Outdoor & OOH

Article • 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.

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.

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.

Burger King UK: Go Whopper or Go Home

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Burger King, the restaurant chain, reversed declining sales in the UK by launching a series of TV commercials, OOH ads, and in-app and in-store placements that promoted it as the home of the Whopper.

The launch of Refinitiv: Data is just the beginning

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Refinitiv, the international provider of financial markets data and infrastructure, launched a multi-phase plan that leveraged Refinitiv's strength in sustainability data to increase value and ROI in the US.

Omtanke and rethinking Volvo

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.

The Campaign Against Living Miserably: Breaking the silence – How an image, not an ad, transformed the way the UK treats male suicide

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

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.

Which?: From kettle reviews to fake news

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Which?, a reviews website, launched a series of creatives that reviewed fake reviews to highlight to UK consumers that it had the facts when the internet was full of fakes.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

Translink Glider: Transforming Belfast

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Translink, Northern Ireland's public transport provider, promoted its new Glider transport service in the city of Belfast by creating a Hollywood-style trailer to show consumers it was not just a bendy bus.

How Soreen used its loaf to become a millennial favourite

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Soreen, a brand of malt loaf, produced a series of OOH, TV and social ads in the UK that elongated the 'ee' in its name to position it as a snack for millennials that keeps them going.

The case for OOH ads picks up in India as road traffic rises

News • 25/09/2020

After a huge fall off in road traffic during India’s lockdown, new data suggests travel times are rapidly approaching normal once more, and are “close to peak time”, so making the case for OOH advertising.

A path to recovery for OOH?

News • 16/09/2020

OOH has been one of the hardest-hit channels during lockdowns but anecdotal evidence suggests that, as these ease and people begin to move about again, brands in Southeast Asia are looking to integrate audience-driven mobile and OOH campaigns.

UCash & Shwapno: Project AgroBanking

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Grand Prix and Category Disruptor Award, 2020

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

McDonald's: The Surprise Chicken Expert

Case Study • Garron Chiu, Peter Rodenbeck, WARC Prize for Asian Strategy, Shortlisted, 2020

Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.

2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.

Reframing OOH strategy in Southeast Asia for a post-COVID world

Article • Moving Walls, WARC Best Practice, September 2020

Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.

Spotify: There's a playlist for that

Case Study • Dheeraj Sinha, Noor Samra, Amrita Varma, WARC Prize for Asian Strategy, Entrant, 2020

Spotify India ran a multi-channel, localised campaign to support its launch, grow monthly active users (MAU) by 50%, gain 5% TOM and win social media share of voice.

OMO: The Experience Plan(t)

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO used a multi-channel campaign to increase penetration and support its mission to create green playgrounds for all children in Vietnam.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Prize for Asian Strategy, Entrant, 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.

Nike Woman: Back to the Beginning

Case Study • Nicholas Short, Benjamin Condit, Matthew Nolan, WARC Prize for Asian Strategy, Entrant, 2020

Sports brand Nike partnered with top female athletes to create an experiential outdoor campaign to grow relevance in the women's sector in China.

How brands should rethink OOH

News • 25/08/2020

COVID-19 is “creating a wholesale reimagining of the structure and pattern of OOH campaign planning”, says Nicole Lonsdale, chief planning officer at Kinetic.

How to plan for the new out-of-home normal

Article • Nicole Lonsdale，凯帝珂（Kinetic）首席策划官, WARC Exclusive, August 2020

Exploration of how the pandemic has changed OOH media planning.