Out of Home Campaigns

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  • Photo collage and photos throughoutprovided by: OMACMarketing and Communications Director111 Peter St. Ste. 500Toronto, ON, M5V 2H1www.omaccanada.ca
  • The outdoor audience is primarily mobile -the potential viewing time is only a few seconds so text should be kept to a minimum depending on how prominent the visual is.Aldo, advertisement, Image provided by OMAC, 2012
  • Within the indoor environment, the audience has time to view and absorb more complex messaging.Twik, advertisement, Image provided by OMAC, 2012
  • Photo by Kenton Larsen – Target, advertisement, Times Square New York, 2010.
  • In fact, many people believe that if you can solve the creative brief on a poster then you will have an idea that will work in any medium.Henkle-Klebt, advertisement, Image provided by OMAC, 2012
  • This execution for Culligan water softeners makes full use of the billboard structural support system with an extension made to look like a drain filled with mineral deposits.Culligan, advertisement, Image provided by OMAC, 2012
  • Photo by Kenton Larsen – Fringe, advertisement, Avenue of Americas, New York, 2010.
  • Floralp, advertisement, Image provided by OMAC, 2012
  • Use multiple executions to communicate several messages. McDonald’s, advertisement, Image provided by OMAC, 2012
  • McDonald’s, advertisement, Image provided by OMAC, 2012
  • When McDonald’s launched their new salad menu, they used specially outfitted transit shelters which sprayed water between the panes of glass to emphasize the freshness of the produce.McDonald’s, advertisement, Image provided by OMAC, 2012
  • Duane Reade, advertisement, Image provided by OMAC, 2012As a part of the relaunch they developed a local OOH campaign that touted their new tagline and reinforced the benefits of the NYC chain in a way that was highly relevant to the NY experience. They selected locations right next to their competition.
  • Up (Disney), advertisement, Image provided by OMAC, 2012Captureand involve the viewer through the use of intriguing, humorous or compelling aesthetic images. A good OOH ad will cause passersby to stop and do a ‘double-take’. Effective OOH causes a disruption.
  • Photo by Kenton Larsen – Wachovia, advertisement, Times Square New York, 2010.
  • Rock and Soul, advertisement, Image provided by OMAC, 2012Using humor is one of the most effective ways to increase campaign recall levels.
  • Ugly Betty, advertisement, Image provided by OMAC, 2012
  • The Quebec MilkBureau, advertisement, Image provided by OMAC, 2012used a combination of multiple OOH formats and these fun adaptations to street furniture to create a highly memorable and successful campaign.
  • Lotto 649, advertisement, Image provided by OMAC, 2012
  • Diesel, advertisement, Images provided by OMAC, 2012Diesel preview collection theme wasRockin’ Dots. To express the rockin’ spirit of the DOTS, they created a subway stn wall graphic using dots (badges, meant to be taken away). They were inscribed with a QR code, directing consumers to Diesel’s website. 11,531 were distributed in just 3 days.
  • Tourism Montreal and Toronto, advertisement, Images provided by OMAC, 2012An example of Experiential Marketing. A mobile truck was made to look like the inside of a hotel room. Passersby were invited in to share their cheating experience (a description of a visit to either TO or Montreal) . A video was made of the confession and posted on their website. Consumers voted on their favorite confession and the one with the most votes won a trip to Toronto or Montreal.
  • Screens and copy located in malls encourage consumers to touch the screen, respond to questions specific to them, in order to receive a 20% discount on product selected just for them based on their answers. Photo provided by OMAC, 2012.
  • The Quebec Winter Carnival, advertisement, Images provided by OMAC, 2012is using Bonhomme’s famous arrowhead sash as part of its OOH campaign to catch the attention of potential visitors in Toronto, Montreal & Quebec City.
  • AM/PM Convenience Stores, advertisement, Images provided by OMAC, 2012‘Showcase’ TSA’s and large format billboards with extensions were filled with real and giant models of products available at AM/PM convenience stores. Over the course of the posting, chunks of product were removed, slowing revealing the brand name, tagline, ‘Too much good stuff’ and the announcement they are “Now in Chicago.”
  • CBS Outdoor promotional slide, provided by OMAC, 2012. It’s important to reinforce distance testing in the creative process too. As a reminder, OOH operators offer distance testing for free to ensure your message is legible at standard viewing distances.
  • Owww.omaccanada.caOMAC website, Image provided by OMAC, 2012
  • Members’ logo gardenprovided by OMAC, 2012

Transcript

  • 1. Creating Effective OOH campaignsKenton LarsenImages provided by, and used with the permission of, OMAC: Outof Home Marketing Association of Canada(unless otherwise noted)
  • 2. + Use simple style faces Legibility Legibility Legibility
  • 3. + Consider environment & location  Keep out-of-home copy to eight words max – people drive by in a hurry.
  • 4. + Consider environment & location  Ifyour audience is on foot, there’s more time for interaction.
  • 5. + Consider environment & location
  • 6. + Use upper- and lowercase letters UPPERCASE Lowercase
  • 7. + Be succinct and focused  Be impactful and create a strong link to your brand.
  • 8. + Be succinct and focused  Use the space around the board.
  • 9. + Consider alternatives
  • 10. + Be succinct and focused  Use visual metaphors
  • 11. + Type width TOO THIN TOO THICK Easy to read HARD TO READ
  • 12. + Use multiple executions
  • 13. + Use multiple executions
  • 14. + Use multiple executions
  • 15. + Space Tooclose Good spacing Toomuch space
  • 16. + Use multiple messages with strategic placement
  • 17. + Capture the viewers’ interest  Make them do a double-take:
  • 18. + Capture the viewers’ interest
  • 19. + Use high-contrast colors Good Contrast Good PoorContrast Poor
  • 20. + Make people laugh/think/wonder
  • 21. + Make people laugh/think/wonder  What’s this ad for?
  • 22. + Be compelling
  • 23. + Use appealing visuals
  • 24. + The future: interactive
  • 25. + The future: interactive
  • 26. + The future: interactive
  • 27. + Dominate
  • 28. + Be flexible
  • 29. + Distance/chair test your creative
  • 30. + Creative tips 1. Focus on one main idea. 2. Use multiple executions. 3. Brand clearly and strongly. 4. Capture the viewers’ interest - provoke their interest and curiosity. Make them laugh/think/wonder. 5. Consider context, location, and alternatives. 6. Use colors with a high contrast and simple style faces. 7. Capitalize on creative flexibility and be interactive. 8. “Chair test” to ensure legibility.
  • 31. + Sources  Images in this presentation are provided by OMAC, 2012 (unless otherwise noted).
  • 32. + OMAC Members