Advertising does not smell or is creative in public toilets

We cannot ignore the issue of advertising in toilets. Moreover, the interest of indoor segment participants and advertisers in this site is caused by the high efficiency of advertising placed here. Experts note that advertising in toilets, due to the effect of surprise, is remembered better and often makes a positive impression. In addition, studies conducted in the United States in 2006 showed that the impression of advertising seen in the toilet lasts on average 40% longer than from advertising placed on other media. This is due to the fact that, unlike other platforms, practically nothing distracts a potential buyer from a calm and detailed study proposed advertising information: viewing such advertising takes at least two minutes.
The advantage of advertising in toilets lies not only in its guaranteed contact with a potential consumer, but also in the fact that it has undivided attention for a certain period of time.

Em

Guerrilla deodorant Ax (aka Lynx) from the Uruguayan agency Lowe Ginkgo.
Cast shadows make lingerie stickers appear real. By posting these stickers in men's restrooms, Uruguayan advertisers are delivering the message that Ax deodorant is "blowing decent girls' heads off."

The German agency Kempertrautmann has developed a fun guerrilla campaign for the comedy channel Comedy Central.

The Comedy Central television channel believes that even in the toilet you can’t do without a dose of humor. These are the posters that were hung in public toilets right above the urinals. If you have a sense of humor, you won't be able to help but smile.

The Indonesian team from Saatchi & Saatchi showed a creative design for the Roxy Pool Hauz billiards club.
To prepare billiards players for the annual nine-ball competition, the agency placed its message in a place that is very popular with men - the restroom. A ball simulating a billiard ball was placed in the urinals. A message above the urinal encouraged players to practice their swing.

It was decided to place advertisements for horse racing “Horse Racing Alberta” in Canada in public toilets.
Above each of the rows of urinals there was a sign depicting a number, made in the same style that is used at hippodromes to indicate race tracks.
The posters have the inscription: Everything’s a race (Everything in the world is a race).

The creators of the Japanese agency BatesAsia, Japan came up with original way promotion of Braun trimmers. On the mirrors in men's restrooms, at face level, “beards” from famous Japanese stylists were glued on. In this way, men could try on a new image and evaluate whether it suits them or not.

For those men who are unsure which sexual orientation to identify themselves with, creatives from Selbynolte DDB and activists from public organization HEIN UND FIETE placed these prints in public toilets.

OMD Media Direction and Proximity created a non-standard embodiment for advertising the brand “Packaging with Light” from Schering AG, combining both visual and audio elements of perception.
The urinals sang a song to the men about how “love can’t wait.”
The communicators built into these devices reacted to the ingress of liquid, so the song could catch you at the most interesting moment. But you definitely won’t forget it. It’s good that only such truly masculine devices are equipped with communicators - a song from the toilet could become an unbearable blow to someone’s psyche.

Jo

The Gray Argentina agency carried out a guerrilla campaign for Playboy in 2006 under the slogan “I, too, can become the girl of the month.” Sultry Argentine girls were given the opportunity to feel like a star: images of the photographer at work were pasted in public showers and toilets, and beach blankets were also released, designed so that when a girl lays down on it, it’s as if she was on the cover of an erotic gloss.

Stickers in the toilets in the women's toilets of Antwerp highschool: Anorexia and Bulimia Association. Call. Creative by Duval Guillaume.

Russian work from the Shaker agency (St. Petersburg) was placed in women's toilets. Men do not understand it, since it plays on the position that women take in public toilets in order to avoid sitting on the toilet.

Unisex

Georgia Max Coffee has decided to remodel the restrooms at a number of key ski resorts in Japan. The toilet cabins were redesigned in such a way that a person felt like a skier about to make a ski jump.
The Japanese agency Tugboat (Tokyo) tried to convey the stimulating effect of coffee, which gives strength to new achievements.

An interesting campaign by the organization ARRIVE ALIVE against drunk driving took place in South Africa, during which wheelchair wheels were installed in the toilets of bars in Johannesburg.
As can be seen in the photograph, the overall design resembles wheelchair. Thus, The Jupiter Drawing Room agency highlighted the consequences of drunk driving.

Another promotion from Arrive Alive. The Jupiter Drawing Room placed stickers of drunk people in the bathrooms of clubs and restaurants.
The people on the stickers claim that everything is fine with them, and in a couple of minutes they will be fine to drive home in their car.
“I just need to clear my stomach.”

“I’ll sober up when I drive. Just give me 5 minutes and I'll be fine."

