Decent Marketing: Marketing Copy for the Heat Activated Urinal Billboard

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« Bring a Snack For New Year's Eve | Main | Celebrity Marketing Overkill »

January 19, 2006

Marketing Copy for the Heat Activated Urinal Billboard

Decent marketers, the signs of the apocalypse are upon us ...

"The world of 'Interactive' Urinal Advertising is endless... HAUB (Heat Activated Urinal Billboards) has taken heat sensitive ink technology to a new level. This innovative medium combines high definition color graphics, hidden by 'disappearing ink' delivering an interactive message to a captive audience... A perfect strategy to get your message across.

Used successfully in a drink driving campaign in New Zealand, it is a perfect Billboard to deliver any message to a male audience. Strategically placed in the corner of a urinal, (yes that's correct... studies show that 8-10 males prefer the corner), it's sure to generate interest when a male enters the bathroom.

The heat in a male's urine will deliver the message and the automatic flush from the toilet will re-set it for the next unsuspecting visitor... A perfect repetitive marketing tactic.

Because it's New
With so much advertising being thrown at consumers these days, people tend to switch off!! HAUB will give you on average 45 seconds of undivided attention from a male, and studies also show that males will take notice when it's in the toilet. The interest generated by HAUB in New Zealand, did more for drink driving awareness than any other campaign of its type in the past.

Guerilla marketing at its best
HAUB will deliver your message when a male urinates on the board, it will reset to a black poster when the urinal does an automatic flush, ready for the next visitor. The perfect guerilla medium.

Demonsratable Success
Its novel, amusing and will definitely get people talking, we discovered by combining HAUB with traditional indoor advertising you are guaranteed to reach perfect saturation of your campaigns message. It's worked before why not for your campaign...

The elusive Male
HAUB is a messaging medium - an exciting and unique way of conveying any message or illustration. Males can be a particularly hard target market to penetrate, however our novel delivery gets your message across when they are most vulnerable... the toilet.

Long life and reliable
HAUB boards will last for 3 to six months, depending on the amount of use and cleaning chemicals used. This will give repetitive exposure of you message throughout your campaign to your targeted audience."

There's just not much more I can add. Thank you, Innovative Solutions Oceania.

January 19, 2006 in Marketing | Permalink

Comments

I sure would hate to be the installer of this advertising...

Posted by: Eric | January 19, 2006 at 02:42 PM

Is anyone else seriously disturbed by this? As a consumer, I'm at the point where I want to say to the advertisers, "Just leave me ALONE!" I am bombarded with advertising when I pump my gas, visit a website, shop in a typical store--and I can't even listen to my radio anymore since the ads-to-tunes ratio seems like it's reached 10:1. Now you're telling me I'm going to be advertised to even when I'm takin' a leak?!

Posted by: Michael Paladini | January 20, 2006 at 08:51 AM

I wrote about a precursor to this "spot' advertising three years ago in my Say it Better ezine, "To reach men in hotels, bars, sports arenas and restaurants, advertisers used the Wizmark, otherwise called an "interactive urinal communicator.” As men step up to the urinal they activate, with the slightest movement, a sensor that prompts red lights to flash, crunchy guitar chords to sound and a 30 second commercial to appear. Yes women, the male response has been positive."

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Posted by: friends | June 05, 2006 at 09:41 PM

WOW! Whoever thought of this must have really been out there. I mean for someone to be standing there using the restroom and to think hmmmm... Ladadada, Ive got it! We should put advertisements in the urinals! Brilliant! I mean come on how does that help build a positive brand equity? And I know it is a competition to see who can be the most innovative, but when was the last time you pee'd on something you liked (intentionally)!? Anyways I give the guys who came up with this creative points but they still have a ways to go if this is the best they can do.

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