Outdoor Ads in Interactive Age

4,675 views

Published on

The number and availability of digital technologies grows exponentially. The interactive opportunities grows with it all around the media and communication platforms. Although "classical", statical, poster-based outdoor advertising will always be influential, effective use of new technologies in communication campaigns requires more than just understanding technologies, tools and techniques.

Published in: Business, Technology

Outdoor Ads in Interactive Age

  1. 1. Reinventing Outdoor in Interactive Age v 0.2 (beta) Zigurds Zakis http://ZZ.typepad.com @zz_zigurds
  2. 2. Jarred Bell Circus Poster (1835) more than 50 sq.feet
  3. 3. First Outdoor Electric Advertisement - May 1892http://www. ickr.com/photos/businesshistory/1934664237/lightbox/
  4. 4. Heinz First Outdoor Advertisement (1896)http://www. ickr.com/photos/businesshistory/1934700277/in/pool-389240@N24/lightbox/
  5. 5. http://www.flickr.com/photos/vivnsect/5277509407/One-directional, static (not-dynamic/non-interactive) ads for passive consumption
  6. 6. What’s changing?1. Interactivity ● Dynamic vs. Static ● Digital AND Analogue ● On- and Off- line ●2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●4. Campaigns, not single acts
  7. 7. 5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●vs./and6. Creating Value for Customers/Society7. The Power of Poster. Back to the roots.
  8. 8. Iconic brands1) Addresses acute contradiction in society; ... 5) Perform as activists, leading culture; 6) rely on breakthrough performances, rather than consistent communication Douglas Holt “How Brand Become Icons: the Principles of Cultural Branding” (2005)
  9. 9. Let’s look on breakthrough performances of last 5 years: Cannes Lions Outdoor Grand Prix 2007-2011
  10. 10. 2007
  11. 11. http://youtu.be/LFxCwSaFHOoNet#Work BBDO, South AfricaRebranding Nedbank (2006/07)
  12. 12. via: http://thisisnotadvertising.wordpress.com/tag/nedbank/
  13. 13. A part of much broader campaign of doing (vs. only telling) things Creating advertising that makes a real difference Rede ning what outdoor means to community
  14. 14. 2008HBO Voyer (2007)BBDO New York
  15. 15. Watcher Trailer Voyeur On Demand Teaser Trailer Watcher Film Wall Screening Event Print HBOVoyeur.com Mobile Content Online BannersGo Cards Event Invitations Ancillary Websites
  16. 16. Superior entertainment value Outstanding storytelling Trans-media storytelling (Many entry points) Outdoor ad (installation) in the center of all activitiesApplications to different channels: translating, not copying
  17. 17. Evolving the idea:HBO Cube (2009)BBDO New York
  18. 18. 2009The Zimbabwean (2008)TBWAHuntLascaris
  19. 19. http://www.flickr.com/photos/trilliondollarcampaign/3421500990
  20. 20. http://www.flickr.com/photos/trilliondollarcampaign/3421500286
  21. 21. http://www.flickr.com/photos/trilliondollarcampaign
  22. 22. Using the power of poster Unexpected SimplicityAdaptability to different formats
  23. 23. 2010Diesel “Be Stupid”by Anomaly (2009/2010)
  24. 24. SimplicityPolarizingConsistent
  25. 25. 2010
  26. 26. 2010 http://www.youtube.com/watch?v=iKDgYKSEN6M Relevant to T.G. Deep insightAndes Beer “Teletransporter” Innovative Del Campo Nazca Saatchi & Saatchi PolarizingArgentina Rich storytelling2009
  27. 27. 2010Billboard Yourself (2009)Almap BBDO (Brazil)Cannes Lions 2010 Grand Prix in Print, few Golds(my choice for Outdoor Grand Prix from shortlists)
  28. 28. Great insight Customization InteractivityLinking print, outdoor and digital platforms http://vimeo.com/17078558
  29. 29. 2011 Highly localized Igniting fans community Unique value to customers Collaborative efforts Alliance (JayZ-Bing-Maps) Story/content that supplements book/original content
  30. 30. Miami Pool At the Delano hotel launch event in South Beach, a page dedicated to the lavish lifestyle of the hip-hop artist was revealed at the bottom of the iconic pool and on towels surrounding the lounge area.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  31. 31. Times Square Billboard A three-billboard stack revealing the bookʼs introductory pages were released throughout the campaignʼs four-week period. London Tube Station Pages that highlighted Jay-Zʼs experiences abroad were put in the cities where the events happened. For instance, this page was found in the London Underground.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  32. 32. New Orleans Roof A page dedicated to the Hurricane Katrina disaster placed on a roof in downtown New Orleans.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  33. 