“I’ve driven like this hundreds of times before. I'll sober up when I get behind the wheel."

A naturalistic campaign against drug addiction took place in university toilets in Lisbon (Portugal).
Going into the toilet between lectures, students could see a frightening picture there - drug addicts taking a dose.

The Canadian chapter of Mothers Against Drunk Drivers is running an advertising campaign in restaurant bathrooms.
The prints, developed for MADD by Calder Bateman Communications - Edmonton, attract attention primarily due to their unusual placement.

Association volunteers “parked” the cars with broken windshields depicted on the posters at urinals and hand dryers, crumpling the corners. The result was an accident reproduced almost in 3D.

An online store selling flowers and gifts launched a guerrilla campaign on the eve of Valentine's Day. In the restrooms of bars, restaurants, and universities, identification boards have been replaced with stickers like these, on which a male figure offers flowers to a female figure. The advertising text was simple - "Valentine's Day? Visit www.uniflores.com.br."

Social workers in toilets against inhumane detention of prisoners

Washbasins

The Italian agency AM-NEWTON21 conducted an unusual campaign in the toilets of nightclubs in Italy.
Sexy Camera is an erotic show using a hidden camera on the Italian TV channel FX.
As part of the campaign in men's toilets in pubs and gyms The face of the soap dispenser was stylized as an attractive girl in a short skirt. Thus, when receiving a portion of soap, the man seemed to put his hand under the beauty’s skirt.

It's nice when sweating can be controlled. WNZ Creative conveys the message that BodyIce deodorant is an indispensable assistant in the fight against sweating. For this purpose, Chinese creators stuck a guerrilla armpit sticker in a public toilet. The message this sticker conveys is pretty easy to read - using BodyIce deodorant can stop you sweating as easily as turning on a faucet.

The guerrilla campaign of the French professional union of private detectives took place in the toilets of Paris.
The Rapp Collins Paris agency proposed the concept “What if?...” - within the framework of this idea, stickers with horns were pasted on mirrors in restaurants and other public places in the city.

To make consumers aware of the superior color quality of Hewlett Packard printers over conventional inkjet printers, the Indonesian agency Publicis attached the casings of these devices above mirrors in bathrooms.
Thus, visitors to the toilets could be convinced that the copy (albeit a mirror one) from HP was no different in color from the original. The text also matched: “The true colors of life.”

By placing a perforated Modess Maxi sticker at the bottom of the sinks of women's toilets (the hole is where the drain is), McCann Erikson was able to create a good effect - no matter how much liquid you pour, the gasket absorbs everything.

Chinese McCann Healthcare showed what a truly “mirror-clean pan” looks like.
A sheet of thick black paper with a cut out silhouette of a pot or kettle, a little glue, a mirror - and here we have an example of guerrilla creativity - an advertisement for Tongda detergent for nickel-plated surfaces. “Stainless reflection” is the slogan.

Another mix of the ideological heritage of the Soviet past and the cliches of the Western present was created by South African advertisers from the Lowe Bull agency, who developed a “Russian” campaign for Russian Bear Vodka.
Posters appeared in the toilets of nightclubs in Cape Town, at first glance one could see a supposedly certain phrase in Cyrillic. However, looking at the poster in a mirror image, the phrase was read in pure English: Real Men Don't Drink and Drive.

“Sometimes attention is the only thing he needs,” says the TUCCA Association for Children and Adolescents with Cancer. And it illustrates this extremely touchingly. The social campaign involved stickers with a photo of a child, which were placed on mirrors in front of washbasins in Brazilian toilets. Are you washing your hands? Look in the mirror and find out how you can cleanse your soul with these hands.

Traditional advertising is becoming more and more expensive. Standard media is full of advertising, and therefore companies constantly have to look for free and new places that can still get the attention of the audience. A public toilet is one such place. A number of studies have revealed that advertising in the toilet does not irritate the majority of respondents at all. At the same time, the memorability of such advertising, according to ROMIR Monitoring, is 64%. In addition, of these 64% who remembered the advertisement, half were also able to name the name of the product, which is a fairly high indicator.

In Russia, advertising in toilets appeared not so long ago. However, restrooms gained worldwide popularity as a means of advertising only in the 90s, so this method can be called relatively new. Today, advertising in toilets is one of the striking examples of non-standard media. At the same time, placement in the toilet has a number of quite significant advantages, such as a high degree of advertising memorability, good targeting, increased attention and a number of others.

