Что это такое - никому объяснять не надо, но вот почему этот вид рекламы, у которого неприлично большой потенциал для креативного использования, не так уж сильно прижился в рекламном мире, большой вопрос.
При анализе креативных перетяжек возникает резонное чувство, что это вообще практически российское изобретение. В нашей стране ими завешаны все города, хотя в последнее время их все больше и больше запрещают, поскольку они существенно портят облик города.
Возможно, перетяжки запрещены и в некоторых других странах, славящихся нестандартными рекламными решениями, и поэтому их так мало. Но AdMe.ru практически ежедневно доказывает, что не всякая реклама уродует город. Если подойти к вопросу творчески, то наружка может послужить
украшением мегаполиса
.
Равно как и перетяжки.
Индия, Германия, Италия, ЮАР
Реклама музыкальной школы. Музыка - это эфир
CALCUTTA SCHOOL OF MUSIC: BACH GAVOTTE
1275x889 в формате .jpg
Название: CALCUTTA SCHOOL OF MUSIC: BACH GAVOTTE
Рекламодатели: CALCUTTA SCHOOL OF MUSIC
География: Индия
Рекламные агентства: Ogilvy & Mather Kolkata
Награды: Cannes Lions 2008 Media Bronze
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title:
BACH GAVOTTE
Advertiser/Client: CALCUTTA SCHOOL OF MUSIC
Product/Service: CLASSICAL MUSIC CLASSES
Advertising Agency, City: OGILVY & MATHER, Kolkata
Country: INDIA
Media/Advertising Agency, City: OGILVY & MATHER, Kolkata
Country: INDIA
Credit Details:
Name
Position
Company
Piyush Pandey
Executive Creative Director
Ogilvy & Mather
Sumanto Chattopadhyay
Executive Creative Director
Ogilvy & Mather
Sukhendu Mukherjee
Associate Creative Director
Ogilvy & Mather
Parthaa Ghosh
Activation Head, East
Ogilvy & Mather
Sharmista Dev
General Manager
Ogilvy & Mather
Sujoy Roy
Copywriter
Ogilvy & Mather
Soubhik Payra
Art Director
Ogilvy & Mather
Jayatsen Bhattacharya
Copywriter
Ogilvy & Mather
Innovative Media Strategy:
The client was unable to take conventional media vehicles to support the communication because of financial constraints. Apart from that, it was also important that the message didn't lose its essence in the clutter of conventional media. Keeping these challenges in mind, we had to find a way to communicate both effectively and economically. We were talking to music enthusiasts all across the city. Parents, teachers and students alike. The objective was to make them realize that training themselves in Western classical music will not result in dreary and boring sessions.
Creative Execution:
The communication had to blend-in with their image of being trend-setters. Notations, the basic grammar of music were an instinctive choice. We wanted to make formal music more appealing to our target audience and break the myth of gravity and reverence attached to it. Overhead wires against the sky immediately gave us the cue of the stave notation lines. The unique idea of using these wires as staves shaped up the communication and gave it an edge over the stereotypical media vehicles.
Target Audience:
The ads were displayed at nine strategic locations in the city. These were places near schools and colleges and those which faced heavy traffic congestions. Apart from using overhead wires, speakers were installed inside the kiosks that read the message. The static nature of the creative execution got the eyeballs and the response that it deserved.
Effectiveness:
The message was immediately communicated to the music enthusiasts and prospective students across Kolkata. It translated into more than 700 phone calls and 260 enrollment forms getting distributed by Calcutta School of Music.
Реклама раздела свадеб в газете Hindustan Times. Связывание концами красного свадебного сари невесты и белого одеяния жениха - традиция индийских свадеб, подчеркивающая святость и крепость брачных уз.
Hindustan Times: Knot
1187x773 в формате .jpg
Название: Hindustan Times: Knot
Рекламодатели: Hindustan Times
География: Индия
Рекламные агентства: OGILVY & MATHER, New Delhi
Media Lions 2007
No Award
Publications & Media
KNOT
HINDUSTAN TIMES
NEWSPAPER MATRIMONIAL SUPPLEMENT
Advertising Agency: OGILVY & MATHER, New Delhi, INDIA
Date Of 1st Implementation: 21/01/2007
Emmanuel Upputuru Ogilvy/Mather Senior Creative Director
Nitin Srivastava Ogilvy/Mather Creative Director
Titus Upputuru Ogilvy/Mather Creative Director
Radhika Singh Ogilvy/Mather Copywriter
Shailender Mahahan Ogilvy/Mather Art Director
Arranged marriages are still quite the norm in India. And matrimonial classifieds are very popular with parents seeking prospective partners for their children. The communication goal was to strike an instant chord with parents and keep HT Matrimonials top of mind.
In an Indian marriage ceremony, after the vows have being taken the end of the bride’s red sari is tied to the groom’s white stole in a knot, symbolizing their sacred union. Instead of a plain banner, this innovative banner for HT Matrimonials, has two pieces of cloth (red and white) tied up in a knot, to signify the same.
The banner was put outside shopping malls, jewellers’ shops, all places which are frequented by elders.
