Bus Stops – the revitalised brand space

In the last few weeks, agencies around the world have reinvigorated bus stops, turning these every day advertising shelters into truly unique examples of creative brand expression.  Two of the recent examples are Piri’s ‘allergy relief’ shelters in the UK and Puma’s guerilla campaign in Paris.

UK-based eco media agency CURB has helped Clear Channel to encase living flowers inside advertising shelters in a campaign for allergy relief brand Piri.  CURB has already demonstrated an innovative use of living organisms as a form of advertising with its DesignGrass, which requires neither soil nor watering to provide a natural way of communicating with a wide audience. Now involved in a new campaign, the company has helped Clear Channel to encase living flowers inside advertising shelters in a campaign for allergy relief brand Piri.

Between 14 May and 27 May, twelve bus stops and ad stands across the UK – in cities such as Cardiff, Liverpool, Birmingham and London – had the plants housed inside bespoke units installed in place of those usually containing print media. Collaborating with pharmaceutical producer GlaxoSmithKline and media marketing firms MediaCom and Kinetic, Clear Channel filled the spaces with a variety of flowers and a specially-developed soil that is able to hold water for long periods of time, in order to advertise Piri’s range of anti-hayfever tablets. Fans inside the small spaces maintained temperature and humidity to allow the plants to survive throughout the two-week period. The idea behind the campaign was that the cases provided a barrier between the viewer and the live flowers, paralleling the way Piri’s products help stop pollen affecting hayfever sufferers.

Just like Whirligro and Agricell, previously featured on Springwise, the technology implemented in this campaign could be developed to allow a more permanent way of growing plants with limited space and natural soil. Governments around the world – could this technique be used to boost the amount of public greenery in urban spaces?

Imagine competing against Kobe Bryant, LeBron James, and Derrick Rose. It’s like battling 3 Olympian gods.  Well, that’s exactly what Puma is doing.

Nike and Adidas have been great at signing up the biggest athletes because they are good at spotting them and they have the disposable funds to lock athletes down for long term contracts which essentially gives the athletes some assured long-term incomes.  It’s a pretty old strategy. Whatever you can’t beat in the arena, take it to the streets. Puma is going guerrilla. With the help of Group ZenithOptimedia and JCDecaux Innovate, they [partially] took over 12 bus stations in Paris to promote their new 157-gram Suede Bolt Lite sneaker.

The shoe comes with the tagline “Fly Towards Victory” and the idea that the shoes are so light, you can fly higher. They decided that there really is no other way to make their point but by making the shoe fly. They did it by putting a shoe in between two glasses held up by invisible strings. From a far, it looked like the shoes were floating.  The campaign clearly hits the spot. The brand claims it’s so light, so they made it look like it was floating. They chose strategic areas where people WILL stand around and wait giving their brand more exposure time with possible customers.

However, when you are battling Nike and Adidas without an army like Bryant, James, and Rose, you need to go hard and this is not hard enough. It’s a good campaign but not a great one. It’s one of those disruptions that will make you look and stare for about five seconds and then forget about it once you leave the vicinity because it doesn’t engage you, it simply makes you a spectator.

If you would like some ideas on how to engage your customers, why not give us a call?

Nikki Williams
Director of Brand Projects

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