Ambient Marketing
Ambient marketing, also known as ambient advertising or ambient media, is a creative marketing strategy that aims to capture the attention of the target audience by subtly and unobtrusively integrating it into people's natural surroundings or everyday life. This form of marketing uses unconventional places, objects or events to convey messages and create brand presence without using traditional advertising channels.
Features of ambient marketing:
- Inconspicuous integration: Ambient marketing aims to blend into the background of the environment while arousing people's curiosity without disturbing or inconveniencing them.
- Creativity and originality: Successful ambient marketing requires creative ideas and an original approach to create unexpected and remarkable advertising messages.
- Emotional appeal: Due to the subtle nature of the messages, ambient marketing can often create a stronger emotional connection with the target group, as people can identify with the unexpected impressions and experiences.
- Unusual places and objects: Ambient marketing often uses places and objects not normally associated with advertising. These can be, for example, pavements, park benches, lifts, stairs, packaging or even food.
- Viral spread: Creative and remarkable ambient marketing campaigns can go viral when people share photos or videos of the unusual promotions on social media.
Ambient marketing examples:
- Nike's running track: In an ambient marketing example, Nike transformed an escalator into a virtual running track that mimicked the movement of a runner. Passers-by were encouraged to "run" the escalator as they passed a Nike logo.
- T-Mobile's giant smartphone: T-Mobile placed an oversized smartphone in a busy square that was functional and attracted people's attention. Passers-by could use the phone and received information about T-Mobile products.
- Coca-Cola's beach towels: Coca-Cola distributed beach towels with a woven shadow pattern that created the iconic Coca-Cola logo when the towel was spread on the sand.
Ambient marketing is an inventive marketing strategy that subtly invades people's surroundings and grabs their attention in unexpected ways. It relies on creativity, originality and the element of surprise to spread a brand's message and create a deeper connection with the target audience. Successful ambient marketing can lead to people sharing the message with others, resulting in increased awareness and a positive brand image.
Ambient marketing activities can be analysed in AdVision digital's advertising statistics. Feel free to contact us if you are interested in the Ambient Media data.