Outdoor Effectiveness

Information and insights on out-of-home as a marketing channel

Outdoor Effectiveness


Stacey Knight, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how JCDecaux, the outdoor advertising company, promoted its new ad product which integrates social media with digital out of home ads in the UK. Over the past few years, most traditional media have embarked on a new stage in their evolution.

Minyung Shin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems. The primary objective for Microsoft was to engage Generation Z, an increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device.

Ben Essen, Warc Prize for Social Strategy, Silver, 2014
This case study explains how Mini, the car model owned by BMW, created a participatory social media and digital out of home campaign to engage consumers in the UK. Building on Mini owners' love of the car, the campaign began with 15 key visuals including Vine videos labelled 'not normal'.

Case Study

Evian: Baby&Me
Gaelle Gicqueau and Charlotte Bals, Warc Prize for Social Strategy, Gold and Special Award for Long-term Idea, 2014
This case study describes a global campaign by Evian, the bottled water company, that used a social video and a mobile app to promote its product. Building on a previous campaign featuring babies, this campaign emphasised the youth benefits of the product by inviting people to meet their 'inner baby'.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how CBS Outdoor, the outdoor advertising company, redefined its brand proposition to better differentiate it and its competitors in the UK. The new proposition became 'engaging urban audiences', with an 'extended engagement' media offering, which provides a deeper level of audience engagement, recall and interaction.

Case Studies on Warc, February 2014
This case study describes a campaign by La Voz del Interior, a newspaper published in Argentina, which used innovative outdoor ads to highlight road safety. The newspaper wanted to publish less bad news, and with car accidents the biggest cause of death in the province decided to try to reduce this.

Kinetic Futures, January 2014
This report discusses digital out of home advertising, arguing that its value is difficult to define as it combines one-to-many features with individually addressable features usually associated with online. Media owners may emphasise the environmental context of digital out of home by characterising it in relation to conventional out of home ads.

Kinetic Futures, January 2014
This report discusses the difficulty in determining and communicating the value of digital out of home advertising, and proposed three dimensions through which to assess value. The dimensions which contribute to the media value of digital out of home are scale, coherence and engagements.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes how East Midlands Trains, the UK transport company, informed the public of a station closure for maintenance work. Focusing on honesty about the forthcoming disruption and providing assistance to customers, the campaign ran by email, social media, and on the website.

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