In just a month, we received an overwhelming response and the number of classified ads in HT Matrimonials almost doubled.
Эта же традиция в рекламе сайта брачных знакомств
Simplymarry.com: Knot
404x600 в формате .jpg
Название: Simplymarry.com: Knot
Рекламодатели: Simplymarry.com
География: Индия
Рекламные агентства: MUDRA COMMUNICATIONS
Outdoor Lions 2007
No Award
Ambient: Special Build
KNOT
SIMPLYMARRY.COM
MATRIMONIAL PORTAL
Advertising Agency: MUDRA COMMUNICATIONS, Ahmedabad, INDIA
Creative Director: Chetan Jagtap/Vipin Dhyani
Copywriter: Saurabh Dikshit
Art Director: Santosh Joglekar
Type Of Ad: Standardised Outdoor
Date of First Appearance: 25/12/2006
Advertising Agency: MUDRA COMMUNICATIONS, Ahmedabad, INDIA
Сеть прачечных Leach & Weborny знает, как крахмалить вещи. Перетяжку они накрахмалили так, что ее достаточно закрепить с одной стороны.
Leach & Weborny: Starched
1233x646 в формате .jpg
Название: Leach & Weborny: Starched
Рекламодатели: Leach & Weborny
География: Индия
Рекламные агентства: JWT, India
Media Lions 2008
No Award
Best Use of Ambient Media: Large Scale
STARCHED
LEACH AND WEBORNY SERVICES
STARCH AND DRY CLEANERS
Advertising Agency: JWT INDIA, Mumbai, INDIA
Date Of 1st Implementation: 07/11/2007
Agnello Dias JWT - India National Creative Director
Debu Purkayastha JWT - India AVP+ Senior Creative Director
Vistasp Hodiwala JWT - India AVP+ Senior Creative Director
Vinayak Gaikwad JWT - India Creative Director
Tanuja Dias JWT - India Creative Director
Sunder Iyer JWT - India Creative Director
Rohit Redkar JWT - India Photographer
Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
In India, consumers equate starched clothes with smartness—the stronger the starch, the better. Our goal was to communicate the strength of the starch used at the Leach & Weborny chain of dry cleaners.
We chose to demonstrate the product benefit of strong starch by showing banners that were, incredibly enough, held up by a single string. It demonstrated the strength of the starch simply, yet dramatically.
Since most of our target audience starches their clothes to be smart and presentable in office, we lined up these banners on the busiest rush-hour routes so that office-goers see it on the way to work.
Within days of the banners going up, footfalls at Leach & Weborny outlets went up by 47%.
В Германии перетяжки Amnesty International о недопустимости смертной казни снабдили для наглядности висельными петлями.
Amnesty International: Gallows
1272x898 в формате .jpg
Название: Amnesty International: Gallows
Награды: Eurobest 2008 Direct Silver
Outdoor Lions 2008
Shortlist
Special Build
GALLOWS
AMNESTY INTERNATIONAL
HUMAN RIGHTS ORGANISATION
Advertising Agency: LEO BURNETT FRANKFURT, GERMANY
Executive Creative Director: Andreas Pauli/Kerrin Nausch
Creative Director: Andreas Stalder/Ulf Henniger Von Wallersbrunn
Copywriter: Andreas Stalder
Art Director: Ulf Henniger von Wallersbrunn
Account Supervisor: Katrin Kester
Advertiser's Supervisor: Monika Wittkowsky
Producer: Gabriele Dingeldein
Other Credits: Peter Kirsch/Simone Hausch/Bernd Mau/Rafaela
Bonato/Andreas Ried
Type Of Ad: Standardised Outdoor
Date of First Appearance: 25/02/2008
Advertising Agency: LEO BURNETT FRANKFURT, GERMANY
Other Credits
Peter Kirsch/Simone Hausch/Bernd Mau/Rafaela Bonato/Andreas Ried
Translation
Banner 1:
20 people are executed worldwide every day.
Banner 2:
www.dont-look-away.de
The Event: at Alte Oper, daily from 10 a.m. to 3 p.m.
Миланский фитнес-клуб развесил на улицах подтягивающихся людей
В 2004 году работа Lowe Bull для красок Dulux получила Золотого Льва в номинации Outdoor, изящно и умно подгадав период размещения перетяжки с периодом цветения деревьев.
Advertising Agency: LOWE BULL, Johannesburg, SOUTH AFRICA
Creative Director: Rob McLennan
Copywriter: Adam Wittert
Art Director: Avalon Dos Santos
Account Supervisor: Rae McGraw
Advertiser's Supervisor: Terry Hodgson
Typographer: Avalon Dos Santos
Photographer: Clive Stewart
Type Of Ad: Standardized Outdoor
Date of First Appearance: 01/09/2003
Advertising Agency: LOWE BULL, Johannesburg, SOUTH AFRICA
Россия
В пользу креативного потенциала перетяжек говорит и то, что в России, не отличающейся особой креативностью в сравнении с многими другими странами, тоже не раз находили интересные решения.
Комментарии: