TUNNELS: good method for publiticy?

When you want to sell a product, you try to convince shoppers that your product is the best one. They have to change from being shoppers to consumers.  

The problem is that nowadays there are lots of different products for the same thing, so here is when the marketing team starts working. You can do publicity by showing the characteristics and the results of your product, using famous people or normal people from the street, creating original advertisements, creating good sentences to remember, using songs, etc. But all of this kind of advertisements, although they are very different between them, they have the same function: give a message to people, creating if it is possible message to stay in their heads and not easy to forget.  That is reason to start using new methods and new places of publicity.

Do you remember the famous campaign of condoms? Yes, of course, the one that decided to put big posters in different tunnels. It was the first time that the publicity situated in tunnels became famous in most of the countries of the world. That publicity campaign became famous because it created a polemic round the world, and although most of the people didn´t see the real poster, most of the citizens know which publicity campaign is it.

Well, since this famous campaign, lots of companies decided to use the same method to get the attention of the drivers. The companies give us the information in a unconscious way. All of them get the attention of the drivers and the people who is with them, but do you think that all of them get the attention of the people? Personally, I don’t think so. As it is normally, the most important thing is the image, and sometimes, the logo of the brand isn´t necessary to put in a big size, because people directly related with the brand. But other times, people can´t understand which is the message or the brand, because they don´t connect the image with the brand.

I´m not against of this kind of publicity, I think is original and different, and I like it, but always respecting the limits. Apart from that, I think that some brands need to improve more their design, because this kind of publicity is to see in some seconds (not a lot), and if you don´t create a connection with the brand, people is not going to know which is the message, or which product do you want to advertise.

Maite Salaberria