Article
•
WARC Best Practice, November 2019
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.
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.
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.
Case Study
•
Bitop Das Gupta, WARC Prize for Asian Strategy, Shortlisted, 2020
Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.
Case Study
•
Garron Chiu, Peter Rodenbeck, WARC Prize for Asian Strategy, Shortlisted, 2020
Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.
Article
•
AME Awards, AME Awards, Platinum, 2020
Donner Sang Compter, a brand that links potential blood donors with patients, innovated an outdated and irrelevant sect-driven ritual in Islam and made it relevant to modern day to encourage blood donations in Lebanon.
Case Study
•
Case Studies on WARC, 2019
German software corporation SAP launched the new category of Experience Management with a campaign that used psychographic targeting to reach its audience of business travellers.
Opinion
•
Alex Brownsell, July 2020
To bounce back from an unfortunate annus horribilis, brands and media owners must take a new, more localised approach to OOH advertising.
Case Study
•
Dana Alkutoubi, WARC Prize for MENA Strategy, Entrant, 2020
Telecoms operator STC took over salary week with a multichannel strategy to appeal to male household providers and boost downloads of its STC Pay digital wallet in Saudi Arabia.
Case Study
•
Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020
Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.
Case Study
•
Remie Abdo, Jessica Handley, WARC Prize for MENA Strategy, Entrant, 2020
Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.
Case Study
•
Tahaab Rais, Saad Yusuf, WARC Prize for MENA Strategy, Entrant, 2020
Real estate hub Dubai Media City created a billboard to 'photobomb' a popular TV show to increase brand awareness, promote itself as a regional media hub, attract new business, increase loyalty and maintain pricing in the United Arab Emirates.
Case Study
•
Tahaab Rais, WARC Prize for MENA Strategy, Silver, 2020
Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.
Case Study
•
Tahaab Rais, Mario Morby, Prabhakar Iyer, WARC Prize for MENA Strategy, Entrant, 2020
Abu Dhabi resort attraction Yas Island created a multi-channel character-based campaign to improve visitation levels and increase revenues.
Case Study
•
SABRE Awards, Diamond, Africa, 2020
Leadway Assurance, an insurance brand, launched its Family Benefit Plan in Nigeria by using young men as human plaques to raise awareness of the shame people face due to financial crisis, which the plan can help insure against.
Case Study
•
SABRE Awards, Gold, North America, 2020
Hot Octopuss, a sex toy brand, increased awareness and launched its new finger toy in the US by creating Show Stigma The Finger, a campaign that used activists to highlight stigmas stopping women from achieving sexual fulfilment.
Case Study
•
AME Awards, Gold, 2020
KitchenAid, a brand of kitchen appliances, increased attention and awareness in Canada by creating a dynamic billboard that mimicked the ever-changing colours of the CN Tower and matched them to one of KitchenAid's colours.
Case Study
•
AME Awards, Bronze, 2020
Hershey's, a confectionary brand, increased sales in the US and visits to the Hershey's Chocolate World Times Square store by creating a social traffic campaign that used location data to target consumers nearby.
Case Study
•
AME Awards, Silver, 2020
OCO Opticians, an optometric brand, encouraged people in the UK to take free eye tests at its store by placing trackable floor panels on pavements in London which tested people's eyesight using the environment around them.
Article
•
Sophie Pemberton and Emily Alcorn, WARC COVID-19 Series, May 2020
Advice for brands on returning to outdoor media after the coronavirus lockdown.
Case Study
•
Mohammed Jahafar Bin Abdullah, Kyle Dlyma, WARC Awards, Entrant, Effective Innovation, 2020
Ethnic clothing brand Manyavar worked with a new programmatic media and technology platform Xaxis Places in India to track the attribution of DOOH exposure on consumer behaviour.
Case Study
•
Tahaab Rais, Prabhakar Iyer, WARC Awards, Entrant, Effective Content Strategy, 2020
Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.
Case Study
•
Tahaab Rais, Saad Yusuf, WARC Awards, Entrant, Effective Content Strategy, 2020
United Arab Emerite business real estate hub Dubai Media City created a billboard to 'photobomb' a popular TV show to increase brand awareness, promote itself as a regional media hub, attract new business, increase loyalty and maintain pricing.
Case Study
•
Sanjay Kumar, Carl Bou Abdallah, WARC Awards, Entrant, Effective Content Strategy, 2020
Al Arabia for Outdoor Advertising, a Saudi outdoor company, used the issue of prostate cancer screening to grab the attention of decision makers in areas of business expansion.
Case Study
•
Agustina Saggese, Alita Pereyra, WARC Awards, Shortlisted, Effective Content Strategy, 2020
Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.
