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In a marketing world where innovation is key, “Fake Out of Home” (FOOH) campaigns are emerging as a fascinating trend. Combining illusion, surprise and interaction, these campaigns are revolutionizing the traditional approach to out-of-home advertising. These are advertising initiatives based on special effects and computer-generated images, which use public space to create a unique and memorable advertising experience. Unlike traditional billboards or posters, FOOHs rely on surprise and illusion to capture the public’s attention and get noticed.
Indeed, Jacquemus created a buzz with its iconic Bambino bags rolling in front of the Opéra Garnier in Paris. The campaign, produced entirely in 3D, attracted a large number of Internet users, who shared the results on social networks. It’s not the only time the brand has shown originality: to mark the start of 2024, Jacquemus has published a video of a chalet covered in snow by a brand bag. Just the thing to remind consumers that a new year rhymes with creativity!
Other brands have used public transport to carry out a FOOH campaign, such as Subway, which transformed a Parisian bus into a sandwich, to promote their new extra “cheesy” range. An original way to promote your product! Italian clothing brand Benetton was equally creative, re-purposing a branded bus with a number of poodles, similar to those featured in the advertising campaign, climbing out of it. The video generated a lot of positive feedback on the brand’s networks.
For brands, FOOH is not just a way of standing out from the crowd, it can also be a way of gaining a certain economic advantage. An activation of this scale would be complex and very costly to implement, whereas this way the brand generates significant engagement for a smaller sum.
The question of ethics also arises. As the line between reality and fiction is very fine, it’s essential that the brand mentions that these are computer-generated images to remain transparent with its consumer. What’s more, in a world where trends change rapidly, especially with the influence of social media, a FOOH campaign can quickly become obsolete or lose its initial appeal.
By breaking convention and embracing innovation, they offer a new way for brands to connect with their audiences in a memorable and engaging way. As the world of marketing continues to evolve, it will be interesting to see how this trend develops and influences other forms of advertising.
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