Question: Who out there thinks that advertising on trash cans and bus benches is an effective way to spend advertising dollars? Unless you’re a used car salesman, real estate agent or a pizza shop you’d say that advertising on benches and trash cans is a disgusting waste of money. There are several reasons why I think that this type of out of home advertising is ineffective:
- it tarnishes brand image and equity
- ads are usually small
- ads are poorly designed
- ads tend to be blocked by dirt on the trash can or by people sitting on the bench waiting for the bus
With that being said, I was almost converted into believing otherwise when I saw a MINI Cooper ad.
The advertising agency used a previously ugly and useless medium and made it attractive and effective. It’s design is simple, slick, and the wrap advertising utilizes trash cans disposal holes as a part of it’s message.
I would typically walk by it and never give it one (never mind the second) look, but this time I was stopped in my tracks. However, I am not convinced that this type of advertising will translate to direct sales immediately, but perhaps in the long term. What MINI is doing is reinforcing it’s cool, youthful, fun and rebellious brand image. The ad also playfully encourages you to get rid of your old and boring car.
Although the advertising agency has done a great job (with MINI Cooper brand) with this wrap advertising, I am still skeptical about the effectiveness of trash can advertising.
