Outdoor advertising isn’t simply a vehicle for raising awareness, it also can drive purchase thought and intent, and be wont to communicate whole positioning.
1. Creating interest via experiences
In July, Sony marked the discharge of Ghostbusters with a takeover of London’s Waterloo station, centred on an enormous installation of the film’s keep Puft candy Man character rising from the bottom. Waterloo was chosen for its sound and scale. The station was adorned with ectoplasm, price ticket barrier branding and a wrap of the Underground station. Collaborating with JCDecaux, screens showed spoof news footage, whereas a pop-up look offered Ghostbusters merchandise and Odeon representatives sold film tickets.
2. Providing product education
Outdoor advertising has been a part of the Facebook media combine for many years. whereas complete awareness was the main focus of the ‘Friends’ (2015) and ‘A Place For All’ (2016) campaigns, Facebook’s latest out-of-home (OOH) shifted towards product awareness.
“The Facebook Live campaign is intended to teach folks on the way to go go on Facebook, and to inspire folks to travel digest their friends,” explains Ewan Adams, communications designing manager. “For these 2 aims OOH works well. we have a tendency to get the awareness-building performance from massive format OOH and discourse relevancy from street-level OOH.”
3. Brand repositioning
This period of time approach was conjointly the main focus of the britain &; Wales Cricket Board’s (ECB) summer digital OOH campaign, that broadcast live scores and Twitter updates of England’s summer internationals against country and Asian nation on screens in middle locations. operating with digital OOH agency Grand Visual, the campaign ran across 9 cities as well as metropolis, London and Manchester, taking in additional than twenty out of doors sites. The aim was to draw in new shoppers, furthermore as inflexible fans.
4. Communicating brand purpose
To promote its United States of America election coverage, in Gregorian calendar month the money Times launched ‘Facts. Truths’, a campaign lightness the $64000 statistics behind a variety of election problems. Drawing on the newspaper’s reportage, the campaign was designed to grow audience and increase engagement with its journalism.
Spanning print, digital, experiential, broadcast and paid media, the campaign used out of doors components in London, the big apple and Washington – cities wherever the foremost voracious readers of its election coverage lived. The ‘reverse graffiti’ vogue campaign saw linear unit verified facts power-washed onto the pavements in every town.
5. Unveiling a new identity
Outdoor diagrammatical a big proportion of Monster’s biggest movement for the past four years. the net recruiter controlled OOH’s scale and visual nature to arouse its complete, introducing a replacement monster character to charm to 18- to 35-year-old job seekers.
“We wont to do additional advertising a number of years agone, which suggests there’s a generation less aware of the complete,” explains Andrew Warner, vice-president of promoting. “We needed to introduce them to the new Monster complete ambassador and use out of doors to convey the powerful force embodied by the purple monster.”
Staggered in 2 waves – might and Gregorian calendar month and Sep and Gregorian calendar month – the campaign enclosed a takeover of BFI IMAX and bus wraps, furthermore as ads at London underground stations and searching centres. Monster conjointly engaged street artists to color the purple monster onto status sites in Clerkenwell, Shoreditch, Brighton and Manchester.
The activity had an enormous impact. Warner reports above-average recall for the campaign, that was seen by seventy seven of the audience.
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