Out-of-home advertising plays an important role in branding, and to create a memorable experience for the target audience, designing the billboards in an unforgettable way is the key to success. In today’s world, where digital ads are available at the click of a button and gaining popularity, OOH ads too need to revolutionise their techniques. With the integration of the latest technology, we see several OOH branding on billboards, transit bus stops, etc. and how they create an everlasting impact on the customers.
Source – Medium
In this article, we will share some examples and case studies of how out-of home advertising impacts the minds of audiences and creates an everlasting impact.
Understanding the Power of Out-of-Home Advertising
The ability of out-of-home advertising to reach consumers where they live, work, and play gives it a unique place in the marketing mix. Outdoor advertisements are difficult to ignore due to their sheer size and visibility, leaving a lasting effect on viewers. Now let’s examine a few interesting case studies that highlight the efficiency of outdoor advertising.
1. Coca-Cola’s Share a Coke Campaign
One of the world’s most renowned brands, Coca-Cola, gained a lot of traction with its Share a Coke campaign. A simple yet universal example of how you can enhance your sales as well as create a buzz around the world In this particular campaign, the brand replaced its iconic logo with popular names, which encouraged people to find and share a personalised Coke with their friends, family, and loved ones.
Source – Medium
This campaign was widely accepted by consumers and could be seen on billboards, bus stops, and other outdoor spaces.
It created a buzz among the audience, increased the sales of the brand, and the brand engagement saw a good overall response.
Key Takeaway: With the simple personalisation touch, the brand turned a simple outdoor campaign into a unique and memorable experience. And from a business perspective too, the sales of the brand saw good numbers.
2. Nike’s Unlimited Stadium in Manila
Nike is one of the best sports brands in the world, and they changed the game with their Unlimited Stadium in Manila. Just by creating a running track shaped like a giant footprint coupled with LED screens that displayed runners progress, it received an overwhelming response from the audience.
The sheer use of outdoor space not only helped in promoting the brand and its running products but also shared a message with the audience to encourage physical activity. Both the participants and the onlookers saw the uniqueness in which Nike promoted its products as well as shared how important physical health is to a person.
Source – Whatever
Key Takeaway: The Unlimited Stadium in Manila from Nike showcased how interactive an ad campaign can be and how to engage the audience and grasp the interest of the onlookers as well.
Audi’s “The Clowns” Billboard, Berlin, Germany
One of the best German car brands, Audi, executed a campaign based out of Berlin, Germany. Known for bringing in cutting-edge technology in their cars to give good driving pleasure, the brand opted for a campaign that delivered a social message to the audience.
Audi, recognised for its commitment to innovation, executed a thought-provoking out-of-home campaign in Berlin, Germany. The billboard showed three circus clowns in a row, each operating an Audi A1 in a different colour scheme. This campaign’s emphasis on choice and individuality was what set it apart. “Choose your own kind of circus” was the tagline that urged viewers to accept and celebrate their individuality. Audi deftly linked the various clown personas to the A1 car lineup, demonstrating the brand’s awareness of its customers’ need for customization and self-expression.
Source – Alamy
Key Takeaway: Not many brands think about connecting with their audiences on a personal level, but the German brand not only connected with their audience but also showcased the product and shared the features of the Audi A1.
Ford Mustang’s “Hidden 3D Billboard” in Madrid, Spain
In Madrid, Spain, the Ford Mustang—known for its recognisable and potent image—created an unforgettable away-from-home campaign. The advertising campaign sought to draw attention to the Mustang’s reputation for performance and speed. When viewed from the correct angle, the billboard, which seemed to be just a straightforward image of a Mustang, revealed a hidden message thanks to the deft use of perspective. The image became a 3D illusion as viewers got closer to the billboard, giving the impression that the car was surrounded by speed lines. This creative use of perspective left a lasting impression of the brand’s dedication to performance, in addition to showcasing the dynamic qualities of the Mustang and engaging and surprising onlookers.
Key Takeaway: Use perspective and optical illusions to draw in the audience and highlight important aspects of your brand.
