As the marketing landscape transforms in the era of digital and social media dominance, out-of-home (OOH) ads have experienced a remarkable evolution, showcasing creativity that surpasses the ordinary. The days of static billboards and conventional posters are long gone. The creativity and elements that an out-of-home ad can incorporate will undoubtedly surprise you.
In this article, we will explore some of the most unexpected and creative out-of-home ads that have captivated the attention of millions. We’ll delve into why brands are choosing to go above and beyond with this platform. Get ready to be amazed by the innovative and unexpected world of out-of-home advertising (OOH).
Power of OOH
In the restless pursuit of market dominance, brands are always striving for widespread recognition. They are constantly utilizing every source of advertising platforms like social media, OOH ads, Google ads, SEO content marketing, etc. While each platform boasts its unique advantages, let’s delve into why brands continue to embrace out-of-home promotions.
Briefly, out-of-home ads may seem like static posters with images and taglines, effectively conveying brand messages to a broad audience. Undoubtedly, these traditional OOH billboards have provided favorable responses from viewers. However, considering the media landscape’s evolution, the question arises: how does this conventional approach suffice in today’s competitive market? The answer lies in the inherent power of OOH. There are multiple areas of concern that these ads target, creating the most impact on consumers, and it’s worth exploring these areas of influence.
What are unconventional ads?
What is considered unconventional? Well, any out-of-the-box idea that has been executed creatively. In the advertising industry, the word ‘creativity’ holds a lot of weight; coming up with a new idea every time is no child’s play.
“Unconventional advertising” refers to marketing strategies and promotional approaches that deviate from traditional or expected norms within the advertising industry. Rather than relying on conventional methods commonly used in mainstream advertising, unconventional ads aim to stand out by being creative, unexpected, and often disruptive. The main aim of these campaigns is to seek customer attention and keep them engaged with the unique idea and presence. They hold a lasting impression in the minds of people that goes beyond advertising; it create an experience for the viewer.
Unconventional advertising methods can take various forms, such as guerrilla marketing, experiential marketing, interactive installations, viral campaigns, and other innovative approaches that challenge the status quo. The goal is to break through the noise of traditional advertising and connect with consumers on a deeper, more memorable level, leveraging creativity, humor, surprise, or unconventional mediums to achieve this. The effectiveness of unconventional advertising lies in its ability to generate buzz, provoke thought, and foster a strong emotional response, ultimately driving brand awareness and engagement.
Guerrilla Marketing
Ads placed in unconventional locations or use unconventional methods to promote a product, often rely on surprise and creativity.
Imagine transforming mundane billboards into vibrant, living ecosystems. Guerrilla gardening billboards blend nature with marketing, featuring real plants and flowers that beautify the urban landscape and create a lasting impression on passersby. This unconventional approach not only promotes eco-friendliness but also aligns with the growing trend of sustainable living.
This creative ambient installation was made for the launch of the movie, Alice in Wonderland, in Italy in March 2010. They made it look like Alice was looking down a hole in a shopping mall in Rome. Advertisements like these make you stop and wonder how they came up with such unique ideas. They transformed a space that otherwise would have been blank.
McDonald’s launched a professional campaign titled ‘Pole’ in Canada to promote coffee; this ad placement is eye-catching and elaborates the product and brand very well with just its presence. If you notice the ad, there are not many taglines or flashy colors in these ads; it’s just using the street pole as it is to completely alter the appearance. Ads like these prove there is no limit to creativity.
Street Art and Murals
Brands collaborate with street artists to create visually striking murals or art installations that promote products or messages. This collaboration also benefits the artist, while the presentation is in the most surprising places. People can accidentally spot these ads as they don’t necessarily appear in the designated advertisement or billboard spot.
Graphic staircase ads
When it comes to grabbing the attention of viewers no canvas is off limits. Graphic ads on staircases and escalators have been visible since the early times of OOH. These ads target almost every public transport area so there is maximum visibility as every single person has got to use the staircase.
