With the acceleration of urbanization, the subway has become an indispensable part of urban life as an efficient and convenient means of transportation.
Subway advertising, as a unique form of advertising, has gradually been favored by more and more brands.
So, why do brands have to place subway ads, and what are the secrets of subway ads?
1
The unique advantages of subway advertising
☞Teacher Peng 彭小东导师 ☟
Wide coverage: Metro advertising can cover the main transportation nodes of the city, whether it is office workers or tourists, it is possible to become the audience of the advertisement, which makes the brand information can be quickly disseminated and achieve efficient coverage.
Accurate positioning: Metro advertisements can be accurately placed according to different lines and stations, and advertisements can be carried out for specific target groups to improve the pertinence and effect of advertising.
Impressed: Subway advertisements usually adopt a visually striking design, coupled with the particularity of the subway environment, which makes it easier for advertisements to attract people's attention and leave a deep impression.
Long-lasting communication: Once a subway ad is placed, it usually continues to be displayed over a period of time, and this long-term exposure helps to deepen the audience's memory and awareness of the brand.
2
Tips for running subway ads
☞Teacher Peng 彭小东导师 ☟
Define your goals: Before running subway ads, brands need to be clear about their goals, whether to increase brand awareness, promote new products, or enhance interaction with consumers. Clear goals help develop a more targeted advertising strategy.
Choose your placement: Different metro lines and stations have different audiences, so brands need to choose the right placement according to their target audience to ensure that their ads reach their target audience.
Innovative advertising formats: There are various forms of subway advertising, and brands can try innovative advertising formats, such as dynamic video, interactive advertising, etc., to attract the attention of the audience and improve the attractiveness of the advertisement.
Establish an emotional connection with the audience: In addition to delivering product information, subway advertising can also establish an emotional connection with the audience through storytelling, so that the audience can have a good impression of the brand, thereby improving the brand recognition.
Continuously evaluate the advertising effect: After the subway ad is launched, the brand needs to continuously evaluate the advertising effect, and adjust and optimize it according to the performance feedback to ensure that the advertising effect is maximized.
In the crowded space of the subway, a colorful advertising picture and a creative advertising slogan may be able to capture the hurried attention of passengers in just a few stops and implant a deep imprint on the brand. The unique value of subway media in advertising communication, especially during peak periods, people's attention is easier to be concentrated and guided.
We need to understand the characteristics of the environment in the subway: relatively closed, densely populated, and long waiting times. In such an environment, the visual impact of advertising is key.
High-saturation colors and bold pattern designs can attract the attention of the audience in a short time. At the same time, the use of dynamic video advertising or LED screen rotation can increase the freshness and attractiveness of the advertisement, and avoid the aesthetic fatigue of passengers from static advertising.
The creativity of the content is at the heart of attention retention. An interesting or resonant story, a slogan that hits the hearts of the people, can often provoke the audience's thinking and even cause ripples in their hearts.
For example, combined with the actual situation of subway riding, create some small stories related to the daily life of passengers, so that they can have a feeling of "this is me" while watching, so as to deepen their memory.
Interactivity is also a part that cannot be ignored. With the development of technology, the addition of technologies such as augmented reality (AR) and QR code scanning can add new vitality to traditional subway advertising.
Imagine if a passenger could interact with an ad on their phone, get a coupon or participate in a fun event, the experience would go far beyond the fun of receiving a message, and the ad would be more effective.
Timeliness is also crucial. Subway advertisements should keep up with current hot topics or holiday topics, such as launching home-themed advertisements on the eve of the Spring Festival, or promoting soft drinks in the summer, which are more likely to resonate with passengers and achieve accurate reach.
I have to mention the persistence of advertising. Subway advertising is not a one-time delivery, it needs to cooperate with online promotion, social media interaction and other ways to form a complete set of marketing mix, in order to achieve the best publicity effect.
The use of subway media to attract the public's attention requires not only visual impact and creative content, but also attention to interactivity and timeliness, as well as continuous marketing strategy.
