Out-of-home (OOH) advertising remains a powerful medium to capture attention in today’s fast-paced world. With the right blend of creativity and strategy, OOH campaigns can leave lasting impressions. Here are ten effective OOH advertising ideas that have proven successful:
- Interactive Digital Signage
Transform traditional billboards into engaging experiences by incorporating interactive digital signage. These displays invite consumers to actively participate with the content, fostering deeper connections with the brand. For instance, touchscreens or motion sensors can be used to create immersive experiences.
Case Study 1: Campaign for Dancing with the Stars Australia encouraged passers-by to press a button on the digital billboard and join in by following an interactive dance tutorial displayed on the screen
Case Study 2: Gymshark Unveils the Shoplift Campaign Ahead of Sale
Case Study 3: Netflix’s Daredevil campaign used an interactive billboard in Toronto where fans voted for their favorite character via Twitter, triggering real-time visual “battles” on the display
Case Study 4: Reebok’s Speed Test Campaign. Interactive Billboard that detects running speed
Case Study 5: KitKat’s Have a Break Campaign – Vibration enabled screen, user stands touching the screen & gets a massage
- 3D Billboards
Adding three-dimensional elements to billboards creates a striking visual impact. These ads break the monotony of flat images, making them more noticeable and memorable. For example, a beverage company might design a billboard with a bottle seemingly protruding outwards, enticing viewers.
Case Study: Nike’s 3D Air Max billboard in Tokyo showed the shoe floating mid-air with light effects.
- Environmental Integration
Seamlessly blending advertisements with the surrounding environment can enhance their effectiveness. This approach, known as environmental integration, ensures that the ad complements its setting, making it more relatable and less intrusive. For example, painting a crosswalk to resemble a product or using existing structures as part of the ad design.
Case Study: Mr. Clean’s zebra crossing ad painted one stripe ultra-white, subtly showing off the product.
- Light Projection Advertising
Utilizing light projections on buildings or other surfaces can create dynamic and eye-catching displays. This method allows for flexibility, as content can be changed easily, and it can turn ordinary structures into captivating visual experiences during nighttime.
Case Study: Projection on to building aimed to “raise a smile”
- Creative Bus Shelter Ads
Bus shelters offer a captive audience and can be transformed into interactive or thematic brand experiences. Incorporating functional elements, such as heating during winter for a clothing brand, or creating immersive environments that reflect the brand’s message, can engage commuters effectively.
Case Study: Pepsi’s AR bus shelter in London added aliens and UFOs into real-time video feed, creating viral buzz.
- Mobile Billboards
Advertising on vehicles, such as trucks or buses, ensures that the message reaches a wider and more diverse audience. These moving ads can be strategically routed through high-traffic areas or specific neighborhoods to target desired demographics.
Case Study: Spotify used wrapped trucks to promote personalized playlists in NYC, driving social shares.
- Augmented Reality Experiences
Incorporating augmented reality (AR) into OOH advertising allows consumers to interact with ads using their smartphones. By scanning a QR code or using an app, users can unlock additional content, games, or virtual try-ons, bridging the gap between physical and digital advertising.
Case Study: Burger King’s “Burn That Ad” let users digitally burn competitors’ ads via AR.
- Pop-Up Installations
Temporary installations or pop-up experiences in public spaces can generate buzz and provide direct engagement with the brand. These setups can offer product samples, demonstrations, or immersive experiences that leave a lasting impression on attendees.
Case Study: Adidas built a “D Rose Jump Store” in London where kids could win shoes by jumping 10 feet high.
- Eco-Friendly Advertisements
Utilizing sustainable materials or promoting environmental messages resonates with eco-conscious consumers. For instance, creating billboards from recycled materials or integrating live plants into the design not only captures attention but also showcases the brand’s commitment to sustainability
Case Study: Coca-Cola’s living plant billboard in the Philippines absorbed pollution while promoting their brand.
- Guerilla Marketing Tactics
Unconventional and often low-cost, guerilla marketing involves placing unexpected ads in unexpected places. This could include sidewalk chalk art, stickers in urban areas, or flash mobs. The element of surprise and creativity can lead to viral marketing success.
Incorporating these innovative OOH advertising strategies can significantly enhance brand visibility and engagement. By thinking outside the box and leveraging the environment and technology, advertisers can create memorable campaigns that resonate with their target audiences.
Case Study: The “It” movie campaign in Sydney placed red balloons tied to sewer grates, terrifying and thrilling passersby
