When you only have 3 seconds to catch a consumers’ attention and get your message across, it’s a true challenge to one’s creativity. That’s why ambient ads and OOH (Out Of Home) advertising are challenging.
Three seconds. That’s all you have when you are doing a billboard, ambient ads, and OOH. You have 3 seconds to catch the consumers’ attention and make them understand what you are trying to say. That three seconds will also decide whether or not they will spend time with you.
It is not always easy especially when almost every post and every vacant space has been filled with posters and photos of different products. The consumers are saturated and have developed “Ad Blindness”, the instinctive reaction of the mind to ignore ads.
The one advantage that beauty products have is a very devoted market. They are so devoted that it is the only industry that didn’t suffer any loss during the recent economic breakdown. The one disadvantage that it has is the very devoted market it has. Many beauty products users are inclined to stay loyal to the brand that have been using for some time. Often, they only shift to a new product when someone they trust recommends it. It also enjoys a lot of competition.
Clearasil’s challenge is to rise above it. Rise above the clutter and get those who are already loyal to other brands to pay attention to their brand.
They took advantage of a natural phenomenon, people waiting to cross the street. People will have to wait before crossing the street and it is those moments that Clearasil decided to take advantage of. Look at the photos below. Do you think it’s enough to get your attention?
Art Direction: WOW Studio Nantes
Copywriter: Julien Raimbault – Créatif / Concepteur-rédacteur freelance