Stairs, they are your friends.

I've been pondering the interplay between the medium and the message for a while now.

It is clear that using media or connection opportunities can help shape the message and bring it to life. Showing that you've thought about the interaction between the message and where you see it, broadens the creative idea. It takes it into another dimension.

Think of the British Heart Foundation, exhorting you to take the steps (rather than riding the escalator) in tube stations, for the sake of your heart.

Or think about VSO (Voluntary Service Overseas) who placed ads about life changing meaningful experiences on the London tube, where the depth of commuter despond is thoroughly plumbed.

I suppose the trick to coming up with opportunities like these it to start at the strategic end. What are we trying to communicate? Who are we reaching? Is there any way of bringing the thought to life in a physical way for the consumer?

One idea I'm keen to try out is the 'lost' car key.

Here's the deal; for a car client looking to get more test drives, why not drop a series of real looking car keys and fobs in pubs, or restaurants, the backs of cabs or even the supermarket. In short, wherever your target market goes. You spot car keys on the floor, of course you're going to pick them up. And that's when I've got you - with a carefully crafted and charming message on the back that exhorts you to take a test drive or win a car etc. Its interruptive I know, but I'm sure the copy can offset that. Plus its a new way to reach a market that might not view more traditional media. An even better idea would be to embed an RFID tag in the key fob offering you for example free public transport to the nearest dealership. C'mon... any takers?

I was motivated to write a little about this, having seen Cubemate's post here. Cubemate, aka Dan Ng, is one of the brightest stars in the Planning firmament and I urge you to subscribe to his blog.