This Street Ad by Mikkel Moller Targets its Market Via Reflection
Kyle Towers — March 16, 2013 — Lifestyle
References: adsoftheworld & ufunk.net
This ingenious street ad for CPH Skatepark by Mikkel Møller is meant to reflect off wet surfaces fresh from the rain. It takes advantage of an otherwise depressing event and creatively turns it into something interesting and engaging. Only when the words are reflected in the water can you actually understand what it says, and it reads, “Our indoor skatepark is never too wet to skate.”
The best part is the street ad can only be read during peak times or briefly when one of the skaters is in the middle of an inverted trick. When consumers need the services of CPH Skatepark the most, they will be targeted. This could not be a more optimal way to advertise. It also may create curiousity when it isn’t raining.
The best part is the street ad can only be read during peak times or briefly when one of the skaters is in the middle of an inverted trick. When consumers need the services of CPH Skatepark the most, they will be targeted. This could not be a more optimal way to advertise. It also may create curiousity when it isn’t raining.
Trend Themes
1. Innovative Outdoor Marketing - This trend encompasses interactive, attention-grabbing outdoor advertising that utilizes natural elements, such as rain, to creatively engage their audience.
2. Contextual Advertising - With this trend, advertisers are able to reach their target audience at the right moment when they are most in need of the product or service being offered, leading to more effective campaigns.
3. User-generated Advertising - This trend leverages user-generated content to create engaging ads, like featuring skaters in this ad, which increases brand loyalty and fosters a sense of community among the brand’s followers.
Industry Implications
1. Advertising - In the advertising industry, there are opportunities to create more interactive and engaging outdoor advertising campaigns that take advantage of natural elements to reach consumers in unique ways.
2. Skateboarding and Extreme Sports - In the skateboarding and extreme sports industries, there are opportunities to collaborate with advertisers to create user-generated content that highlights their brand while also featuring the athlete's skills.
3. Tourism - Tourism boards can explore interactive outdoor advertising campaigns that highlight their city or town's unique features, leveraging natural elements such as rain or snow to provide an immersive experience that draws visitors in.
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