Ambient marketing

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:

  • In Brazil in 2011, the Arno brand, part of the Seb Group, ran an ambient marketing campaign to boost sales of its fans. A fan and an overturned car were set up in front of one of its stores to highlight the power of its appliances.

  • Windex created a 2-D illusion on several bus stops in New York City, making it seem as if part of the glass was dirty while another section was clean. With a strategically placed sticker, it appeared that the cleanliness was all thanks to the brand’s window-cleaning product. Simple but effective!

ambient marketing example

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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