11 February, 2007

เปิด(บั้น)ท้าย...โฆษณา



โลกเราทุกวันนี้ไม่ว่าจะเปลี่ยนไปสู่ยุคอะไรก็ตาม สิ่งหนึ่งที่ผมว่าไม่เคยเปลี่ยนแปลงไปกับยุคสมัยต่างๆก็คือ เวลาของเราที่วันหนึ่งยังคงมีเพียงแค่ 24 ชั่วโมงนั้นเหมือนเดิมตลอดกาล และยิ่งในยุคที่เรามีสิ่งล่อตาล่อใจรอบตัวเรามากมายทั้งสินค้าและโฆษณา การที่เราจะทำให้ใครสักคนยอมสละเวลาที่แสนจะหวงแหนเพื่อมาสนใจสิ่งที่เราอยากนำเสนอนั้น ดูจะลำบากมากขึ้นทุกที คุณว่าจริงไหม
นักโฆษณาต่างเริ่มมองหาสื่อใหม่ๆที่หลีกหนีจากสื่อเดิมๆที่อัดแน่นไปด้วยโฆษณาที่นับวันแทบจะแยกกันไม่ออกว่าเป็นของใครกันบ้าง จนคนดูเริ่มเบื่อที่จะสนใจถ้าโฆษณานั้นไม่โดดเด่นพอ สื่อใหม่ๆจึงเป็นอีกทางเลือกของเหล่านักโฆษณา
สื่อใหม่ที่ว่านั้นไม่จำเป็นจะต้องเป็นสื่อที่มีเทคโนโลยีเข้ามาเกี่ยวข้องเสมอไป ซึ่งหลายคนมักเข้าใจว่าหากจะต้องใช้สื่อใหม่ๆนั้น ถ้าไม่เป็นสื่ออินเทอร์เนตก็คงต้องเป็นสื่อบนมือถือเท่านั้น ในความจริงเราสามารถที่จะนำสิ่งใกล้ตัวและยังไม่มีใครเคยคิดใช้มาก่อนมาแปลงให้เป็นสื่อในรูปแบบใหม่ได้
และสำหรับการโฆษณาในแบบยุคใหม่นั้น เราเชื่อในเรื่องของการตรึงผู้คนและเรียกร้องให้หันมาสนใจเราได้ด้วยงบประมาณที่จำกัดนั้น ถือเป็นเรื่องที่สำคัญมากกว่าการใช้สื่อแพงๆที่คอบรบกวนผู้คนด้วยข้อความที่พยายามยัดเยียดให้เขาเชื่อตาม สื่อใหม่ๆทั้งหลายจึงมักยึดถือแนวทางนี้เป็นหลักครับ
ผมได้ไปเจอสื่อโฆษณาแบบใหม่ชนิดที่คาดไม่ถึงมาเล่าให้ฟังกันวันนี้ครับ เป็นเรื่องที่ผมบังเอิญไปเจอในเว็บบล็อกแห่งหนึ่งพูดถึงการใช้บั้นท้ายหรือที่เราเรียกกันสั้นๆว่า “ก้น” มาเป็นสื่อโฆษณา ซึ่งตอนแรกผมนึกว่าเป็นเพียงเรื่องล้อเล่น แต่ด้วยความน่าสนใจของเรื่องราวจึงได้ลองสืบค้นดูต่อจากหลายๆแหล่ง ปรากฎว่าเริ่มมีการนำมาใช้จริงๆแล้วในบางประเทศ อย่างเช่นที่ อเมริกา อิตาลี และ ที่ยูเครน
ซึ่งแบรนด์ใหญ่อย่าง Kodak ก็ได้ลองนำวิธีการนี้มาใช้เป็นรายแรกๆ ผมว่าเหมาะกับไอเดียของแบรนด์ที่เกี่ยวข้องกับการถ่ายภาพ ทำให้ดูเหมือนเป็นเหตุบังเอิญที่สาวสวยเผยให้เห็นบั้นท้ายขณะก้มลงเก็บของ ซึ่งจริงๆแล้วตั้งใจให้มอง ส่วนใครอยากจะถ่ายภาพก็เชิญเลย
อีกตัวอย่างที่เห็นก็เป็นการโปรโมท health & racquet club ที่นิวยอร์ค ด้วยการส่งทีมไปเปิดก้นโฆษณากันตามท้องถนน โดยมีนัยว่าถ้าอยากมีสัดส่วน(และก้น)สวยงามแบบนี้แล้ว เชิญมาสมัครใช้บริการของที่นี่นะ ว่าแล้วก็แจกใบปลิวรายละเอียดให้กับผู้ที่สนใจกันไป
เหตุที่ทำให้ผมสนใจในไอเดียการใช้สื่อในแบบนี้ ที่เขาเรียกว่า ass-vertising นั้น เพราะผมเชื่อว่าเป็น insight ของคนโดยเฉพาะอย่างยิ่งผู้ชาย เมื่อเห็นบั้นท้ายสวยๆของสาวๆผ่านหน้าเข้ามาใครบ้างที่จะไม่อยากมอง เป็นสื่อที่มีความบันเทิงอยู่ในตัวเองไม่ต้องใช้เงินมากมาย ใครดูแล้วจะไม่ยิ้มบ้างละครับ และที่สำคัญสามารถสร้าง buzz ได้อย่างดี
แต่ผมก็เชื่อว่าคงจะต้องเลือกสินค้าและแบรนด์ที่มีไอเดียเสริมเข้ากันได้กับสื่อแบบนี้กันหน่อยนะครับ ซึ่งอาจจะไม่เหมาะกับสินค้าบางประเภทอย่างเช่นน้ำหอม ที่ส่วนใหญ่มักจะใช้พนักงานยืนตามตู้สินค้าแจกตัวอย่างให้คนทดลองดมความหอมก่อนตัดสินใจซื้อ หากต้องเสริมความน่าสนใจด้วยสื่อแบบนี้ด้วยข้อความเชิญชวนมาดมได้ที่นี่ คงจะแปลกพิลึกดีนะครับสำหรับวันนี้ก็ขอเป็นเปรี้ยงแบบเบาๆสนุกๆ แต่ก็ยังพอมีสาระอยู่บ้างแล้วกันนะครับ

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