Last week pedestrians on both coasts treaded over a brand-new type of sidewalk advertising that uses stencils, water and power-wash machines to create a long-lasting message from city grime.

The bold ads look similar to chalk sidewalk ads and are delivered in the same guerilla mode, in the middle of the night.

To find out how to get your client’s message under the feet of consumers as they walk to work and play, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Advertising messages stenciled onto grimy sidewalks using power washing. The message is created as the power-washer blasts away the grime, exposing the clean surface underneath, often concrete.

Who
GoGORILLA Media, headquartered in New York.

How it works
Advertisers’ logos and messages are placed on city streets using stencils and power washing. GoGORILLA calls the program GoPOWERWASH.

“It’s available anywhere the sidewalks are dirty enough,” says senior account manager Suzanne McNamara.

The messages measure 3 feet by 3 feet. Creative should be brief and bold. “We advise block lettering, as clean and clear as possible,” says McNamara. “We can also do a logo.”

The messages disappear naturally. “It could last a month or longer if nobody powerwashes over it,” McNamara says.

Powerwashed ads can stand alone or be part of a mix. Kenneth Cole used wild postings in addition to the sidewalk messages.

The power-wash ads can be used year-round in some markets, McNamara says. “Miami and Los Angeles would work in the wintertime. Actually, even in colder climates the power wash is not going to be affected when it rains or even when you’re clearing snow off the sidewalk.”

Markets
The stenciled messages can be used in any market that has dirty sidewalks. The campaign for Kenneth Cole is on sidewalks in New York, San Francisco, Los Angeles and Miami.

Chicago was in the original plan, but the sidewalks were too clean, says Keith Stewart, vice president for Generation Outdoor, the New York agency that placed the campaign for Kenneth Cole.

Numbers
For the Kenneth Cole campaign, messages were placed in 30 locations per market, except for New York, where 50 locations were used.

How it is measured
Pedestrian traffic counts or estimates are used. Video verification is provided.

What product categories do well
It could work for any product, McNamara says, but she thinks detergents, toothpaste and anything else related to cleaning is well suited.

Demographics
Groups are targeted by location. “Kenneth Cole gave us target areas they wanted to hit, but we can work with an advertiser to make recommendations,” McNamara says.

Making the buy
Lead time is four to six weeks. The cost is contingent on the number of markets and locations. The base price is $800 per stencil.

Who’s already on urban streets with a message etched into the grit
The program launched with Kenneth Cole.

What they’re saying
“As far as we know there’s no law against cleaning the streets.” – Suzanne McNamara, senior account manager for GoGORILLA Media

Web site info
GoGORILLA Media at www.gogorillamedia.com