Train Windows Vibrate Ad Messages Into Passengers' Brains
(from RetailWire.com)
Many of us know the feeling. Traveling on a train or a bus after a long day, leaning your head on the glass and letting the gentle rocking lull you to sleep. Well, if BBDO Düsseldorf has its way, you can forget about that because it has developed a new technology using a transmitter that sends messages to your brain to be converted into sound. No one else around you can hear it, but you're hearing voices in your head.
The technology known as "bone conduction" is currently used by deaf people and the military. Bone conduction hearing aids are implanted to bypass middle ear issues that leave people deaf. BBDO sees it as a new media channel to reach consumers.
A quick look at the video demonstrating the technology shows passengers falling asleep on a train. One young woman, slightly startled as she begins to doze off, takes her head off the window when she hears the voice, cutting the connection to the message. Others put their heads to the window to listen to the message, but none seem to have that, "This is so cool!" moment in the process.
My take on this:
It's a great technology and I can think of multiple uses for marketing. However, given the public's well-placed apprehension of invasive messaging, the format and introduction of the technology has to be very well planned and positioned as branded entertainment or information.
Like many of the entertainment screens found in public when people have to stand in queue or wait (as in an airport lounge or public transportation). Many would welcome the advertising messages if they could also hear music, comedy, news, the weather, or the location of the next train stop.
Copyright 2013, Carlos Arámbula. All rights reserved.
Copyright 2013, Carlos Arámbula. All rights reserved.
