Ambient marketing is a type of guerilla marketing that takes place outside the homes of target consumers .
Most often, these experiential campaigns are carried out in public places, integrating urban elements and structures to blend the advertising campaign into the environment.
Ambient marketing therefore uses highly creative actions and non-traditional media . Communication campaigns are often offbeat and surprise people by taking root in unexpected contexts.
This type of campaign also tends to encourage interaction with the target audience, making them active players.
Since it makes use of the elements present in the place where it’s set up, the ambient marketing campaign is intended to be subtle yet surprising. This technique is often used in cities, where street furniture is hijacked for the benefit of the advertising message.
A couple of examples of ambient marketing:
Ambient marketing is similar to other concepts such as street marketing, since it takes place in public spaces, and ambush marketing, since it uses unconventional techniques.
To implement this type of action, campaigns need to be carefully chosen, as the event or structure must be set up where the target audience is.
They must also take urban planning into consideration so as to blend harmoniously into the environment.
Campaigns of this type are highly appreciated by consumers for their surprising and innovative nature. They’re therefore an ideal tool for brands wishing to communicate their products or services in an original way and take their cross-channel marketing efforts to a whole new level.
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