Innovative ad campaigns

Having recently worked on a promotional campaign for Score, it got me thinking about interesting ways in which ad gurus have achieved their prime objectives: targeting an audience and grabbing their attention (amidst the viewer’s hectic and time-deficient lives). Here are some from across the world that I have dug out which are innovative solutions, bordering on genius, although, as with all fresh ideas, they are not necessarily without their flaws:

New Zealand: The national airline is looking to console the cutically challenged by offering 50 bald passengers NZ$1,000 (about £380) to be “cranial billboards” and publicise a new check-in service on their heads. The airline’s marketing manager Steve Bayliss remarks: “How better to tell our customers that Air New Zealand is going to do something about [long check-in queues]… than through messaging they can read while they’re standing in a queue themselves?” Cons: Maybe Bald Bloke is reluctant to draw attention to his shiny asset.

PERU: This ad for Papa John’s produces a clever optical illusion of a pizza delivery boy appearing at your doorstep. Created by Saatchi & Saatch, this ad won gold at the Cannes International advertising awards. Cons: Whilst there is no question of its creativity, some people might find this type of guerrilla advertising to be intrusive (especially as it is most likely accompanied by a ring of the door bell) and it is quite labour intensive to roll out.

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New Zealand: Once again, a brilliant way of delivering a message. Sanyo’s new underwater Camcorder billboard campaign (from Saatchi & Saatch again!) is submerged and gently emerges ‘peek-a-boo’ stye as the tide recedes to reveal the message to the inquisitive. Cons: I’m sure the inevitable algal ‘sheen’ coating on the featured product was not part of the plan.

USA: A unique campaign in New York featured images of coffee placed on steaming manhole covers all over the Big Apple.These pictures had holes for the steam to pass through to give the illusion of a steaming cup of coffee. No doubt, Folgers’ coffee outlets would have be conveniently situated nearby to sweep up the salivating, passing trade. Cons: I’m sure the aroma of steamy sewage would dampen the desired effect.

New Zealand: Ad agency DDB found an effective way to promote Durex’s Performa condoms. These condoms are designed to make men ‘last longer’ in between the sheets (they contain benzocaine -a mild anaesthetic). To highlight this USP, pillow cases were used as a medium upon which ‘love-you-long-time’ caricatures featured. Their relenting stare and suggestive pouts would ensure even the most short-lived experience was extended. As a result of the campaign, product sales rose by 28%. Cons: If the man decides his partner (and hence the condom) is surplus to requirements