Understanding Urban Hi-jack

The diversion of street furniture: A bold and creative strategy

In the world of street marketing, originality is essential to capture the attention of an ever-more engaged audience. Repurposing street furniture is an innovative approach, transforming everyday items into impactful and memorable advertising media. This article explores the benefits, successful examples, and best practices surrounding this strategy.

What is Street Furniture hi-jack?

Repurposing street furniture involves using elements of the urban environment—such as benches, bus shelters, trash cans, pedestrian crossings, or streetlights—to create original advertising campaigns.

1. The Advantages of Urban Furniture Hi-jack

1.1. An Immediate Visual Impact

• Surprise effect: The public is naturally attracted by unexpected transformations of everyday objects.

• Bold design: Campaigns that play on humor or emotion are more likely to make an impression.

  
  

1.2. Viral Reach

• Social media sharing: Creative and photogenic campaigns invite spontaneous sharing by passersby.

• Media Buzz: Repurposed street furniture campaigns often attract the attention of local and international media.

1.3. Proximity Marketing

• Direct interaction: These installations integrate into the daily lives of city dwellers, promoting an authentic connection with the public.

• Strategic location: Placed in high-traffic areas, they reach a targeted and receptive audience.

2. Inspiring Examples of Urban Furniture Diversion

2.1. Advertising Benches

• A sports brand transforms a bench into a trampoline or incline bench to symbolize energy and movement.

• A bedding company places a mattress on a bench to promote the comfort of its products.

2.2. Interactive Bus Shelters

• A horror film campaign uses interactive digital posters in bus shelters to create an immersive experience.

• A beverage brand is installing free sample dispensers directly in bus shelters.

2.3. Creative Pedestrian Crossings

• A pedestrian crossing transformed into a piano keyboard for a music brand.

• A 3D painting creates the illusion of a suspension bridge, drawing attention to an environmental campaign.

2.4. Garbage Bins and Traffic Signs

• A trash can decorated like a giant cup to promote a coffee chain.

• A road sign modified to display a humorous message related to a road safety campaign.

3. Best Practices for a Successful Campaign

3.1. Respecting the Urban Environment

• Temporary approach: Favor temporary installations to minimize disruption.

• Eco-friendly materials: Use recyclable or biodegradable materials to reduce environmental impact.

3.2. Obtaining Authorizations

• Work with municipalities or public space managers to ensure your campaign complies with local regulations.

3.3. Ensuring Security

• Ensure that changes do not impede traffic or pose risks to users.

3.4. Align the Campaign with the Brand

• Make sure the diversion concept reflects the brand's values and identity.

• Create a clear, easy-to-understand message to maximize impact.

4. Associate Diversion with Digital

4.1. Encourage Sharing

• Add hashtags and QR codes to encourage passersby to share their photos or learn more about the campaign.

4.2. Documenting Creation

• Post videos at all stages of the project to generate interest before, during, and after installation.

Conclusion: An Innovative and Committed Strategy

Repurposing street furniture is a form of street marketing that combines creativity, visual impact, and a direct connection with the public. When executed well, this strategy can transform innocuous elements into memorable experiences, strengthening brand image while beautifying the urban environment. By focusing on originality and respect for public spaces, you can make a lasting impression.