Welcome to the playground of advertising. This is where creativity is bold and boundaries are busted, where imagination runs free and where eye catching campaigns become viral online moments. This is where brands become icons.
Of course, we’re talking about OOH (out-of-home advertising).
New here? These are our top tips (and inspirations) for creative success and nailing your next OOH campaign.
What is OOH?
So glad you asked. Acronyms can be annoying, and this one sounds like an overly enthused person found caps lock.
Out-of-home is essentially any form of advertising that targets people when they are, you guessed it, out of their homes. Think billboards, tube ads, digital screens, bus wraps and more.
Why add OOH to your strategy?
In 2022, UK spending in OOH grew by 31.5%, and it’s only continuing to rise – so clearly, brands see it as something worth investing in, especially with the latest innovations in digital-out-of-home (DOOH).
At home, consumers are bombarded by ads, offers and content all day long from their laptops to their phones to their tv’s and radios. OOH offers a way for brands to have their voices heard at the right time and place, out in the real world.
Plus, if your billboard turns enough heads, it won’t be long until it becomes an internet sensation. That’s full circle marketing for you.
How to create a successful OOH campaign
Just like any form of advertising, there are clear dos and don’ts for getting the most out of your creative (and budget). So, let’s dive in.
1. Do embrace simplicity
Hadn’t noticed the Barbie movie marketing campaign? You must have been under a rock. Just one of their trillion activations, this bold billboard is testament to the power of colour and a less-is-more approach. Head-turning creative doesn’t need to be complicated.
2. Don’t shy away from the unexpected
We could do an entire blog post just about Oatly’s OOH strategy. Instead, we’ll leave this here – a great example of embracing the unexpected and unconventional, with plenty of humour for good measure.
3. Do consider context
Where is your ad showing up? By creating a strong connection to context, it’s likely your audience will remember it more. Extra points if you tap into words on everyone’s lips (Chat GPT), like this genius building-side recruitment campaign by Impact.
4. Don’t miss the moment
Netflix seamlessly connected their viral show, YOU, with Valentine’s day to deliver an OOH campaign they knew would hit a nerve. By using humour to tackle a – let’s face it – hated holiday, and speaking directly to those unlucky in love, they join the dots between their hit show and their audience’s lives.
5. Do capitalise on copy
Did we mention how pleasing simplicity can be? For the arrival of their re-invented campervan, the Buzz, VW rolled out an OOH campaign driven by nostalgia, optimism and fun. We can tell the copywriter had a great time here.
6. Don’t ignore digital
Lancôme’s immersive Piccadilly Circus billboard is an example of DOOH done right. 3D augmented reality experiences are an incredible way to catch eyes and keep them glued to the screen. The ever changing world of digital means smart features like weather sensors, Bluetooth and facial recognition will transform the advertising landscape as we know it. The opportunities will be endless.
7. Do think outside the billboard
Double down on the impact of your words and bring them to life beyond the billboard. By blurring the boundaries between the creative and the world around it – like Gamble Aware’s crushed OOH ad – you’ll live in your audience’s memory rent free.
8. Don’t let reality hold you back
Got a great idea but you know it could never work? Do it digitally instead. Take cues from Maybelline, whose latest campaign saw London buses and tube trains don eyelashes ready to be painted by giant mascara wands. Completely fabricated? Yes. Cause a stir on social media? Yes. We call this OOHOYP (out-of-home-on-your-phone).
Final thoughts on OOH
All dos and don’ts considered, OOH offers an exciting opportunity for brands to reach their audiences and create impact out in the real world. And a common theme that runs through the entire format is that the best, most memorable campaigns are the ones that push boundaries and embrace the unexpected.
Thinking about getting started with your own OOH strategy? We’re ready when you are. Get in touch today.