It is not only interactive, but also non-coercive. Users can freely choose whether to browse or scan at will, which avoids the ineffectiveness and passivity of concentration.
Common situational interactive advertisements can be roughly divided into the following three categories:
The combination of creativity and product packaging
All kinds of products in life will have a beautiful package, mostly for a beautiful visual effect, but when creativity is integrated into product packaging, what a wonderful feeling it will be!
Nike stadium shoe box design, small shoe box, Xintiandi, football field, basketball court, volleyball court, there will be in the future!
The anti-dandruff function of Pan Ting shampoo makes you feel particularly uncomfortable when you see a few white salt particles floating in your hair.
Plastic surgery hospital water cup, I don't know the effect after plastic surgery? Ok, let you experience it first! Neither delay drinking water nor delay beauty!
Hate rainy days? Give you a clear sky, even if it is rainy. Seeing this umbrella will make you feel better!
Does this mouse pad make you think freely, satisfy your feel, satisfy your thoughts and have good comfort? Don't you have a crush?
2. Creative integration with the surrounding environment
Engaging the audience is a direct way to close the distance between products and users, and it is also an opportunity for users to learn more about products. The traditional way is that when you are shopping, the salesman will send you some leaflets or suddenly pull you to do a test, which often makes us avoid it. How to make the relationship between experience and users natural has become a difficult point to overcome.
The above two forms of advertising have broken through the traditional shackles, but with the help of natural and photoelectric elements, the creativity is vividly expressed.
These two advertisements give users personal experience, but they are not abrupt and make proper use of the surrounding environment. On the contrary, users will find it interesting and have no psychological resistance. Not only beautify the environment, but also make a strong publicity for the products!
It's wonderful to make coffee cups out of the hot air from the manhole cover!
Even messy hair can be combed smoothly.
Even the vacuum cleaner that can suck down the satellite is still worried about the poor hygiene at home?
3. Public service advertisement
Public service advertisement, as a kind of attribute different from the first two kinds, is taken out separately here. We saw more public welfare posters, and some stars came out to shoot videos, calling on us to care for the environment and pay attention to children, and slogans written in big red letters on the wall. But how many people really see their hearts? It's almost always hot for three minutes, and then I forget it!
The following public service advertisements will give you a baptism that touches your heart!
This is the 2007 Cannes Golden Lion Award. Ogilvy & Mather advertises for the British Ministry of Health and the Cancer Institute. Tell us clearly and intuitively how harmful smoking is to our health, just like carrying a powerful bomb with us!
How precious the water we waste is to those African children who are extremely short of water! This idea is small, but every time we use the faucet, it will remind us to save water!
The huge ice lying in a city square is slowly melting, which warns that the glaciers in Antarctica are melting.
The ozone layer of the earth is like a transparent balloon, which will burst when it is tied. How it needs our love!
With less paper, you can save a tree!
Finally, let's summarize the characteristics of situational interactive advertising:
1. Participation: In the era of experience economy, users get personal feelings in advertisements and experience the fun of participation.
2. Entertainment: No longer directly describe advertising information, but be compatible with humor and absurdity through analogy, symbol and exaggeration.
3. Diversity: the diversity of advertising communication environment (glass curtain wall, car body, common ground), advertising media forms (three-dimensional, four-dimensional) and advertising expression methods (sound and light).
Situational interactive advertising can make advertisements interact with users. This kind of interaction is first "personal participation" and "close contact" in action, then it will have an ideological impact, and finally it will leave a deep memory for users. I believe with the improvement of technology and design creativity, it will develop better and better.