Who doesn’t love an eye-catching out-of-home (OOH) marketing campaign that makes us stop in our tracks?
Whether we’re on the way to work or waiting for the bus, OOH marketing is all around us.
In 2023, we’ve seen some jaw-dropping OOH campaigns that hit the headlines and went viral online.
The amount spent on OOH marketing this year is set to reach up to $38.41 billion. The sector has bounced back and continued to grow after struggling during the pandemic.
We’re going to be sharing some of our favourite OOH marketing campaigns with you, but first let’s take a closer look at OOH marketing.
What is out-of-home marketing?
Also known as outdoor marketing, OOH marketing is any type of marketing that takes place outside. It aims to reach customers outside of their own homes.
Popular with tons of brands, many of us interact with OOH marketing efforts everyday. Examples of OOH marketing include –
- Print billboards
- Posters
- Car stickers
- Bus stop ads
A more traditional form of marketing, OOH marketing has continued to evolve and shifted towards digital technology. So as well as print advertising, we now see digital billboards and outdoor signage everywhere.
Is out-of-home marketing still relevant?
Yes! In fact, it’s one of the most popular and impactful types of marketing.
If you want to get your brand in front of a wider audience and boost its visibility, an OOH advertisement may be the answer.
98% of the UK population see OOH marketing campaigns every single week, so an eye catching ad could have incredible potential to increase your brand awareness.
What’s more OOH marketing is reasonably cost effective and gives you the chance to target specific locations – from city centres to suburban areas.
Plus, OOH ads often boast high return on investment (ROI).
In a survey conducted by onescreen.ai, 96% of marketers in the United States were either very satisfied or satisfied with ROI on their current OOH marketing campaign.
Now let’s jump in and take a look at 3 memorable OOH marketing campaigns that we’ve loved this year!
IKEA
IKEA has seen exponential growth since it was founded in 1943.
Now the world’s largest furniture retailer with a brand value of $21 billion, IKEA has become a staple for homeowners around the world.
Back in August, IKEA unveiled an enormous version of their iconic FRAKTA tote ahead of their Oxford Street debut in 2024.
After 30 years, the FRAKTA bag is synonymous with the brand and one of the most used bags in the world – 45% of the UK population have at least one bag in their home.
At 62-foot-tall and 128-feet-wide, the bag was the largest of its kind and covered the unfinished store.
The stunt was an unmissable reminder that IKEA’s London store is coming!
Barbie
Back in July, the Barbie movie and its strategic marketing campaign was everywhere.
To capture audience attention, Barbie harnessed Mattel’s brand awareness and audience familiarity with its illustrious branding.
The movie’s print billboards were simple and effective with the movie’s release date written in classic Barbie cursive on a background of striking hot pink.
From quirky brand collaborations and a ‘Selfie Generator’, to extravagant premiers and an extensive press tour the Barbie movie’s marketing campaign covered all bases.
Not on the High Street
Home of the best UK small businesses, Not on the High Street launched a striking campaign spotlighting the landfill issues caused by unwanted Christmas gifts.
After discovering that over 3 million Christmas gifts were thrown away this year, Not on the High Street were inspired to create three 3D special build billboards.
Located in Westfield London’s Pump Station, London’s Vinegar Yard, and Manchester’s Salford Chapel Street, each billboard urges consumers to think before they buy to prevent wasteful gifts.
- The ‘Don’t Gift Landfill’ is a giant perspex box filled with unwanted Christmas gifts that get thrown in the bin including photo frames, plants, and candles.
- The ‘Don’t Gift Big Biz’ aims to encourage consumers to resist buying from big retailers and support small businesses instead.
- The ‘Don’t Gift Boring’ installation replicates a huge sock draw. According to research by Not on the High Street, socks are the top unwanted Christmas gift with almost 4 million pairs being thrown away this year.
This bold campaign was hard to ignore and highlights the influence our gift giving can have on the planet.
Is CGI in OOH marketing the next big thing?
Computer-generated imagery (CGI) is a technology for the creation of still or animated imagery that is often used in film and media.
The first film to feature CGI was Alfred Hitchcock’s Vertigo (1958). It was used in the opening credits of the film to create a strong spiral sequence.
Nowadays, businesses are using CGI to bring their ideas to life and convey messages in a way that’s new and exciting.
For example, property businesses are increasingly using CGI to create walkthrough tours of houses and apartments for potential buyers.
This year we’ve seen a number of brands use CGI to create mind-blowing OOH marketing campaigns, they’re a great way to capture audience attention and make your brand stand out from the crowd.
One we’re sure you saw online was Maybelline’s Sky High Mascara Express campaign.
It featured London Buses and New York City Subway trains with oversized eyelashes that were brushed back by life size mascara brushes.
This innovative campaign took over social media garnering over 2 million interactions and outperformed Maybelline’s previous influencer collaborations with Sofia Richie and Mikayla Nogueira.
So if CGI in OOH marketing is the next big thing, how can you do it on a budget?
An accessible alternative is to create mockup billboards, wall signs, murals, and more using online tools like Canva.
Earlier this year, UK-based cereal brand Surreal took our socials by storm with their playful fake celebrity campaign.
Surreal didn’t have the budget to partner with big-name celebrities, but that wasn’t a problem.
They partnered with regular people who had famous names like Dwayne Johnson, Serena Williams, and Michael Jordan.
The ingenious campaign was daring, hysterical, and was created using mockups of billboards and bus ads!
Fearless campaigns like this one prove that you don’t have to have a big budget to create a killer campaign.
Maybe you’re looking for tips and tricks for your next marketing campaign? Or want to hear more about marketing on a budget?
Olivia, Amy, and Keira sit down to chat about marketing budgets big and small in this episode of The Girls in Marketing Podcast.
Having embraced digital technology and with a post-pandemic comeback, we think OOH marketing is here to stay.
