THE BOOK OF LISTS: The 10 Best Ambient Executions

campaignlive.co.uk, Tuesday, 17 December 2002 12:00AM

1. MICROSOFT X-BOX AND URINAL GOALS

For one month during the World Cup, Microsoft X-box ran goals in urinals in the UK and Ibiza to drive awareness of the X-box's football games. This was the first time that urinals had been used in such a way and the ad won best use of ambient poster advertising at the Campaign Poster Awards.

Media owner: Hi-Tech Solutions

Media agency: Universal McCann

Creative agency: Bartle Bogle Hegarty

2. PARAMOUNT COMEDY CHANNEL AND BRIGHTON WEST PIER

Paramount Comedy Channel sponsored this year's Brighton Comedy Festival and Posterscope employed 60,000 watts of lighting to turn the town's landmark pier blue - in tune with the Paramount Comedy Channel's blue cube logo. In a special illumination ceremony, the comedian Al Murray, the creator of the Pub Landlord character, turned the lights on.

Media owner: Amber Media

Media agency: Equinox

Creative agency: in-house

3. SKODA MOBILE SHOWROOM

The Skoda Fabia had won What Car?'s Car of the Year 2002 in the super-mini category and the idea was to remind consumers of the values of the Fabia when they were visiting rival dealers. One of the challenges was getting people to visit the showroom so the campaign took the showroom to the punters. The showroom toured Scotland for the first two weeks in July to coincide with other media activity.

Media owner: Freight Media

Media agency: MediaCom

Creative agency: BMP DDB

4. O2

Poster Publicity's ambient division Tranzformer organised this guerrilla ambient campaign to promote the rebranding of BT Cellnet to O2. No street furniture featuring a circle was safe.

Media agency: PHD

Creative agency: In-house

5. BBC4 & BENCHES ON THE SOUTH BANK

For the launch of BBC4, the BBC's, highbrow digital channel, PHD acquired name plaques on all 50 of the benches which are positioned outside the cultural hotspots of London's Royal Festival Hall and National Theatre. This was part of a campaign designed to promote the idea that "Everybody needs a place to think". The sponsorship went up in March and the deal runs for ten years making it remarkable for its longevity.

Media owner: South Bank Association

Media agency: PHD

Creative agency: In-house

6. REEBOK AND SOFAS

Naked took Reebok's "escape the sofa" TV ad into ambient media by creating a motorised sofa that drove the streets warning of the dangers of sloth. The sofas formed part of a wider campaign in the run-up to the World Cup to promote football activities and the agency got together with local record labels to ensure that the events had the right levels of credibility.

Media agency: Naked

Creative agency: In-house

7. MARS BAR AND BEER MATS

The use of bar mats was the second phase of Mars' "Pleasure you can't measure" campaign, focused on personalising the message to groups by tailoring the copy to the environment. The idea was that people could use the beer mats to "score" others in the pub depending on their attractiveness. On the back of the beer mats are scores from one to ten with different comments from "Adonis" to "Grandad built the swing too close to the house".

Media owner: Hi-Tech Solutions

Media agency: MediaVest

Creative agency: Grey

8. VOLKSWAGEN POLO

It can be difficult to do anything original with shopping trolleys but VW managed it with a campaign promoting how tough the new Polo is. The Media Vehicle arranged more than 60,000 posters at Tesco, Sainsbury's and Asda nationally with creative showing the trolley rather than the car coming off worse after an altercation.

Media owner: The Media Vehicle

Media agency: MediaCom

Creative agency: BMP DDB

9. ELLE MCPHERSON INTIMATES

This was more a case of guerrilla marketing but Rocket came up with the idea of using the actual proof sheets in its advertising for Elle McPherson Intimates. The proof sheets were placed on "photographer's drying lines" on tube trains, printed and inserted into glossy magazines and a six-sheet was converted into a light box to display the acetates. Selfridges says the range has become its best-selling lingerie brand ever.

Media agency: Rocket

Creative agency: In-house

10. TELETEXT ADGATES

The brief was for a creatively led campaign using the existing strapline "don't go anywhere before going to Teletext" in a relevant environment. Manning Gottlieb OMD came up with an Adgate campaign that would be seen by people as they went to work. The campaign ran in June in 23 stations in London and the south east and commuter towns.

Media owner: T4 Media

Media agency: Manning Gottlieb OMD

Creative agency: Delaney Lund Knox Warren

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs