Outdoor & OOH

What we know about out-of-home effectiveness

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.

What we know about Out of Home audiences

Article • 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.

What we know about stunt marketing

Article • WARC Best Practice, February 2019

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

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.

Morinaga Milk: Calci-Add with Parmesan

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.

Ovaltine: Empower Kids’ Happy Exploration

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.

Vodafone helps reunite lost children with their parents using technology

Case Study • Best Media Innovation, Ambient Media, 2019

Vodafone: Thank You Airtel! - Continuing to ambush the airtel

Case Study • Best Ongoing Media Campaign, 2019

Vodafone, the telecommunications company, leveraged its competitors' weak signals to promote its better phone signal to consumers in India.

How static analogous billboards came alive with Google Maps!

Case Study • Best Media Innovation, Out of Home, 2019

Google, the technology company, encouraged Indian consumers to use its Google Maps travel planning feature by turning billboards in high-traffic locations to Google Maps interfaces.

Star Sports: ISL 4 COCOBALL

Case Study • Best Media Innovation, Ambient Media, 2019

Indian Super League (ISL), a football league, created a simple but eye-catching activation in Kerala to energise fans for the start of a new football season.

Vodafone India Pvt. Ltd: Good in Goodbyes

Case Study • Best Media Innovation, Ambient Media, 2019

Vodafone, the telecoms provider, created a scalable and sustainable solution to an environmental problem in India.

Paramount Pictures: Dora and the Lost City of Gold

Case Study • MMA Smarties, Bronze, X (Global), 2019

Paramount Pictures, a film studio, launched an interactive game in shopping malls across the US to raise awareness of its new film Dora: The Lost City of Gold.

Hellmann's Real Food Rescue

Case Study • MMA Smarties, Silver, North America, 2019

Hellmann’s mayonnaise used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.

Untangling the cultural component behind the contextual placement of out-of-home advertising

Article • Mirahmad Amirshahi, Samira Jafari Dizicheh, and Rick T. Wilson, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 502-517

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment's favorable attributes.

Building brand affinity at scale: Establishing the powerful interplay between broadcast content and OOH advertising

Article • Emma Jeffers, WARC Exclusive, October 2019

Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.

Why cross-media campaigns are essential in the age of fragmented attention

Article • Brad Smallwood, WARC Exclusive, October 2019

Evaluates the impact that Facebook has on campaign effectiveness when used in tandem with out-of-home and television media.

Samaritans, Network Rail & British Transport Police: Can behavioural science save lives?

Case Study • Account Planning Group - (UK), Entrant, 2019

Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.

Justice4Grenfull: Three billboards outside Grenfell, London

Case Study • Account Planning Group - (UK), Shortlisted, 2019

Justice4Grenfell, a community-led organisation, encouraged signatures of its petition for a more diverse inquiry panel into the Grenfell disaster by launching three billboards at the BAFTAs in the UK.

How we put care for parents back at the heart of Mothercare

Case Study • Account Planning Group - (UK), Gold, 2019

Mothercare, a children's clothing and products retailer, increased sales in the UK by launching a campaign that celebrated new parents and showed an honest portrayal of motherhood.

From kettle reviews to fake news – the re-invention of Which?

Case Study • Account Planning Group - (UK), Gold, 2019

Which?, an impartial product reviews website, went after fake reviews in the UK to generate a 13% year-on-year uplift in sign-ups.

Level: Levelling the playing field for long-haul travellers

Case Study • Account Planning Group - (UK), Entrant, 2019

Level, an airline brand under airline holding company International Airlines Group (IAG), was successfully launched through OOH, DOOH and the unveiling of a new design.

CALM: The picture worth a thousand ads

Case Study • Account Planning Group - (UK), Silver, 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.

The Art Fund: Seeing the big picture

Case Study • Account Planning Group - (UK), Entrant, 2019

The Art Fund, an independent membership-based British charity, reversed declining membership and attracted younger members after re-framing the organisation with the National Art Pass.

National Down Syndrome Society: How opening a restaurant changed the law

Case Study • Account Planning Group - (UK), Entrant, 2019

The National Down Syndrome Society (NDSS), a non-profit organisation, opened a restaurant run entirely by people with Down syndrome to show US lawmakers that they are able, ready and willing to work.