Those who go by public transport in Japan, sitting in their seats while travelers who have joined at the last minute cling to the safety bars to try not to fall, may find themselves in a rather striking surprise. The traveler in question may be trying to sell you something while they travel, although it will not take much effort to do so. He himself is directly the advertisement.This is what happens in the latest – and somewhat delusional – advertising offer that has been launched in Japan that turns the body of consumers into an advertising weapon. An advertising company, the Wakino Ad Company, has just launched a new advertising format: underarm advertising. Its appearance is, as they point out in The Guardian with a lot of irony, like “the washing label of a sweatshirt, but the sweatshirt is.”The way the ad works is not very science. The person-ad has the ad taped to his armpit, so that when he goes by public transport and holds onto the top, other travelers can see the message.The ad-models are paid the equivalent of 69 pounds sterling (just over 77 euros) for each hour that they rent their armpits as advertising space. The company that markets them assures that the format has a lot of potential to reach many consumers with many things. By now, they have already had their first client, which has been (with some twisted logic) a waxing company.
Get noticed when nothing gets noticed A somewhat surreal idea? A frontier to conquer in the Slovenia WhatsApp Number List advertising market? Or just one more curiosity that helps to understand the state in which things are? In Japan, this is not the first time that a company has tried to market body space as an advertising hook. A few years ago, a company already marketed the visible space on the back of women’s legs as an advertising medium.The movement is a kind of desperate blow to find an element that surprises the consumer and a space to conquer. It is not so much, or at least that is what it seems when you sit down to analyze the advertising format, of finding spaces to be conquered by advertising in a world that seems increasingly saturated with ads, but rather a sample of what the industry has to be more and more creative if it does not want to be lost in the middle of the advertising noise to which the consumer is subjected every day.
Advertising is everywhere, yes, but consumers have started to ignore traditional ads and old-fashioned ad formats. They no longer see them, and more outdoors, where traditional advertising has become much more background noise than ever.it is not a new ideaPutting advertising in an unexpected place (even if perhaps the Japanese format is a viral ploy with some other ultimate purpose, as The Guardian speculates ) can help break down barriers and shock consumers. After all, body advertising is not that new (just think of the newspaper ad-men of 100 years ago) and has already been used in recent times to attract the attention of breaking consumers. with the expected.”It is perhaps the complete support of all those advertising has known: striking, innovative, mobile, interactive, close, intelligent and ecological,” said the head of a company linked to that market a few years ago.
The ads only have to be placed in a visible place and be ‘dressed’ by someone who does not feel embarrassed by it (in the profile of the person ad you have to look for someone extroverted, apparently).During the dot-com bubble, some startups from that wave of the internet paid volunteers to get their logos and URLs tattooed on their foreheads, forearms, hands and backs. It was a way to do guerilla marketing and to position itself in surprising ways.One of the participants who gave their body to those brands came to make (in 2000) more than 200,000 dollars selling parts of their bodies for the brands to put their logos. The participants agreed to keep the logo for at least 5 years. The funny thing is that the brands in question went bankrupt long before the logos (many of them still present on the body of the participants) disappeared.