OOH Is Still Alive…
Who said OOH is a dying media!
During the last decade with the rage of the new media (digital, online and social), most experts and specialists thought that traditional media would slowly disappear. What has happened, however, was absolutely unexpected! The new media has found a way to interact with the traditional media, and the results come in all formats and styles of creative communication with the people.
Before we go any farther on showing some amazing examples and experiences from different markets and communities, let’s highlight a very important point about Out-Of-Home media: as long as people go out of home, as long as outdoor advertising is ATL (Above-The-Line) media, OOH or outdoor advertising is your entertainment on the road, and it is the only ad you cannot stop – you cannot avoid it or even skip it… and in the emerging markets it is the main communication media to deliver awareness, even being used to activate or show what is going on online.
The integration of OOH with digital and new media is a kind of phenomenal creativity that enriches our daily life. People certainly enjoy the mix of live and digital experiences, and so far it seems it hasn’t failed in any community – it always captures much more attention than a standard OOH campaign on its own or new media alone, or even integrated multi-channel campaigns.
Spotify used its vast user behavior databanks to create “Thanks, 2016. It’s been weird” campaign, which delivered a series of witty and irreverent outdoor slogans on large digital billboards throughout Europe and America.
This involved some of the following messages being broadcast via digital displays:
“Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”
“Dear person in the Theatre District who listened to the Hamilton Soundtrack 5,376 times this year, can you get us tickets?”
“To the 1,235 guys who loved the “Girl’s Night” playlist this year, we love you.”
This fusion of data mining and digital exposure will only become more commonplace as we move into the brave future of OOH.
Coke Zero Drinkable Advertising campaign unifies the OOH and Digital media into one experience that audiences love to go through and even just watch it. Coke Zero usually likes to promote how it tastes, but the brand’s newest round of multichannel marketing aimed at millennials is largely focused on how the drink sounds.
The most effective cross-channel ideas allow people to spend time experiencing a brand, said Ogilvy & Mather New York President Adam Tucker. He said creating “engagement through fame” is 12 times more effective in driving market share over standard rational or emotional campaigns.
Tucker said Ogilvy has created campaigns for clients that are between two to three times more effective when the idea is anchored in a brand experience delivered in a surround way.
“With the proliferation of choices and messages, where consumers sleep-shop through the store, you can only hand out so many product samples to drive trial,” he said.
“An idea working across experiential, digital, social, PR and broadcast channels creates an intimate ‘trial’ experience at mass scale,” he said. “We can no longer rely on broadcast to change perceptions—we need to use multichannel efforts to change behavior.”
According to Coca-Cola, 85 percent of millennials have not tried Coke Zero, but nearly 50 percent of those who try it go on to become monthly drinkers. So, the “drinkable” marketing campaign is aimed at getting consumers to sample the product.