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.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 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Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.
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.
Article
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Toby Roberts and Clare Chapman, Research on WARC, June 2020
Provides an overview of the profound changes we have seen in media consumption over the recent months of huge disruption to people’s daily routines.
Article
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GroupM, Research on WARC, June 2020
Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
Case Study
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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
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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.
News
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28 May 2020
In anticipation of a lift in movement restrictions, and the excitement people are feeling to be outdoors again, brands will need to pay as much if not more attention to their OOH activity than before.
Article
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Claire Kimber, WARC COVID-19 Series, May 2020
Examines the future role of out-of-home media in the wake of the coronavirus pandemic.
Article
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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
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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
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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
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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
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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
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Angus Ingham, Carolina Lahoud Doumet, WARC Awards, Entrant, Effective Innovation, 2020
The United Nations Children's Fund used an installation at the North American UN Headquarters to drive awareness and engagement globally.
Case Study
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Jimmy George, Courtney Calvert, Annabelle Butler, WARC Awards, Entrant, Effective Social Strategy, 2020
Non-profit gun safety organisation Change The Ref created an on-ground stunt using Wall Street's Fearless Girl to make the gun-control conversation top of mind in the days leading up to the US midterm elections.
Article
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OAAA, Research on WARC, April 2020
Looks at the the top 10 OOH revenue categories by quarter and full year 2019.
Case Study
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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.
Case Study
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Remie Abdo, Jessica Handley, WARC Awards, Shortlisted, Effective Content Strategy, 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
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Kaori Yatsu, Akie Suzuki, WARC Awards, Silver, Effective Use of Brand Purpose, 2020
Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.
Article
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Josie Tutty, WARC COVID-19 Series, April 2020
A guide to how the outbreak of coronavirus is impacting advertising spend in channels including TV, radio, outdoor and digital media.
