Description:
This staircases ad was strategically positioning in the Postdamer Platz station because the CineStar Berlin IMAX® at Sony Center is located at the Postdamer Platz mall. The first part of the ad that caught my attention was the huge 3D white and blue over a red arrow pointing upstairs. The second part of the ad is a text written on a blue background and white letters, which translates: Discovery Channel Image-Theater: “the spectacular film experience in the Potsdamer Platz mall”; letting you know where you can find the IMAX Theater. The end of the ad is white letters written on a pink background giving information about the website and a text that translates: “MORE SOUND, MORE FILM, MORE MOVIE THEATER”, and the last phrase advertise the “CINEMAXX at Postdamer Platz.”
This staircases ad was strategically positioning in the Postdamer Platz station because the CineStar Berlin IMAX® at Sony Center is located at the Postdamer Platz mall. The first part of the ad that caught my attention was the huge 3D white and blue over a red arrow pointing upstairs. The second part of the ad is a text written on a blue background and white letters, which translates: Discovery Channel Image-Theater: “the spectacular film experience in the Potsdamer Platz mall”; letting you know where you can find the IMAX Theater. The end of the ad is white letters written on a pink background giving information about the website and a text that translates: “MORE SOUND, MORE FILM, MORE MOVIE THEATER”, and the last phrase advertise the “CINEMAXX at Postdamer Platz.”
Why I selected it:
This type of advertising caught my eye since the first time I saw it. I found this type of advertising interesting because it is an original way of trying to get your audience attention and you won’t miss it. The staircases ad is an out of home advertising technique, in this specific case, used to market a target audience who goes to Postdamer Platz mall because it was located at the Postdamer Platz metro station. People who are waiting for their Bahn or arriving to this station, they have enough time to look at the ad and notice about the 3D IMAX theater.
This type of advertising caught my eye since the first time I saw it. I found this type of advertising interesting because it is an original way of trying to get your audience attention and you won’t miss it. The staircases ad is an out of home advertising technique, in this specific case, used to market a target audience who goes to Postdamer Platz mall because it was located at the Postdamer Platz metro station. People who are waiting for their Bahn or arriving to this station, they have enough time to look at the ad and notice about the 3D IMAX theater.
IMC Concepts:
The base of the IMC is to coordinate the evenness of the information of an outgoing message through different types of media. That is what every company should take in to consideration at the moment to better reach a specific target group. From my point of view, the staircases ads are a really powerful marketing strategy that meets the basics of the IMC concepts. In order to come up with this ad, they did a deep costumers database studies, applied different strategies, and used a variety of tactics to reach their target audience. The last step is the evaluation of results, to see how costumers response to the product. This type of advertising catches people’s attention and at the same time it is being consistence with the message and incorporation of media
Cross Cultural analysis:
The advertising on staircases in Miami, USA is uncommon compared with this type of advertising in Germany, Berlin. One of the main reasons could be because the transportation system in Germany. In Berlin, one of the most used medium of transportation is the Bahn (train or metro). You must use the stairs in order to take different rout. Another difference is before this type of advertising, in USA, used to be only possible in the form of single steps. Comparer with Germany, they have larger motif across several steps, which I consider is better for the impact of the message. As you can see, even though this type of advertising is also used in USA, there are some cross cultural differences.
The advertising on staircases in Miami, USA is uncommon compared with this type of advertising in Germany, Berlin. One of the main reasons could be because the transportation system in Germany. In Berlin, one of the most used medium of transportation is the Bahn (train or metro). You must use the stairs in order to take different rout. Another difference is before this type of advertising, in USA, used to be only possible in the form of single steps. Comparer with Germany, they have larger motif across several steps, which I consider is better for the impact of the message. As you can see, even though this type of advertising is also used in USA, there are some cross cultural differences.
Three key points:
1. Difference systems of transportation in USA and Germany, which affects the impact of the advertising on staircases.
2. The advertising on staircases in Berlin, Germany as a potential campaign to promote product consumption.
3. The importance of the ad placement in order to better reach the target audience (bahn stairs).
2. The advertising on staircases in Berlin, Germany as a potential campaign to promote product consumption.
3. The importance of the ad placement in order to better reach the target audience (bahn stairs).
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