Creative Out of Home Media
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Creative executions in the out-of-home space: billboards, murals, bus benches, bus shelters, ambient ads, etc.
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Creative Out of Home Media
- 11. ▌Keep text to a minimum.
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- 30. ▌Olay encouraged consumers to answer beauty-related questions on touchscreens in malls. Consumers received product coupons in return.
- 31. ▌Digital Superbus, screen is a GPS-enabled bus king
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Editor's Notes
- The outdoor audience is primarily mobile - the potential viewing time is only a few seconds so text should be kept to a minimum – on average between 7 – 10 words depending on how prominent the visual is.
- 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.
- When McDonalds launched their filet-o-fish sandwich they came up with some interesting executions that emphasized the freshness of the fish. This ad won a U.S. Obies Award in 2011.
- Duane Reade – our Shopper’s Drug Mart here, experienced a transformation recently. As a part of the relaunch they developed a local OOH campaign that touted their new tag line 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 – in this case Walgreens.
- Walt Disney pictures mimicked a scene from the movie by utilizing these unique transit shelter and mural extensions to promote the launch of the movie « Up »
- Unique ‘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.”
- Electro-illuminescent paper draws additional attention and interest to this indoor resto-bar network execution for Bacardi.
- Vintage Clothing store Shock and Soul uses humour to promote its up coming lines. “Silk Dress – Coming Soon”
- Vintage Clothing store Shock and Soul uses humour to promote its up coming product. “Checked Shirt – In- Store 3-6 months.
- Chick-fil-A is a fast food restaurant in the US, specializing in chicken. They have used OOH for many years. The cows have become somewhat iconic and always lend an element of humour to the creative executions. This ad was a winner at the US OBIES 2011.
- Obies 2011
- Viewed from a few stories above, this extra-large mall floor decal of a scratching dog makes the people walking over it appear to look like fleas. Frontline Flea & Tick Spray can help to rid your pet of them…found in the pet store in the mall.
- A brown paper bag hides the mall poster for the ‘Ugly Betty’ TV show.
- The Quebec Milk Bureau used a combination of multiple OOH formats and these fun adaptations to street furniture to create a highly memorable and successful campaign.
- An 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 favourite confession and the one with the most votes won a trip to Toronto or Montreal.
- The Quebec Winter Carnival is using Bonhomme’s famous arrowhead sash as part of its OOH campaign to catch the attention of potential visitors in Toronto, Montreal & Quebec City. Utilizing posters in fitness clubs, restaurants and bars the Carnival ads feature a real, colourful sash that draws the eyes of the visitors along the wall to a final poster promoting the two week event.
- FedEx will get your package there fast and in perfect condition.
- 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.
- 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.
- Digital Superbuses are available in Vancouver. The bus king is digital and GPS enabled to allow for message changes within the active ‘zone.’ Applications include driving consumers to specific retailers or theatres, for promotional purposes as well as emergency messaging.