Leo Burnett - Cultural Fuel

The technology called e-paper, around which much hoopla has been created, finally arrived in the marketing toolkit.

Brandrepublic.asia reported about an innovative out-of-home campaign from Lancome to launch their  electroinc vibrating mascara Ôscillation with 7000 oscillation per minute in the Japanese market.

Brandrepublic wrote:

The ‘train jack’ (whereby an entire train carries advertising exclusively for one brand), which has been installed on Tokyo Metro trains running on the busy Ginza and Marunouchi lines, includes a hanging electronic poster that presents a moving image of the oscillating brush. The fixture reportedly marks the first time for electronic paper to be used to create a suspended transit poster. Trains on both lines, which run through the city’s major business and shopping districts, will carry the work until the end of the month.

The OOH drive is supported by print elements in major lifestyle publications showing an image of the product under a lenticular lens to create the impression of movement.

That’s all sweet, but to be honest, does the technology employed actually do anything to help the message? The article doesn’t say more, but a moving brush alone wouldn’t really be an added value would it? It would be more likely be an example of using technology for the sake of technology.

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