In this fast-paced transportation hub, every ad is a race against time, and every detail can determine whether a brand can stand out from the crowd.
Therefore, careful planning and ingenious layout make subway media a powerful weapon for brand communication is the goal that every advertiser constantly pursues and explores.
3
How to place subway advertisements to have the most advertising effect
☞Teacher Peng 彭小东导师 ☟
01. Increase the delivery density
Dense and coherent release, continuous arrival of advertising information, the formation of a comic book-like visual impact, can achieve more creative advertising display, attract the attention of the audience, and easily form a secondary communication.
02. Choose the right site
Subway stations are sorted according to the level of S, A++, A+, and A, and are graded according to comprehensive indicators such as passenger flow, location, and passenger spending capacity.
The business districts and school districts around different sites cover different groups, so you should reasonably choose the site that suits you according to the brand characteristics~
03. Theme charter car drainage and momentum
The picture has high uniformity and strong visual impact, which is suitable for creative advertising display, which can effectively attract the attention of passengers, and is conducive to the spontaneous secondary communication of passengers and the natural formation of event-based marketing.
Theme charter is an ideal covering media, suitable for brand image building, new product promotion, and important product promotion.
04. Choose the right media method
There are many types of subway media, including 12 light boxes, ladder eyebrows, screen door stickers, wall stickers, pillar packs, chartered cars, etc.; according to the different publicity demands of the brand, choosing different media forms can achieve twice the result with half the effort.
4
Subway advertising out of the circle cheats
☞Teacher Peng 彭小东导师 ☟
Subway advertising should be out of the circle? Visuals and copywriting account for one of them, and it is easy to grasp the memory point!
1. The design has a strong impact
Subway advertising is a visual medium with a long exposure time. The impactful picture makes it impossible for passers-by to ignore it.
In addition, the relatively closed, mandatory and continuous unique communication environment constructed by the subway space not only provides sufficient scene thickness for the dissemination of brand information, but also provides a strong enough sense of immersion for the audience.
The visual impact of subway advertising is nothing more than a breakthrough from three dimensions.
The first is the color of the advertisement, the second is the sense of science and technology of the advertisement, and the third is the interactive experience that the advertisement gives to the audience.
Color is an indispensable factor in outdoor advertising design, which has the effect of influencing people's mood, mood, arousing people's emotions and resonating with them.
The main form of offline advertising of the Beishan Bag Manufacturing brand is outdoor advertising, focusing on the matching of colors, which is placed on the double doors of the carriages of many lines in the Beijing subway, with Morandi's low-key light luxury image as the main display style.
Morandi's color system is characterized by a very high-grade gray, and the colors in the picture are not bright, as if covered with a layer of gray. Although the colors are not ostentatious, they restrain and cancel each other out in the picture, so that the vision can obtain a perfect sense of balance.
Peaceful and self-controlled, soothing and elegant, with a calm feeling, so it is also jokingly called: "gentle cold".
The high-end color matching reflects the light luxury mood of Kitayama Bag Factory, and the advertising concepts such as "girly" and "romantic" are reflected in the color matching.
In the subway station, there is a target consumer group of the brand among the passengers who come and go, which can have a certain degree of emotional resonance with it, thereby increasing the impression of the brand.
In addition, in addition to focusing on the matching of colors, subway advertisements are also gradually adding elements of technology.
Shanghai Wuzhong Road subway station is on both sides of the arcade of the station hall, designed a picture scroll more than 70 meters long. Under the backdrop of LED lights, the station hall is like a fantasy time tunnel, showing off the tone of the combination of technology and outdoor advertising.
The two sides of the station hall gather the essence of Shanghai's urban landscape, and under the effect of lighting and ground reflection, the floor becomes a blockbuster with its own scenery.
When passengers walk into the subway station, the flowing light and shadow effects seem to interpret the non-stop pace of Shanghainese.
