Consumers are very choosy in seeing what ad they want to see and what they do not want to see. Usually a marketer must be in such a position to force the consumers to watch its ad by attracting towards it. Suppose if the advertiser advertises during the middle of IPL 20-20 matches, some may feel it as an interruption which is called as interruption marketing.
Let me tell you about this innovative way of advertising-WATER SCREEN ADVERTISING which was seen by me for the first time in India some days back when I was walking in a park in Bangalore (Sankey Park) on a Sunday. I saw this novel way of advertising and felt like sharing it with all.
Water Screen Advertising is where an ad/logo is shown via a projector on water made screen. It works through a pump and complex system of pressurized recirculation of water, a film is formed, making it possible to project images against water. This screen has the characteristics of water, movement and texture. Images, logos, photos or any image is magnified on a water screen. Set up time of this is approximately 1 hour. This can be used either indoors or outdoors and it is idle for any type of event or as an advertising method during:
Potential events, product presentations, a movie premiere, sporting event, auto show, building inauguration, fashion show background, launch parties. It is also used in shopping malls, special events, exhibitions etc. The possibilities are endless…Its multiple uses are: as a projection screen, stage backdrop, décor element, stunt ‘reveal’ element, branding.
Aircel which has recently come up in a big way in Bangalore had followed this type of Advertisement. People who were walking in the park were attracted by this ad, as this was a new concept for many of us. Aircel has come up with this novelty idea, wherein all the people were interested in watching the ad and this created a sense of brand recall to the people. But this does not imply that those people who see this ad will go ahead and buy an Aircel connection. Most of the people would have not seen the ad if played on a normal screen. As this was something new, it attracted the people of that park. This has certain drawbacks like:
- Restricted to that particular place, in this case being the park.
- Can be advertised only during the night time.
- Rainfall may spoil the show.
The security guards were not allowing people to walk a particular portion due to the projection of ad. Public park is a place where in each and every person has the right to walk and he/she cannot be denied of the same.
Water screen advertising is not very popular in India, but there is huge potential which lies untapped in the Indian market.
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