OPEN 2
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
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TELL ME A STORY | CONTINUED<br />
...<br />
Australia. OOH will not only get more relevant,<br />
but also more contextual. It will know it’s your<br />
spouse’s birthday this weekend and will offer<br />
gift or restaurant suggestions. Or, that you’ve<br />
just had a baby and are ready for nappies.<br />
Billboards will become mood walls, shifting<br />
content to create emotion and evoke a response.<br />
Third, precision. Mobility and data are<br />
going to underpin the precision of how OOH<br />
works. But behind the scenes, all that data will<br />
enable marketers to better understand how<br />
OOH really works in the mix to drive marginal<br />
improvements in revenue. Systems such as<br />
those from MarketShare will enable marketers<br />
to understand the marginal improvement<br />
delivered by specific OOH units. They’ll<br />
understand, for instance, that up-weighting<br />
OOH around certain malls, impacts sales<br />
disproportionately more over, say, a spend<br />
on a digital campaign.<br />
OOH can no longer be ‘out of mind’ for<br />
marketers. It’s a medium rapidly becoming<br />
as dynamic as digital and a go-to platform for<br />
launching campaigns.<br />
By starting the marketing journey<br />
with OOH and extending it into rich content,<br />
commerce and community, marketers stand<br />
to reap rich rewards.<br />
They just need to say ‘Can’.<br />
ADVERTISER<br />
Commonwealth Bank<br />
PRODUCT<br />
Financial Services<br />
MEDIA<br />
Billboard, Street<br />
Furniture<br />
AGENCY<br />
M&C Saatchi<br />
COUNTRY<br />
Australia<br />
YEAR<br />
2012–2014<br />
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