With each passing year, advertising campaigns face increasing challenges to capture consumer attention amid the constant rise in external advertising influence. It is through the use of unconventional advertising that marketers can attract and engage audiences. Innovative marketers are always on the lookout for that unique "hook" that will bring success to a campaign, elevating a particular service or product to the pinnacle of popularity and recognition. Witnessing the realization of an extraordinary idea is always fascinating, and actively participating in its implementation is even more enjoyable. Our company's collaboration with the Hansa brand turned a regular bus stop into an incredibly vibrant and "warm" concept, breaking the norms of typical outdoor advertising, in partnership with TWIGA Ukraine (MediaFirstUkraine).
Imagine this: a bus stop transformed into a warming cabinet that literally heats up commuters waiting for transportation. In the implementation of this unconventional advertising, our team not only branded the bus stop with Oracle and an electronic display but also incorporated an installed simulation of a glowing oven spiral made from LED tubing. But that's not all: an infrared heater was installed at the stop, making the scenario genuinely "warm." Onlookers might even think that the imitation stove is the source of the heat. This creative approach to branding the bus stop ensured maximum attention to the advertising campaign. Additionally, during the project's exhibition, a screenplay competition titled "Warm Story" was held. Participants had the opportunity to showcase their talents and write a narrative. The winner received a warming cabinet as a prize, and the best screenplay was turned into a video with support from the Hansa brand.
In a short period, the video story garnered over a million views on Facebook, and the case was honored with the EffieAwardsUkraine 2018 (bronze) in November 2018.