Marketing campaigns activated by the sun catch the moment, and they serve a real advertising function for individual consumers who might otherwise forget the serious dangers the sun brings. Science and technology keep pointing at the risks rising with climate change, and busy consumers still forget the risks built into it sooner or later.
With solar powered marketing campaigns that remind people of the dangers the sun always carries, brands can present themselves as the natural reactive and proactive answer for consumers.
Nivea’s Protection Ad Uses iBeacons to Keep Track of Children
Nivea worked StickNFind iBeacon technology into its Protection Ad cleverly. The ad ran in print magazines and focused on the need for sunscreen, and it also spoke to another big worry families carry when they spend a day at the beach: losing sight of their children. To solve that frightening possibility, The Protection Ad comes with a detachable, temporary wristband meant to be fastened to a child’s wrist.
With a Beacon embedded in it, the wristband lets parents keep track of their children through an accompanying smartphone app. That way the Protection Ad delivers a useful service that reinforces the point it is making in the first place. As Adweek put it, “a fun idea that effectively shows the brand’s commitment to protecting your offspring.” Thanks to the Protection Ad, parents will associate nothing but positive feelings with Nivea.
Zealios Skin Care’s Unique Coupon Appears Only in the Sun
Saving a bit of money is always excellent, though the coupons themselves offer no relief from the heat unless you happen to hold one of Zealios Skin Care’s unusual ones.
To get people out in the sun this summer, the company is offering a 50% discount coupon on its Skin Barrier sun protection products, and to claim it you have to be in direct sunlight. If you have an Android device, the sun activated coupon can be downloaded from the Zealios website. If not, there is still a 20% discount for other phone users, but this coupon, which uses a phone’s light sensors, is a genuinely fun way to save money, and along the way you pick up a few sun protection tips from their site.
The Banana Boat Sport Sunscreen Campaign Gives Consumers Extra Cover
The Banana Boat Sport Sunscreen campaign shows how much protection people get from using the product. Working from imagination, it shields the consumer inside human shaped clouds that cover the person underneath perfectly. On a hot, clear summer day people will feel the relief this sunscreen offers as though it really were a cloud giving them shade.
The Banana Boat Sport Sunscreen campaign was designed and run by the Hong Kong branch of the JWT advertising agency, art directed by Rita Shum and Anthony Kwok, with Jam Wu, Barbara Fu and Philip Lee as creative directors. The surreal images were shot by photographer Kimhoo So and retouched by Henry Chan.
Lay’s Chip Bags Reveal a Hidden Design in Ultraviolet Ink
Frito-Lay knows a bag of potato chips is a fixture of picnics and afternoons at the beach, and this year the company found an interesting way to surprise and please the consumers who take its products out on exciting summer adventures.
Before they go out in the sun, Lay’s bags carry the same familiar, bright design as always. After a while in the sun, ultraviolet ink reveals a hidden design showing a plate, a picnic basket and the other familiar parts of eating outdoors.
Heat activated designs have been a popular choice for packaging summer products such as beer in the past, and Frito-Lay North America CMO Ram Krishnan said, “I think it is the first time anybody is making UV activated chip bags for the consumer.”
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Shadow WiFi Gives You Access Only in the Shade
Shadow WiFi came out of a project to install parasols on beaches and in sunny spots. The structure gives out free WiFi that works only while users are in the shade, which encourages them to stay out of the sun and lowers their risk of skin cancer.
The system uses a directional WiFi antenna tied to a sensor that lets it follow the movement of the sun. As the shade moves through the day the antenna moves with it, so WiFi access only connects inside the shaded area. The system can hold more than 250 users at once, though that many people would never fit into so small a space anyway.
Shadow WiFi launched first in Peru, and new ones went up in the United States and New Zealand after that. It is an advertising project that brings architecture, access to technology and public health together in a genuinely inventive way.
The R&D ReApply Reminder Keeps People Protected From the Sun
The Smart Sunscreen Bottle arrives right on time for the summer season. It is a product built to help people stay protected from the sun’s harsh rays continuously and consistently. It does that by syncing with a smartphone app to send people ‘ReApply Reminders‘ through the day.
Created and designed by VML Australia in collaboration with Vitality Brands, the Smart Sunscreen Bottle is powered by dedicated Bluetooth LE technology in the cap. The iOS app automatically triggers the ReApply Reminder countdown from the moment the user applies sunscreen. As Digital Buzz Blog described it, the app then dynamically adjusts the recommended reapply time based on an algorithm that processes live weather, location and UV index data to fire “reminder” notifications designed to tell people to put their sunscreen back on before the sun burns them.
Fujitsu’s Newest Proximity Technology Takes Its Power From the Sun
Aiming to make beacons the best they can be, Fujitsu approaches proximity technology from the angle of sustainability. Weighing only 3 grams and no more than 2.5 millimeters thick, this beacon has a light, versatile shape that attaches to clothing, corners and curved surfaces. On top of all these impressive properties, the beacon is powered by the sun. Instead of needing a small battery replaced on a routine basis, the solar powered beacon needs nothing more than a light source to run.
From marketing to use at home, as beacon applications get more varied, Fujitsu’s improvements will bring flexibility to the proximity technology we have today.
McDonald’s Limited Time Coupon Melts in the Sun If You Are Slow
As a treat for people on the beaches of Rio de Janeiro, McDonald’s set up a vending machine handing out limited time coupons good for a frozen drink. Rather than being printed with an expiry date, the coupons themselves were made of ice, inviting people to run to the nearest McDonald’s as fast as they could before the coupon turned into water.
The basic idea behind the campaign resembles McDonald’s Save the Sundae campaign in Malaysia, which also uses heat to push consumers into claiming a free product inside an extremely short window. Handing out coupons or gift cards to attract likely customers is easy, and raising the pressure to act raises the odds that they actually get used.
The Nivea ‘Sun Band’ Magazine Ad Turns Into a Wristband
The Nivea “Sun Band” ad is not only a genuine cross platform campaign, it is a wearable advertisement. The Sun Band magazine ad has a child tracking bracelet embedded in it, and the band pops out of the magazine page and goes onto your child’s wrist.
Users then download an accompanying mobile app and sync it with the band. After that they set a safety perimeter it is allowed to track the child within. If the child moves outside the safe zone, an alarm sounds. The bracelet is claimed to be reusable and moisture resistant.
The Sun Band campaign sets out to show the Nivea brand’s commitment to helping you protect your children. The ad evokes Nivea’s Sun Kids sunscreen and uses it to deal with the other “big beach worry” parents have.
The ad ran in select copies of Veja Rio magazine in Brazil.
Source: TrendHunter
