Thursday, 15 September 2011

AMBIENT... Welcome to Oman!


Putting my 'ambient advertising' hat on for a change. We don't see much of ambients in the GCC as much as we do overseas, maybe 'cause we have alot of restrictions or maybe 'cause Arabs don't interact as much. People are not exposed to such things, and are a bit hesitant to go and ask or be part of, but nevertheless, this ambient idea kicks ends!

So, What's Ambient advertising? Ambient advertising slowly started making itself known towards the late 90's. It refers to all advertising that is out of home and non-tradtional - it is exciting, fun, targeted and engaging. 

Alright, moving along.. This ad is for General's New Super Cooling (Super Wave/Super Power/ Super Quiet)
5 speed control
30% improved powerful airflow
15m Long-reach airflow.

(Excuse the quality of the pictures.. I only have those two crappy ones. I got caught by security. No pictures are allowed to be taken inside the mall - MCC)

So anyway. At the main foyer area of the mall there is this huge transparent tent (10m long) that has an air conditioner at the end of it. As you can see, there are those coloured ribbons hanging from the tents ceiling. The long-reach airflow reaches all the ribbons across the 10m, which makes them move/flow.

So it's a really simple concept. You basically go in, feel the breeze, the power and the quietness, then just leave. You can stand as far as 9m away from the A/C. You don't have to go all the way in unless you want to see the A/C upclose.

The most important thing in the tent is the ribbons part. Without those ribbons you can't really tell how strong General air conditioner air-flow is compared to other brands. 

I like the colours of the ribbons. They stand out and you can clearly see the motion from far away since the tent is transparent and the back is white x white.

I asked the promoter, if this has been working well for them,
- Yes! we are selling. People come to me and ask what's it all about, but unfortunately, they don't go inside the tent for the experience. They just let their kids run back and forth not knowing the concept behind this whole thing.
= So it says on the leaflet that the airflow reaches 15m, but your tent here is only 10m long. Why?
- Well, it was hard getting a permission from MCC in the first place to put up a tent here. So we are happy with the 10m space we got. Something is better than nothing :)
= I love the concept. Is this done locally?
- Oh yes! A company called Imagine Technologies owned by Warith Al Kharusi, they came up with the idea and executed it for us. We are surprised ourselves that such idea came from a local company! 
= For how long will the tent be here?
- Until the 18th of Sept.

That's all from my side. I'm happy to see ambient taking place in Muscat. Things are taking time, going extremely slow, but they'll get there eventually. (Inshallah)

See! the security man is coming towards me! ahhhh,
 but the tent is right behind the kids there. Can you spot that transparent thing?

With design, SF.


  1. I like what are you doing.

    I have been waiting for you to launch your website. But, still it says coming soon.

  2. Thank you.. Yes! Website is taking time, but I promise I'll work harder on it.

  3. I had no idea you can't take pics in MCC!! we took quite a few pics there but i guess the security guy was not there :P