Leticia Garcia, media planner for Starcom Motives, who worked with London-based agency Bartle Bogle Hegarty (BBH) and ambient media group Diabolical Liberties on the recent Levi’s Odyssey campaign says: “Ambient is all about talking to a small group of people who act as your evangelists. It’s about creating a controlled dialogue with opinion leaders before it [the product/service] hits mainstream.”
Originally known as fringe, buzz or guerilla marketing, ambient advertising is directed at a media-savvy audience and due to its often, unconventional way of communicating is regularly being used to target the 16-24 market. Ambient advertisements are effective means at pushing a brand message in front of consumers and can develop even better top of mind recall within target audiences. This provides the ability to advertisers to maintain brand awareness created by other advertising efforts. Ambient media can produce mass attention in centralized locations, or directly interact with consumers during normal every day activities.
