Tuesday, February 12, 2008
Contextual Marketing: Arrive Alive Tries it Out!
Contextual Marketing, as the term suggests, means creating an impact using the right product with the right message when the consumer is the right frame of mind. The term traces its roots to internet marketing when banner ads of Tylenol appeared whenever the stock market in the US dropped by a 100 points... The right frame of mind for the consumers (brokers in this case) isn't it!!
Today, contextual marketing has become a necessity for any kind of product or service in almost every product category. In-Store Marketing and Customer Contact Programmes are nothing but off-shoots of this concept.
Here is an example of how contextual marketing finds a place in a somewhat unkown but yet innovative application. Arrive Alive was launched by the North Wales Road Casualty Reduction Partnership at Ysbyty Glan Clwyd in October 2001. The aim of the campaign is to make the roads of North Wales safer by encouraging people to keep within the speed limits, reducing collisions and, consequently, reducing the number of people killed and injured. Today the same campaign has ben replicated in other countries too, South Africa being one of them.
In order to promote their recent campaign of 'think before you drink and drive', Arrive Alive decided to hit pub-goers in the right frame of mind i.e. use Contextual Marketing! Look at these stickers of paased out individuals that have been stuck inside toilets at pubs. Innovative and effective right!!
The agency Jupiter Drawing Room has done a good job with this campaign. But hey!! Right now they have a lot of real life volunteers to demonstrate the effects of drinking too much by actually getting passed out in toilets at pubs!! Hope stickers replace them soon ;-)