The world of advertising has a lot of hoops that need to be dealt with and jumped through on a daily basis. DVRs allow consumers to fast forward though commercials and satellite radios keep people’s music playing and advertisements away. That means it’s do or die time for advertisers to attract attention from consumers!
Instead of sitting back and waiting for customers to discover their brand, some advertisers are getting creative to make people want to learn more. Ergo, bus shelter advertising (or transit shelter ads) has been popping up worldwide.
This bus shelter ad is doing exactly what it’s intended to do: attract attention. A large number of consumers see bus stops on a daily basis commuting to and from work, going out to dinner, or even just shopping on a Saturday afternoon. Why not capture their attention and expose your brand into markets you maybe haven’t been advertising to in the past? The popular Swedish home-furnishing store IKEA designed this transit shelter display to show customers how liveable their furniture is. And let’s face it, bus shelters aren’t exactly known for their comfort or home-like feeling!
Since I know we have a few Pixar fanatics at Quality Logo Products®, I couldn’t leave this one off the list. Typical movie posters get a quick glance and that’s it; however, this one really gets the consumer to stop and look at it. If you’ve seen Pixar’s Up then you know how imperative balloons are to the plot, but if you haven’t then you would wonder why the little boy scout is holding a bunch of balloons. Ta-da, brand exposure!
When Coca-Cola came out with a new grip bottle that makes it easier to hold, they needed a way to bring awareness to the change. But how do you advertise something that’s 3-dimensional on a 2-dimensional surface? Well, the Marcel advertising agency in France used posters that were printed on Velcro and placed them in bus shelters around Paris. Bystanders couldn’t help but literally be ‘hooked’ into checking out the advertisement. A 3.8% brand volume growth was seen in France compared to 2007, so the results were a success! Très bien!
To give a visual representation of a McDonald’s offer for free coffee, they filled up a container with their coffee beans. Every day, more beans would be taken out (no information about whether or not the beans were used in making the coffee) until when the promotion ended and the beans were gone. Customers saw a new ad every day that reminded them that they’d better hurry and grab a free cup of coffee before the beans ran out! This gem was created by a Canadian ad agency called Cossette West.
Despite my loyal allegiance to Dunkin’ Donuts, my favorite bus shelter ad goes to Caribou Coffee. This advertisement was created by Colle+McVoy and was seen in Minneapolis. To celebrate Caribou Coffee’s new line of breakfast sandwiches, this bus shelter comes complete with a heating element to get customers right up close with the new product. Since the average winter temps for Minneapolis are between 2 and 37 degrees (Fahrenheit), this was an excellent way to immerse customers into their brand.
These bus shelter advertisements prove that the sky’s the limit in ways of attracting consumers’ attention. Before you jump on this trend, though, here are few things to consider:
- Choose wisely. The location of the bus shelter you choose is a huge factor for success. You can kiss ROI goodbye if you pick one on a quiet, deserted street with low traffic.
- Be as creative as possible. Anyone can advertise in a bus shelter and blow the typical ad out of the water, so you’ll have to come up with unique and creative ideas. It’ll create more buzz and word of mouth advertising than just a larger version of your print advertisement in magazines and newspapers.
- Interaction is key. The more interaction you incorporate with your ad, the better. These examples demonstrate that a higher level of interaction from customers will lead to higher rate of retention from them.
Even though bus shelter advertising is more expensive compared to other forms of advertising, the results may be well worth the investment if you can afford it.