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Harsh Commuter Campaigns

The Rethink 'Ceiling Mirror' Targets Bald Passengers

— March 12, 2012 — Marketing
Rethink Toronto is redefining public transit. While subway trains are for the most part plastered with images of trivial ads and city grids, the company’s joint project with Panorama Hair has broken the proverbial marketing mold.

The Rethink Ceiling Mirror aims to strategically provide commuters with a detailed view of their tresses, or lack thereof. Ironically, many will commence their daily travels by rethinking their coif.

The Rethink Ceiling Mirror campaign may be the most harsh and in-your-face marketing campaign to hit subway stations. On top of providing a slew of passengers with unsolicited reflections, Panorama Hair actually hopes to target balding commuters in search of hair transplants. Though this may be a welcomed wake-up call for some, others may not be so enthusiastic about this addition to an already cramped ride.
Trend Themes
1. Personalized Commuter Experience - Personalized transit campaigns could target unique physical characteristics of commuters such as hair loss to increase awareness of available solutions
2. Alternative Advertising Strategies - Marketers can explore a more direct and unconventional approach to advertising through harsh and in-your-face marketing campaigns that may resonate more with the audience
3. Collaborative Marketing Campaigns - Collaborations between unexpected brands can produce unique products or experiences and stand out from the noise of traditional advertising campaigns
Industry Implications
1. Transit Advertising - Transit authorities and advertisers can create more personalized and targeted campaigns to reach commuters in unique ways, increasing engagement and effectiveness
2. Beauty and Cosmetic Industry - Beauty and cosmetic companies can explore new and unconventional ways to advertise their products to different audiences through collaborations or personalized campaigns
3. Medical and Health Industry - Medical companies can partner with transit authorities to create campaigns that raise awareness about available medical solutions for common issues faced by commuters such as hair loss
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