It's raining, it's pouring, most ads are mighty boring. In a world where we are exposed to hundreds of messages each day, advertisers have been scrambling to find new ways of getting through to their desensitized audiences. Once upon a time in the golden age of American television, an ad on one of the three major networks could captivate 70 percent of its watchers. But in a new media landscape where consumers are more in control of their media consumption than ever before, it's little ads like this one for the Sea Life Aquarium in Scheveningen, Holland that can break out and connect with people once again.
This simple pavement ad for the aquarium uncovers an Octopus image when wet, revealing the words "Sea Life never lets you go". It uses an eco-friendly 'ink' that lasts for up to 2 months, and was designed to usher people off the streets and into the aquarium on rainy days. We reckon this could have a lot of potential in other notoriously rainy places (like the soggy streets of London, or here in the ever-temperamental Auckland).
The Green Room Verdict: For the right market, this guerilla technique presents all kinds of possibilities – umbrella ads are of course the first to come to mind, but what about holiday promotions to sunnier destinations, or reminders to drive cautiously in the murky weather?
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