33. Jukebox Jukeboxes all over New York City were used to display pages about Jayʼs musical influences. Black Shack Burger Black Shack, a burger joint on Lexington Ave in Manhattan, was the location of a page mentioning a personal experience Jay had with Memphis Bleek and bacon cheeseburgers. To bring the story to life, the page was printed on the foil wrappers covering the special order bacon cheeseburgers and given to fans upon request.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  34. 34. Gucci Jacket Jay-Z stunned his fans by revealing a black leather Gucci for Decoded jacket. The masterfully stitched page handcrafted by Guccis lead creative, Frida Giannini, is custom-tailored to Jay-Zs measurements and holds song lyrics mentioning the Italian clothing icon.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  35. 35. GLEASONʼS GYM The pages found in a famous boxing gym in Brooklyn called Gleasonʼs highlighted Jayʼs love for the sport. Plexi A clear, freestanding page made of Plexiglas, overlooking the downtown NYC skyline was located on the Brooklyn piers in Red Hook. One of the more meaningful pages, it holds content about the potential of hip-hop and where itʼs headed in the future.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  36. 36. The Spotted Pig These pages were dropped in one of Jay-Zs very own business ventures. The Spotted Pig, known for its cozy atmosphere and cool memorabilia, was used in a variety of different mediums to celebrate the books content. Pages were found on tablecloths and mirrors highlighting Jay-Zs personal experiences dining with the worlds most influential people.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  37. 37. Pool Table This custom pool table was designed specifically for the campaign and was placed in the 40/40 Club in New York City. The page is all about the hustle of the hip-hop world and how it translates into other parts of life, in this case, a game of pool. Cadillac Jay-Z shook the borough of Queens with his pages dedicated to Run DMC, the hip-hop legend of Hollis. A 1982 vintage Cadillac Seville, decked out in pages 8 & 9, was showcased as a tribute to the hip-hop OGs on their very own Run DMC Way. The book content included various Run DMC and Cadillac references and covered the car from trunk to hood in recognition of the influence that the hip-hop foreman had on Jay-Zs music.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  38. 38. Basketball Backboard This page was created as a basketball backboard in his old neighborhood near the Marcy Projects. The pages hold the song lyrics to "Where Im From," a dedication to the unforgiving lifestyle of the thug in the streets of Bed-Stuy Brooklyn. Plaque A bronze plaque, molded with the content of the first two pages of the book, was placed adjacent to the housing projects Jay-Z grew up in. The content poetically details the scene of his childhood: the rap battles, the playgrounds, the crowded streets.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  39. 39. Fireplace and Escalator The lyrics to “Lucifer” were revealed at two interesting locations. The first page-spread was situated in front of a fireplace at the Royalton Hotel. Flames from behind the clear, freestanding page brought the content to life while symbolizing the internal struggle between good and evil. The second “Lucifer” spread was found at the famous escalator in the Hudson Hotel lobby, where visitors traveling up and down experienced the songs metaphor firsthand.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  40. 40. Nets Jersey and Banner A custom Nets jersey, complete with the content of page 86, was hung with the famous sports memorabilia lining the walls of the 40/40 Club. In the same week, a banner embroidered with the content of pages 142-143 was placed in the rafters of the Netsʼ very own Prudential Center. The pages alluded to Jay-Zs love of basketball, investment in the Nets, and the commonalities between sports and the hustle of the hiphop game.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  41. 41. Newspaper Two pages dedicated to the mourning of rappers Notorious BIG and Tupac were found at newspaper stands in their respective east and west coast cities, New York and Los Angeles. Counterfeit Book A page mentioning Jay-Zs frustrations with music bootleggers was found in the form of a counterfeit book distributed by a street vendor near Canal Street in Manhattan.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  42. 42. Bike A page mentioning Jay-Zs early childhood bike riding experiences was showcased on a custom bike in a shop located near his old neighborhood in Brooklyn. Apollo Theater A page was revealed on the stage curtain of the Apollo Theater on Amateur Night. The content was a tribute tothe iconic theater and the historic Harlem neighborhood it represents.
