Outdoor advertising has consistently provided mass reach and excellent promotional results for years. Unfortunately, with the development of this segment and the increase in the number of media—and thus, messages—it is increasingly difficult to reach the target audiences of advertising campaigns. This has led outdoor specialists to search for new, interesting solutions. As a result, actions began to leverage pneumatic media that stand out against the urban environment, such as airwalls. These original, inflatable media allow advertising to be displayed in places inaccessible to standard outdoor structures and ensure precise message delivery to pedestrians.
An airwall is a permanent pneumatic structure in the form of a frame, which—when displayed—is filled with air. Advertising posters are attached to both sides of the inflated medium using special Velcro fasteners. The most popular airwalls on the market are 8×6 in size, but larger formats are also available.
Easy and quick installation means airwalls are willingly used in two-week or monthly campaigns with rotation, as well as in outdoor events—festivals, concerts, or at the beach. They are also an excellent complement to promotional activities carried out with standard outdoor boards or unique ambient actions.
Even a small number of inflatable media—which change location every 2-3 days—allow for efficient “walking” campaigns with wide reach. Moreover, airwalls—uniquely—offer the possibility to display advertisements in places where it’s impossible to install standard outdoor boards. Uninterrupted by other promotional messages, it reaches not only users of city transport in the city center but also surprises pedestrians in residential areas or near schools.
The original appearance of airwalls guarantees their visibility and makes them memorable, thereby strengthening the impact of the advertising message. Inflatable media used in the Headz campaign commissioned by Puma or in the campaign for the animated movie “Sammy’s Adventures” enabled precise reach both to a broad general audience and to demanding target groups—namely, children and teenagers. They have also been used multiple times in campaigns organized for large supermarket openings—serving as directional boards—and in efforts to communicate the launch of new FMCG products.
There are endless possibilities for using airwalls—the result is always just as good. The displays stand out in the urban zone and among other forms of outdoor advertising, evoking positive emotions and associations. They can be placed virtually anywhere, allowing for accurate planning and targeting of the campaign to potential audiences. Airwalls are an original solution in an industry dominated by standard outdoor media. The growing popularity of airwalls may convince outdoor specialists to use other unconventional pneumatic media more frequently—such as skywizzboards or windmen—which will undoubtedly enliven the landscape of Polish cities.
source: Łukasz Wylęga, www.epr.pl