ambient media process questions

hey everybody



I am a fourth year design student studying at Massey University Wellington and am currently working on my research project and would be delighted if you could answer a few questions.



This assignment requires us to choose a gap of knowledge, research that gap then create mood boards and a creative brief that informs our major project.. The area of research I have been studying is ambient media. My definition of Ambient Media is advertising which requires the environment/surroundings to add ambience of the ad, which strengthens and enhances the core idea of the ad. The surroundings are so tightly integrated that with out them it looses its punch/power. Through research I concluded that traditional advertising such as billboards and print could be ambient through the use of its surroundings.

I am hoping to utilise the information sourced to expand my knowledge and utilise it to create ambient advertising in my project and secondly in the future.

The gap of knowledge I am focusing on is the language and dialogue of ambient media,

But prior to answering this I require a few vital answers



1) What sort of clients are currently using and benefiting from ambient media? (Examples would be awesome.)





My research leads me to believe that in New Zealand it is primarily service based companies and organizations that utilise AMedia. Unfortunately I found it hard to collect a large sample of Amedia and what I did find was primarily overseas. Is there any place you could suggest that I would be able to gather such examples?



2) What would you state being the clients motivation for using ambient media? Eg is it cheap, flexible, utilises element of surprise, reaches the audience on a different plain.







3) How does an ambient media ad arise?

(Does the client come to your agency and request an ambient ad?

Or Is it an environment seen by a creative sparks an idea for a particular idea which is then held onto until such a client surfaces? Or After the brief is given the creatives come up with an ambient idea that is not what the client has asked for, and if better then is pitched to the client? Or something quite different)



4) Does a client ever suggest/request a particular location for their ad, ambient or not?



5) How established do you feel ambient media to be within New Zealand?



6) Do you feel ambient media in New Zealand is being used to its full potential?



7) Do you feel ambient media in New Zealand is a successful medium?



The next part of this research will be about the language and dialogue of ambient media, examining the conversation between the ad and audience. I think I would to prefer to focus primarily on New Zealand ads, this then lead me to consider looking at the kiwi language, dialogue.



This knowledge will give me the ability to use ambient media and kiwi dialogue together successfully to reach a kiwi audience or an audience intrigued by ‘kiwis*



Any further information would be amazing and very much appreciated



Okay so that was a handful more than a few questions but Thankyou for your time it is very much appreciated.



Cheers, Katy



k8ie22-at-hotmail.com