The use of a word search for the Big Yellow Storage campaign may be curious at first, but the longer a person looks at it, the more sense it makes -- and the more fun it is. A simple concept, the words themselves are boxed up. Paired with the tag line "Box it up," the ad campaign invites people to find the rest of the words in the game and box them up as well. Thus, it becomes an interactive pastime that would be particularly great in newspapers, magazines and subways systems.
The Big Yellow Storage campaign was created by CHI and Partners, an ad agency based in London, United Kingdom. It was art directed by Tom Skinner and copy written by Clark Edwards.
What's Driving This Trend
- Interactive Ad Campaigns
- Using word search puzzles and other playful elements in ad campaigns to engage consumers and create a unique experience.
- Print Ad Revival
- Incorporating interactive elements into print advertisements to make them more engaging and memorable for consumers.
- Gamification Marketing
- Using game-like elements such as word searches, scavenger hunts, and puzzles in marketing campaigns to create a more immersive and entertaining experience for consumers.
Who This Affects Most
- Advertising
- Opportunity for ad agencies to create more interactive and engaging campaigns using game-like elements such as word searches.
- Print Media
- Opportunity for print publications to offer interactive and engaging ads that readers will remember and pay closer attention to.
- Digital Marketing
- Opportunity for digital marketers to incorporate game-like elements such as word searches into campaigns to capture consumer attention and create a unique brand experience.
