Pop out No­ti­fi­ca­tions Tar­get Passer­bys’ on Dig­i­tal Bill­boards

ArabAd - - AD SPOT -

It’s one of those out of the box suc­cess­ful mar­ket­ing con­cepts cre­ated by DDB Stockholm for Sam­sung, one of those in­no­va­tive, unique and gen­uine ideas that end up be­ing ap­peal­ing to the de­sired au­di­ence. To pro­mote the launch of the new Sam­sung Galaxy S6 edge+ phone and its ex­cit­ing fea­tures in Stockholm, the brand was look­ing to show­case the live no­ti­fi­ca­tions that ap­pear on the edge of the phone and it did so in the least ex­pected way right on the cor­ner of a street. They de­cided to place a dig­i­tal bill­board in a crowded street cor­ner in Stockholm that would serve as a live no­ti­fi­ca­tion sys­tem. The bill­board en­cour­aged peo­ple to "see be­yond the edge with in­for­ma­tion stream" and that’s how the cam­paign fo­cused on edges and the el­e­ment of sur­prise with tag lines such as, "edges are fun, you never know what’s around the cor­ner." Ev­ery­one that passed by the spe­cific street cor­ner was sur­prised to no­tice the dig­i­tal bill­board that 'mag­i­cally' found the right tagline to say for each passerby. No­ti­fi­ca­tions like "Be care­ful bike ahead!" and "Hope you’re a dog per­son" popped up on the screen, with peo­ple stop­ping and try­ing to fig­ure out how this really works. There were even use­ful no­ti­fi­ca­tions for driv­ers look­ing for a park­ing spot, or in­form­ing a run­ner about the weather. The in­spi­ra­tion for all those in­stant pop­ping mes­sages is cred­ited to an ed­i­to­rial staff that was wait­ing at a nearby café, send­ing the rel­e­vant mes­sage among a list of pre­pared ones they al­ready had for each oc­ca­sion. Peo­ple were amazed by the idea of cool and live no­ti­fi­ca­tions, and wanted to get closer and ask more about the con­cept, which helped the brand get the ex­po­sure it was look­ing for. Am­bi­ent ad­ver­tis­ing is not al­ways easy, but when it’s prop­erly done, it leads to im­pres­sive re­sults for the brand and the ad­ver­tis­ing agency that dare to be cre­ative!

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