Another important point that makes toilet advertising attractive is its large audience reach. According to statistics, about 70% of visitors public places Be sure to look into the toilet. It is also worth noting that the restroom is a fairly quiet place. It is usually quiet there, there are no competitors advertising. Toilets in Russia are not yet a very active place for advertising, so this looks original and invariably attracts attention

If we talk about segmentation possibilities, they are also quite high. We are talking not only about the gender and age of visitors, but also about social status and hobbies - all this is achieved through the right choice placements. If you need to reach wealthy people, then an expensive restaurant will do, but if students are interested, then a youth cinema or night club.

The benefits also include ample opportunities to wow your audience. Present in the toilet various means, which allow you to approach placement as creatively as possible and make memorable advertising.

Of course, such advertising also has one deterrent factor. Not every brand approves of advertising in the toilet, fearing for its reputation. This situation is gradually changing. If previously only relevant brands were advertised in toilets - hygiene products and condoms - today the list of companies is extremely long.

By and large, there are quite a lot of ways to place advertising in the toilet today. The most typical and simplest is a regular poster. The negative side of such advertising is that it is not very original. And this can be important when using advertising in non-standard media, which is the toilet. However, sometimes there are combined methods, when a regular poster is supplemented with something else.

Social advertising quite often uses this platform for placement. The reason for this is precisely the possibility of placement. Clubs and bars are places where you can educate people about the dangers of drugs and the consequences of drunk driving. One of best examples A similar ad is the Arrive Alive campaign in South Africa. In this case, the placement was the floor and walls of the toilet, on which there were pictures of drunk people, whose T-shirts said that they were fine and the problem would go away when they got behind the wheel.

The advantages of this type of placement are obvious, so it is not surprising that more and more companies are not against such advertising of their brand.

Advertising in toilets, now an essential component of the use of the external environment, has evolved from the first ordinary posters to the creation of special advertising spaces protected from modern vandals and graffiti “masters”. In Great Britain, this direction appeared in 1994, when 20 panels were allocated for posters in toilets, and already in 1999 their number exceeded 27 thousand; revenues from this area of ​​advertising during this period increased from $35 thousand to almost $5 million. The first advertisers were film distributors, men's stores, cable television stations and retailers computer games. They were attracted by the opportunity provided by pub toilets to reach the hard-to-reach category of young men aged 18 to 35. Although almost five years ago, hardly anyone would have imagined that brands such as Mars, Gillette and Nestln would also advertise in such places, but now their advertising in toilets is a common occurrence. In terms of cost per thousand impressions, this is an expensive media tool, but at the same time it is good way reaching a hard-to-reach audience, and you can save on costs if you simply repeat in posters successful designs created for print advertising. For some advertising campaigns, such as anti-alcohol campaigns or those aimed at car drivers, a toilet wall, with an average 30-second exposure to the advertisement placed on a person, can become an ideal media tool. Transferring this concept to shopping centers, advertisers can reach parents with small children (in places where they can change the child's clothes), and at gas stations - businessmen, motorcyclists, people traveling for leisure, and sports fans. Huge opportunities of this kind also provide athletic facilities, recreation centers, health clubs.

Source. Ruth Nicholas (1999). Toilet trading. Marketing Week, 13 June, pp. 51-2.

The next creative take on outdoor advertising came in 1999, when Virgin Atlantic painted the traditional green and white port of Hong Kong's Star Ferry bright red and placed its logo against it. For the first time in a hundred years, the design of the ferry company has changed. Changing the symbols cost the advertiser 20 thousand-25 thousand dollars per year. The next step in advertising using the external environment was “art spaces”, i.e. advertising placed on the ground. In an attempt to attract the interest of highly lucrative but hard-to-reach international business travelers, advertisers have turned to the concept of "arts venues", which is seen as potentially attractive to this category of jaded consumers already tired of traditional advertising. It was recently reported that passengers arriving by plane at Munich Airport see a giant Swissair advertisement from above, which is literally growing on the ground - below under the planes taking off and landing. It features a 250-metre-long airplane (barley green) against a brown straw background and features the red and white Swissair logo, created using environmentally friendly color pigments. In this case, the “art playground” option was chosen because it conveys positive elements about the Swissair brand, in particular that it cares about the environment. A huge bottle of Beck beer has a similar feel - suitably cropped growing wheat, accompanied by the slogan "Only natural ingredients", which runs parallel to the main road leading to London's large Euston station. Some major advertising experts believe that these examples are just early experiences and that the future of environmental advertising will develop in a direction similar to the techniques used in the film Bladerunner(“Blade Runner”), where advertising is projected onto the walls of buildings and becomes a dominant element of the overall cityscape. Although other analysts, less confident about the significance of environmental advertising technology, argue that ideas matter more than the mechanisms of their transmission.

