Getting into position

Posted on 15/04/2011

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Context can be everything. I’ve noticed over the past couple of days, it’s not just *what* you say and *when* you say it, but *where* you say it. Let me explain.

Channel 5 has just started screening “the walking dead”, a US TV drama/ horror series about zombies. They’ve plastered parts of the UK with big imposing billboard adverts, but at least one of these was slightly out of place:

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(I think someone forgot to look round the corner…)

Then again, positions like this could be used positively. I’m not saying berievement should be used as a targeting criteria – it never should – but there are places that are closely connected to specific emotions. Assuming it’s the right emotion (and the right place) you can do something interesting.

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I live just off the London marathon route in Limehouse where the route doubles back on itself. Lucozade noticed this and have put up two marathon specific billboards, cheering runners on.

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Having looked over the course, this spot is roughly halfway. Runners pass this spot twice, the first time after 14 miles, the second after 21 miles. Lucozade feel their pain; and are offering their support. I don’t know about you, but after 21 miles I’d be grateful.

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