Projection advertising is the process of projecting still images, moving imagery on a building, landmark, or landscape for advertising purposes. It is also known as projection media or street projection.
Projection advertising gives tremendous flexibility in terms of advertising and in terms of creativity. It helps you in creating a wide range of static images into an interactive experience. It injects real-time motion by use of the latest technology.
So, if you aim at doing outdoor projections, this is a great way for you. You can promote the launch of your new product or service through projection advertising.
These billboards are catchy, captivating, and highly helpful. With projection advertising, any image or video that is created can be projected at night for greater visibility.
It is a great way to target the young and affluent, bar crowds, attendees of specific events, and much more. Projections allow you to create a powerful impact on the minds of your audiences.
Now let us understand something about sky projection advertising.
What is Sky Projection Advertising?
In simple terms, sky projection advertising is that type of advertising that makes use of the sky.
It is the most attractive form of advertising technique to grab the user’s attention. It is usually done by using aircraft, hot air balloons, and also laser projection.
Talking of laser projections, they attract more and more people as it is done at night. The attractive colors are truly eyecatching and stay in the minds of the target audiences for a longer duration of time.
For instance, skywriting is also a popular form of advertising that attracts people’s attention. It helps you create brand awareness through such a unique step.
What is Guerilla Projection Advertising?
Guerilla projection advertising is the process of projecting still images from a mobile unit to buildings. It is done without permission.
This type of advertising focuses on unconventional advertising to yield more effective results.
Guerilla advertising is also known as projection bombing. It is considered to be the most flexible and mobile style of projection mapping.
It helps you to project content almost anywhere and it can be from the facade of a busy, city center landmark to an isolated place, etc.
Moreover, guerilla advertising enables clients to illuminate and tag the most unlikely places. What else can sound better than this? It increases your visibility as well.
Is Projection Advertising Illegal?
Projection adverting is eyecatching and a great way to present your advertisement. It aims at setting a long laying impact on your viewer’s minds and compelling them to take action.
If you want to do projection advertising, try taking prior permission from the owners of the building. This is just for the safe side.
Moreover, projection advertising is a novel way to display visual media in any public place, so you should also be prepared to respond to the local government.
It can be considered cosmetic lighting, out-of-home signage, or a live event that might require a permit. Sometimes it happens that the local government may not allow such productions in the outdoor spaces.
So, you should work with a production team that has experience in executing projection events. This helps you in securing the necessary permits and permissions.
For this, you can define precisely what you will be showing in your projection advertisement.
Examples of Projection Advertising
Here are a few examples of projection advertising. Have a look below.
Game of Thrones Season 7 Launch Party
For the HBO show premiere party, Bartkresa Studios came up with our animated looks, inspired by the world of Westeros in the show.
The guests witnessed a dragon gliding across the building, engulfing the facade in flames which was very interesting. It also showed a startling frozen tundra and the face of the Night King casting an icy glare; the faces of the show’s stars appearing in character throughout the glacial expanse; and blooms from the Weirwood Tree billowing across the facade, surrounded by a mystical forest.
These looks revolved throughout the event and created a unique backdrop for the Walt Disney Concert Hall in Los Angeles. This is also the most talked-about example for projection advertising by big brands.
Moreover, to pull it off, 12 high-power Panasonic laser projectors were there. This was done to overpower the reflective surface of the Walt Disney Concert Hall’s curved stainless steel panels.
Dell Technologies
A popular example of projection advertising by big brands is Dell. They also used projection advertising as a part of their brand play. Through this step, it showcased their innovation across multiple industries.
They showcased content against a variety of surfaces, including the shape of a massive jet engine.
It used 3 projectors, two for the sides of it and one for the front.
Courtyard by Marriott
One of the examples of projection advertising by big brands is Courtyard by Marriott. They wanted to create some buzz around its brand and the Super Bowl. So, it used Bluemedia, an Arizona-based experiential marketing company, to create a 4D virtual reality dome next to New York City’s Flatiron Building.
Courtyard by Marriott came up with a Super Bowl Sleepover Contest where one winning fan gets to sleep in a field-level suite the night before the Super Bowl.
The experience was a 33-foot-wide custom dome. It was engulfed in Courtyard Super Bowl Sleepover graphics on the outside while the inside looked like a Courtyard by Marriott hotel room, including a bed against a wall and reclining chairs.
Just awesome.
5 Tips for Projection Advertising
I am sure everyone wants to be successful with their projection advertising. Here are a few tips that you can follow while doing projection advertising:
Content and Crafting
The success of any advertising depends upon the content and the way you craft it. You can upgrade your content along with better rendering. You can also use animations and illusions for effective understanding.
So, Try emphasizing more on 3D content with better accuracy. This will help you in driving greater customer response and consumer behavior in the highest positive way.
Technical Advancement
With up-gradation in technology, it is also important for you to leverage high-end and more advanced technology to enhance the ad functionality. Take note of things that limit your content development and its technology.
When you use those enhanced technologies for your advertisements, it helps in limiting the challenges.
It also helps you in improving your projection quality and delivering your message with greater intensity, resolution, and quality thus improving the customer experience.
Movement
Presentations and large projection advertisements can have a mind-boggling impact on your customer’s mind. It can also have an exciting experience for the ones who watch it.
Projections are a great way to target your ideal customers. It can heighten the visual experience for your audiences.
Since the technology is not much utilized before, it creates a strong impact on the viewers.
Storytelling
Your projection advertising should focus on delivering a strong message to the target audiences. Incorporate the factor of storytelling and see how it gains popularity. It helps you deliver a sparkling spectacle like the fireworks display.
With strong storytelling along with proper mood and tone, you can influence your audience’s expectations get success in your projection advertising.
Also, your creativity around the project should be strong enough along with your content. It helps you to be strategic in your advertising to attract your target audiences.
Interactivity
Another important tip to follow in projection advertising is to be interactive. By introducing interactive elements along with projection you tend to develop a connection with the audience.
It helps you form an emotional bond and also a visual impact on your viewer’s minds.
How Did Disney Plus Use Projection Advertising Through London Eye?
Disney plus has creatively used projection advertising for the promotion of their new show. To mark the arrival of “The Falcon and the Winter Soldier” on Disney plus, Captain America’s shield was projected onto the London Eye.
MCU’s first episode on Disney plus premiered on Friday. This is after the success of Wanda Vision, the most-streamed TV series during its run. This incentivizes the hopes of Marvel for this show also to be a success.
The Singapore Flyer, the Luneur 1953 Flywheel in Rome, the La Grande Roue de Marseille in France, and a few others featured similar displays. The six-part film is Marvel Studio’s second TV series and continues Phase Four of the MCU.
So, what is Phase Four? The MCU Phase Four is a collection of American superhero films and television series. Phase Four includes all Marvel Studio’s films scheduled for release between 2021 and 2023. The Marvel original film Loki will premier on Disney plus on June 11th.
Advertising for Deeper Reach and Connections
Pictures and videos through Projection Advertising increase the exposure of brands. One example is Burj Khalifa tower in Dubai. The element of suspense in projection ads makes the difference. Projection ads take the attention of the audience by displaying powerful graphics which is eye-catching.
Moreover, personalized communication is ideal for promoting products. The flashy display attracts large audiences and leaves an unforgettable experience for them. This way brands can stay connected with their audience and create a deeper relationship with them.
Hence, customers will be familiar with the brand. Projection advertising eases the process of passing the message from the brand. Do you wish your customers to get familiar with your ads and brand?
For this, you need to stay updated to design creative and engaging advertising. Subscribe to our blogs to stay informed and act creatively.
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