Morrisons is one of the UK’s largest supermarket chains and has developed a bit of a reputation for innovative advertising.
This year’s Halloween ad campaign was particularly eye catching as it relied on a simple yet compelling innovation: time of day detection.
Morrisons’ Halloween Strategy
Digital billboards open all sorts of doors, and the company was able to advertise its line of in-store made pizzas. By day, viewers of their digital billboards are treated to a fairly conventional look at a delicious pizza, laden with toppings.
By night, the picture changes and the pizza transforms into a pumpkin shape, or a pizza with vampire hands hovering above it, catching fire (the pizza being billed as “Vampire Proof”).
Naturally, these transformations occurred all during the month of October, in the days and weeks leading up to Halloween, and this strategy reveals something important about the trends in DOOH advertising to be on the lookout for in the year ahead.
The most successful advertisers will be the nimblest, offering far more targeted advertising to their viewers.
That means advertising that changes between daytime and night.
Advertising that targets certain age groups known to pass by a specific location at a certain time of day, and advertising catering to specific local and regional tastes based on where the billboard is positioned in a given market.
It’s highly data driven and when done well, it is devastatingly effective.
If you’re not actively chasing that trend, you’re apt to be left behind.
The good news is, we can help with that.
Whether you’re simply looking to improve the ROI on your advertising dollars, or you’re casting about trying to find the next killer ad campaign, we’re in your corner.
Our marketing professionals have decades of combined industry experience and we’d love to work with you.
Give us a call today at 404-671-9490.