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Ads that defy convention can generate more buzz than traditional ads ever could

September 23, 2008 Leave a comment

As a copywriter at a full-service web design and online marketing agency in Northeast Ohio, I can appreciate a good ad when I see one. It doesn’t matter if the ad is printed, filmed or published online–a good piece of advertising will stick with you. Who can forget the Geico caveman or the Budweiser frogs? Such campaigns can leave a lasting effect on their audiences. This can mean big sales when the consumer is ready to buy and thinks favorably of a certain brand or product.

There are plenty of clever ads out there—here’s one that I read about recently.

A campaign in San Francisco for a new video game called “Spore” (ad pictures and discussion here) features a tiny billboard so small that it requires a telescope to see. People were drawn to look through the fixed telescope and see the 14” x 7” advertisement, mounted on a building far away.

The ad is effective because it’s out of the ordinary. People will go out of their way to look through the telescope to see the ad. Had it been a conventional billboard, people might have passed it without thinking twice. By defying convention, the agency behind the ad successfully managed to have people take notice of the ad and talk about it. By getting people to discuss the advertisement, the agency successfully generated more buzz for the product than a normal billboard ever could.

While this is just one example of an outdoor ad, Web agencies like ours can challenge the norm of online advertising with creative ways of informing consumers of our clients’ products and services. By utilizing the latest Web technologies, we can create new and interesting ways of conveying information.