Why you Should Keep Your Advertising Outside the Box
‘Outside? But it’s safe inside the box’, I hear you all look up at me with your innocent lamb faces and bleat in a frenzied tone bordering on panic. Well as familiar and comforting as this metaphorical space can be, it may be the catalyst which results in the failure of your next advertising campaign.
The risks of venturing where no man has ventured before
This abstract and undefined world existing outside the box is an unknown realm of unexplored possibilities. Many companies fear venturing to this space due to the lingering risk of failure. Creative advertisements tend to push the boundaries of the norm and sometimes cross that boundary all together.
How far is too far? How far is not far enough?
These are questions which can either make or break a campaign and result in blinding success, or an unequivocal flop.
So what constitutes as ‘outside the box’?
This doesn’t necessarily mean opting for the biggest, grandest idea your advertising strategy team can concoct. Sometimes thinking outside the box is much subtler and simply consists of doing something that hasn’t been done before. It involves taking a step back, having a look at the current way of doing things and finding a completely unique way to do the same thing.
When you achieve this shocking uniqueness which causes people to do a double take, you’ve created something which will leave a lasting impression. This recognition may not provide an immediate benefit, but it will ensure that you’re in the consumers’ memory for when they need your service or product.
Using your surroundings to your advantage
Some great examples of out of the box thinking have been in relation to urban and guerrilla marketing. These tactics involve slightly unorthodox methods like incorporating competitors’ existing promotional material for your own campaign. Other examples involve the use of everyday items, like Kit-Kat changing a park bench into a giant chocolate bar, or using 3D prints to create optical illusions such as fake potholes or cracks in the ground for a construction company etc.
Whilst thinking around the corners of the ‘norm’ can pose risky, it can also stand to create a more successful impact amongst your target audience.