Airports are no strangers to advertising. Tons of traditional advertising can be seen inside any given airport. A few years ago, Zappos.com even started advertising in security bins.
Now the bathrooms are going to be taken over. Clear Channel Airports has partnered with Mirrus to create bathroom mirror advertisements. The ads are starting to appear at Chicago’s O’Hare airport, and are already in sports stadiums in Texas, Georgia, Virginia, and North Carolina. Soon the ads will be everywhere. Once finished, the O’Hare airport will have 150 40’’ digital advertising mirror displays that feature HD stills and/or videos.
Current advertisers include Pepsi, Geico, Illy Coffee, Microsoft, Pledge, Zappos.com, Spanx, and Dove Men.
The ads are complete with sensors that track in real time which ads are being seen, how many times they are seen, and for how long. Before a consumer walks up to the mirror, the ad takes up the entire mirror. As the consumer approaches the mirror, the ad minimizes to the upper left hand corner.
While some are complaining about the new mirrors, they have been in Japan since 2006 and no one has been harmed. In fact, since you already have to be a Jedi Master to work a public bathroom, the shrinking mirror ads only make sense. To flush a toilet, just move away from the sensor. As you approach the mirror, the ads shrink. To operate the faucet, soap dispenser, and paper towel dispenser simply wave your hand. Now, if someone finally installs automatic doors we could have a completely touch free experience!
Below is a video of a man testing out the new mirrors in a football stadium.
Regardless of whether people hate the ads or love the ads, they get people talking. They create word-of-mouth, which can be more important than the actual ad itself.
Posts tagged ‘Dove’
I am a huge fan of Dove, and their Campaign for Real Beauty. The campaign began in 2004 as a catalyst for widening the definition and discussion of beauty. Their mission was to make more women feel beautiful every day by widening stereotypical views of beauty. According to a poll taken by Dove, only 2% of American women describe themselves as beautiful, whereas 81% believe that the media and advertising set an unrealistic standard of beauty that most women can never achieve.
The campaign has used many new marketing methods. They produced a short film in response to their poll. The film is call “Evolution”, and features a time lapse of what a model goes though before her face ends up on a billboard. There is a team of make-up and hair people attacking the model, and then she is worked over in Photoshop. The film is really eye opening, and I encourage you all to watch it. If you have a woman (sister, mother, girlfriend, wife, daughter, etc) in your life, I also encourage that you show the film to her.
Dove also used mobile marketing as part of the campaign. They erected interactive electronic billboards in New York City and Los Angeles. These billboards featured images of women who were not stereotypically beautiful. One featured an elderly lady with the question wrinkled or wonderful. Another featured a fair skinned red haired young lady with many many freckles, and asked ugly spots or beauty spots. The billboards featured numbers for passersby to text their vote to. The billboards then updated live with the percentage of responses for each answer. This was the first campaign of its kind, and the first interactive electronic billboard to be featured in Times Square. Dove not only used new media, but created new media.
Dove also has a self-esteem workshop for young girls and their mentors. If you have a young daughter I encourage you to find or implement a program in your area. Young girls get such crazy messages about their appearance now, that they could really use some positive reinforcement concerning their image.