Blue Man Group in Berlin

Description
One of the first ads I noticed when I arrived in Germany was one at the S-Bahn promoting the Blue Man Group. At first it was just an ad, but soon after I noticed that their advertising campaign is all over the city, and does not limit to a simple sticker in the metro. The ads are located at strategic points around the city, and I assume their strategy is AWARENESS. For the most part, the ads that I encountered were outdoor ads; nevertheless, since I found a couple of flyers I think their campaign uses a wide array of media. Some of the places they placed ads were in: guided tours on the bicycles, buses, billboards, stickers inside the metro, posters in the metro station, outdoor ads in the streets and flyers.

Why I Selected It?
Since I saw the Blue Man Group in Orlando, Florida, I thought it would be interesting to see the way they promote in Germany a group that is recognized in the U.S. After I noticed the ads were everywhere, I started on a “quest” to see where I would find my next ad. Without any effort I was able to take a couple of pictures of the ads within one day.

IMC Concepts
For the Blue Man Group campaign it is evident that the unification of one message was key when creating the billboards, flyers, etc.. As one takes a closer look at the ads, they urge the people to go since it’s “A sensational show” as TIME Magazine is quoted. All the ads have written the location where the Blue Man Group will be performing, accompanied by a quotation. To me, this shows how important it is for the campaign to put forward only one message about what they are promoting.

Cross Cultural Analysis
In this case, I find that there is no difference between the way the Blue Man Group is promoted in Germany, and the way it was promoted in the U.S. The main strategy for the campaigns is awareness, and it has been achieved by placing the ads where the target audience would be found. In the U.S., I remember the ads could be found in the highway, TV and radio; In Germany the ads are in locations fo high transit, such as S-Bahn (metro), S-Bahn stations and buses.

Key Points

1. The advertising campaign for Blue Man Group can be found at places of high transit.
2. The message in all of the ads is the same.
3. Awareness is the main purpose of their campaign.