There are three vairations to Quiksilver's campaign, two skateboard ads and one surfing ad. The skateboard ads are make up of actual skateboard obstacles that would be found at a skateboard park. Skateboarders and adreniline junkies can actually ride the advertisements. This idea redefines interactive ads.
Skateboarding is illegal in many cities and skaters are are often chased out of private city areas. Quiksilver not only successfully conveys advertising messages, but it provides a place for riders to congregate and ride the obstacles/advertisements.
In this campaign, Quiksilver's target audience are young skateboarders and surfers. The ads are highly segmented in a way that only skateboarders would be intereinterested in riding the skateboard obsticles. Therefore, the people buying Quiksilver products are the ones interacting with the ads.
Another positive element is that the ads have a long exposure. Because they are expensive and time consuming to put up, outdoor ads have a longer shelf live than other forms of advertising like print or broadcast. Skateboarders can revisit the advertisements time and time again for fun provided by Quicksilver.
Images retrieved from: http://www.frederiksamuel.com/blog/2007/03/quicksilver.html
These are such creative ways to advertise the Quiksilver brand!
ReplyDeleteThey should use this type of advertising with public-service campaigns like the First Lady's "Let's Move" childhood exercise campaign or to promote wearing helmets and safety gear while skateboarding or bicycling.