Signs have been an important part of daily life in civilizations and have been around for years to the point of becoming a fundamental element in all businesses. This essential element like other parts of society have evolved significantly as technology has advanced.
There was a time when printed advertising was the standard format for creative advertising. In 1393 King Richard II passed a law stating that all alehouses (taverns where ale or beer were sold) should post a sign to make public houses easily visible to passing inspectors.
The practice caught on and in order to keep pace with competitors the result were highly creative and unusual signs, thus becoming a method of branding and advertising with larger, more elaborate and more ornate materials.
With the accessibility to new materials and the evolution of digital technology, it’s easy to think that printed advertising has nothing new to contribute to this century and that it will slowly fade away, but that is actually not the case.
It’s interesting how advertisers are searching new ways to engage with their consumers with the use of interactive print ads and looking for new ways to merge the digital and physical world.
Everyone is looking to engage with customers in new and unexpected ways. With campaign through interactive ads, customers can interact with the brand and assimilate a message in a more entertaining and memorable way than with traditional advertising.
Thanks to a combination of new technologies, a new level of creativity is coming to advertising. Billboards, magazines, book, posters, postcards and any type of printed materials are expanding into another level of interaction. It may be through gestures, touch, or the use of another device such as smartphone.
Nivea Protective Bracelet
Nivea, together with FCB São Paulo produce an ad that includes a wristband that can be attached to your child and an app that lets you set a safe distance and receive alerts if the child wanders beyond the limit as the kid runs around at the beach.
Shikun & Binui Solaria
Israeli energy company together with Saatchi & Saatchi launched a printed ad to promote green energy. The print ad just seems like a simple black-and-white drawing but its hold up to sunlight, stunning colors appear.
L.L.Bean – Be an Outsider
L.L. Bean created an advertisement (with the help of The VIA Agency) that is only visible when viewed in sunlight. As part of L.L.Bean’s “Be an Outsider” campaign, the ad was produced using photochromic ink and the message is revealed just when it’s taken to the outdoor.
Blood Donation Poster
Brazilian blood donation organization, Fundação Pró-Sangue (with the help of Publicis Sao Paulo), created an interactive charging ad that depicts a donor’s arm with a red, blood-like cable that can charge up a phone to encourage mobile users to donate their blood.
Anti-Abuse Message That Only Kids Can See
To provide abused children with a safe way to reach out for help, an organization called the Aid to Children and Adolescents at Risk Foundation created an ad that displays a different message for adults and children at the same time.
The secret behind the ad is a lenticular top layer, which shows different images at varying angles. So when an adult (or anyone taller than four feet, five inches) looks at it they only see the image of a sad child and the message: “Sometimes, child abuse is only visible to the child suffering it”. But when a child looks at the ad, they see bruises on the boy’s face and a different message: “if somebody hurts you, phone us and we’ll help you” alongside the foundation’s phone number”.
Reebok installed a combination of speed cam and a shoe display in the center of Sweden and then told people that whoever ran past the display the fastest would get a free pair of shoes.
UTEC Water Billboard
The UTEC (University of Engineering and Technology) in Peru wanted to recruit more students and instead of placing young graduates on a billboard, they created an ad that pulled moisture out of the air in Lima; demonstrating the applications of engineering in everyday life.
Interactive advertising is a strategy that helps an immediate two-way communication between brands and customers by specific customer actions to promote products, services or other information.
Years ago, the idea of interactive signage was just fiction, but with the rise of new technologies, brands have been challenged to figure out how to interact with the new trends and stay ahead.
The inevitable marriage of technology will continue to grow with digital advertising and signage.
According to Forbes magazine Millennials will make up 33 percent of the workforce by 2020, and 75 percent by 2025 making them the new target group. With the information, reviews and price comparisons at the reach of their fingertips Millennials’ affinity for technology is reshaping retail spaces making the process more dynamic and relevant than the past.