External discussions

Today I have been talk with Digital Planner Helge Tennø and create director Freddy, work in SCREENPLAY Company. The conversation is around outdoor advertising and it went well. It is always nice to have some external opinions which relevant the project.

The notes about our discussion
Advertising is about sent message, before people make their purchase decision, they need a “because” .for this project, my design should not just consider the how to send message to crowd, the service which bring values to the brand is more important.
Case- weather information reflect for ski, billboard adverting in Oslo
Relevant brand concept to real situation. What people do, give them the need.
Case - catch the eye ,launch the interact screen in retail store

In the transit area, especially when they waiting there, they are alone, boring, expect their mobile are ringing, so launch something make them feel fun.
Case -‘Smile ‘A Playful idea, a smile face will track people’s movement and change to different expression when they play with the billboard, as well as they can upload smile pictures from friend to big digital screen.
To engage people by “understand”, people want to understand and explore things, that why the quiz and puzzle are so popular. If possible, they want to fill the life with values.
If design for group of people to interact, make sure there is value for just one person too.
The lead of customers, advertising which set up in different place is linked; to keep their Loyalty of brand.

Here I just come up an idea ‘station atmosphere’, for example the CBD center of Beijing, it full with high class, well educated, richness and young generation. Beijing government decides to launch the first Wi-Fi service here. The advertising here could fit for high technology and high quality. And Xi Dan Commercial Street is known as one of the three most famous commercial centers in Beijing, people there are fashion, outgoing. The playful advertising could be one to attract them. The Beijing national stadium (bird’s nest) become one hot tourism place after the Olympics, if advertising there could create value for tourist to memorize, it would be nice.

Novelty vs. Value
The novelty offer people rich experience, they would like to play with, but maybe they just enjoy as a playful tool, ignore the brand value.
I made this Diagram to categorize the advertising I found so far, include interaction ads ideas and Beijing nowadays advertising photo. Most of Beijing Ads are just send out the message, they like to tell the story directly, don’t care the values of brand, even Adidas, they put just message and shoes photo. (Maybe because the ads is set up in the entrance of subway, it will be easy to get people know fast.) Ads are Novelty side are focus on people’s experience, but for build their brand consciousness to people, not strong enough.