Outdoor & OOH

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Case Study • MMA Smarties, APAC, Silver, 2021

Domex, a disinfectant brand from southern India, launched a campaign to establish itself across India and drive awareness.

Nautilus: Lighting up Guangzhou

Case Study • MMA Smarties, APAC, Silver, 2021

Lincoln, a car brand, launched a campaign in China to promote its luxury SUV, the Nautilus, and drive pre-orders at the Guangzhou Auto Show.

Nautilus: Lighting Up Guangzhou

Case Study • MMA Smarties, Gold, X (Global), 2021

Lincoln, an automobile manufacturer, launched a campaign in China to drive pre-orders for the new luxury SUV, the Nautilus.

Fiat: Fiat Egea Cross 3D

Case Study • Barış Türer, Yasin Tıraş, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Auto brand Fiat placed a holographic OOH unit in one of Turkey's most high-traffic areas to raise awareness of its new Egea Cross model and boost sales.

AA (Advertising Association in Lebanon): I declare

Case Study • Sami Saab, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2021

The Advertising Association (AA) of Lebanon, an organisation that protected and supported advertisers, launched the I Declare/Advertise campaign in Lebanon to celebrate the centenary of the declaration of Lebanon.

Lincoln: Lighting up Guangzhou

Case Study • Nicholas Short, Steven Shen, WARC Media Awards, Bronze, Effective Use of Tech, 2021

Auto brand Lincoln harnessed two innovative technologies to ensure the eyes and attention of China's affluent were completely focused on the launch of its new Nautilus model in an extremely cluttered category.

Nespresso: Storeboost campaign

Case Study • Diu Hoang, WARC Media Awards, Bronze, Effective Use of Tech, 2021

Home coffee machine brand Nespresso brewed up a smart programmatic OOH campaign to stabilise footfall and boost sales at its mall-based UK stores.

Knorr Egypt: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2021

Knorr, a food brand, launched a campaign in Egypt to help underprivileged families grow their own food.

Sonos: Brilliant Sound At Intersections Of Culture And Cool

Case Study • WARC Cases, November 2021

Sonos, an audio technology company, generated a record increase in revenue growth globally by emphasising its high quality sound.

BankSA: How one letter changed the game

Case Study • AME Awards, Silver, 2021

BankSA, a financial services brand, made a public declaration of commitment to South Australia by changing its name to BackSA.

The Mohammed bin Rashid Al Maktoum Global Initiatives: The world’s tallest donation box

Case Study • AME Awards, Gold, 2021

The Mohammed bin Rashid Al Maktoum Global Initiatives, a philanthropic foundation, raised US$3.3m to support people living in poverty in the UAE.

League Against Cancer: If you're outdoors, you need to protect yourself

Case Study • AME Awards, Regional Platinum – Latin America, Gold, 2021

League Against Cancer, an NGO working to prevent cancer, collaborated with 55 brands to put messages about the importance of wearing sunscreen on the most viewed and most expensive billboards in Peru.

Goldfish Crackers: Feeding imagination

Case Study • AME Awards, Bronze, 2021

Goldfish Crackers, a snack brand, launched a campaign in Canada to unlock the emotional relationship that can sustain brand preference, increase relevance and brand equity and increase net sales growth.

Knorr: Rooftop farms

Case Study • AME Awards, Gold, 2021

Knorr, a food brand, launched tackled the hunger crisis in Egypt by launching its Rooftop Farms initiative.

Why OOH media is central to SEA e-commerce brands’ marketing plans

Article • Mehul Mandalia and Quinn Amalore, WARC Exclusive, November 2021

Moving Walls’ Mehul Mandalia and Quinn Amalore examine the effectiveness of Out-of-Home (OOH) advertising in Southeast Asia’s e-commerce marketing.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

adidas: Beyond the surface

Case Study • Adrian Mutescu, Anna Sadykova, WARC Media Awards, Gold, Effective Channel Integration, 2021

Sportswear brand, Adidas, changed the conversation about inclusivity in water with its Beyond the Surface campaign promoting inclusive swimwear for women in MENA.

Sony PlayStation: PS5 – 2020's biggest entertainment launch

Case Study • Sam Blake, Liam Hannan, David Moynihan, WARC Media Awards, Silver + Effective Cross-Channel Measurement Award, Effective Channel Integration, 2021

Gaming console, PlayStation, achieved mass appeal and sales success for its new PS5 with a global launch that took the console beyond the screen into popular culture.

Castrol POWER1: The ultimate launch

Case Study • Dai Vo, Kirsty Toomer, WARC Media Awards, Silver, Effective Channel Integration, 2021

Motor oil brand, Castrol, targeted Gen Z's passion points of esports and rap music to triple its market share with the launch of its POWER1 ULTIMATE product in Vietnam.

Costa: First one's on us

Case Study • Jonathan Robson, Katy Harkness, WARC Media Awards, Bronze, Best Use of Data, 2021

Coffeehouse chain Costa used a data-driven campaign encompassing outdoor, radio and digital display to reconnect with its loyal customer base and drive app downloads following lockdown in the UK.

What we know about out-of-home effectiveness

Article • WARC Best Practice, November 2021

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

McDonald's: McDonald's to Maccas

Case Study • Effies (North America), Australian Effies, Silver, 2021

McDonald's, the fast-food brand, increased its return on marketing in Australia.

How to maximise the impact of out-of-home

Opinion • Alex Tait, November 2021

Out-of-home media has a measurement problem. A new data standard for MMM models may help brands to better understand its impact, writes Alex Tait.

no name: Simple Check

Article • WARC Cases, October 2021

As one of the original private label brands, no name – made by grocery retailer Loblaw – had a proud heritage but was now facing intense competition and perceptions of low quality.

India Medtronic: Guardian of the compass – a legal and compliance campaign

Case Study • SABRE Awards, South Asia, Gold, 2021

Medtronic, a medical device company, launched a campaign in India to educate people on the importance of being ethically conscious and encourage them to speak up without fear when they see anything unethical.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Global Ad Trends: 2022 – Where is the money going?

Article • James McDonald and Rob Clapp, WARC Data, December 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts for 2022/23. Key findings include:
What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.
What we know about out-of-home effectiveness

Article • WARC Best Practice, November 2021

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.
Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
Global Ad Trends: The Investment Gap

Data • James McDonald, Rob Clapp, Cinzia Petio, WARC Data, October 2021

This report summarises the latest research from WARC's Data platform, with a focus on the gap between advertising investment and media consumption. Key findings include: