On the way home one evening I noticed a 3D Harry the 3 Mobile data character and a range of colourful 3D bubbles on top of a bus stop on Upper Leeson Street, Dublin. This was incorporated in with the brands bus stop shelter advertising and meant that particular bus stop shelter was dedicated to 3 Mobile. This immediately reduced the amount of clutter from competitors, clarified the brands image and slogan for passers by, and offered a fresh new visual visual approach to support the other efforts of the campaign showing the benefits of the 3 Flex Max plans.
Since then a new 3D tub of Philadelphia cheese has replaced the 3 character at the bus stop. This again was incorporated in with the brands bus stop shelter advertising and supported the TV ad campaign to encourage people to create new easy snacks and recipes with Philadelphia. Overall these campaigns offer something different for the everyday commuter, and are very effective at attracting attention when they are part of integrated marketing campaign but are at a risk of looking too abstract and random if not supported fully by other marketing coverage. Can you imagine how confused you would be passing the 3 Mobile character without it being supported with additional advertising?
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