Advertising Challenge

New frontiers of space

We are seeing the boundaries of space being pushed by advertisers all the time. Australia's most awarded advertising campaign for Lynx Deodorant launched a fake airline called “Lynxjet” which was aimed at 18-24 year old males and operated by attractive “Mostesses”. The campaign exploded across 32 different media channels. Some of these were traditional media such as television, radio and magazine, but others included business cards, phone lines, launch functions, even mobile massage units for the Lynx Mile High club. This campaign made a huge impact, despite a small budget. It picked up eight Lions, including the Grand Prix for Media at the prestigious Cannes Advertising Festival.

Media specialist, Harold Mitchell predicts that the internet, mobile phone and new technologies will continue to change our media landscape, commenting, “People will continue to watch free-to-air television when there is something that they are interested in, but there are many other technology options led by the internet, pay TV and i-Pods that are competing for their time. The new digital media forms afford a significant opportunity to add quality to the level of communications we have had in the past.”

What space will advertising inhabit in the future? And how will technology shape this space?