Are so-called ambient media just stunts?

This paper discusses the differences and relationship between media stunts (essentially one-off actions to make people sit up and take notice) and what is known as 'ambient' or 'alternative' media (the execution of creative media ideas over longer periods, in and on unconventional media like petrol pumps, shopping trolleys, receipts etc).

Are so-called ambient media just stunts?

Andrew GreenZenithOptimedia

BACKGROUND

When Richard Branson launched his Virgin Cola brand in the US, he drove a Second World War tank through Times Square in New York. At the Virgin Brides wedding service launch he donned a $10,000 white silk bridal gown. In Australia he flew into a press conference hanging from a helicopter, promising to save Australians from money-grabbing mobile contractors.

He is not the only one. Early in 2006, Nelson's Column in London carried advertising for the first time, during the monument's renovation. There are countless other examples of 'guerrilla' marketing....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands