Experiential adds to cultural landscape and puts a spark into the London commuters Journey
Once billboards and TV adds were pieces of art that added to the cultural landscape, then we went through a stagnant stage of boring billboards and advertising so cluttered it became the norm. The fight for our attention also led to ads becoming intrusive.
With traditional advertising formats dying due to new media and the rise of the smarter, savvier consumer, experiential marketing is growing and brands have to give back much more to achieve their goals.
The rise of experiential marketing has bred a vast range of specialist agencies that have a love of what they do, fuelled by an enthusiastic workforce of dynamic creatives. This rise is truly great for the industry but also for the public and cultural landscape of London.
Experiential activity ads colour and surprise to the London commuter who can be treated to a tasty treat on their way to work by Kellogg’s, have their health checked by Cancer Research or shown a great magic trick by Nokia.
It can only be a good thing that brands are giving back, although they are giving to receive, the perk for the average London commuter on a dreary credit crunch day can only be good.
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