How do you adapt a street marketing campaign to a particular city or country?

Street marketing, by definition, uses the public space to attract attention, create links and generate impact. But a successful campaign is more than just a creative idea: it must also be finely adapted to the area in which it is taking place. So how do you tailor a street marketing campaign to a particular city, country or even neighbourhood? Here are our keys to a relevant and effective activation.

Understanding local identity

Each city has its own rhythm, culture and codes. A campaign that works in Berlin will not necessarily have the same impact in Barcelona or Paris. It is essential to:

• immerse yourself in the local urban culture (street art, music, consumer habits)

• identify the key living spaces: flow areas, trendy neighbourhoods, gathering point

• take into account the social uses and perceptions of public space

An activation in a business district will never be the same as an operation in a student district!

Understanding the regulatory framework

The rules governing billposting, distribution and occupation of public space vary greatly from one country to another - and sometimes even from one town to another. It is therefore crucial to:

• be familiar with the necessary permits

• anticipate logistical constraints

• enlist the help of local experts or partners

  
  

Addressing the right audience, in the right place

Adapting a campaign also means speaking the language of the target audience, both literally and figuratively:

• adapt the visuals, tone and messages to the local culture and values

• favour immersive or experiential formats according to local preferences

• identify peak times, key days and high-traffic moments

  
  

Playing with specific urban features

A city is also a unique playground for marketing: architecture, mobility, weather, atmosphere, etc. Everything can be used for creative purposes:

• use street furniture as a medium

• integrate the campaign into a local event or traditional festival

• adapt formats to suit weather conditions and modes of transport

A campaign that lives with the city is a campaign that leaves its mark.

Measure, learn, adjust

Finally, a good campaign is also one that can be managed and improved in real time. To do this:

• it is useful to test several formats or locations

• monitor feedback from the field, virality on the networks and interactions

• adjust the mechanics or targeting if necessary.

A successful street marketing campaign is one that is contextualised, embodied and agile. At Alternacom, our expertise is based on a detailed knowledge of territories, an ability to adapt to each environment, and creativity designed for the public space.