We are in an era where anything can serve as advertising media

We are living in an increasingly fragmented, ad-saturated social media era, making it harder and harder to capture consumer attention. However, brands are redefining traditional advertising media and constantly exploring new formats. Airport luggage conveyor belts, bed sheets hanging on balconies, care labels sewn inside clothing... These unexpected and creative 'media' impressed consumers with refreshing branding touchpoints.

Tmall: ‘good luck‘ conveyor belts

During last year's May Day holiday, Tmall took advantage of the time people spend waiting for their luggage at airport baggage claims. They covered the luggage carousels in Tmall red and added heartwarming messages featuring good luck. This way, every traveller not only picked up their luggage but also carried a bit of 'good luck' with them.

Tmall ‘good luck‘ conveyor belts at an airport. Images: Weibo @Tmall

CASETiFY: art exhibition in bed sheets

From April 28 to May 3, 2023, CASETiFY, a phone case brand, celebrated Tmall's Big Brand Day with its first art exhibition in China, held on Julu Road in Shanghai. The brand invited 16 artists from around the world to transform everyday bed sheets into creative ’canvases,‘ inspired by the common sight of bed sheets being aired in Shanghai's old alleys. Using CASETiFY's electronic accessories, the artists showcased their imaginative creations.

CASETiFY’s art exhibitions in bed sheets showcased in a shanghai alley. Images: CASETiFY WeChat account.

Allblu: ‘no need to wash’ care label

Children’s wear brand Allblu designed a unique sewn-in label stating: This clothing doesn't need frequent washing. Since mothers typically handle most laundry duties and often read care labels, Allblu uses this medium to remind them to let the washing machine do the work, allowing them more time for themselves.

Allblu’s ‘no need to wash‘ care label. Image: Allblu WeChat account

Netease e-commerce: tangible installment ads at a metro station

On this year's 525 Mental Health Day, Netease set up immersive experience-focused advertisements for its ergonomically designed chairs for women at metro stations in Hangzhou. The ads featured tangible designs and elements directly related to the products (cats, moons, bread), showcasing their comfort and stress-relieving features.

Netease e-commerce’s tangible ads at a metro station in Hangzhou. Images: Xiaohongshu @网易严选

ANTA ZERO: new storefront barrier

This April, an eye-catching new storefront barrier appeared on Shanghai's Wukang Road. Made from discarded materials pieced together, the barrier proudly displays the logo ‘ANTA ZERO.’ This marks the launch of ANTA's net-zero carbon store – the ANTA ZERO Mission Store. Reportedly, the store will focus on reducing carbon emissions in every aspect, from products and packaging to construction materials, energy use, and overall operations. The barrier itself reflects ANTA's commitment to a ‘green store’ concept. By blocking and attracting attention simultaneously, these striking barriers create buzz before the store even opens, capturing consumer interest early on.

‘ANTA ZERO’ Storefront barrier. Images: Weibo @安踏

Wrapping up

Although brands explore various new media channels, they all have a strong connection to everyday life. Brands should observe and identify potential ‘attention gateways,’ and creatively transform these into effective touchpoints for brand content.