26/07/2019 - 15:12

"Wild postering really?" by Marie Huss

There are plenty of them plastered on the walls of our Parisian avenues much like posters for election campaigns, and they promote concerts, exhibitions and even the latest fashion in sneakers. You cannot miss them. An increasing number of brands are in a
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Wild postering, really? 

 

What do brands gain from this type of alternative exposure? And what are the results?

Fly poster campaigns are a highly attractive alternative advertising model

 

Vox Populi

In a context in which people lack confidence in institutional bodies, a fly poster campaign applies more direct and spontaneous communication codes.

The message is different and it reaches out creating a special link with its audience. In addition to this, it is an acceptable way to create new advertising typologies.

 

Medium is the message

This type of plain unabashed poster contrasts significantly with smooth glossy paper, which instantly looks almost fake in comparison. This type of campaign favors brand image and meets the “coolness” challenge that some advertisers feel is important.

It is nothing like a carefully designed image, protected behind bus shelter glazing or an advertising column. It takes possession of the space in a bold display. It is impertinent, daring, and provocative.

What is more, whenever possible the iconographic choices are taken from reality, to make the impact even stronger.

Grid layout and repetition

Visibility and targeting are essential for a successful fly poster campaign.

Distribution involves dividing up the number of suitable locations in districts chosen for the targeted audience, guaranteeing granular presence in recurring contact points, for an overall presence. On condition they have sufficient impact to generate repetition.

This may seem reprehensible from an ethical point of view.

 

An intriguing business

A few advertisers share the market. At a rate of about 100 locations per day, armed with a scooter, a few posters, a bucket of paste, the billposters cover Paris 24 hours.

They know the best flyposting “spots”. It is a real war with billposters vying to achieve the greatest impact and to cover the largest number of visible locations.

Their business model is sufficiently smart to market space that belongs to no one and everyone.

 

Not even close to a model of circular economy

It is a pity that this results in visual pollution. The trend favors green, responsible and smart posting. Posting alternative messages and using free spaces – yes. Creating a lot of waste paper collected a few days later by the Paris municipality officers and leaving layers of posters build up on walls – not so good.

 

When all is said and done, flyposting is an alternative posting method with the pleasant side of circumventing classic campaign rules, but it can also raise ethical issues.

Standard posting is considered sacrosanct by most advertisers, so it is interesting to offer another form of presence in urban centers. Banksy displays his graffiti, Adidas their latest sneakers. We just need to be careful of the cost of freedom.

We need to design a model in collaboration with billposters and local authorities, to create a positive impact in cities.

 

 

 

Marie Huss, Directrice Conseil Marie Huss