Wednesday, June 11, 2008

Sun-Rype's Experiential Out-of-Home Advertising

Think of the last time you went to the mall. How many advertising kiosks did you pass? And how many can you recall?

As I always mention, I'm sure this sort of advertising works on a subconscious level, but let's face it--wouldn't you really prefer your message be received knowingly? Rather than hoping some brand impression gets absorbed into the psyches of the indifferent consumers who stroll past, wouldn't it be better to have consumers stop, pay attention, and share it with others?

Here's a mall ad that accomplishes just that. Sun-Rype's out-of-home ad extends the brand's new television ad campaign, which features animation composed of grapes, oranges, and other fruit. As consumers walk past the mall kiosk, their image is captured and converted into a picture comprised of fruit. It's a brilliant way to get people to pay attention, and once they do, it's hard not to notice the brand. (That said, I can see folks not paying much attention to the product shot tucked into a corner of the ad; they might've made a bigger brand impression had the fruity image periodically "drained" into a bottle of Sun-Rype in the manner of the TV ad.)

This is a good time to revisit the Experiential Marketing Continuum, introduced in a post earlier this week. This ad works by using creativity and technology to move a specific execution up the Experiential Marketing Continuum compared to typical uses of the same medium. Out-of-home ads are something consumers might otherwise welcome (but ignore), but the Sun-Rype concept transcends expectations and turns its kiosk ad into something consumers desire--a value-added, branded experience.

Hats off to Tribal DDB for this creative "fruit mirror"!

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