3D Digital Advertising
A 3D billboard is an advanced-level advertisement; this surpasses traditional ways of advertising, transforming flat ads into dynamic three-dimensional displays. They use high-quality LED screens and unique 3D videos to create depth and movement. The best effect is shown when the screens are curved and angled a certain way. These billboards are a ‘go big or go home’ sort of way; they are presented in the most busy and popular locations, and they are launched with a bang so the noise travels everywhere drawing people’s attention. They use real-time technology, making the ads a more immersive experience. These billboards offer a unique experience of connecting with people.
Coca-Cola ad
Have a look at this mind-blowing Coca-Cola ad in New York City and tell me how ads like these the big game are not, they are here to steal the show.
The 3D sign uses 1,760 LED screens to give viewers the unique experience of depth and motion in a shifting advertisement. The world’s first robotic 3D sign went up in New York’s Times Square featuring Coca-Cola. The billboard was designed using 1,760 LED screens, which can move independently of one another with programmed choreography. The shifting advertisement changes images with a motion like a slow wave of water, providing viewers with an appealing transition.
Fortnite and Balenciaga (Times Square, NY)
These companies collaborate on an immersive 3D ad featuring the character Doggo. The character is shown lying back in a Fortnite hood before snapping his fingers to reveal the Balenciaga logo on the roof.
He then goes on to look at the people before going on one knee and extending outwards. He then snaps his finger again and the lights go out revealing a dark screen. Fortnite is a video game backed by Epic Games whereas Balenciaga is a Spanish luxury fashion brand.
These are not just ads they blend ads with reality, ads like this blur the lines between the virtual and real world with their immersive experience.
Billboards that switch themselves off
In a clever activation for KIT KAT during the global “Earth Hour,” J. Walter Thompson London created a unique billboard that encouraged people to take a break from electricity. The digital billboard, synchronized with the event, featured a KIT KAT finger as a switch in a simple circuit. At 8:30 pm, coinciding with the global lights-out moment, the KIT KAT finger snapped, turning off the billboard’s electricity. The timing aligned with Tower Bridge’s lights going out, creating the illusion that the KIT KAT billboard powered down the bridge.
Titled ‘Billboard That Switches Itself Off,’ the campaign not only promoted Earth Hour but also cleverly reinforced the message to take a break from electricity. Published in the UK in March 2018, this innovative out-of-home campaign in the confectionery and snacks industry showcased creativity and environmental awareness.
Interactive ads and AR
Digital screens invite you to interact, creating memorable experiences. Meanwhile, Augmented Reality (AR) Campaigns elevate this interaction. With your mobile device, AR blends the virtual and real worlds seamlessly. Brands leverage AR for immersive encounters, letting users actively explore and engage. This dual approach reshapes how we connect with brands, transforming campaigns into interactive moments—both in public spaces and on personal devices—making advertising not just a message but a memorable experience.
Grab and go by Kind.
The trendy health-snack brand ‘Kind’ took its interactive OOH in a different direction, they used chocolates and actual fruits in their billboard for people to grab and go. This ad is something out of a movie. Picking food from a wall is rarely expected. This brand campaign has shaken up things by taking interactivity to the next level.
McDonald’s Pick and play
McDonald’s Pick n Play Billboard Game is an interactive 2011 campaign in Stockholm. Using smartphones, people played a Pong-style game on a McDonald’s billboard—no app downloads, just a visit to the website, offering simplicity and easy participation. Successful players won free food coupons, showcasing McDonald’s effective fusion of entertainment and engagement in out-of-home advertising.
Conclusion
Overall, we can confidently assert that out-of-home (OOH) advertising has undergone a remarkable transformation. OOH ads have embraced creativity that surpasses traditional norms. From guerrilla marketing to 3D digital advertising, brands are redefining consumer engagement by venturing into unconventional territories.
In this ever-changing landscape, where creativity knows no limits, out-of-home (OOH) advertising reflects brands’ dedication to grabbing consumer attention. These unconventional approaches not only break traditional norms but also highlight the lasting impact of creative ideas on brand experiences. As brands keep pushing OOH boundaries, the future holds more surprises and inventive campaigns, aiming to leave a lasting mark in the hearts and minds of consumers. Get ready for more exciting and memorable moments in the world of advertising!
