Press Release Summary = Non-standard advertising media are thriving. The ORTO Co.
promotes its new product - ORTOGRAFYŽ. It is kind of advertising medium which
combines building material and advertising
Press Release Body = Russia - the ORTO Co. adds to ambient marketing. Now the
company promotes into market its new product - ORTOGRAFYŽ. The novelty presents
unity of building material and advertising. The ORTO Co. produces decorative wall
panels with corporate identity elements applied on them. ORTOGRAFYŽ employs unused
walls that surround target audience.
The ORTO Co. has been producing decorative wall panels for about 10 years. Last year
the company launched its new project ORTOGRAFYŽ. The project implements into life
new advertising medium.
Modern supermarkets count up to 24,000 items and the customers are guided mostly by
familiar logos. Research shows approximately 66 percent of all purchase decisions
are made in the store. And 53 percent of those in-store purchases are made on
impulse. Walls with logos of some particular company push the customer to choose the
product with the same image.
New advertising presents either logo or some short text advertisement. ORTOGRAFYŽ is
just one more drop to the main stream of non-standard advertising media. Modern
advertising is placed on eggs, flower petals, match boxes, bus handles. In this case
logo is applied onto surface. The same is with logos on underwear (the so-called
"ass-vertising"), forehead or skin (tattoo).
Ads on skin can vary in its application technique. In Indian night-clubs was held
campaign against alcohol driving: stamps were applied on wrest skins of visitors.
These stamps gleam under night-club light. Stamps can present variable logos and now
this kind of advertising is promoted by Passout Marketing.
Logo of Indulona (Czech Company) hand care cream was placed on handles of shop-carts
and door handles. They were covered with soft fabric which associated with soft
skin. So the local brand could attract customers and compete with Nivea, L'Oreal and
Avon.
Advertising is placed on tables and chairs for cafes as well as on benches in the
parks. Turkish authorities made benches which look like opened books with rhythms of
Turkish authors written on the opened pages. This campaign is to attract attention
to national literature and to provoke interest for reading in general.
Advertising finds consumers everywhere even in WC's. Advertising of Sunsilk is
placed on mirrors. Mirrors are attractive place for jewel necklace. If image of
advertising product is applied on mirror surface woman tries necklace on every time
she comes up to mirror.
Corporate identity is placed everywhere - both on floor and walls. Advertising on
floor can present text as well. It can be place either on floor surface or
carpenter. The last shows mainly logos and trade marks and can be removed easily.
Corporate identity integrates into interior through decorative wall panels with
ORTOGRAFYŽ. Corporate identity images are applied onto panels through gravure
printing and thermal transfer and that differs from simple applying printed
advertising onto wall.
New advertising plays with consumers, teases him, confuses, attracts, involves and
penetrates into mind through obstacles and prejudice against old standard
advertising. Ads seem to fill all vacant space and let it be at least nice to see
and read. Russian companies use ORTOGRAFYŽ as part of advertising campaign. The ORTO
Co. is going to promote ORTOGRAFYŽ into world market.
2022
