As an enthousiast about marketing and advertising I follow the website Adweek, where creative and innovative ads are discussed. Ads which are linked to big sports events like the Super Bowl always get a lot of attention, as well as other big brands who have a big advertising budget. However, smaller brands also feature on this site and sometimes they can do things totally different. Earlier on this week I came across the video below, which is an ad of a Swedish company who had launched a new shampoo. The high-tech billboard which is placed in the subway and displays a woman’s head. When the train arrives the woman’s hair is blown aside, as if she was there in person. The ad was scheduled for only one day, but because of the amount of attention it gained, the advertising agency decided to display it for five more days.
After the succes of this ad, another interactive ad was placed in the same style. However, this ad has a different twist, as it ends with the girl’s hair being blown away, leaving only a chemo balded head. There were debates about the legitimacy of this ad, however it is still very interesting to think about this new way of making ads. Information about the environment is used to create an interaction as people get more engaged with the ad. If this technology would become more widespread and cheaper to implement, it could change the current business model of the billboard industry. Think about ads who get toggled when people walk by and therefore attract way more attention than the normal billboards. This would require a good information model, which is easy to implement and can react on changes in the environment. Will we see ads like these in the Netherlands as well in the near future?