We have had ads inside urinals, golf holes and on animals but one agency is going a step further by transmitting commercials via train windows so that the sound appears to “come from inside the user’s head”.
The idea uses bone conduction technology, a technique that transmits sound to the inner ear by passing vibrations through the skull.
The technology, which is also being used in the soon-to-be-launched Google Glass headset, has previously been used in hearing aids, and headphones for swimmers and runners.
The concept has been developed by ad agency BBDO Germany for broadcaster Sky Deutschland.
The country has one of the strictest data protection regimes in the world, in which many forms of cold marketing – including unsolicited outbound telemarketing – are banned.
The Talking Window campaign idea was first shown off at last month’s advertising festival in Cannes and features passengers on a German train being surprised to hear ads urging them to download the Sky Go app on to their smartphones to watch streamed video.
The audio is created by a special Sky-branded transmitter made by Audiva attached to the windows.
“Tired commuters often rest their heads against windows,” says the ad. “Suddenly a voice inside their head is talking to them. No-one else can hear this message.”
BBDO Germany said it had had a positive response to tests using prototype transmitters placed in public transport in Munich and Aachen.
“If Sky Deutschland agrees, we will start as quickly as possible,” spokesman Ulf Brychcy told the BBC. “At present, this is limited to the German market. If we look into the future: everything is possible.
“Some people don´t like advertising in general. But this is really a new technology. [It might] not only be used for advertising, but also for music, entertainment, mass transport information, weather reports and so on.”
