Article
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WARC Best Practice, February 2020
Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.
Article
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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
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WARC Best Practice, September 2019
This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.
Article
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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
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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.
News
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25/09/2020
After a huge fall off in road traffic during India’s lockdown, new data suggests travel times are rapidly approaching normal once more, and are “close to peak time”, so making the case for OOH advertising.
News
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16/09/2020
OOH has been one of the hardest-hit channels during lockdowns but anecdotal evidence suggests that, as these ease and people begin to move about again, brands in Southeast Asia are looking to integrate audience-driven mobile and OOH campaigns.
Case Study
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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
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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
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WARC Exclusive, September 2020
Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
Article
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Moving Walls, WARC Best Practice, September 2020
Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.
News
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25/08/2020
COVID-19 is “creating a wholesale reimagining of the structure and pattern of OOH campaign planning”, says Nicole Lonsdale, chief planning officer at Kinetic.
Article
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Nicole Lonsdale, WARC Exclusive, August 2020
Exploration of how the pandemic has changed OOH media planning.
Article
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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
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Marketing Society UK, The Brave Awards, Highly Commended, 2020
Heinz, a food processing company, promoted its mayonnaise in the UK by launching a series of OOH billboards that directly called out its competitor, Hellmann's.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2020
KFC, the fast food brand, remedied its negative brand perception in the UK after the chicken shortage crisis and promoted its new fries by bringing back its iconic figurehead and promoting its haters' words on Twitter.
Case Study
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Marketing Society UK, The Brave Awards, Shortlisted, 2020
Cathay Pacific, an airline brand, created an OOH campaign in Hong Kong that featured key visuals to represent the brand's commitment to diversity and inclusion.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Not for Profit Marketing, 2020
UNILAD, an internet media company, highlighted a discriminatory law that stops sexually-active gay and bisexual men from donating blood in the UK by opening an illegal blood bank that let them donate, to show their blood is safe.
Case Study
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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.
Case Study
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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
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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
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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.
Opinion
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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
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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
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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.
