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Outdoor & OOH

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What we know about Out-of-Home effectiveness

Article • WARC Best Practice, December 2018

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.

How out-of-home can deliver cut-through in the attention economy

Article • Steve Payne, WARC Best Practice, December, 2018

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

How to plan an effective outdoor campaign

Article • Tony Regan, WARC Best Practice, July 2018

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

What's working in OOH

Article • WARC Category Intelligence, August 2019

Campaign updates and channel trends in OOH.

Etat Libre d'Orange: I Am Trash, Les Fleurs du Déchet

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.

Campaign Against Living Miserably: Project 84

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

OOH campaign measurement effectiveness

Research Paper • Outdoor Advertising Association of America, July 2019

Looks at how accuracy, scale and transparency unlock footfall attribution for out-of-home campaigns.

Benchmarks for out-of-home media: Generating insights from an analysis of best-in-class case studies

Research Paper • Outdoor Advertising Association of America, July 2019

Expands the scope of current OOH research and generates benchmark statistics for the memory, attitudinal, and behavioral KPIs for OOH media campaigns.

RAW Pressery: All Good, No Bad

Case Study • Gurpreet Kour, Case Studies on WARC, 2018

Cold-pressed juice brand RAW Pressery successfully launched on the Indian market with a campaign that put its natural ingredients front and centre.

Carrefour: Black Supermarket

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2019

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred on a brand-owned experience in France.

Unesco, The New York Times And Participating News Organizations: Read More. Listen More.

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The New York Times, a news publication, encouraged its readers in the US to step out of their political echo-chambers on World Press Freedom Day.

Share Foods: Share "1 For You. 1 For The World."

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Share, a Social Enterprise, launched its brand in the German market by creating a 360º campaign that saw social media influencers announce the social purpose of the brand through online video.

Louvre Abu Dhabi: Highway Gallery

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Free Democrats "Dark Diaries"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Free Democrats Party (FDP), a political party in Germany, rejuvenated its party by attracting young voters in Germany.

United Airlines: United Taxi Tops

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

United Airlines, the American airline, leveraged the convenient location of the New York City airport it flies out of in this GPS-based campaign.

McDonald’s: “50 Years of Big Mac”

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, the fast food chain, celebrated 50 years of the Big Mac in Switzerland by creating 50 different designed images to highlight the Big Mac's enduring popularity.

Embraer: Profit Hunter ‘Tiger’ Campaign

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Embraer, a Brazilian producer of aircraft, built on the interest in its new airplane and increased sales by applying a bold visual style to the cone of its plane and creating buzz at the Singapore Airshow.

IBM #FindTheAdvantage

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

IBM, a US multinational information technology company launched a campaign – demonstrating how athletes from different sports could gain an advantage over their competitors – to promote the brand and sponsorship of the Wimbledon Championships in the UK.

BrewDog: RateBeer Campaign 2018

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

BrewDog, a multinational brewery and pub chain, launched a campaign to drive awareness and trial with everyday lager drinkers by highlighting its beer's "off the scale" rating on ratebeer.com.

Why OOH has to set its sights higher

Article • Krysia McKechnie, Event Reports, FEPE International Congress, May 2019

OOH global industry leaders reflect on the challenges facing the medium, and share advice on the roll-out of digital outdoor display technology.

Clear Channel: The Out of Home Project

Case Study • SABRE Awards, EMEA, Business-To-Business Marketing, Gold, 2019

Out-of-home operator Clear Channel showcased the real-time capabilities of its digital screens with a data-driven campaign to point homeless people towards shelters in Sweden.

The Terry Fox Run: Millions of Followers

Case Study • Daisy Qin, WARC Awards, Silver, Effective Content Strategy, 2019

Charitable run brand the Terry Fox Run used a no-budget campaign to boost awareness and increase donations in Canada.

University of Melbourne: Talent for Every Future

Case Study • Charlie McDevitt, Roshni Hegerman, WARC Awards, Entrant, Effective Content Strategy, 2019

The University of Melbourne targeted students and business leaders with a multi-faceted content platform to raise awareness of its teaching model and the graduate talent it delivered.

Ovaltine: Who Needs a Champion?

Case Study • Thuy Anh Nguyen, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Nutritional malt drink brand Ovaltine took a multichannel approach to win over mums in Vietnam and turn them off the leading brand that championed 'champion children'.

Paddy Power: Rainbow Russians

Case Study • Richard Butt, Alydia Noble, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Irish bookmaker Paddy Power increased standout by tackling homophobia in football and leveraging World Cup 2018 to drive its LGBT+ charity campaign in the UK.