For those unaware, Nuit Blanche is an annual art event here in Toronto that takes place one magical night in October,from dusk to dawn. It involves people roaming the city streets viewing and experiencing art installations. It goes by different names across the world but it’s the same concept.
This year while walking from exhibit A to a watering hole 40 mins away (public transit and cars were in major gridlock,hence), I found myself reflecting on more than just the existential crisis the world is experiencing, through quantification of a paradoxical analysis (art speak). I started to wonder why brands missed out on this chance to talk to their people on a night when they’re out and about, in no hurry to get to somewhere and with no particular agenda in mind. Now I know art purists are probably thinking – How dare! this is an art event, I don’t want to see no advertising hoopla! – But hear me out. I’m not talking about an in-your-face billboard trying to sell insurance while wishing everyone a happy Nuit Blanche. I’m talking about brands that could very easily engage in a non-intrusive, relevant manner. Some broad product categories that could have used this opportunity to say hello:
#1: Hydration brands: A hoard of people walking the streets for hours, common sense dictates they’re going to need hydrating. Every Shopper’s Drug Mart I walked past had people lining up to buy precious H2O. Where was Dasani/Vitamin Water? Being present when relevant shows brand care, few booths around town wouldn’t have hurt. On the same note, I’m sure coffee would have been much appreciated too.
#2: Active lifestyle brands: Something about all that walking makes you think about how you need to get more exercise – good time to be reminded of Adidas’ Fall collection of trainers. If Subaru could have a guy spray painting what they called “the art car”, I’m sure Adidas could have had a giant shoe installation.
#3:Foot Care brands: At some point I wanted nothing more than a quick foot massage – reminded me of OSIM’s foot massager chair – the type they have installed in some malls. What a great chance for a bunch of these to have been installed around town that night.
#4: Charging Stations: Portable phone charging stations! It doesn’t matter whether a battery/phone manufacturer or Telcom took the initiative, but “my phone is dying” was the most heard line all night – why? Logical. People constantly had their phones out snapping pictures and tweeting their experiences. Nokia, you were a sponsor, why no friendly gesture of this sort?
Speaking of sponsors, Tourism Toronto was one of the sponsors – I couldn’t help thinking how a few interesting informational displays about otherwise sparsely ventured into neighbourhoods would have made a nice read, for locals as well as those visiting.
In the world of social media,what had me baffled was the official Scotiabank Nuit Blanche Twitter handle’s lack of response to questions asked. The account was only used to send out (albeit pre-composed) tweets all night, but not reply to any – this is the megaphone vs walkie-talkie approach some brands are yet to comprehend when it comes to social. Automation is NOT the way,especially when it counts the most. Also, why no app this year?
I’m sure there are a host of other ideas, and I agree, some of these ideas might not have been able to achieve much given the sheer numbers, but it’s the thought and presence that counts sometimes. I’d love to hear what you think – should brands have found a way to be relevant to this mass of pedestrians or would that take away from the art?