Houses Become Billboards for DIY-stores in Germany

Show the benefit. Dangle the carrot. What’s in it for the consumers?

These are the most common sentences you will hear when someone is creating a marketing campaign. It is for a good reason. It is the benefit that pushes a consumer to buy or use something.

Where it usually fails is the execution. It is easy to think of the benefit and it is easy to come up with even more benefits. The hard part is actualizing those benefits especially if the benefit is more than just money.

OBI and the Challenge it was Facing

Many Do-it-yourself stores close last year. It was a result of both economic challenges and the over abundance of DIY stores. People had a choice and it was forcing DIY stores to pull their prices down. Only those that could fight the price war survived. OBI, Germany’s largest DIY-store chain, didn’t want to join the price war but also didn’t want to lose out.

Jung von Matt came up with an innovative and new form of advertising.

The Insight

They wanted to look for creative solutions instead of doing some sales efforts. Naturally, they observed how competition was doing it and they didn’t like what they saw… literally. Ads of DIY stores advertised equipment that were supposedly meant to be used to renovate or or create things that could make a home beautiful but the advertising itself was  aggressive, blatant and rather ugly.

They cannot continue creating billboards that show nothing but the product with a huge copy painted or plastered against an ugly wall. They had to distinguish itself from the competitors’ low-budget advertising?

Solution

The solution came with a simple question: “Why promote things that make our homes more beautiful, with advertising that makes everything look uglier?”

Instead of advertising products such as hammers, saws or paint Jung von Matt shows the benefit of the products by actually renovating the walls of the most rundown houses closest to their stores. After that, they pasted their logo at the bottom part. However, they only renovated as small part of the wall, as big as the size of the billboard. This allowed for a direct comparison on what people can achieve with the products they sell.

The concept was simple. They literally showed the benefit of the products they were selling on their stores. The result: More beautiful houses and more beautiful advertising.

OBI Renovated Billboards is an outdoor campaign created by German advertising Agency Jung von Matt/Elbe.

OBI House Billboard Ambient Marketing 2 OBI House Billboard Ambient Marketing 3 OBI House Billboard Ambient Marketing 4

Credits

Client: OBI
Advertising Agency: Jung von Matt/Elbe
Chief Creative Officer(s): Dörte Spengler-Ahrens, Jan Rexhausen
Creative Director(s): Felix Fenz, Alexander Norvilas
Art Director(s): Michael Wilde, Max Pilwat, Michael Hess
Copywriter: Felix Fenz
Creative Team: Max Pilwat, Michael Wilde

42 Kickass Ambient Advertising Examples for 2014


Ambient advertising is about placing ads on unusual items or in unusual places you wouldn’t normally see an ad. An ambient ad doesn’t have to be placed outside. Ambient advertising can be found anywhere and everywhere! The key to a successful ambient media campaign is to choose the best media format available and combined with effective message. These kinds of ads often make someone think about a certain place or thing differently.

Below are 42 amazing examples of ambient advertising that we’ve found around the internet. Enjoy!
























Durex Elevator Ad
Ambient marketing
Ambient advertisement by Republique Beirut
Gamestop ambient de Fabio Milito Creative Ambient Ads   xcitefun-elevator-ads-4 Creative Ambient Ads Creative Ambient Ads Divorce Lawyers Ad Elevator Creative Ambient Ads Creative Ambient Ads   Creative Ambient Ads Creative Ambient Ads Creative Ambient Ads Creative Ambient Ads
Creative Ambient Ads
Creative Ambient Ads
Creative Ambient Ads
Creative Ambient Ads
Creative Ambient Ads
Creative Ambient Ads
Creative Ambient Ads

Giant National Lottery Balls sail down the River Thames – New Lotto

You may see giant balls floating down the River Thames as they go from London’s Docklands, under London’s iconic Tower Bridge and up to Westminster. Yes, you heard that right…giant balls.

To celebrate the launch of New Lotto, six giant Lotto balls will be floating down the River Thames. Each ball is equivalent to the height of two double decker buses.

The campaign itself seems like a wonderful ambient marketing effort that seems to take a funny twist as they choose to use the hashtag #giantballs.

Giant Keyboard Powered By Opera Singers In The Living Piano

Twelve notes. Twelve opera singers. One instrument.

Set during the Festival d’Opéra de Québec, TFO brought opera to the streets and invited strangers to interact with a large keyboard powered by the human voice.

The Living Piano is a 12-note, giant keyboard that features opera singers who sing with their corresponding notes. Each of the 12 singers also wore a vibrating bracelet that buzzed whenever their key was pressed.

It’s a fun campaign that engaged the audience, and the occasional dog. I’m surprised how long some of these people can hold their note! Thankfully, no one was THAT cruel.

Sky Go’s Talking Windows

Are you bored? Get Sky Go for your mobile.

What would you think if you started nodding off and suddenly heard a voice in your hear? Well that’s just what this company did. Sky Go is a tv network that just released a new mobile version of their service. To promote their new offering, they placed a small transmitter that emitted “high-frequency vibrations” to transmit a special advertising message that could only be heard when a train passenger puts his/her head against the window.

They realized that a lot of train passengers often get tired and bored and put their head against the window. Who knew that you could send message directly to the brain!