Since its appearance a few years ago, the drone has continued to be seen as the future. However, if the audiovisual industry has perfectly integrated this method for filming and drones are widely used by the army, brands are still shy about its use. Those who use it therefore have the assurance of performing a remarkable operation. This was confirmed during the coronavirus crisis.
Drone-vertising refers to using a drone for advertising communication. It allows first of all to give a modern image to the brand that uses it. The drone is a new technology that few consumers have, so it enjoys an innovative aspect even after all these years. But the drone-vertising also offers a spectacular rendering to the events.
As a result, it often appears in video advertisements in order to make the latter viral. The drone-vertising is also used for street events, with the same aim of being viral. Indeed, as its use is not yet completely trivialized, each event is filmed by many people who hasten to post it on social networks. So, why shoot a video when people are doing it for you?
One of the best-known examples of drone-vertising dates back to the 2017 SuperBowl. Intel had succeeded in recreating its logo above the stadium. The goal was to show that Intel was part of the future.
Finally, in 2020, the coronavirus seems to breathe new life into drones.
The goal of a communication campaign is to reach as many people as possible. With regard to urban signage, to be sure that it works, there must be more posters. And even after that, few people will be affected. Already, digital communication allows greater coverage… but leaves out a large part of the population. The Ministry of Lands South Korea managed to link the two thanks to drones.
For the whole city to see the message, the ministry blew up 300 drones above Seoul. In this choreography, barrier gestures against the coronavirus are recalled (wearing a mask, safety distance, etc.). The message then spread throughout the country, and even beyond borders, thanks to social networks. By its spectacular appearance, the organizers of the event managed to have a wide distribution.
The sky would therefore be the billboard with the greatest reach.
A futuristic and innovative effect
Moreover, if in the years to come drones will be more widely used by brands, for the moment they are rare. This is why the last campaign of Kind for its ice cream bars is talking about her.
As the American population no longer dares to leave their homes because of the epidemic, Kind is launching a contest for and offering a delivery service. For the modern side, winning consumers can have them delivered by drone. Futuristic but also fast, this process appeals. The brand, to stay in the tradition, also offers the winners delivery by bird and hot air balloon.
These three delivery methods have in common the creation of the spectacle. But it still proves that drone delivery is viable and that it could become widespread. The health crisis has pushed brands to innovate and reinvent themselves. We are surely entering an "after" in which the drone has its place.