Brands taking OOH campaign to next level
By Abimbola Mohammed
Out-of-Home advertising is currently the dominant segment in the global market, driven by growing outdoor activities of people such as shopping, eating out and travelling. Established advertisement market along with increased penchant for digital technologies among advertisers, marketers and corporate entities attaches strong demand for OOH in the developed world.
According to Research and Markets, the world’s largest market research store, the global market for Digital OOH is projected to reach US$24.9 Billion by 2024, registering a compounded annual growth rate (CAGR) of 9.9% over the analysis period.
Here are global brands with fascinating Out-of-Home campaigns:
Netflix launched its new series, Resident Evil on streets with this fascinating activation. The series is based on a really successful series of Resident Evil games that has had a loyal following over the years.
The company commissioned a 3D billboard in Times Square New York City, when viewed from the right angle, looks absolutely terrifying. It shows a Licker (a mutant human born out of a second set of zombie mutations) busting out of captivity by smashing through a glass barrier. The Licker then makes its way around the corner of the digital ad, sticks its long tongue out at passers-by, and then scurries off presumably to wreak havoc on New Yorkers unaware of the evil that’s just been unleashed.
Fashion Revolution, one of the world’s largest fashion activism movements, set up this vending machine in 2015, to draw attention to the millions of stories behind the cheap fashion that customers constantly seek. To promote Fashion Revolution Day on April 24th, BBDO Berlin and Unit9 created a ‘social experiment’ in Alexanderplatz, Berlin, that was hard to ignore and a bright turquoise vending machine that promised €2 T-Shirts. When customers interacted with the machine and tried to buy a t-shirt they were met with more than they bargained for.
Once they entered a €2 coin, the screen showed powerful films exposing the labour conditions of textile workers in the developing world. They were then asked if they still wanted the clothes, or if they would rather donate the euros. Unsurprisingly, 90% of people donated.
New Mexico Department of Transportation’s Traffic Safety Division (NMDOT-TSD): use mannequin billboards to emphasise the result of not adhering to simple instructions like the use of seat belts. NMDOT used this simple outdoor route to demonstrate the effect of not adhering to the rules. The campaign capitalized on the iconic good versus bad behaviours. This concept created by local agency RK Venture takes a serious topic and uses a healthy dose of humour to convey good versus bad choices by inserting a mannequin that went in a billboard.
Apotek Hjärtat, a Swedish pharmacy, wants to encourage people to keep their resolutions with an interactive billboard. Subtler than some recent anti-smoking campaigns, agency Akestam Holst created an interactive billboard in Sweden that coughs every time it senses someone smoking nearby. The animated billboard had embedded smoke detectors, which can sense when a cigarette has been lit up. The campaign was launched just in time for the New Year, such that the audience can add quitting smoking as part of their New Year resolutions.
Similarly Tesco London, during Ramadan launched the digital billboard featuring a collection of empty plates during the day, which fill up with food as the sun sets, to signify Iftar, the meal eaten by Muslims at the end of each day’s fast during Ramadan. Accompanying the changing image is the slogan ‘Together this Ramadan’ and an explanatory line: ‘in honour of everyone fasting, these plates only fill up as the sun goes down’. The campaign was created by BBHLondon working with MediaCom, DOOH.com and out of home agency Kinetic.
“Belt Up” Driver Safety This straightforward ad reminding passengers to buckle up in the backseat was created by Clemenger BBDO and is located in Australia. The message on this one is clear, put on your seat belt or get launched clear across the land of koalas and kangaroos like a rag doll. We can’t help but wonder if this would’ve been more effective if they just showed a man splattered across the pavement, but that’s why we don’t work for an advertising agency
Bloom Supermarket, in North Carolina, U.S. created an innovative billboard ad of the launch of its Jumbo Muffins. For the elaborate advertising campaign, a strategically placed “Car for Sale” was parked underneath the giant billboard. A week after the ad went up, a muffin was made to look like it fell, crushing the car underneath. The muffin was eventually removed, and was sent to various Bloom locations for photo opportunities and special promotional events.
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