This Hopi Hari Theme Park Campaign is Conceptually Confronting
Amelia Roblin — July 14, 2012 — Marketing
References: yrbrasil.br & adsoftheworld
With the thrill factor being the basis of the appeal of many amusement park rides, this Hopi Hari Theme Park campaign encourages the public to come along and to face their fears. It reaches out particularly to those who might define themselves as wimps, using conceptual and graphic techniques that are gentle and endearing.
Young & Rubicam of Sao Paulo, Brazil, created this set of three print advertisements, executed in cute cartoons and exploring the notion of overcoming anxieties. In one of the ads, a fish rides in the railed car towards a series of terrifying loops, but the real threat is in the roller coaster's scrawling of "sushi." In the other two parts of the Hopi Hari Theme Park campaign, a geeky boy is faced with a "girl" and a crash test dummy with a "wall," a great deal more serious than an experience on the New Montezum would be.
Young & Rubicam of Sao Paulo, Brazil, created this set of three print advertisements, executed in cute cartoons and exploring the notion of overcoming anxieties. In one of the ads, a fish rides in the railed car towards a series of terrifying loops, but the real threat is in the roller coaster's scrawling of "sushi." In the other two parts of the Hopi Hari Theme Park campaign, a geeky boy is faced with a "girl" and a crash test dummy with a "wall," a great deal more serious than an experience on the New Montezum would be.
Trend Themes
1. Anxiety-overcoming Experiences - The concept of facing fears and anxieties is becoming a prominent trend, opening opportunities for amusement parks to create unique experiences that help individuals overcome their personal challenges.
2. Conceptual and Graphic Advertising Techniques - Adopting cute and endearing cartoon visuals in advertisements is a rising trend, providing businesses with disruptive innovation opportunities to convey their messages in a more engaging and relatable manner.
3. Personalized and Targeted Campaigns - The use of specific demographics, such as targeting those who define themselves as 'wimps,' is gaining traction in advertising, allowing brands to connect with niche audiences and offer tailored experiences.
Industry Implications
1. Amusement Parks - Amusement parks can seize the opportunity to design rides and attractions centered around helping individuals face their fears, providing a unique selling point and attracting thrill-seekers looking for transformative experiences.
2. Advertising and Marketing - Advertising agencies can tap into the trend of using cute and conceptual visuals, offering disruptive innovation opportunities to capture audience attention and convey messages in more memorable ways.
3. Market Research and Targeting - Market research firms can help businesses identify specific demographics, such as people who define themselves as 'wimps,' and offer insights to develop personalized and targeted campaigns that resonate with these niche audiences.
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