Ambient Advertising Campaign

Living Social’s London Taxi Cab Game.

Washington DC based Living Social is Groupon’s largest competitor, but is less well known. In today’s splintered advertising and marketing world this shouldn’t be much of a shock to anyone. Even though Living Social does more direct advertising, Groupon has had a much larger push into the mobile market, via word of mouth, social media, and product reviews. This isn’t to say that Living Social is falling behind, it just means they are playing catch up and doing it with some very clever and unique advertising and marketing strategies.

One of Living Socials latest campaigns involves using a London Cab to spread the word virally  to its target audience.

The cab is fully branded with the Living Social logos on the outside, but the experience continues once you enter the cab. Once passengers enter the cab they are told they can continue to their normal destination, or toss a pair of virtual dice to be sent to a new random location where they could try one of the Living Social daily deals. The experience is sort of like the “Cash Cab” TV show, and according to Living Social they had about a 30% acceptance rate. A rate that is actually pretty high when you think about what they are asking busy people to do. I’m not sure how successful the campaign has been  so far but I would bet it’s been fairly high. I know the video only shows those people who accepted the challenge, but I would think even those that didn’t talked about the experience, and or posted about it on a variety of social media networks.


BMW Guggenhiem LAB: A Mobile Laboratory, A Reinvestment in Urban Planning.

BMW has recently launched a new integrated campaign designed to promote innovation in urban planning. The concept isn’t new, but it is timely and simple making it an effective vehicle to promote the BMW brand world wide. This collaborative project launched in New York last month and will be traveling to 9 major cities world wide over the next two years.

Working in conjunction with the Guggenhiem in New York, The BMW Guggenheim Lab is a mobile travelling idea lab that looks at the challenges of cities and urban planning with a multiple disciplinary backgrounds, and it invites residents to participate both online and in person.

BMW posted its half year earnings at a record high for 2011, and the company has actually had its year ever financially. By taking some of these record profits and redirecting them back into a worthy public facing cause, BMW helps to soften the public opinion of their  brand, and strengthen their commitment to the environment and our increasingly crowded planet.

“The BMW Guggenheim Lab is a mobile laboratory traveling to nine major cities worldwide over six years. Led by international, interdisciplinary teams of emerging talents in the areas of urbanism, architecture, art, design, science, technology, education, and sustainability, the Lab addresses issues of contemporary urban life through programs and public discourse. Its goal is the exploration of new ideas, experimentation, and ultimately the creation of forward-thinking solutions for city life.”

Charge Up Your Phone With Vitamin Water.

Thanks to partisan politics in Washington these days, the U.S. Dollar is pretty much going to be something we can wall paper rooms with in a couple of weeks. Seeing an opportunity to re-invent currency with something of actual value here in the good old USA, Crispin Porter + Bogusky and Vitamin Water  realized that a fully charged cell phone is worth something (probably more than the future of your precious greenbacks).

CP+B have launched a new ambient campaign where 5 volt USB chargers have been installed in bus stop shelters throughout major cities around the country. The chargers are embedded in Vitamin Water billboards located inside the shelters so commuters can charge their phones while they wait for transportation. Right now, these phone-charging advertisements can be found in Boston, Chicago, New York, Los Angeles, and San Francisco.

What I really like about this campaign is the fact that even though there isn’t a direct link between the product and the service, who ever is taking advantage of charging their phone, is completely aware of the product.  In addition there is a secondary message that is conveyed; like your phone, you need energy to function. Vitamin Water provides just that.

TBWA Barcelona, Nissan Park Assist Campaign.

This is a great little ambient campaign from TBWA, Barcelona for Nissan promoting their new park assist technology.

The campaign features non destructive stickers which were placed on rear view mirrors of parked cars through out the city. The stickers feature an image of a person helping you parallel park, something that almost every driver in the world has gone through at some point. Below the portion that is on the mirror itself, is a hang tag showing a Nissan car and the tag line “Park Without Assistance.” The hang tag points out additional features of the Nissan Micra, and has a link to the website for the car where additional information can be found.

This really is pretty fun, and the look on the guys face, plus those hand gestures is absolutely spot on.