Am I Smiling?

December 7th, 2008

I was after parking on Sunday in the city.

Upon entry I was presented with:

Then as we turned to go up a floor,

On the wall there was also:

And so then with a smile on my face, I went off on my business.

Returning an hour or so later, I noticed this on the lift doors:

This is so well executed, once one person in the car had seen it, everyone else checked out the next one.

Finally upon exit there was another one on the barrier arm.

Great concept, it was interesting enough to make me smile and tell others.

Now that its been done once though, it’s become disposable…. 

(but still neat huh?)

How can you take what worked here for your own campaign? can you make that into a business? maybe.

What made this work?

  • Located in high traffic area
  • No dilution or prior ads in this space
  • Target market, everyone that sees it is in a car (which is insurable)
  • Stress situation, slight stress as you drive in a parking building to not hit anyone or anything
  • Reinforcement: at the lift, upon exit
  • Funny, interesting, remarkable, worth commenting about
Can you take these elements away and apply them to your own spreading of ideas? give it a shot, who knows where it may end up.

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7 Responses to “Am I Smiling?”

  1. Ben Young Says:

    Oh and great job AMI on creating something neat 🙂

  2. Vera Says:

    It’s really neat, even just seeing the images on your blog put a smile on my face 🙂

  3. Dan Randow Says:

    All advertising suffers from the problem of being the right information at the wrong time. This is an excellent way of mitigating that problem. If you don’t have cover, now is the right time. You just need to be reminded of that.

  4. lance Says:

    Great campaign. How well do they back it up with their products? After all – this is the insurance industry.

  5. Simon Young Says:

    I agree it’s a great idea, executed well. And also that it’s limited use once someone’s pioneered it. I’ve interviewed the guy who runs the company that does advertising in this space, and that’s the conundrum he’s always faced with: advertisers avoid using something unproven, but once it’s proven, it’s old hat. Good on AMI for stepping out!

  6. Mark Lincoln Says:

    Haha love it. I like the way the message in the lift brings it all together. It would almost be missing something if that weren’t there.

  7. James Stewart Says:


    I really want to set up a Guerrilla Marketing company next year that creates unique ideas for companies to use.

    The ideas can then:
    1. Be brought and implemented by the company.
    2. Be priced and implemented for an additional charge by us.

    The best part – the people who have the ideas get paid for their ideas – basically an idea market place.

    This could be fun and add a new level in New Zealand’s currently pretty boring advertising game.

    Does anyone know of anything similar? Do you think it would work?

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