Non-traditional advertising in Prague

Description:

This advertisement depicted in the YouTube video was taken on the streets of Prague, the Czech Republic, on Saturday, June 6. This multimedia outdoor billboard is promoting Darling Cabaret, billed as “the largest and the best cabaret in Prague center with beautiful girls” for a “night full of entertainment.” The official website says that, “as every lover of good food can appreciate an excellent restaurant and its chef's exceptional skills, you also have a unique opportunity to allow your sweet tooth to choose the best from our menu: the most delicious entertainment in the whole of Prague! That is the reason for inviting you warmly to the world-famous Prague cabaret "Darling", which nowadays follows the erstwhile 1920s and 1930s' tradition of cabaret performances in a place where passion permeates through the atmosphere.” The billboards can be seen in several spots across the city.

Why I selected it:

This non-traditional advertisement is a unique promotion strategy. The ad immediately catches the attention of those walking past it as well as drivers on the road. While most outdoor ads are in simple 2-D print, this ad lights up and forms a spectacle of lights. No matter where you are, the lights catch the eye of the beholder and curiosity leads the viewer to look more closely. It is interesting that such an innovative ad is promoting a “cabaret.” Further down the road, I also noticed a white stretch limousine with the Darling Cabaret logo. The driver was handing out flyers for the place beside the limo. They were inviting people to step inside the car which would take one to the cabaret. As can be seen, I experienced three touch points with the Darling Cabaret “brand:” a multimedia outdoor advertisement, a branded stretch limousine and a flyer.

Analysis:

I find it interesting that a cabaret would use non-traditional advertising to gain the attention of potential customers. In the United States, there is still a stigma when it comes to cabarets, strip clubs and the like. Due to America’s conservative moral values, these types of places are discouraged from mass marketing like outdoor billboards, etc. The closet I have seen to this is on South Beach’s seedy Washington Avenue where Madonna club has provocative videos outside of the establishment as well as a limo outside the door. However, most places like these stick to print advertising in the more liberal publications such as the Miami SunPost and Miami New Times. Prague is obviously much more open as Europe tends to be more sexually progressive and liberal. I believe that Darling Cabaret’s promotion strategies are effective in garnering attention and do so in a creative way. Also, the constant repetition of the brand and logo keep the cabaret fresh in the consumer’s mind.

Key Points:

* This multimedia outdoor billboard is promoting Darling Cabaret, billed as “the largest and the best cabaret in Prague center with beautiful girls”
* This non-traditional advertisement is a unique promotion strategy
* As can be seen, I experienced three touch points with the Darling Cabaret “brand:” a multimedia outdoor advertisement, a branded stretch limousine and a flyer