Creativity in outdoor advertising

Creativity in outdoor advertising

Last June, an outdoor advertisement for the anti-wrinkle skin cream product Olay, from Procter&Gamble, won the Bronze award at the Cannes International Advertising Festival. Ms. Hoang Thi Mai Huong, Director of Saatchi&Saatchi Vietnam Advertising Company, the unit that made the above advertisement, said the creativity of the work is shown through the image of the lid of an Olay ice cream box "shaped" to look like a table. ironing, with a short slogan: Olay removes all wrinkles.

Outdoor advertising in Vietnam has the potential to develop. However, the development and creativity of outdoor advertising is not easy.

Last June, an outdoor advertisement for the anti-wrinkle skin cream product Olay, from Procter&Gamble, won the Bronze award at the Cannes International Advertising Festival. Ms. Hoang Thi Mai Huong, Director of Saatchi&Saatchi Vietnam Advertising Company, the unit that made the above advertisement, said the creativity of the work is shown through the image of the lid of an Olay ice cream box "shaped" to look like a table. ironing, with a short slogan: Olay removes all wrinkles.

This simple idea and image both conveys the product's message and arouses the viewer's curiosity. A month later, Procter&Gamble conducted another outdoor advertisement for the Downy Hoa Hong fabric softener brand, by spreading 1,420 meters of plastic carpet printed with roses on the Ben Thanh market campus within 10 days...

Need to be creative…

Such creative forms of outdoor advertising are not currently available in the domestic market, although outdoor advertising in Vietnam has recorded some positive movements in recent times.

Outdoor advertising today is not just giant billboards carrying images and messages of products and services. Experts say that in addition to creating new landscapes around people, outdoor advertising needs to apply interactive technology to animate advertising messages and connect emotionally with consumers.

In Bangkok, Thailand, Heineken beer once ran a quite unique outdoor advertisement. On the hundreds of square meter billboard, a giant hole was cut in the shape of a beer bottle, as if someone had pulled the beer bottle out of the billboard. Next to it is the familiar slogan: "It can only be Heineken". This hole was later "patched" with a Heineken beer bottle pattern.

In Germany, the Volkswagen Group recently launched a novel outdoor advertising campaign: placing posters with reverse lettering. These posters are not erected vertically as usual but are hung almost parallel to the ground. Sunlight will shine through the hollow text on the poster onto the road below, transmitting the advertising message of a Volkswagen convertible model to passersby.

The above types of outdoor advertising that create a strong impression are still not widely used in Vietnam. In addition to some strict state regulations on advertising, the uneven creativity of the advertising team is also a barrier to creative advertising.

The director of a creative advertising company said that outdoor advertising in Vietnam still favors traditional methods such as large signs mounted on buildings, light poles hanging advertising banners... Creative forms in advertising Outdoors mainly apply "technology" such as light boxes that roll around, rotate horizontally, flip up and down...
 
Occasionally there are "shocking" advertisements such as cars hanging on the walls of buildings; Steaming coffee cups protrude from the building; moving three-dimensional space shapes... However, advertisements of this type are easily punished according to Decision 108/2002/QD-UB, issued by Ho Chi Minh City People's Committee on September 25, 2002.

 In early November, a conference to summarize five years of implementing the Advertising Ordinance took place in Hanoi. Delegates said that the advertising industry is currently both under the management of the Ministry of Culture, Sports and Tourism and must seek permission from the Ministry of Information and Communications.

Not to mention many other overlapping regulations that cause businesses to have to apply for nearly 20 types of licenses to install outdoor advertising boards. Therefore, many outdoor advertising businesses have been very cautious in their creativity, to avoid being reminded by the regulations of the Advertising Ordinance.

Mr. Nguyen Xuan Nhat Huy, CEO of Hit Advertising Company, said that outdoor advertising can attract viewers in: locations (where advertising has not yet been placed); Product images and messages through 2D signs; 3D advertising model for the product. Among them, 3D models (three-dimensional space) will attract consumers the most.

However, the limitation of 3D models is that they need an internal technical engine (to create movement), sometimes at risk from bad weather (storms can cause the model to fall, causing danger to pedestrians). lines therefore need to be carefully bound).

And professional

Mr. Huy also said that due to being controlled by time and space when contacting viewers, outdoor advertising only has the function of "reiterating" advertising on print and television. Because of this limitation, outdoor advertising is largely the choice of companiesAbundant advertising budget, wants to reach customers by "surrounding" advertising messages.

Besides, only popular consumer products are suitable for outdoor advertising. Products with integrated technology and multi-functions should not be advertised outdoors.

Outdoor advertising is still popular today with billboards and electronic billboards placed in public places. In addition to concise information and impressive images, these billboards must also be arranged to suit the viewer's vision. According to calculations, the billboard should be placed at a height of 2.5 meters if the visibility of passersby is 500 meters; and at 1,000 meters visibility, the board should be at a height of 3.6 meters.

For advertising via LCD screens in public places, the length of the advertising message should only be 5-20 seconds. This is the optimal duration that has been proven to bring the highest advertising effectiveness, because viewers of this type of advertisement tend to move, so the waiting time is much shorter than viewers watching television at home.

Advertising at bus shelters also only achieves maximum effectiveness when the advertising slogan is simple; Concise information and impressive images do not cause offense because viewers only have about 15 seconds to pay attention to the advertisement; It cannot be too exaggerated and needs to create emotion in the message you want to convey.

According to VnEconomy