Dutch Boomerang Media recently came up with a new advertising outlet. Their so-called 'dressboxes' are roomy, circular changing rooms that are placed on busy beaches and are, of course, fully branded.
Boomerang is placing dressboxes at 50 different locations this summer, offering advertisers 'on the spot' advertising. Perfect for purveyors of sunscreens, sunglasses, and cold drinks. Nivea Sun booked the entire network for this season.
trendwatching.com would call this sympvertising: infusing consumer advertising with a pinch of sympathy. Although Boomerang and Nivea aren't doing so, it also seems like a prime spot for tryvertising: handing out product samples in a relevant setting. Opportunities? For those in the southern hemisphere, there's time to (quickly) set up a similar network for the upcoming summer. Marketers and media companies in the northern hemisphere have a bit longer to prepare for summer 2007.
Website: http://www.boomerang.nl
Contact: adverteren@boomerang.nl
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Hi Postman,
Thanks for your comment! We missed the cabins in Ukraine. More info would be great.
Best,
this is possibly the worst, most offensive and invasive advertising idea i've seen - worse even then those companies who hire prop planes to fly banners over the beaches in the hamptons.
if you're so desperate to reach beachgoers, the least you could do would be to keep it to the parking lot - people go the the beach for the natural beauty of the sand and waves, NOT to be pestered by a permanent FANTA ad.
The same cabins have been in use in Croatia for at least 4 years.
While I was on Holiday in Croatia one of those things started flying through the air during a particularily stormy night and landed on my back. Nearly took my head of actually.
anyone have more information on how this type of advertisement works? pleas contact me.
siulunlun (at) hotmail.com
this is a great biz idea!
the same branded cabins were placed at Dnipro River pulic beaches in Kyiv, Ukraine. Brama, Coca Cola and Fanta ads were placad there.
i'll notify you when i'll find some more info about it
postman31 | August 14, 2006 1:46 PM