Monday, July 30, 2012
Airports are a mecca for creative and innovative advertising. That makes sense. You've got planeloads of people moving through hallways, sitting in trams, waiting at gates and shuffling through tunnels and into their aircrafts. From baggage claim belts stylized to look like roulette spinners to shoe advertisements placed conveniently in the box you put your shoes in ("Place shoes here, buy shoes at Zappos"), people have rituals at the airport. These rituals are the same for everyone: going through security, picking up your baggage, taxiing, reading departure signs, listening to your ipod, reading a book. The list goes on.
If there is one thing Bavaria does well, its cars. And wursts. And beer, pretzels, and lederhosen. But cars are king. Why not advertise those cars in the one place through which EVERY Munich visitor or citizen has walked: the airport. Audi. You can see the picture above. You see their ads everywhere. But one stuck out. A single platform in a converging intersection of hallways leading to security. You stand in front of a motion sensing camera, and when it sees you standing in place, you are given to option to choose from other cities around the world in which Audi has placed these interactive camera platforms. Within three seconds I was waving at a guy my age in the Piazza Navona in Rome, one of the largest city squares in the world. The tag line was simple: Audi Connect. The purpose was clear: we are more than just a car company. We are a means by which the world can be connected. With Audi's multi-media driving interfaces, computer controlled cars, and recent collaborations with Google Maps, this is a campaign that will resonate in my mind for a long time.