As I’ve mentioned before there is continued frustration at the slow catch up between the capabilities of digital OOH screens & the lack of imagination or perhaps, knowledge as to how to utilise these big shiny screens at their best.
Lost in this conversation is what’s happening in the classic creative space of OOH. More often than not it’s generic copy, assets which run across all media platforms with little or no adaption for the environment in which it sits, how and when/where it is consumed, nor the visual lead etc….
However, O2 latest campaign for replacing broken phone screens for new customers has really bucked the trend. I’m a huge fan of special builds on static sites, as long as it’s to scale rather than a one off for solely for PR purposes. Although this is still minimal, it moving in the right direction.
Each build is in O2 style and includes a’ fallen’ billboard with a cracked screen image, some with builders barriers for added impact.
Whilst a simple idea, capitalising on the “Oops moment…” that moment when your phone slips away from you, only to be retrieved with a smashed screen, really resonates with the majority...
This execution has truly engaged with both the public and the advertising creative community. Twitter chatter has gained pace with those checking whether a billboard has really slipped from its frame, which only adds to the campaigns distribution. Outdoor forms a leading part of a multi-channel campaign, with TV and digital content exposing real life situations.
It’s genuinely great to see outdoor form the foundations of a campaign on which to build greater connections, followed through with TV and digital distribution, and with traditional OOH at that.
Creative: VCCP London
Planned: AdCity Havas