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c Special Report

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3 Time: Late 20th century
Form: Experiential interactive advertising
Channel: Outdoor billboards
Target: Office workers
Effect: More vivid, interesting, high efficiency, accurate
delivery
The most often seen interactive advertising is
Scene and Motion Sensing Interactive Advertisement.
Interactive advertising combines dramatic ideas with
technology to get an impressive effect, making
advertisement very popular. Interactive advertisement
Form: TV commercials is realistic, artistic and inspiring. These features make
Time: Middle 20th century advertising more vivid and full of life, impressing
Channel: TV shoppers a lot. In Fradique Coutinho, the busiest metro
Target: Housewives station in San Paolo, Brazil, Café Pelé set up a billboard
Effect: Large coverage, represents lifestyle, good with interactive advertising: there is a motion sensing
acceptance detector in the billboard. Whenever somebody walks
TV commercial is a form of advertisement towards or close to the billboard, the face in the monitor
transmitted through television, which is usually used will start to yawn. The more passenger passed by, the
to promote commodities, services, organizations, more frequent it yawns. The interesting thing is that
concepts etc. It is also the most often adopted this made everybody else on the station start to yawn.
advertisement form in the coffee industry. In the At that time, Promo Girl of Café Pelé would provide a
middle of 20th century, coffee TV ads were nearly free cup of coffee, which awaked passengers while they
all black and white, where leading ideas were more were going to work, and made them memorize the
about family and couples. Back then, in the era of experience and the joke.
male superiority, women had lack of confidence,
so motherhood was their primary responsibility. 5
Therefore, whether they were able to find high-end
beans and brew a good coffee with mellow taste
became the main criteria for a good housewife. Form: Webcast/Live show
Since then, with the development of entertainment Time: Early 21st century
industry, coffee commercials became more colorful Channel: PC, Mobile gadgets
and pursued high standard and requirement, like Target: Internet users
adding music and storyline. The best example are Effect: Interactive, fast and convenient, low cost
commercials released by Carte Noire, a well- In recent years, a tailor-made live advirtising,
known French coffee brand. Its theme is about held by Ocean Pacific Coffee and Doublemint through
colors and desserts. They combined perfectly the Meipai platform, showed an excellent advertising
procedure of dessert making with coffee and effect of collaboration between brand owners and
delightful music. It made the audience willing to media platform. This live streaming successfully
look for coffee. The colors are very important for defined the new ideas of marketing strategy. During
this kind of advertising: playful pink, passion fruit this branding event, Doublemint and Ocean Pacific
in bright yellow, cranberry in passionate red and group promoted the idea of having mint gum after
matcha cake in fresh green are the leading drinking coffee. The co-branding
advertising elements. This series of coffee ads is live show essentially targeted fans
exquisite, not only because of its high resolution, group, looking for customers in
but also its proper way of presenting the product. each other’s sector. They extended
Printed ads did not directly do coffee branding so boundaries of branding by
much, but just delivered message of high quality upgrading live content and
coffee. While TV commercials created an innovating in co-branding. Traffic
expectation for all the viewers. is the king, that is how this trial
showed the win-win strategy for
brands’ owner using live content.

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