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Summer Sparks: Brands Shine with OOH Innovations
Discover how brands elevate summer advertising with innovative out-of-home campaigns, reaching audiences in unconventional spaces.
Introduction: Embracing the Summer Spirit
As the summer sun emerges, so do the creative out-of-home (OOH) campaigns of brands. Over the past few years, OOH has become a crucial avenue for emerging brands to boost their offline brand presence. With summer in full swing, people flock to beaches, parks, and airports, making it an opportune time for brands to capture their attention beyond the confines of their homes.
Trend Analysis: The Resurgence of Out-of-Home Advertising
According to Insider Intelligence, spending on out-of-home advertising has rebounded to pre-pandemic levels, with projections soaring to $8.2 billion in 2023. With a plethora of options available for crafting bespoke, localized campaigns, more retail brands are venturing into the OOH realm this year.
Innovative Strategies: Standing Out in a Crowded Landscape
However, as the landscape becomes increasingly saturated, brands are compelled to innovate to stand out. From Chamberlain Coffee’s strategic focus on Walmart-centric billboards in college towns to Primal Kitchen’s witty beach banners, companies are exploring avenues beyond traditional urban billboards. This shift towards unconventional placements aims to not only elevate brand visibility but also attract new demographics.
Venturing Beyond Urban Landscapes: Chamberlain Coffee's Success Story
Chamberlain Coffee, a rising star in the direct-to-consumer (DTC) coffee realm, recently embarked on its inaugural nationwide OOH campaign. With a fresh infusion of $7 million in funding and the appointment of CMO Liz Ahern in fall 2022, the company set its sights on expanding its reach among the younger demographic. Targeting students and young professionals near universities and downtown areas in key markets, Chamberlain strategically deployed digital kiosks and billboards. By eschewing major metropolitan hubs for smaller cities, the brand circumvented the clutter of summer advertising, ensuring its message resonated with clarity. Simple yet impactful phrases like "great coffee on the go" adorned these billboards, with a deliberate emphasis on highlighting Walmart availability and featuring brand ambassador Emma Chamberlain. Brian Rappaport, CEO of Quan Media Group, noted the efficacy of targeting Walmart shoppers through banner ads in parking lots, reinforcing brand recall as consumers entered the store. The campaign yielded promising results, with a 5% surge in sales and heightened online engagement, prompting plans for a follow-up campaign during the fall semester.
Localized Engagement for Maximum Relevance: Primal Kitchen's Creative Approach
Kevin Bartanian, founder of Kevani, emphasized the importance of tailoring OOH campaigns to local markets. Collaborating with beverage giants like Smart Water, Topo Chico, and Jack Daniel’s & Coca-Cola, Kevani adopted a hyper-local approach to resonate with diverse consumer bases. Leveraging AI to dynamically adapt ad content based on geographical nuances and current events, brands can capture fleeting attention spans effectively. Primal Kitchen, renowned for its pantry staples, embarked on its "Mayo Moment" campaign, seamlessly blending OOH advertising with experiential activations and influencer partnerships. Ana Goettsch, VP of Marketing at Primal Kitchen, underscored the campaign's aim to strike a balance between approachability and thought-provocation, catering to diverse palates. With playful billboards dotting summer hotspots like Venice Beach and the Jersey Shore, Primal Kitchen sparked intrigue while offering a taste of its premium offerings. Sampling activations, such as the Mayo Mobile, further amplified brand engagement, fostering memorable interactions with consumers. As the campaign evolves to spotlight other products like organic unsweetened ketchup, Primal Kitchen continues to embrace the essence of summer with tailored activations and sponsorships, ensuring its message resonates across coastlines.
Expanding Horizons: Unconventional OOH Spaces
As the travel season gains momentum, brands are venturing into untapped OOH spaces to capture consumers on the move. Airports, in particular, have emerged as fertile ground for advertising, with new terminals like LaGuardia Airport witnessing a surge in promotional activity. Airlines are also seizing the opportunity to integrate brands into the passenger experience, as evidenced by Ouai's collaboration with JetBlue. Launching its travel-themed St. Barts line, Ouai secured prime advertising real estate on JetBlue domestic flights, leveraging captive audiences to showcase its products before in-flight entertainment. This strategic foray into unconventional OOH spaces underscores brands' agility in adapting to evolving consumer behaviors and preferences.
Conclusion: Pioneering the OOH Revolution
As brands navigate the dynamic landscape of out-of-home advertising, innovation emerges as the cornerstone of success. By embracing localized engagement strategies, leveraging emerging technologies, and venturing into unconventional OOH spaces, brands can forge meaningful connections with consumers beyond traditional avenues. With the summer serving as a catalyst for creativity, brands have a unique opportunity to captivate audiences, leaving an indelible imprint on their collective consciousness. As the OOH revolution unfolds, brands must continue to push boundaries, redefining the contours of offline brand storytelling in an ever-evolving landscape.
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