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(ADV4800) Advertising Campaigns | Creative Executions Bus Stop Our second creative strategy will be to install an attention-grabbing exhibit in 3 major-metropolitan locations, which are Charlotte, NC, Washington, DC, and New York, NY. The exhibits will feature an enclosed space within an outdoor bus stop. Within the space will be a piece of Field Controls air purifying equipment. Also in the enclosed space will be a digital monitor that responds to noise such as cars or buses that will increase slightly with approach of said vehicles. Underneath the monitor will be a color code in 5 varying colors. The color displayed will directly correlate with the number the digital monitor is displaying. As the decimal number of the “air quality” lowers in relation to the increased noise of traffic, the color code will also change. These monitors will not actually be monitoring air quality and a disclaimer will be written in small print on all of informational displays stating that this monitor is for promotional use only and does not reflect the quality of air. Within the enclosed space, this fluctuation will be minimal, however it will fluctuate showing passersby that it is interactive. Not within the enclosed space in the same bus stop will be another digital monitor with it’s own correlating color code display. This monitor and display will show a significantly lower number in terms of “air quality” and will also have a very clear explanation as to which levels are good and which are bad in terms of the numbers and colors. There will also be a place in the display to distribute information about Field Controls as well as a reinforcement of our theme / tagline. The print media in the display will also inform passersby that Field Controls has an app for the iPad / iPhone and where to download it. We believe that the display will be interesting and catch the eyes of pedestrians passing by. This particular component will engage our secondary target bother directly and indirectly. While there will be no way of knowing if the people consuming the media are homeowners or not, we believe the display will be attention-grabbing enough to spark word-of-mouth communication that will reach our secondary target if it was not a member of the secondary target that consumed the advertisement in the first place. (I wrote this strategy explanation for our final project in ADV4800)

(ADV4800) Advertising Campaigns | Creative Executions

Bus Stop

Our second creative strategy will be to install an attention-grabbing exhibit in 3 major-metropolitan locations, which are Charlotte, NC, Washington, DC, and New York, NY. The exhibits will feature an enclosed space within an outdoor bus stop. Within the space will be a piece of Field Controls air purifying equipment. Also in the enclosed space will be a digital monitor that responds to noise such as cars or buses that will increase slightly with approach of said vehicles. Underneath the monitor will be a color code in 5 varying colors. The color displayed will directly correlate with the number the digital monitor is displaying. As the decimal number of the “air quality” lowers in relation to the increased noise of traffic, the color code will also change. These monitors will not actually be monitoring air quality and a disclaimer will be written in small print on all of informational displays stating that this monitor is for promotional use only and does not reflect the quality of air. Within the enclosed space, this fluctuation will be minimal, however it will fluctuate showing passersby that it is interactive. Not within the enclosed space in the same bus stop will be another digital monitor with it’s own correlating color code display. This monitor and display will show a significantly lower number in terms of “air quality” and will also have a very clear explanation as to which levels are good and which are bad in terms of the numbers and colors. There will also be a place in the display to distribute information about Field Controls as well as a reinforcement of our theme / tagline. The print media in the display will also inform passersby that Field Controls has an app for the iPad / iPhone and where to download it. We believe that the display will be interesting and catch the eyes of pedestrians passing by. This particular component will engage our secondary target bother directly and indirectly. While there will be no way of knowing if the people consuming the media are homeowners or not, we believe the display will be attention-grabbing enough to spark word-of-mouth communication that will reach our secondary target if it was not a member of the secondary target that consumed the advertisement in the first place.
(I wrote this strategy explanation for our final project in ADV4800)