefore, creativity and innovation are increasingly indispensable when it comes to communicating and advertising a brand and/or product.
In a post by Juan Antonio Berlanga, a contributor to the blog La Cultura del Marketing, the terms Street Marketing and Ambient Marketing have been defined and exemplified. They are part of the trend of Guerrilla Marketing and/or Engagement Marketing. It communicates messages in an original and different way.
Street Marketing is a strategy carried out on the street and in urban spaces. Ambient Marketing, on the other hand, is one that uses elements of the environment and reuses them to relate the product or service to the act of consuming.
Both strategies are committed to impacting the consumer by creating commitment and interactivity, which is achieved through the element of surprise, as it conveys the traditional message in a totally original context.
The use of these strategies is recommended at different stages of product positioning. To promote it, Street Marketing is recommended. Indeed, the use of actors within the strategy generates greater feedback and interaction. It also requires much more investment. On the other hand, to position and maintain, Ambient Marketing is recommended. Consequently, it entails less investment and relates the elements to the act and moment of choosing and consuming the product.
In general, both strategies are based on the premise of communicating the traditional messages we have always heard—buy and consume—in a different way. But the difference is that it awakens the public's curiosity and transmits trust. It has a high level of recall, which in the end, are much more valuable and important benefits than the initial investment.
We celebrate two strategies, one of street marketing and one of ambient marketing, for their successful execution and level of impact. Below you can see the videos; the first from the Oxfam Novib Foundation, committed to the eradication of poverty through creative initiatives, and the second from the textile and fashion store, Mango.