By Kaitlin Villanova
I am one of the lucky New Yorkers that has the luxury of living close enough to my office where I can walk to and from work everyday (13 blocks each way). Lately, I have noticed an increase in "projection advertising". This is a non-traditional form of advertising using light to project a brands logo onto the sidewalks. There is no better place for this type of advertisement than in the walking city of New York. Typically a New Yorker is walking with their head down, earphones in, and their mind racing through the day’s events, therefore the few feet in front of them is the only space that lends room for a brand message. Now do you get why I love this idea? (Enough to blog about it!)
For example, recently a CVS opened on 42nd and 3rd avenue, a location where thousands of people walk by everyday. To compete with the 3 other pharmacy/convenient stores on the same block CVS decided to use some non-traditional advertising to attract new business. Their familiar red emblem was cast onto the sidewalk in front of the store. Chase Bank had the same thing, their recognizable octagon shaped logo dancing around at my feet.
Many non-traditional agencies are experimenting with this new idea. After doing a little research online, I came across Kaboom Advertising, they offer two types of projection advertising:
Sky Tracker
"Nobody can resist the appeal of a light that sweeps across the sky with the power of nearly a billion candles. It could be a combination of up to four beams that will attract the attention of the public within a three-mile radius. We can project images onto walls, buildings, floors, or in the sky. Our laser shows add that special look to any event. Whenever an event calls for high visibility, sky tracker stands above the crowd to create that "Hollywood" excitement!"
and
Go Bo – Projection Advertising
GoBo advertising is a dynamic light-show in the sky. We take your images and logos and turn them into a slide show that lights up the side of a building or wall. The color show is an eye-catcher that creates a buzz that lasts long after the sun comes up.
The street projections I saw for CVS and Chase Bank were on a much smaller scale that some of the light shows that Kaboom Advertising offers, but nonetheless anything a brand can do to break the monotony is a good thing.
Whether it’s for a bank, a pharmacy a bar or restaurant projection advertising is a great (an often inexpensive) way to get the attention of your consumer in a non-traditional, non- imposing way.
One minor detail, it has to be after dark or in a shady spot!
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