5 Outdoor or Stunt Ads

Outdoor ads have a long tradition in marketing. There are entire sites dedicated to unearthing vintage ads and collectors who buy up old signage. Most of us recognize billboards and outdoor signage as a part of our memories and current everyday lives. I have found some very creative outdoor ads for you, some that may cross over into a slightly different genre and be considered more of an advertising “stunt.” I hope you enjoy and learn from these great examples:

“Carbon Cloud”

carbon cloud

Link to Ad: http://www.adsoftheworld.com/collection/climate_change_awareness#showdelta=23

  • Firm: Ogilvy, Beijing, China
  • Company: World Wildlife Federation (WWF)
  • Title: Black Cloud
  • Event Date: January 2007

Objective: Show people how much carbon is released into the air for only one day of driving. Additionally, the WWF received a lot of press/news coverage in China and gained many new volunteers because of the balloon stunt.

Target Market: Young commuters (Millennials and Gen X) who understand their environmental impact but need concrete tips and facts on how to change their behaviors.

Action: Convince drivers to refrain from driving one day per week to reduce carbon emissions.

Value Proposition: By reducing the number of days you drive, you will reduce the amount of pollution in the air. Drive less, breath better.

 

“Exam in Progress: Please Talk”

Exams

Link to Ad: https://www.adsoftheworld.com/media/ambient/papyrus_dont_be_silent

  • Firm: TBWA\Manchester, UK
  • Company: Papyrus
  • Title: Don’t be Silent
  • Publish/Event Date: April 2017

Objective: Papyrus, a mostly paper and stationery company, decided to use their name to help bring attention to stress and anxiety among students.

Target Market: Students who bottle up their stress and anxiety during exam/finals time each year.

Action: Papyrus urges students to talk about their stress rather than remaining silent. They posted these flyers around schools with information at the bottom of each on how to seek help.

Value Proposition: Companies who extend goodwill and help are remembered as “good” companies. For a student who isn’t stressed, it’s a sweet gesture. To a student who uses the referenced resources, Papyrus will forever be a name they trust.

 

“Prius Launch”

Prius

Link to Ad: https://www.effie.org/case_database/case/NA_2011_5329

  • Firm: Saatchi & Saatchi LA
  • Company: Toyota Motor Sales USA, Inc.
  • Title: Harmony Installations
  • Publish/Event Date: 2011
  • Awards: Effie-2011 BRONZE MEDIA INNOVATION

Objective: Relaunch the Prius brand as a “mainstream” environmental alternative in a down market.

Target Market: Expand their demographic to be wider than just the “environmental crowd.” Market to all car consumers by proving a commitment to their local businesses and communities.

Action: Allow consumers to interact with the lovely displays and widen their demographic through the interactive traveling show that looked more like art and less like a car ad.

Value Proposition: To the consumer, this approach said, “Prius isn’t just a car brand, it’s a commitment to a lifestyle and Prius is committed to that lifestyle beyond just the car.”

 

“This is not a billboard.”

Royal Cruise

Link to Ad: https://www.effie.org/case_database/case/ME_2017_E-1617-529

  • Firm: MullenLowe Mediahub U.S. *Lead Agency
  • Company: Royal Caribbean International
  • Title: #ComeSeekLive
  • Publish/Event Date: 2017
  • Awards: Effie- 2017 Silver

Objective: Combine digital outdoor advertising boards with a new technology, Periscope, that allows specific preselected passengers of the Royal Caribbean to show live adventures aboard the cruise ship.

Target Market: Adults in New York City who were considering a vacation and who had never considered a cruise as an option. Reportedly, due to these ads, Royal Caribbean saw a 19% increase in bookings from New York from passengers who had never previously cruised.

Action: Passers-by of these live billboards had a hard time looking away. The real-time feed showed beautiful blue water, fun in the sun, and it was easy to relate to the selected “influencers” who were broadcasting from the cruise.

Value Proposition: The value to the consumer was a real-life glimpse into what a Royal Caribbean cruise was like. Many people view cruises in a certain stereotypical light, but the live feed to the New York billboards showed a younger, more fun and adventurous side of cruising.

 

“Cardinals have flown away.”

Cardinals.PNG

Cardinals 1

Cardinals 2

cardinals 3

Link to Ad: https://www.effie.org/case_database/case/NA_2007_33

  • Firm: Schupp Company, Inc. *Lead Agency
  • Company: KTRS
  • Title: Missing Birds
  • Publish/Event Date: 2007
  • Awards: Effie- 2007 SILVER MEDIA IDEA

Objective: Creatively get the point across that the broadcast of the Cardinals baseball games would be moving to a different station after 52 years at a different station.

Target Market: Adult men (and some women) in St. Louis who typically listen to baseball games while driving in their cars.

Action: The Cardinals on the billboards physically “flew” to a different sign to signify that they had moved to a 550 KTRS radio station. This creatively informed the consumer to tune into a new station.

Value Proposition: The value to the consumer is they were informed of the change in the station in a clever and fun way.

 

**Cover Photo Credit: http://www.vintageadoftheweek.com/1971-mercury-cougar-xr-7-billboard/ follow them for a vintage ad of the week**

Author: blueridgemtntwinmama

Blue Ridge Mtn native. Trying to live my best life and achieve "good person" status. Wife to a freelance/self-publishing author, A.D. White, and mama to my cute, funny, and mischievous b/g twin babies. I also have a day job as an HR, OD, Engagement, and Leadership professional in the hospital & health care industry. I have an associate's degree in Art, a bachelor's degree in Ethics and Social Institutions, and a masters' degree in Entrepreneurship. I write about my gorgeous life in the Blue Ridge Mountains of western NC, raising twins, strengths-based leadership, and I even write about business and the entrepreneurial spirit sometimes. Dang, I love a good side hustle!

7 thoughts on “5 Outdoor or Stunt Ads”

  1. Hey,
    Great job my favorite is the cardinals one. So smart. It would be a lot of work, but if it is on a main road then people who use it daily for the drive to work then it could be very effective. I also like the black cloud ad. The interesting thing about it is you can move it all over town. It isn’t as stagnate as a billboard.

    Liked by 1 person

  2. Hi Nancy!
    I also enjoyed the Cardinal Ad. It is very clever and playful, too. I imagine it was very effective at executing the objective to inform listeners of the change in programing .
    The Prius ad shows how well Toyota knows their target market, because they artfully combine the environment and art to attract their educated consumers. Very well done.
    JOY

    Liked by 1 person

  3. I like how the Black Cloud piece is more than just outdoor advertising, it is kind of that guerilla marketing side of things, I would say. Great work! I also absolutely love the Cardinal billboards, using multiple billboards or the surrounding environment is such a clever way to deliver a message and I like the humor in it.

    Liked by 1 person

  4. Nancy,

    More great ads! My favorites were the Black Cloud and Exams In Progress. The Black Cloud is really impactful and reminds me of that picture that shows what 1 lb of fat looks like. This type of advertising makes a difference, it helps people see something that they may not believe. You know like the whole “I’ll believe it when I see it.” I am so drawn to the Exams in Progress ad because I knew exactly what they meant as soon as I read it. I was one of those people in high school. I actually had to take my exam in the guidance counselors office because my stress got the best of me in class.

    Great Job!
    Ashley

    Liked by 1 person

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