Currently most of famous examples of outdoor advertising build on the novelty of this approach and its ability to shock viewers. To realize such opportunities, new technologies are actively used. For example, the development of appropriate printing technologies made it possible to take the next step in poster advertising and print huge posters (130 m x 17 m), which was previously technically impossible for commercial purposes. Technology now also allows wraparound types of advertising to be used on trains, buses, planes and even rockets. For example, the Heathrow Express trains (which operate on a 15-minute journey between Paddington Station and Heathrow Airport) have carriages fitted with large flat-panel TV monitors to show TV programs and advertising. This advertising medium does have significant potential to influence passengers, primarily because it is specifically designed to reach the very attractive market of business travelers (60% of passengers on these trips), who typically do not pay much attention to traditional media. As we see, simple and not particularly new technologies can be used. When ScotRail wanted to project its advertising onto the sides of Scottish monuments, it initially planned to use a state-of-the-art computer imaging system, but a conventional 35mm film projector was sufficient. While technology can provide advertisers with good publicity, as was the case when Adidas projected an ad onto the white steep slopes of Dover, ultimately the larger concern for outdoor advertisers is whether additional ways of amplification can be found. brand in target markets?

Advertising in toilets bars, restaurants, cafes, cinemas, business centers, etc. - great way attracting the attention of the audience, because the advertising message will definitely stand out against the monochromatic background of the walls, and every visitor will even involuntarily stop their gaze on it. But only advertising in restrooms can guarantee who will see your message - men or women. And this is an additional opportunity to reach only your target audience or, by offering different positioning options, to make advertising as attractive as possible for these groups.

Although at first glance it may seem that it is a subspecies, in fact this is not entirely true. Indoor advertising definitely has its own characteristics, and often requires a special approach. If done correctly, it can provide truly impressive results and have a colossal effect.

One of the common ways to place indoor advertising is to use toilets of various establishments, for example, bars and restaurants, as advertising space. Information on posters placed on the walls of restrooms is perceived, according to various estimates, with an effectiveness of 60-80%. As a rule, A3 size posters are used, placed in a wall frame.

This format in most cases is the most effective in terms of the effect/cost ratio, however, if desired, you can use media of any size - even the entire wall can act as advertising space. The essence of such advertising is very simple. When a visitor is in a regular restroom, he sees nothing but its walls. If there are pictures or other information on the walls, the comfort level of visitors definitely increases. At the same time, they study these media with genuine interest - after all, in fact, they have nothing else to concentrate their attention on. All these factors have a positive effect on the overall effectiveness of such advertising.

Before use advertisements in restrooms appropriate research needs to be done. As a rule, it makes sense to target either male or female visitors as the target audience - in most establishments, restrooms are divided into male and female. By the way, this is why such advertising is one of the ways to reach an audience of a certain gender with one hundred percent accuracy.

It is also worth noting that the lifestyle of visitors to such establishments (bars, restaurants, etc.) often involves active spending of money, which is also a pleasant addition to the advantages of indoor advertising. By targeting them, you can seriously increase sales or awareness of your product.

However, we should not forget about some important nuances. Advertising in toilets must evoke positive emotions and joyful feelings, create a wow-effect, contain impressive or aesthetically pleasing graphic elements, and must also be made in excellent quality. Advertising posters in restrooms are viewed by visitors up close and involve a relatively long contact time, so they should not cause negative emotions, disgust, frighten or otherwise irritate visitors.

And one more, no less important advantage of indoor. The fact that such advertising is placed indoors allows the use, in addition to standard printed media, of all kinds of electronic and video displays. This allows indoor advertising to achieve impressive results with relatively small budgets.

Some great examples of how indoor advertising can be used effectively are below.

Advertising campaign for sports channels of a cable television network. Panels installed in sports bar restroom stalls contained real balls. “The image quality is so high that you can feel it.”

Energy drink advertisement. The toilet cabins were stylized as a ski jump. Product information was only placed on the holder toilet paper. The idea is that the sensations from the drink are as sharp as those from a jump.

Environmental advertising. Holders for toilet paper and disposable napkins were stylized to resemble a tree trunk. They included information about the number of trees used each year to produce these products, as well as an encouragement to use recycled products.