  43. 43. Records Each chapter title page was printed as a record cover and placed in record stores around NYC. Guitar This guitar, found in a local music store in NYC, hosts song lyrics referencing music influences outside the bounds of traditional hip-hop.via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed
  44. 44. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●4. Campaigns, not single acts5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●6. Creating Value for Customers/Society, not technology itself7. The Power of Poster. Back to the roots.
  45. 45. M&C Saatchi for Conservatives1997
  46. 46. Official Expression of individual top artists Printed. Available for purchase.Grassroots and individual acts of support
  47. 47. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●4. Campaigns, not single acts5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●6. Creating Value for Customers/Society, not technology itself7. The Power of Poster. Back to the roots.
  48. 48. “Lightbulb”, The EconomistAMV BBDO2004
  49. 49. McDonalds “Breakfast Menu”LEO BURNETT USA,Cannes Lions Silver, 2007
  50. 50. Nikon D700, Seoul, 2009Cheil Worldwide, KOREA
  51. 51. Hyper Island http://vimeo.com/18499643(For Diesel?) 2011
  52. 52. VW. Winter discounts. Proposal valid until outdoor sinks.VW by DDB Stockholm2011Grand Prix @ EuroBest 2011
  53. 53. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●4. Campaigns, not single acts5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●6. Creating Value for Customers/Society, not technology itself7. The Power of Poster. Back to the roots.
  54. 54. Pick & Play, McDonaldsDDB Stockholm,2011
  55. 55. To create extra funTo create extra reason to visit McDonalds
  56. 56. http://vimeo.com/27253192
  57. 57. Recognized guest artists and people’s combined effort Interactive Real-time
  58. 58. Installation that depended on people’s engagement Nokia’s navigation service integrated Interacting with the campaign = interacted with the product. Trial and increased useNokia, London 2010by FarFar
  59. 59. “We’ve had this tracker for about three years, but we felt it was time for a coming out party,” Russell Weiner, Domino’s chief marketing officer Taking transparency to new levels Allowing customers to post their unvarnished reviews Real-time linked to Domino’s Pizza Tracker
  60. 60. Predict the headlines for the following days news.Submit via Facebook, Twitter, Mxit (South Africa) and QQ (China) to over 50 of thetop Nike World Cup athletes from around the world.Up to 100 messages per night displayedShare the headlines Nike “Write the Future. Write the Headline” Summer 2010, W+K Amsterdam global / Johannesburg http://theinspirationroom.com/daily/2010/nike-write-the-headline-in-johannesburg/
  61. 61. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●4. Campaigns, not single acts5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●6. Creating Value for Customers/Society, not technology itself7. The Power of Poster. Back to the roots.
  62. 62. Forever21New York City, Time Square Summer 2010
  63. 63. Fun. Unexpected.Smart, creative use of emerging technology Real-time Smart usage of context of the placeInvolves everybody. Simulated “interactivity” Stimulates sharing (Viral potential) Related to retail site
  64. 64. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●4. Campaigns, not single acts5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●6. Creating Value for Customers/Society, not just using technology itself7. The Power of Poster. Back to the roots.
  65. 65. It’s what you do that matters, not what you say.StarbucksBBDO NY, 2010
  66. 66. It’s always about storyTropicana “Natural Energy”DDB Paris, 2011 http://vimeo.com/22311414
  67. 67. MINI’s Christmas Box, by UbachsWisbrun/JWTSilver, Cannes Lions 2010The message; only €99 per month Breaking rules works too :)via http://www.amsterdamadblog.com
  68. 68. Tools, techniques and technologies, new and old,1. Interactivity & Participation 8. Augmented Reality2. Social Networks & Location 9. Gesture and touch-screens3. Customization & Personalization 10. Face Recognition4. Connectivity: Broadband/ Mobile 11. QR codes5. Real-Time 12. 3D6. Screens & Projections7. Competitions and Games etc etc etc are coming and going
  69. 69. Great interactive outdoor campaigns are not about technology - what technology does / can do is never-ending race- they are about creating value to customer, group, society what is key insight? how do we create value and/or experience to them? how do we link brand with their lives? how can we involve them?
  70. 70. One of main rules in creating great outdoor campaigns. In 2012 - let’s try, let’s fail forward and let’s succeed in making Riga outdoors more attractive
  71. 71. BLOG: http://zz.typepad.com TWITTER: @zz_zigurds MY PRESENTATIONS:http://www.slideshare.net/zz_zigurds

×