Who does not remember those huge billboards placed mainly in the ditches of the roads that sold us the urban development of the day for very few pesetas and in comfortable letters per month?
Well, today and with the technological evolution that we have had to live through, these macrostructures have moved to the heart of cities and in smaller formats (or not) interact with passers-by who pass by "playing" with them or creating very attractive visual effects.
These are supports designed for the display of outdoor advertising and that are not only static.
The sensors and devices that are inside the support make them behave as the occasion requires.
Currently, they make up an important part of the urban landscape, which is why advertisers and graphic designers have the task of capturing the attention of the public that walks the streets with surprising ideas and images.
Two kinds of this advertising are present in the big cities.
A static that only reproduces an already configured message, but that is visually spectacular and draws attention on its own.
The other interacts with the passerby, and depending on the result shows one or another message.
Among the attractions that seek to impact the viewer is that of the Pavilion KL
shopping center
located in Kuala Lumpur (Malaysia), which celebrated the arrival of 2022, the year of the tiger, on the facade of its establishment.
00:15
Pavilion KL
Pavilion KL
Nike
also does not miss out on 3D technology to present its new Air Max sneakers at the famous exit of Tokyo's Shinjuku train station.
Truly amazing creativity.
00:30
Nike
Nike
But before the shoes of the American brand arrived at this well-known Japanese crossing through which more than 190,000 people pass daily (the busiest square in the world), the so-called "Shinjuku cat" was living there, a huge feline that lived within the 155 square meters that the giant screen occupies and that depending on the time of day behaved in one way or another.
The “owner” of it was
Cross Space
, a company dedicated to multimedia installations of this type.
02:30
the shinjuku cat
the shinjuku cat
Another animal that was enclosed within four walls was the whale that lived on the facade of the
Marriot Marquis
hotel in Times Square, in the heart of New York.
Logically, although the whale did not announce anything, it was a claim for what would come immediately after, which was the most conventional advertising.
00:52
PBZA Whale
Whale
Picadilly Circus, in London, is also not exempt from this immersive advertising, uniting the real with the virtual.
This is the couture firm
Balenciaga
and the online game
Fortnite
They have teamed up to launch a clothing collection dressing Doggo, a character from the video game with clothes from the Spanish firm.
If the couturier raised his head...
00:36
PBZA Fortnine
Fortnite / Balenciaga
In this same corner, one of the latest series released by the Amazon Prime Video content platform “
The Wheel of Time
” was promoted (see opening video)
Another variant of this type of advertising, also known as guerrilla marketing, is the one that interacts with people who pass by and reacts or makes them participate in the promotion.
An example is the campaign of
Battersea
, an English animal shelter that first offers information brochures and shows adorable puppies and kittens, places huge screens with a dog that goes, through sensors installed in the information brochures, following people who seem interested and It follows them wherever they go on their journey, encouraging them to adopt with the hashtag #Looking for you.
All this nothing less than to the rhythm of “Somebody to love” by Queen.
01:50
Battersea
More dogs.
The smallest ones are usually a symbol of vitality and energy.
The Ultima
dog food brand
has launched a line for animals weighing less than 10 kilos: Ultima Petfood.
One of the favorite activities of dogs is chasing balls.
And that's what he does during the 90 minutes of a Serie A match in the Italian league: chase the ball.
Virality is assured.
01:18
PBZA Ultimate
Last
With the motto "You have more power than you imagine" the brand of energy drinks
Powerade
tests the ability and strength of those who want to prove themselves.
Different assemblies that challenge the participant to overcome the challenge that is proposed.
The prize: a bottle of the invigorating soda.
01:03
Powerade
Powerade
In Stockholm, the brand of sports shoes
Reebok
gave away one of its models if you managed to cover a set distance in a set time to be worthy of wearing its new shoe.
01:06
reebok
And to relax after so much physical exercise, nothing better than a therapeutic massage.
That's what
Kit Kat
offers .
He used bus stops in the streets of Bogotá to install screens that gave relaxing massages to those waiting for the bus.
01:44
kitkat
One of the most curious is that of
Fiat
.
Parking is always a headache.
For this reason, the Italian brand decided to help drivers on the streets of Frankfurt.
To do this, it installed specially developed software that worked with sensors that track where the car is and tell drivers how far apart the front and rear cars are, thus avoiding unnecessary touches.
Unfortunately, it only worked on that particular site, of course.
01:18
Fiat
To finish, a national.
In the province of Alicante, there is the
Portal de la Marina Shopping Center
.
They openly declare themselves “pet friendly” and they show it by putting up huge billboards that also act as shelters for birds.
With 50 wooden houses per fence, all of them have feeders, straw and wonderful views.
00:41
CC La Marina
Come on, a promotion like before.
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