Case Study Idea - H&M

I've been thinking long and hard of a suitable brand which utilities outdoor advertising as a marketing and promotional tool, the first brand which came to my mind were the of likes of McDonalds, Virgin and Nike. However, I feel researching these brands wouldn't add anything new to the research which has been carried out before. Therefore I considered recent billboards I could which occupy public space in cities, taking over entire buildings, selling a product. This lead me to think about H&M a leading, international, fashion retailer. H&M has a strong brand presence outdoors and has adapted campaigns over the years. There are many aspects of the brands use of billboards which I will analyse in detail, such as the placement, the use of celebrity endorsement and the interactivity. The brand was recently accredited with a 'Best use of Continuity in Outdoor' by Clear channel:

There is also the opportunity to discuss subversion against the brands outdoor advertisements:

The Guardian - Related Articles

A few links to articles I read recently on the Guardian:

'Ban outdoor advertising' Neal Lawson (2012)

We can choose the magazines we look at. But we've no freedom to walk down the street without facing the advertisers' assault                                    
http://www.theguardian.com/commentisfree/2012/apr/20/ban-outdoor-advertising 
Opinionated, subjective, bias, but some interesting points   

'Britain's most Wanted' Jennifer Whitehead (2007)

They are icons in their own right and can't be missed by anyone nearby - so they offer what advertisers most want. Here's a selection of the UK's top outdoor sites. http://www.theguardian.com/media/2007/jun/25/advertising10 

'Advertising billboards use facial recognition to target shoppers' Michael Fitzpatrick (2010) 

In Japan, sci-fi prophecy is now becoming reality, with the first digital billboards tailored to passing shoppers tried out in malls. http://www.theguardian.com/media/pda/2010/sep/27/advertising-billboards-facial-recognition-japan

'Virgin Territory' Mark Sweney (2011)

Interactive poster, by ad agency Elvis, breaks new ground for Virgin Trains  
http://www.theguardian.com/best-awards-2011/maa-virgin-territory
Interesting advertising campaign, live, updated, personal  

Outdoor Possibilities

This article: 'Anything and everything is possible' for outdoor' (2009) contains answers, to questions regarding current Outdoor Advertising, by leading staff members, from the companies Clear Channel and JCDecaux. There are many interesting and relevant points raised which discuss how advertiser's are trying to engage with customers using technology and innovation. The article describes why outdoor advertising is a 'cutting-edge media' and states that with the advances in technology, advertising can be updated and adapted almost instantly.  

Sam Bird (head of innovation, JCDecaux) expresses that 'consumers minds are changing' in regards to interacting with advertising. Bird continues and expresses how there are now mass participant outdoor advertising events' including 'sing along digital bus shelters, highlighting the publics increased appetite for engaging outdoor experiences.' This point argues that the public want engaging outdoor experience. I can see the appeal of making a space such as a bus shelter interesting, however I also feel that it is very intrusive, we do not expect to wait for a bus surrounded by digital screens and 'sing along' interactions. 

I also found this article relevant which discusses the 'Digital Outdoor,' written in 2010 this text provides a useful insight in to the growth of the use of digital outdoor advertising, however I will need to consider that these figures are not up-to-date and will have changed since this was written. It provide examples of some of the leading outdoor advertising agencies and examples of companies campaigns, such as Nike using digital billboards to update England's football score.    

Baudrillard - Cultural Displays

p.312

p.317

'In postmodernity, we are hard-pressed to find any space or any object that isn't communication or advertising something beyond itself.'

Extract from: The End of Everything: Jean Baudrillard - Sage Publications 

http://www.sagepub.com/upm-data/36029_14.pdf

Advertiser's are constantly trying to find news ways of marketing their products, the latest technologies are used in new and exciting ways to attract consumers attention. Baudrillard describes how 'in order to make an impression, cultural displays must be more and more spectacular' this applies to my research regarding outdoor advertising. Billboards, for example, are becoming increasingly less static, using screens, motion and interactive media advertising in outdoor spaces is becoming arguably harder to ignore. 

Below I decided to find examples of innovative outdoor advertising which support the point that 'cultural displays must be more and more spectacular' 

Ralph Lauren 4D projections on the store front on London's Bond Street

Tesco''s virtual shopping boards, people can scan items to buy using their phones

McDonald's interactive  billboard game

Virgin's live interactive billboard uses a copywriter to personalise references about individuals stood under the arrow