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:
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”
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.
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.”
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.”
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**