Emma Folkard
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Out-Of-Home (OOH) advertising is an umbrella term that includes all advertising that can be found outside of a consumer’s house, such as billboards, posters and wallscapes. This form of advertising can be incredible for creating memorable and immersive campaigns.
OOH campaigns give the perfect opportunity to raise brand recognition and reach target demographics at the right time. Using localised data, companies can adapt their content to be more reactive with research showing that OOH campaigns reach 98% of the UK each week.
We’ve looked into some of the recent viral campaigns that have been a great testament to what OOH advertising can achieve when done right.
Specsavers marked 20 years of their ‘should’ve gone to’ campaign with its recent ‘2.0’ revival in March.
Their slogan has been firmly established in British culture, to the point where it is often incorporated into casual conversation.
They spent a whopping £4M on their recent campaign, creating billboards with their signs positioned upside down and depicted to be mistakenly layered over the top of ladders. As well as this, they used posters to exhibit their slogan with one half cut off, encouraging their customers to automatically finish the slogan in their head despite the text being illegible.
They made further investments in television and newspaper article ads which were intentionally printed upside down. This campaign is engaging and creates immediate brand recognition.
In Tesco’s recent campaign, they have used a simple yet effective billboard technique to celebrate Ramadan.
The billboards face east and display an arrangement of empty bowls, which fill with food as the sun goes down behind them, to mark Iftar- the meal which ends the daily fast. The execution of this campaign was incredibly thought out and reflected Tesco’s transition into prioritising inclusivity.
McDonalds Norway acknowledged issues with littering of their products, with their recent ‘iconic trash’ campaign.
Photographed by Jói Kjartans, their recent OOH campaign shows abandoned packaging with the copy ‘take away your take away’. This is a perfect example of large corporations using their influence for the right reasons.
At first glance, these photos don’t reflect McDonalds in a great light and aren’t pleasing to the eye, but this confrontation of the unsightly impact of littering within these photographs encourages us all to do better. It supports their corporate responsibility, shining a light on littering issues ultimately resulting in a positive promotion of the brand and their values.
We all know Pimms as a classic summertime cocktail, typically associated with the annual Wimbledon championships. Their marketing team have used this to their advantage with their recent ‘Summer is Pimms / Sunset is Pimms’ campaign.
This campaign is perfectly timed, as it hits the streets as soon as the UK starts to see more of the sun. Their team has made perfect use of the association principle, the marketing technique that associates a product with a positive image or value.
Overall, what we can recognise from these campaigns is that OOH marketing can be a great way to connect with your target audience and create brand awareness. Whilst there is an increased focus on digital marketing nowadays, this doesn’t mean that traditional marketing techniques have become obsolete.
Emma Folkard
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