# Trash-Talking Ambient Advertising Kvallspressen Impact Suggests an Alternative Marketing Method By Amelia Roblin | Published 2011-11-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kvallspressen-impact-campaign References: [adsoftheworld](http://adsoftheworld.com/media/ambient/kvallspressen_impact_a_really_unalternative_media_urinal) & [abbynorm.se](http://abbynorm.se/news/traditional-goes-alternative/) Over the past decade, [ambient advertising](https://www.trendhunter.com/trends/dreamies-treats) has exploded, leaving companies craving their names behind airplanes, but this Kvallspressen Impact campaign communicates an unsatisfied sentiment. Interestingly, the advertising agency uses this method to demonstrate a point, which may actually gain the brand all the more attention. But it is entirely deliberate, because ads on urinals, bicycle seats, subway station staircases and T-shirts are often noticed and remembered -- but only by the people who come in contact with them. The argument made by Abby Norm of Stockholm on K.I.'s behalf is that 3,988,000 people will not use a single toilet in the time that so many can discover your brand in a newspaper. So essentially, this Kvallspressen Impact campaign succeeds on two levels, by presenting potential K.I. tabloid package customers with [eccentric images](https://www.trendhunter.com/trends/legitimate-you), but posted within far more opportune places. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 34% | Activity: 14% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Ambient Advertising:** Disruptive innovation opportunity: Explore unconventional advertising methods to capture attention and engage with target audiences in a unique way. - **Alternative Marketing:** Disruptive innovation opportunity: Leverage non-traditional marketing methods to stand out from competitors and create a memorable brand experience. - **Eccentric Branding:** Disruptive innovation opportunity: Incorporate unconventional and eccentric imagery in brand campaigns to create intrigue and attract attention. ### Where This Applies - **Advertising:** Disruptive innovation opportunity: Develop innovative advertising strategies that go beyond traditional mediums and explore creative placements that resonate with target audiences. - **Marketing:** Disruptive innovation opportunity: Embrace alternative marketing methods to break through the clutter and generate awareness and interest in brands/products. - **Branding:** Disruptive innovation opportunity: Challenge traditional branding norms by incorporating eccentric imagery and messaging to create an intriguing and memorable brand identity. ## Related on Trend Hunter - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Brighton Retail Launch Ads](https://www.trendhunter.com/trends/ikea-brighton.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md)