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There's no point in your campaign if it's boring
She hoped to inspire the industry with examples of some brilliant work done across the globe. She spoke of Nike China, where for the launch of Nike Zoom performance shoes,[link widoczny dla zalogowanych], Nike set up an urban race, in which consumers could participate in order to win a new pair of the shoes. The campaign was ideated by Wieden + Kennedy Shanghai.
The Bluetooth-enabled race, featuring a line-up of 21 new Zoom shoes, started at an illuminated outdoor site up to 400 m from the store and ended at the Nike stores. The fastest runner was given a pair of new Zooms and had his name placed in the illuminated site. This was done across three weeks.
At the end of the campaign, in three weeks, across three cities, 2,50,000 Bluetooth messages were delivered, 15,000 participants and 63 pairs of Nike Zoom shoes awarded, with 1.7 billion online impressions,[link widoczny dla zalogowanych], 19 million print impressions, and 17 million OOH target audience impressions. The example of the Nokia E7 launch in India was given by de Souza, when Aaren Initiative created impressive LED hoardings at three airports in Mumbai,[link widoczny dla zalogowanych], Delhi and Bengaluru. The sign boards were created from ground up, and the creativity was successful in attracting the attention of the audiences at the airports.
Quoting another example of engaging, interactive advertising that was done by McDonald's for its 'Pick and Play' campaign, de Souza pointed out that while the brand does a lot of innovations internationally, she would like to see more engaging, innovative work from the brand in India, as well.
The 'Pick and Play' campaign that was executed by DDB Stockholm,[link widoczny dla zalogowanych], offered users a fun and interactive challenge where they could play for their favourite McDonald's treat. Using a large interactive billboard, users were allowed to control the game via their mobile phones, enabling interaction with the billboard.
By using the smartphone's geo location and verifying the user's presence in the game area, no app download was required in order to participate. Players could choose their treats, and if they lasted for more than 30 seconds they won a coupon, earning them free fast food at a nearby McDonald's outlet. This digital coupon was automatically sent to the user's phone, along with instructions on how to claim their McDonald's treat at their nearest store.
"I'd like to see our work become more interactive," urged de Souza. If one thinks OOH is too cluttered, she pointed out Times Square, the Mecca of the digital OOH world,[link widoczny dla zalogowanych], for its huge digital displays and LEDs.
She also urged media owners to go green, genuinely pitch in to making a difference, practise self-regulation, and become more transparent as an industry.
Closing her discussion with a valid point she said, "It's not about taking the industry from a 6 per cent share to a 10 per cent one, but it's about increasing the industry's respect from 2 per cent to 20 per cent."
An interesting presentation followed called 'Beta, Baharjaakekhelo', which stood for the idea that the future of advertising is out-of-home. This was put together by Bates 141's regional executive creative director and India chairman, SonalDabral, and its chief creative officer, SagarMahabaleshwarkar who also shared great examples of outdoor work from the world over.
They presented the example of the beer brand Heineken. Heineken Italy and JWT Milan launched a campaign where they managed to convince 1,[link widoczny dla zalogowanych],136 Italian soccer fans to miss the largest football match day in Italy (AC Milan vs Real Madrid) on October 21, 2009, and instead show up for a classical music and poetry recital session. The fans were then rewarded for their loyalty with a great surprise.
Two hundred accomplices were involved and 1,136 Italian students, boyfriends and even journalists were pranked. The event was broadcast live on Sky Sports to 1.5 million people. Ten million viewers heard about the event the next day on local news channels and MTV news. The campaign had over five million unique page views across blogs, forums, and social networks.
"Can you really define what is outdoor?" Dabral asked. "Sometimes, you can't even call it outdoor advertising, but in fact, it is!" Giving an example of this,[link widoczny dla zalogowanych], he pointed out the Andes Beer 'Teletransporter' campaign.
Done by Del Campo Nazca Saatchi Saatchi, Argentina,[link widoczny dla zalogowanych], the campaign for Andes beer decided to help solve one of man's greatest problems: How to go out for the night with your mates without getting into trouble with your girlfriend.
To solve this problem,[link widoczny dla zalogowanych], Andes created a sound-proof capsule that could be placed in some of the main bars and clubs across the country that would allow men to dash inside and talk to their girlfriends without them knowing they were out and about with their mates.
To help make it more realistic, they programmed in ambient noises that users could select to be played in the booth via a built-in touch screen. Noise scenes such as traffic, supermarket, office, and even movie theatre were available!
Sharing these and a few other brilliant works of engaging outdoor advertising, Dabral reiterated, "The point is if it's boring, there is no sense in the campaign, as people are being bombarded with campaigns and brand messages all the time. All pages of the Website are subject to our terms and conditions and privacy policy. You must not reproduce, duplicate, copy,[link widoczny dla zalogowanych], sell, resell or exploit any material on the Website for any commercial purposes.
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