Following their friendly seating campaign, cookie company Zeze Biscuits teamed up with agency Mark+ again with this experiential advertising initiative. The interactive ad campaign encourages strangers to give each other compliments when stopped at traffic lights. This specifically targets pedestrians walking the streets of Brazil.
Called Elogios na Sinaleira (or 'Compliments at Traffic Lights' in English), the experiential advertising campaign centers around conversation-creating stickers placed on the lamp posts near pedestrian crossings. There is a list of compliments you can choose from that best matches the person stood across the road. Then you put a green magnet on the appropriate flattering phrase.
The warm and fuzzy feelings that result from this collaboration are then supposed to be transferred to the biscuit brand.
Key Themes Behind This Trend
- Experiential Advertising
- Brands can create interactive campaigns that engage consumers in unique and memorable ways, such as encouraging strangers to give each other compliments.
- Interactive Stickers
- Using conversation-creating stickers placed on lamp posts near pedestrian crossings can spark conversations and connections among pedestrians.
- Emotional Branding
- Creating positive emotions through advertising initiatives can help transfer those feelings to the brand and foster customer loyalty.
Where This Applies
- Advertising and Marketing
- Agencies can explore innovative approaches to experiential advertising to create engaging campaigns for their clients.
- Food and Beverage
- Brands in the food and beverage industry can use experiential advertising to build emotional connections with consumers and enhance brand perception.
- Event Planning
- Event planners can incorporate interactive elements like conversation-creating stickers into their campaigns to create memorable experiences for attendees.
