How many advertisements do you see every day? Some researchers estimate that the average person sees as many as 5,000 advertisements per day, while others report that exposure is probably closer to 250 ads daily. Regardless of the actual number of ads you’re seeing, Bauer and Greyser suggest that most of us only really connect with a select few out of the hundreds we’re presented. Public health agencies seeking to stand out from the crowd with innovative, out-of-the-box campaigns should strongly consider developing an interactive custom ad for a real impact on their target audiences.
With the help of social sharing and advancing technologies, more and more brands are using technology to create interactive ads that deliver these enhanced, real-impact experiences. These types of ads engage through two-way communication. Some draw people in by soliciting a direct response, requesting some type of action from the participant, while other forms inspire engagement through personalized and localized elements. The following interactive ads are some of our favorites here at Danya that we think have been successful because creators utilized unique materials, chose unusual locations, or took advantage of new technologies to make a unique connection with their viewer:
The Aid to Children and Adolescents at Risk (ANAR) Foundation used lenticular printing to show different anti-child-abuse messages to viewers of different heights. This technology allows different images to be seen depending on the vantage point. The billboard is designed to show the message “If somebody hurts you, phone us and we’ll help you” along with the ANAR Foundation’s telephone number when viewed by individuals (children) less than 1.3 meters (approximately 4 feet 3 inches). The message to adults reads, “Sometimes child abuse is only visible to the child suffering it.”
The Brazilian alliance of Partnership for a Drug Free America’s posted several billboards made of dough at “Galeria do Rock,” a popular place for youth. As observers walked by, they saw worms eat through the advertisement, illustrating the point that “Crack Consumes.”
The Australian Air Force used an interactive long film. On the site, users can click on almost any object in the video to receive more information.
“Small World Machines” invited Indians and Pakistanis to interact by completing simple tasks like waving, touching hands, drawing a peace sign, or doing a dance to receive a Coke. Participants could watch each other complete the engagement because of 3D touchscreen technology that projected and captured a streaming live video feed onto the vending machine screen.
DDB Brussels illustrates a new concept, the slowmercial, a form of television advertisement where the action on the screen has little to no movement. The creators of the commercial are trying to develop a solution that counteracts the fast-forwarding that is now common for DVR television users. Because of the static nature of the slowmercial, even when viewers fast-forwarded the commercial, they will still see the ad as if it were developed for print.
HeartRescue Simulates Cardiac Arrest
The HeartRescue Project, funded by the Medtronic Foundation, has developed an interactive online video that gives viewers a choice about what actions to take to progress the video and save a life. The creators are illustrating to viewers the steps they should take if faced with a sudden cardiac arrest situation.
Obviously, some of these ads were very risky (did you see the worms in the Partnership for America ad?). However, perhaps the message to public health is to take some risk. Interactive ads are a rich medium that allow designers to be inventive and to think about the unexpected. Although risky may not always translate into an effective message delivery, these ads do prove that more often than not, interactive ads can create buzz, catalyze interaction, and provide opportunities for creative solutions that reach audiences in new ways. These elements are crucial in the competitive world of message delivery, and public health should take advantage.
By Tracye Poole