Online retailer Net-A-Porter is targeting Chinese consumers with an out-of-home, takeover advertisement on a Hong Kong tramway vehicle as it tries to make inroads in one of the world’s largest luxury markets.
Out of home
NEW YORK – An Eye executive at Mobile Marketer’s Mobile FirstLook: Strategy 2013 conference said that out-of-home media is transforming into a mobile engagement opportunity and marketers should seek effective ways to connect these experiences.
Luxury marketers should not overlook large-scale outdoor advertising since the mass-marketing channel is also a way to single out a label’s target audience in global markets with attractive images and subtle calls to action.
Swiss watchmaker Audemars Piguet is using the highly-trafficked 34th Street Heliport in New York to hook super-affluent consumers who use the private jet terminal with what it calls a custom “domination program.”
Many ultra-luxury automakers rely on consumer-attended events and displays to raise awareness for new model lines. However, out-of-home ad placements can also reach an affluent audience without diluting a brand image and for a longer period of time.
Out-of-home advertisements can add to a luxury marketer’s multichannel campaign by connecting with consumers’ emotions with intense brand imagery during the majority of the time they spend on-the-go during waking hours.
British fashion label Burberry is reaching commuters and tourists at New York’s iconic Grand Central Terminal by placing out-of-home advertisements inside the train station that show a look from its spring/summer 2012 menswear collection.
Burberry is beginning its large-scale event series tonight in Taiwan that ignites its global campaign focused on fashion, weather and the combination of physical and digital channels that could redefine the brand experience going forward.
British retailer Alfred Dunhill combined sight, smell, sound and vision in a recreation of famed Trafalgar Square in London that displayed a simulation of all four seasons over the course of one day.
Italian lifestyle brand Giorgio Armani is extending its Acqua for Life charity campaign where the brand will donate drinking water to the Green Cross International for each fragrance sold in the Heinemann Duty Free store at Germany’s Hamburg Airport.