Was at the Inorbit mall, Malad the other day...Saw one of those increasingly ubiquitous LCD screens - some in-your-face locations, others tucked in corners...
Had some thoughts and observations on the increasingly relevant subject of Mallvertising!
1. Treat them as more electronic hoardings than TVCs.Which means LARGE FONTS, clutter free, very less copy and visually engaging....Lets not forget the LCD screen is nestled in a Mall environ with many more distractions!
2. From WIIFM to WIIFMN. That's What's in it for me NOW? Saw couple of TVCs playing on the LCD screen . Would have preferred to see where the SALE is, which store on which floor has a new range, any contests, promotions, trial offers...
Last mile communication must be about WIIFMNOW...
3. Mute Check. Another test that we could subject our messages to, is to see if they are comprehensible on 'mute'. The Mall has it's own decibel level and the LCD messaging might get lost unless it is 'Mute-Checked'.
4. It may make more sense to model the last mile communication on Cinema Slides.. Focussed, fast and 3-sec long(not 30sec).
5. Think catchment not catch-phrase.Related to points 1 & 2 above.
Slogans, what's the big idea, brand propositions could be suspended at the mall. It's a different buyer mind-set that we are looking at. In a hurry, the mood being part-indulgent-part-VFM.
Although I hate the word - eye-balls, Mallvertising is made more difficult as we are addressing travelling eye-balls! And the last thing people need is some esoteric brand advertising...
As mobile, digital screens, sensors, blue-tooth, RFID technologies develop, I am sure the science of Mallvertising will be more focussed and engaging for the customers...
India Ad Rant - A mash up of agency life, brands, culture, creativity, design and new media epicentred around India!
Popular Posts
-
When Flash Brands/ branding is here, would flash promos be far behind. Flash promos are single day promotional(invariably price-off) offers...
-
A while ago I had asked one of my star planners(virtual) to do a small research into the PDA(public display of affection) habits of the yout...
-
My college friend Ram who runs a boutique travel agency - soulitudes , often helps me step out of my routine, regimented life/ comfort zone....
-
About six months back, at our small agency we started a learning program called SchoolOfDavid. We/I haven't been very regular but yeste...
-
I have been trying to collect, glean, comb, forage, rummage, scan, scout:-) stuff on celebrity endorsements and the Future of Bollywood ! In...
-
Guys, this post is an example of plagiarism in real time.Lol. Or maybe it's collaboration in real time across geographies:-) Must read t...
-
Meraj mailed me this link in the morning...My guess is by now everybody in the media/ advertising space might have seen this video/ TVC/ vir...
-
It's been a hell of a long time away from the blog. I feel guilty, anxious...and the fingers feel a bit rusty!! So where was I and what ...
-
As I opened my mail in the morning, I find this news on agencyfaqs . The wise men of ASCI have decided that the 'Amul Macho advertisemen...
-
Like most of us, I have been privy to the out-of-work Bollywood actor Shilpi Shetty's bizarre turn-around in fortunes through the Britis...
No comments:
Post a Comment