Out-of-home (OOH)
advertising can be powerful, compelling, funny. And the folks behind the OBIE
Awards know that well.
The Outdoor Advertising Association of America's OBIE Awards are one
of the oldest and most prestigious honours for creative excellence in
advertising, and this year their Best of Show category winners are every bit
compelling and attention-grabbing. This year, judges kept their eyes peeled for
entries that showed “OOH’s ability to engage and entertain consumers with
exceptional artistic flair and simple yet effective marketing messages,”
according to Stephen Freitas, the Chief Marketing Officer of the Outdoor
Advertising Association of America (OAAA).
We check out the
winners, and see their creatives in the OOH advertising scene:
Life-sized Thirst-Quenchers
When it’s really hot outside,
a glass of icy cold beverage would be a welcome sight. Now think of an icy cold
slush – a giant billboard sized one – in the middle of the sweltering hot
afternoon! This is such a winning factor for Adams Outdoor Advertising, who won
the Best Billboard Campaign award for its “Big Slushes” ads for Sonic Drive-In
in Charleston, S.C. This is the first time the award has been given to an
outdoor advertising company. This same campaign also took home the Gold award
in the Food and Beverage category.
The campaign made sure
people saw the product ‘up close’, and used a highly visual strategy by adding
a 3D straw – doesn’t it make you want to reach for the straw for a big sip of
that Blue Coconut-Lime slush?
Just look at the billboard
ads below. It just goes to show that a well-planned ad placed at a strategic
location is a winning combination. Slush, anyone?
Good Deeds Get You To OOH Heaven
The next winner takes
an entirely different approach. Instead of a highly visual image, it tugs at
the discerning gentleman, one whom we imagine exudes class and sophistication. The
ads urge men to do good deeds, such as complimenting a stranger and taking a
photo for a tourist – in the name of promoting Cole’s Mankind Fragrance. Its
copy reads imperatives such as: “Be the evolution” and “Give up your seat on
the train. (It’ll make you look taller.)”
The campaign won the
2015 Best Street Furniture/Transit/Alternative Campaign award for the OOH
launch of the new fragrance, Mankind by Kenneth Cole. Kenneth Cole Productions
and Ready Set Rocket collaborated to bring this campaign about.
It showcased how
effective OOH can be in driving people to interact with the OOH ads via their
mobile devices: men were challenged to be a part of a 21-day “evolution”, and
were encouraged to share their good works using #manupformankind. Be swayed
over as you browse through the campaign’s creatives:
OOH’s Visual Power: Helping You Connect With Your Audience
Think about cute
cartoon illustrations of animals and how kids would typically react to such
arresting visuals. Now think of driving past a huge billboard with a pair of
adorably drawn seals holding hands. The copy reads: “We hold hands in our sleep
so we never drift apart.”
The Seattle Aquarium
campaign, Amazing Facts, brought agency Copacino+Fujikado and Seattle Aquarium
the 2015 Best Multi-Format Campaign award. It engages its audience with
powerful visuals and interesting copy – all presented in OOH ad spaces for
maximum impact. Imagine reading this with your 3-year-old seated next to you! A
visit to the aquarium will be most definitely up next.
Check out the images
from the campaign below:
We know just how powerful a
well-timed message can be when paired within a strategically placed OOH ad
space. If you need your marketing message to cut through the 'noise' and reach
your intended audience, you should explore this cost-efficient high impact form
of advertising. Talk to your friendly TPM Outdoor specialist today to find out
how. Contact us for a no-obligations chat at 6273 0556 or ask@tpmoutdoor.com.
Read more about the OBIE
award winners here.
Our team is constantly on the lookout for the latest industry trends and
market movements, because we know just how effective OOH is to cut through the ‘noise’.
Let us help you reach your target audience.
All pictures in this article are sourced from here
TPM OUTDOOR is an Outdoor Media group with more
than 100 media locations in South East Asia. Headquartered in Singapore, TPM
Outdoor has subsidiary companies in Indonesia, Myanmar and Vietnam and
affiliate offices in the Philippines and South Asia. We take pride in providing
our clients with:
- On-ground local expertise, offices, people &
billing in rapidly developing Asian Markets;
- Years of proven experience and know-how for
regional and local implementations;
- Impactful, eye-catching solutions at prime
locations to reach the right people.
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