GPS This!
August 16, 2006
Fully customizable advertising, changing its message based on the surroundings? It’s the future, sure. But for a search engine called Yell.com, it’s being realized today – AKQA, an enormous agency with branches all over the world, has created specialized, fully interactive and high tech bus-side advertisements for the local company.
From Adrants.com:
As part of a comprehensive, many million dollar campaign for local search engine Yell.com, AKQA, in a first they tell us, created bus sides on 25 buses that use GPS to change the advertising message based upon the bus’s location. The approach aligns perfectly with Yell.com’s business premise: to deliver local information relevant to one’s location.
The agency also created bus shelters which display a map of where you are and allow you to search for things such as cafes, shops, health club, etc. bas upon the location of the bus shelter. While this seems like a very logical use of technology to further a marketing strategy, AKQA was the first to do it which is, perhaps, why this agency wins so many new clients and awards.
The question is whether this is something incredibly brilliant – something that could only have been discovered by the greatest minds in the business – or something completely obvious, needing only the technological capacity to make it work.
Additionally, if this is the trend, what happens to the act of choosing a demographic to cater to? Does this make things more difficult, forcing us to create ideas for every conceivable target? Does this make things easier, cutting out the work involved in aiming the message in the right direction?
Your thoughts?
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3 Responses to “GPS This!”
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It is innovative. The fact that it seems like such a “no brainer” makes it even more so.
I’ve had my eye on AKQA for a while. They’ve been doing some really smart work in regards to marketing And their contribution to the XBOX interface was impressive.
The big bloated TV driven agencies need to take a lesson from shops like AKQA, R/GA and Crispin Porter. These are agencies that look at “advertising” a little differently.
Innovative. Now that’s the type of work a full-service agency should do.
Great post!