Launching an OOH (Out of Home) billboard campaign that ignites a curious spirit can build the excitement of your company’s product. Building anticipation for a product/service/event that your company supplies can be a challenging task. How do you present the idea to the public? Maybe you run into a “Goldilocks effect”, what is too much or too little information to display? Thankfully there are a couple marketing techniques that can get your customers thinking about your company.
An effective marketing technique is the “collage” method. Great examples of this can be seen throughout many company’s or individual’s Instagram pages where they take a piece of the entire picture and post it one at a time. Eventually they reveal the entire photo. A key element to keeping viewers interested is by teasing the product. The same can be done on a larger scale with billboards in a variety of ways.
A billboard done recently, a few months ago, that successfully performed this method was a billboard featuring only the logo and song lyrics of the beloved classic rock band the Rolling Stones. The billboard was installed in select cities that immediately gained buzz. The Rolling Stones continued to gain fans attention when they paired their OOH media with their social media. Recently in the midst of the anticipation, they announced their long-awaited U.S. tour.
The Rolling Stones approach effectively captured the attention of their fans, however, another marketing method performed by McDonald’s this year was an interesting approach to the “collage” technique. In the previous campaign mentioned they only gave the logo and left it up for the viewers interpretation, but McDonald’s billboard campaign performed the opposite. They decided to design their billboards with just the ingredients listed in their popular breakfast item the sausage McMuffin with egg. This strategy relies on the viewer to make the connection between the McMuffin and McDonald’s without the visual of the logo. The genius of this technique is to have your drivers see the billboard and think McDonald’s because when they think of the answer, they are more likely to remember the information.
OOH campaigns can build the excitement, the curiosity, and the memorability of your viewers seeing your ad campaign. Billboards continues to build the anticipation audiences may have about your latest and greatest products. If it fits the goal of the campaign, then give the “collage” method the opportunity to maximize the excitement around the attention it could gain. Let your ad campaign be seen.
References
Dreier, N., & Cox Media Group National Content Desk. (2020, February 6). Rolling Stones to hit the road for U.S., Canada tour. Retrieved from https://www.wsoctv.com/news/trending/rolling-stones-hit-road-us-canada-tour/CIMXMXKALRGYTBQZVOGDHMLAFQ/
Griner. (2020, February 4). No Logo. No Images. But You’ll Know What These Ads Are For. Retrieved from https://www.adweek.com/creativity/no-logo-no-images-but-you-know-exactly-who-these-ads-are-for/?utm_source=Newsletter&utm_medium=Email&utm_campaign=Bright Ideas