I have seen the hyperboloid screen of the mobile phone, and I have never seen the door of the hyperboloid LED light line. It is understood that the designer designed as many as five sizes of perforations for the city models on these curved LED screens, achieving a cyberpunk-like visual effect. Use technology to awaken the stiffness of the plane and present an immersive look through time and space.
Interactive experience is also one of the ways to get out of the circle of subway advertising. Interactive, experiential subway ads create visual appeal and increase user engagement.
From March 23rd to 24th, Babycare and China Women's Daily held an offline event at Hangzhou Civic Center Metro Station. Accompany the new generation of parents to set up freedom and fancy parenting.
Babycare has prepared a label wall on the site. Written on the wall are "A person who is a full-time mother has no self", "Why don't you look like a mother", "Dad is always clumsy with a baby" and other stereotypes of the new generation of parents.
Next to these texts, there is a row of labels that can be torn off like a calendar. The front of the label is printed with the same glaring stereotyped text as on the wall, while the reverse side is full of "refuse to be labeled".
The audience can directly tear off these stereotypical labels, and the action of tearing off the labels also corresponds to the current trend of young people "refusing to be labeled", achieving effective emotional interaction and helping to improve the communication efficiency of advertising.
Beishan Bag Manufacturing Co., Ltd. presents advertisements in Morandi tones, Shanghai subway station creates a time and space tunnel with technological elements, and babycare interactive experience "refuses to be labeled".
The visual impact of these subway advertisements is strong enough to put the audience in a specific scene, so that the brand's message is pervasive and achieve a comprehensive marketing effect.
2. The copywriter has deep memory points
In addition to having a strong enough visual impact, a good subway ad can also impress people with resonant copy.
In the era of information explosion, attention has gradually become a scarce resource, and the content marketing power must be shifted from the brand-based to the user-oriented, starting from the user's needs and pain points, and the copywriting should be considered from the perspective of more appropriate user needs, in order to arouse the emotional resonance of users.
boss Zhipin's subway advertisement, immediately attracted by it, sure enough, the copywriter with a high communication rate must know people's hearts.
I won't, but I can learn. A blank piece of paper, but also to talk directly.
Newly graduated college students are inevitably full of unknowns and inexperience in their work, and copywriting is a good reflection of the troubles and voices of such people who come out to find a job.
I am thirty-five years old and have two children. Those who support their families should talk about it directly.
Outspoken, not ashamed to talk about money and find a job, age and family status are not difficult to talk about when looking for a job, it is precisely because of these practical problems that it is more important to express yourself.
A company once asked me to be a director, and I was paid 3,000 yuan a month.
Those who have experienced nothingness should talk about it directly.
With a monthly salary of 3,000 yuan, such a nihilistic thing should pay more attention to communication. If the actual treatment is very different from the treatment posted at the time of recruitment, it is even more important to talk about it directly!
I like motorcycling and skiing, I love long-distance running and winter swimming, I love music and planting flowers......
People whose hearts are beating hard should talk directly!
What kind of person is a person who likes skiing, motorcycling, and planting flowers?
This set of posters vividly interprets their attitude towards job hunting with the identity of fresh graduates, mothers, senior professionals, and post-00s.
It breaks the traditional bias of the dominant position of the recruiter, and allows the "direct talk" to be implemented on every ordinary or special job seeker, which is in line with the mainstream employment trend that recruitment is a two-way choice.
@所有人:
I am Mr. Peng Xiaodong, and I would like to thank all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite me to be true love!
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The copywriting is straightforward and cool, and each one hits the target group directly.
If you don't have such a strong visual impact, you have to show the unique highlights of the text.
Subway advertising copywriting can go [talent] and amaze everyone with the wonderful pen and skills of Shenghua.
You can also take the [warm direction] and gently hug people with a sentence of "easy to pass from person to person, it is hope".
Of course, you can also take the personalized route of being funny, black-bellied, and out of humor.
As long as the point buried in the text is prominent enough and vivid enough to bring a heavy blow to people, then the advertisement can penetrate deeply into the hearts of the audience in the subway with alternating crowds.