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The Clever Specsavers Campaign: Outdoor Advertising That Reinforces the Brand

How Specsavers Utilizes Billboards and Outdoor Advertising

One of the most creative forms of advertising is that which plays with the context of its viewers. A prime example of this is Specsavers’ campaign, where they placed a sign at Sydney Airport that read "Welcome to Melbourne," accompanied by the cheeky small print: “Should’ve gone to Specsavers!” This campaign left passengers puzzled, questioning whether their eyesight had played a trick on them, reinforcing Specsavers as the leading choice in vision care.

This outdoor advertising campaign was not only clever but also demonstrated how brands can stand out by utilizing high-traffic spaces like airports, where consumers are highly receptive to advertising messages.

The Impact of Billboards and Outdoor Advertising on Brand Building

Billboards and outdoor advertising play a crucial role in the advertising campaigns of many companies. It is one of the most visible forms of OOH advertising (Out of Home advertising) and can generate a high impact on consumers. In the case of Specsavers, the strategic placement of their ad not only created confusion among passengers but also made them laugh and remember the brand. Advertising in airports and other public spaces, as demonstrated by this campaign, is effective because it captures a broad and varied audience.

This type of billboard advertising is very popular in cities like Toronto, where billboard advertising prices can vary depending on location and size. In Toronto, the rental prices for a billboard can range from billboard rental on highways to bus stop advertising, offering a wide range of options for companies looking to maximize their visibility.

The Importance of Costs in Outdoor Advertising

When planning an outdoor advertising campaign, companies must consider billboard advertising rates and other factors like outdoor advertising costs. Location is key: a highway billboard advertising will have a different cost than an ad at a bus stop or a bus shelter advertising. For instance, in Toronto, the billboard advertising rates depend on factors such as visibility and foot or vehicle traffic.

Moreover, companies should calculate the billboard ad cost based on the size of the ad, the duration of the rental, and the location. The cost of billboards for lease in strategic areas such as major roads or urban high-density zones will be higher but also offer greater return on investment.

How Digitalization Has Transformed Outdoor Advertising

With the growing popularity of digital out of home (DOOH) ads, companies have even more options to connect with their audience through out of home media. DOOH ads allow brands like Specsavers to update their messages dynamically and personalized, enhancing the effectiveness of their campaigns. This type of advertising is increasingly popular in cities like Toronto, where advertisers can customize their ads based on the time of day or foot traffic.

What Can We Learn from Specsavers’ Campaign?

Specsavers’ campaign is an excellent example of how a brand can use outdoor advertising cleverly to capture public attention. High-traffic spaces such as airports, bus stops, highways, and transit stations are key locations where brands can leave a lasting impression. Additionally, by considering the costs of billboard ad rates and other factors, companies can plan effective campaigns that are not only creative but also cost-effective.

In conclusion, outdoor advertising remains a powerful tool for brands looking to stand out in an increasingly crowded environment. The key is to choose the right spaces, as Specsavers did, and to combine clever messaging with strategic locations to maximize impact.

 

Discover BMOutdoor: Billboard Advertising in US and Canada!

Why choose BMOutdoor for your outdoor advertising?

  • Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
  • Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
  • Affordable for all: We offer options that fit all budgets and types of businesses.
  • Sales team at your service: Our passionate sales team is ready to help you achieve your goals.

Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

 

Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at 210-610-5012 or email customerservice@bmoutdoor.com and let us be a part of the success of your next advertising campaign

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