Design Principles for Memorable Out-of-Home Campaigns
When creating an impactful out-of-home advertising campaign, it is essential to create an impactful yet engaging design that increases visibility, brand awareness, and overall appeal.
1. Simplicity is Key
Who said simple is boring? Simple things give comfort, and one of the core principles of outdoor advertising is simplicity. The audience has limited time to absorb the information, so whatever message the brand is delivering should be clear and concise in a way that the passerby can get it in a blink of an eye. The power of simplicity lies in the visual images the brand shares, so the audience understands the message. A prime example is Apple’s minimalist approach to billboard design. The tech giant frequently uses a single product image with little text on a simple background. This brand’s sleek and contemporary identity is communicated through its simplicity, which also improves visibility.
2. Bold and Contrasting Colours
In a sea of visual cues, making use of strong, contrasting colours is essential to making your outdoor advertisement stand out. According to the Outdoor Advertising Association of America (OAAA), using colour combinations with high contrast can boost visibility by up to 38%. This idea is best illustrated by McDonald’s, with its recognisable red and yellow colour scheme. The brand’s association with warmth and happiness is evoked by the vibrant colours, which also draw attention to themselves.
3. Clever Use of Space
In outdoor advertising, the space is limited, yet the brands convey the message quite effectively. For example, when Audi wanted to promote their flagship vehicle, the A8L sedan, the brand featured an image of the car with the headlights positioned to cast a shadow that resembled the logo of the brand.
Using this technique with limited space, the brand not only showcased the design of the car but also reinforced brand identity.
The Impact of Digital Integration
With the latest use of technology, brands can elevate the experience of out-of-home advertising by integrating digital elements that enhance creativity, interactivity, and real-time engagement.
1. Dynamic Content on Digital Billboards
The ability to display dynamic content that can alter depending on a number of variables, including the time of day, the weather, and even the demographics of the audience, is made possible by digital billboards. Spotify’s “Thanks 2016, It’s Been Weird” campaign is a great illustration. The massive music streaming company created a sense of relevance and timeliness by showcasing user-generated content and amusing insights through the use of real-time data.
Key Takeaway: Using digital capabilities to promote outdoor campaigns results in a more adaptive and relevant way to connect with the audience.
2. Augmented Reality (AR) Experiences
In today’s world, augmented reality is the next big thing. By simply turning a static, boring billboard into an interactive one, the brand counts this as a user-friendly experience. It is engaging and compelling to the target audience and the onlookers too, creating an urge in them. For example, Ikea’s Place app allows users to virtually place the brand’s products in their own homes using augmented reality. This is still not a traditional outdoor advertising campaign; it still showcases the potential AR experiences hold. By creating a fusion between the digital and physical worlds, it creates an interactive and memorable experience for the users and engages content for the brand.
Source – Arfected
Key Takeaway: Embrace technology to create immersive and interactive experiences that go beyond the limitations of static outdoor advertising.
Measuring Success: Metrics for Out-of-Home Campaigns
Determining the success of an out-of-home campaign involves analysing various metrics that go beyond online engagement. While traditional metrics such as reach and frequency are important, new technologies allow for more in-depth analysis.
1. Geotargeting and Foot Traffic Analysis
Nowadays, advertisers can now track the impact of outdoor campaigns based on foot traffic. They analyse the data from mobile devices and can analyse the effectiveness of campaigns in driving real-world actions.
2. Social Media Engagement
By adding distinctive and easily shared components to your outdoor advertising campaigns, you can increase their influence on social media. Make hashtags, support user-generated content, and keep an eye out for mentions and conversations about your campaign on social media. This broadens the campaign’s audience as well as offering insightful data on audience sentiment.
Conclusion: Creating Memorable Experiences
In the dynamic world of advertising, out-of-home campaigns continue to be a powerful tool for companies looking to leave a lasting impression. Advertisers can make sure that their outdoor campaigns meaningfully connect with audiences by grasping the fundamentals of good design, embracing digital integration, and gauging success beyond conventional metrics. The article’s case studies and examples show the variety of options and inventive approaches that can be used to create memorable out-of-home advertising experiences. The potential for innovation in outdoor advertising is endless as technology develops, offering brands exciting chances to interact with customers in the real world.
