Slashphone (via Textually) reports Viacom Outdoor will be the first major U.S. vendor to offer outdoor ads enabled with Bluetooth technology. A series of trial projects is scheduled to begin in November. “MobiPoints” will be placed in a variety of out of home media points including bus shelters, street furniture, kiosks, commuter rail cars and platforms and other special locations in various U.S. cities. Mobipoints is a technology produced by French company Kamaleon.
Bus shelters are receiving a lot of attention lately. Today Brian pointed me to an interesting campaign his agency (Meridian Outdoor) did for the UK mobile carrier O2. Bus shelters around the country have been transformed in candies distributors branded O2. There is a touch sensitive button inviting people to press here to receive a free O2 treat. When the button is pressed a capsule is dispensed from the 6 sheet which contains a free O2 sweet. A sonic message plays telling people to enjoy their free O2 treat.
A series ads created by Zoom! Riga (Latvia) in support of disabled people’s parking spaces. Epica Award winner 2004. As you can see the copy is rather strong. Hopefully it was also effective.
Tiempo BBDO for MTV (Spain). Copy says: “To love is to give others what we have inside. Take, this snot is for you“.
The Indian government has banned all advertising along national highways. The Business Standard reports the move is likely to hit the outdoor advertising industry as well as the income of road operators. The decision has been taken since large billboards often distracted drivers, provoking car accidents. The highway operators, however, will still be able to place ads in toll plazas, rest areas, bus shelters and telephone booths if the roads and highways department finds them non-distracting.
I know it sounds like a joke, but it’s not. According to a research by Steven Most of the Yale University, when you look to a smutty picture you will suffer of “emotion-induced blindness”. The news is reported on The Economist which indirectly suggests this finding might affect billboard advertising, since Dr Most made this discovery while studying the rubbernecking effect (when people slow down to stare at a car accident). According to the research, the lapse of attention to the road (temporary blindness) lasts between two-tenths and eight-tenths of a second, which “is long enough for a driver transfixed by an erotic advert on a billboard to cause an accident“.
The Korea Herald reports LG Electronics has started renovating its 5,000 outdoor ads around the world. To emphasize high-end, cutting-edge images as an information technology company, LG Electronics will focus its ads on two groups of products: plasma display panels and mobile handsets.
Coca-Cola is targeting the youth segment in Australia with an outdoor advertising campaign using the “hypertag” technology. The ads promoting Coke with Lime allow teenagers (ehm… anyone…) walking in the streets of Sydney to download ringtones and pictures to their mobile phones from the billboard using Bluetooth or infrared. The agency behind this campaign is Singleton Ogilvy & Mather.
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