I just love this outdoor execution for The Economist newsmagazine. This simple idea is so on-brand and compelling, it makes me teary-eyed a bit.
Technically, all it involves is a lowered billboard, an oversized lightbulb and a motion-activated switch — all working together to provide each consumer that passes it a surprising and thought-provoking experience.
Damn, how I wish I thought of this!
As you can tell, I am a big fan (dilettante) of outdoor media, even though I am an experiential marketer — a methodology that reliles on active media, rather than passive — and involve myself in “live” marketing.
Yet outdoor media is increasingly appropriating the mentality, if not the outright tactics, of experiential marketing.
I mean, has anyone been to Times Square lately? Check out the snowglobe from Sears. That’s awesome stuff! So I love to point out some of the more creative outdoor executions I find on the internet, like my friend Mike Milardo’s recent work for TBWA.
Or check out this subway ad for Mini. That’s some creative indoor stuff! By giving consumers a more immersive experience, rather than just a brand impression, this type of OOH media is a driving force (pun intended) in the consumer demand for more experiential marketing.
So folks, enjoy the eye candy. There’s more to come. A lot more.