As a medium, Out of Home is the opportunity for marketers to step up and step out, and make a real difference for their brands.
Here are some great examples of compelling work I’ve seen internationally and here in Australia where the possibilities of playing with outdoor advertising help build brand fame.
Corona builds socially conscious brand purpose with the wave of waste
Corona’s brand strategy is simple – it’s all about ‘the beach state of mind’ – summer, sunsets, white sandy beaches, tropical paradise – you get the picture. Also core to their brand personality is their social conscience in protecting paradise from plastic pollution. In 2018 Corona teamed up with Parley to protect 100 beaches from pollution by 2020.
Corona developed a special build for their outdoor ads ‘where you’d rather be’, featuring Chris Hemsworth surfing in paradise, and amplified with their purpose by adding over a tonne of plastic waste shaped into a wave. In the lead up to World Oceans Day the wave of waste was installed at outdoor locations in Melbourne, London, Santiago, Bogota, Santo Domingo and Lima, and passersby were encouraged to add their plastic rubbish to the growing wave.
Playful, interactive, thought provoking, memorable…. cementing brand purpose and building brand fame.
Channel 9 builds LEGO® masterpieces in public spaces
In Australia, Channel Nine’s promotion of new TV show LEGO Masters, took outdoor advertising to the next level, supporting the strongest launch of a reality format by any network in 2019.
The creative execution was brought to life using a multi format campaign across road billboards, retail locations, and office screens. But the icing on the cake, replicating the show’s objective for contestants to compete in building LEGO® Masterpieces, was the ultimate LEGO® challenge of transforming bus shelters in major cities across the country into works of art. The bus shelter special builds featured larger than life LEGO® brick decals made to look like real bricks constructing the bus shelter wall, roof and seating, complete with LEGO® mat covering the floor.
Whether you were a LEGO® enthusiast or not, the special build bus shelters coupled with the multi outdoor formats, captured the attention of Australians through its creative impact and scale.
Koala builds brand fame with fun outdoors
The marketing team at Koala (furniture) has nailed it when it comes to building brand fame through play…. using humour in their outdoor advertising, that gets taken online and amplified across owned and earned media, by a highly engaged audience.
Koala kicked off their outdoor ads with tongue-in-cheek billboards poking fun at IKEA, De Rucci, and even politician Clive Palmers Make Australia Great campaign was warped into a comical Make Australia Sleep billboard.
The billboard ads are photographed by Koala and posted online to drive interaction across their online audiences – members of the public and media alike. The nature of the ads encourages talkability with an estimated reach of 10million for their billboard related posts online.
Koala’s recent ‘Holiday’ campaign targeted people during the Christmas holiday season at different vantage points with contextually relevant messages. Whilst Christmas shopping the ad on the screen at the mall claimed “Xmas shopping sucks…. Get pillows + sheets delivered in 4 hours”; and driving along a main highway out of the city on the way to visit relatives, a series of billboards played on the RTA ads ‘Speeding? You’re in our sights’ with “Furniture Industry? You’re in our sights”.
The humourous play with their outdoor ads, and contextual messaging relevance, is a different marketing approach to their competitors. Taking playful risks with an Out of Home strategy has paid off for Koala both offline and online.
Marketers who push the boundaries with Out of Home platforms, creative and content, are making their brands more Unmissable. If you want to know more about how you can play with Out of Home, contact us today.
This article was written by oOh!’s Chief Customer Officer David Scribner, and first appeared in the May 2019 edition of The Marketing Academy newsletter. David is a mentor for The Marketing Academy.