Lenticular advertising campaigns may become more common among insurance and financial services companies. The technology, which in a more primitive form has been a common Cracker Jack prize, allows companies to show images that shift depending on the viewers angle. Nationwide Financial, for example, recently started using lenticular advertisements for its "Life Comes at You Fast" campaign.
The updated technology gives companies access to a more dynamic medium that is also cheaper than many other formats.
"At first we thought of large-form print media, but this meant the production costs would be very high five to six times the cost of transparency material," said Song Heo, head of the trafficking and production at outdoor media placement agency EMC . "But with lenticulars, you could use a standard size that fits in a standard airport diorama and get the idea of transformation across at less expense."
Nationwide originally contracted for three months of lenticular airport display dioramas, but the New Year will mark the end of eight months of the campaign with the possibility of further extension. The company purchased spots in 99 airport locations to coordinate with a broader advertising campaign that has focused, uncharacteristically for the industry, on humor. The lenticular advertisements are particularly conducive to the "before and after" images of the campaign.
"Nobody really owns humor in the insurance and financial services category. Its either very serious, very sappy or very price-driven," said Steven Schreibman, vice president of advertising and brand management for Nationwide. "But for our first-ever corporate umbrella effort to promote the fact that we are now saying to everybody, 'We're insurance and financial services,' we really want to own the 'humor' niche in this industry and not be warm and fuzzy."