I’m trying to get my head around this one.  Carspaze USA, Inc. is rolling out what they call “an innovative, eco friendly, advertising medium that transforms parking lots into large scale, drive-in brand environments.”  JetBlue is utilizing this new concept to create installations in upscale shopping mall parking garages at Macerich’s Tysons Corner in Northern Virginia and Westfield Century City in Los Angeles, using in-flight monitors and a concierge service to reinforce its “More” campaign message.  Carspaze is creating the installations using the patented advertising platform it developed in Europe.

The Carspaze installations are purported to be eco-friendly and utilize recycled printed panels, crushed tires and low energy recyclable lighting – components they describe as “eco friendly materials that do NOT end up in landfill unlike so many other types of billboard advertising.”  These materials are also fire retardant — so for the first time, advertisers can create large-scale installations in the strictly regulated parking garage environment.  “We are minimizing our impact on the environment while providing a creative, new way for advertisers to engage with consumers.  We have transformed a grey concrete box into a large canvas for brands with incredibly high recall,” said CARSPAZE’s Jim Anstey, referring to Nielsen research findings of over 95% unaided recall after one hour.

JetBlue’s installations are designed to bring alive the in-flight experience with seat back TV monitors (every third monitor in the installation is playing real TV content), all set in cloud-like environment – just what I need in a parking garage.

Good for advertisers, bad for consumers?  The question appears to be, will this flashy eco-ad installation distract the lady backing out of that parking spot, endangering the front-end of your Prius?

source: prnewswire