One way for advertisers to get their messages noticed is to do something out of the ordinary. A widely reported-on print ad campaign in Spain did just that recently. By using a lenticular print format, the marketer, a nonprofit organization that is calling attention to child abuse, manages to speak separately to adults and children who view their out-of-home message.
Lenticular printing uses technology that makes it seems as though an image is changing or moving as the ad viewer changes position. In this particular instance, short children can easily see an image and a number to call if they are victims of abuse. Taller viewers of the ad campaign see a generic message about child abuse. The technology behind this ad can also be used by marketers to create holographic and 3D images.
Advertisers are already experimenting with showing different types of promotions in out-of-home locations based on a sense of who is in front of a specific display. For example, a woman may be shown an ad for perfume while a man may be shown an ad for shaving products. However, using lenticular printing for an ad campaign allows the marketer to speak to 2 or 3 audiences simultaneously in the same message. Even better, the curiosity factor may draw more people to check out the ad and influence them to take the action desired by the marketer.
Have you ever experimented with unusual techniques like lenticular printing in your ad campaigns? Was the outcome successful?[Sources: Lavner, Steve. Printing Technique. Viralread.com. 6 May 2013. Web. 23 May 2013; Aaronson, Jack. How Marketers Can Use Lenticular Printing. Clickz.com. 10 May 2013. Web. 23 May 2013]