In addition to seeing some Axe girls guerilla marketing their deodorant wares off the Mo Chit BTS station this weekend, I also took note of some cool feature film new media marketing.


This is one of three oversize static infomercial movie posters at the Thonglor station that greet the denizens of Bangkok as they await their rail ride. The response from consumers has been fantastic- I've seen many people casually walk up to the posters and give ten to twenty seconds of their time to reading each one. There's plenty of media to digest (several photos, main posters, full paragraph of text) and it is so much more unobtrusive than the 40" plasma screens blaring commercials at some of the other stations.

Why do these posters work so well here in Thailand, and why have they never been introduced in the USA?

Update Adam back in Michigan has a good theory:

Never seen something like it here. International marketing is generally more "explanatory" than domestic stuff. I'm not sure why, but my best guess is that the American public is just way, way more educated and informed about movies in general. That is, thru TV shows, dedicated TV stations (ie E!), magazines, pay TV, etc etc. It's like, if you're in Thailand you might need a little accompanying explanation as to what "The Hulk" is, but if you're in the US and haven't heard of it you're a shithead who lives in a cave.

  ¶ Permalink 6/30/2003 10:49:00 PM