Since the moment we stepped off the plane, we saw ad after ad bombarding us with the newest available products or services. However, Germans have found a way for this to be a so aesthetically pleasing that these bold ads and displays have become an art form. They use interesting shapes and colors, simple catch phrases and bold pictures to sell their products in a way that they are still compelling even if they are not necessarily aimed at your demographic.
However, this does not stop with your typical run of the mill billboards. 
They apply their creativity and come up with fantastic advertising ideas. One of the better campaigns I’ve seen while we have been in Berlin is the advertising from T-Mobile on the TV Station tower. They had T-Mobile customers send in text messages and picked those messages to be included on a wrap that goes around the tower as part of the campaign for the German Games. This example of mobile advertising shows the caliber of IMC and how it differs from campaigns seen in the United States.A common new media for publicity in Berlin is video. I have seen many video projections throughout the city and the subways where a projector is placed facing the wall across the tracks. The ads are then interspersed with weather forecasts, headline news (local and international), and sports.
I can agree more with you. I think about Berlin as a white canvas, a city that can be approached in many different ways. Unique marketing perspectives are highlighted by their advertisement, which is artsy, clever and not intrusive to the common eye.
ReplyDeleteI would say that the German advertising blends well with its modern architectural structures and systems. Good taste, sophistication and more important creativity are always part of their advertisements.
I agree with the fact that Berlin is a modern city where architecture and integrating marketing communication click in nontraditional ways. I was also amazed to see how they apply their creative advertising ideas into the liberal lifestyle yet modern city style, making it appealing to the consumers. Not only the ads are appealing but the Medias used are very interesting, for example the videos as you mentioned the ads in the stairs, promotions campaigns such as H & M and Pass the ball. No doubt Berlin is a major center of culture and media in Europe and the transition between the city and the integrated communication is like any other.
ReplyDelete