By Ariella Brown
Upping the ante for digital
A similar tactic was used to show a skyscraper-high Barbie stepping out of her box in Dubai.
Both the makeup and Barbie movie promo grabbed a lot of attention because they looked like real custom installations on location. Many people first thought that there really were giant lashes attached to a bus or train. In fact, though, these outsized promos only existed in the digital realm. You could only see the CGI-generated mascara, lashes, and towering doll on a video that blended them with a real background. effects with the real world.
Retreating from digital
Reviving traditional OOH
"The social space has become so competitive, it’s [become more] interesting for us to think about how to advertise differently,” Paul Schiraldi, CEO of Murad told Glossy .“It’s the old-school reach and frequency media advertising strategy, but it works.”
While traditional may resonate more with the viewers who see the actual billboards in strategic locations, including Times Square, instead of having to view the effect on a screen, it certainly doesn't raise the same level of buzz as the CGI-enabled promotions.
But, at the end of the day, the goal is not just to have people talk about your promotions but to incentivize them to actually buy your products. So this may play out well for the company's revenue goals if it brings in their target market around that location.