Sony PSP advertising campaign in Malaysia.
Clear bubble-wrap over the PSP's controlpad button icons (X, O, triangle, square).
Diabolical for the following reasons:
- As everyone else is saying, who's never had fun popping bubble wrap? It is addictive. A marketers wetdream.
- Tactile engagement, via an addictive activity, with the marketing object. Physically enforce the message via a movement not unlike the movement required of the actual product, i.e.: pushing buttons with the thumbs.
- via tactile engagement, semiotic enforcement of the icons related to the actions (X, O, triangle, square) into the mind of the user.
A man came up to me and said
"I'd like to change your mind
By hitting it with a rock," he said,
"Though I am not unkind."
Indeed.
Implementation-wise, genius. The structure of the bus shelter provides the architectural framework. A quick paint job and logo application, icon grid in the existing ad space frames. The bubble wrap can either be prepared as boards with the grids and easily replaced, or some sort of frame bracket allowing easy periodic replacement of just the bubble wrap. Replacement cost is dependent on length of campaign.
Via Régine, via Marketing alternatif.
