Tag Archives: Out Of Home

Showing ReSTRAINt In Outdoor Advertising

FX launched their new series THE STRAIN last night to solid critical response and viewer numbers. With a creative force behind the basic cable series of Guillermo del Toro and Carlton Cuse, it certainly deserves a look.  Unfortunately, at least in Los Angeles and New York, that look was forced upon us in the guise of a disgusting worm coming out of an eyeball in large outdoor displays. As has been seen over numerous posts in this blog, outdoor advertising is something to be celebrated when used correctly, but I wish there had been some restraint with this campaign.

TheStrain

Beyond the unsettling nature of the image – and unsettling isn’t always a bad thing when trying to enter the cluttered fray of advertising – the placements were far too many when considering not everyone wants to see something graphic like this.  It hit home for me when my five year-old daughter started questioning why a worm would be coming out of an eyeball. While we’re able to control what our children see on TV and online, it’s not easy when driving around our neighborhoods. And, parents shouldn’t have to be concerned about where they drive to steer clear of disturbing advertising.

A blog entry on MoviePilot was published on the 30th of June stating that FX had called a mea-culpa and was going to take down the advertisements, but as of today (two weeks later) there hasn’t been a noticeable reduction in the outdoor impressions around Los Angeles. The reason probably had a bit to do with cost, but more so with the buzz that was being created and wanting to keep the awareness up until the series premiere. From a business perspective that could be well and good, but from a responsibility one, does it?

Certainly, advertising falls under freedom of speech and there shouldn’t be any censorship of what is displayed and what isn’t.  The problem is, if we as an industry don’t take responsibility or show restraint, others will come in and attempt to do it for us. If the trend keeps moving toward disturbing outdoor advertising and more parents start complaining about having to explain things to their kids before the time that it is reasonable to do so, there will be additional strains that curb creativity and revenue generation.

Los Angeles Billboard Check

Visitors to Los Angeles are always in awe of the number, scale and permutations of billboards across the city. To those who live here, they can often be lost within the urban sprawl. Because of this, its worth checking out some billboards of interest – and the reasons they are compelling.

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The buzz surrounding the final season of the series, BREAKING BAD, is deafening. Even those “in the know” folks in LA are plainly not when it comes to this television show.  Is the lead going to live or die? Is the antagonist’s DEA agent brother going to bring him down, or vice-versa? The anticipation for the final story is of the same level of that other popular show where everyone was rooting for the antagonist, HBO’s THE SOPRANOS.

Which leads to a billboard seen around town for BREAKING BAD.  With the image of the main character, the marketing team was judicious in their copy – keeping it short, sweet and with absolutely no answers! Whether they meant it or not, the words could be conveyed in so many ways – from that of a drug kingpin demanding respect and immortality to the invocation of a song from the 80s version of FAME (I’m going to live forever.) To me, it’s a perfect billboard in imagery, copy and information.

XX Venice

Angelenos are also used to billboards conveying insider information.  For instance, you can easily figure out the paths that studio heads take to their offices as their studios’ billboards, bus sides and others are always on that route. Of interest was this Dos Equis billboard with the quote “He can get from the valley to Venice in 14 minutes.”  Certainly, the quote works for a location-specific audience who constantly trades in how long they can get from one part of town to another. But this one intrigued me for another reason.

Though I’ve never met Jonathan Goldsmith, the actor who portrays The Most Interesting Man In The World in the Dos Equis commercials, I do know that he lived in Marina de Rey and the Venice area when the spots started in 2006.  With that understanding, I wouldn’t be surprised if the marketing team got the idea from a casual discussion with Goldsmith.  I could imagine Goldsmith brashly stating that he could get from the Valley to Venice in 14 minutes – and a billboard quote was born.

Of course, my assumptions about both billboards could be completely wrong – which only proves how much the viewer’s perception plays into these large format advertisements… Stay Marketing, My Friends.

Would You Do All You Can Do to Provide the Intel on Ultrabooks?

There have been numerous out of home executions created by brands to promote a product while also providing easy content creation for other media. Intel is just one of the latest to bring some interesting executions to the public.  Taking place in Asia/Pacific, Intel is trying to create additional awareness about Ultrabooks, the new lightweight, ultra-strong laptops (effectively, PC’s answer to Apple’s Macbook Air) that their processors support by tempting users. While the campaign does drive awareness about the idea of what the product is, it is not all that it can be in conveying what Ultrabooks actually are.

Posited as social experiments, the campaign set up six situations that were meant to tempt people to do different things in order to get their own Ultrabook. The resulting videos of executions around the region are fun and there were some that actually garnered a crowd – – and marketing loves a crowd. The thing that rubbed me the wrong way was that they did not really tie what people were doing to what the product actually does.  I can see there being confusion about Ultrabooks and the question regarding whether intel is now in the consumer products business with their own line of laptops.

They did a great job at drawing some crowds and even coming up with some spiffy ways to “tempt” people. Where they didn’t do all they could have done, was in tying the feats to the capabilities of the new Ultrabooks.  With six temptations – Daring, Powerful, Persuasive, Excited, Determined and Persistent – they didn’t optimize the programming to really convey that the batteries last longer (power), the boot up speeds are ridiculously fast (Persistent), great video graphics (Excited) and so on.  Surely, they could have tied those things.  I don’t know what they could have tied the idea of “Daring” to, but anything would have been better than the idea of people breaking glass to feel like they are stealing the laptops.

Again, it was a fine program with some interesting entertainment qualities.  But, when asking consumers, “What would you do to get an Ultrabook?” they didn’t really make it clear why they would want one in the first place…

Spectacular Out Of Home Opportunities Optimize Success Or Confusion

With the further development of Out-Of-Home (OOH) advertising due to technology and placement advances, there are certainly some eye-opening executions popping up in malls and on roadways.  The thing is, they don’t always make sense – even if they are being leveraged in the best way.  In the past few weeks, we’ve seen some interesting executions pop-up in relation to some entertainment properties coming out his week and one that come out in a few months.  All of it points to opportunities optimized and missed – and not all of those are based on sound creative.

ProjectX brought Twitter into their digital billboard ads, and while they came up with a reasonable “cheat” solution for not having real live feeds in those billboards, the rollout added to confusion.  Their cheat is that they have booked numerous panels in a cycle so that, while a viewer is at a light, they might see it two times with different Tweets at the top of the feed.  One problem I had was that the first ProjectX billboards only showed the Twitter feed box that is showing  in the first example.  Obviously, at the time, it did not have the “3 Days” call-out.  With no clear dating shown, it made it seem that the movie was already out as the Tweets were in past-tense.  It wasn’t until this week that they started showing the anticipatory tweets along with the release countdown.  I do look forward to a time when you can actually have a live feed – I’m sure the Warner Bros. marketing team felt the same way.

The images below are related to the introduction of future-tense Tweets.

Universal is releasing THE LORAX on Friday and their OOH has been as varied and head-shake inducing as you would expect from a Dr. Seuss-inspired film.  The top image is the facade wrapping for the cinemas at Universal Citywalk.  It conveys the required wonderment for the story in a scale that works perfectly.

Where they get a little wonky is in the standees placed in front of the box-office (please excuse my equally wonky image.)  It’s great that they allow the public to interact with and take their own pictures as part of the film’s iconic image and character.  But, I don’t understand why they would design it so that the entire head fits in the hole instead of just the nose and above.  They should have done a better job of incorporating into the actual character design rather than looking like a bizarre Amish Lorax…

In addition to the standard billboards, Universal did both a Digital Billboard and a three-dimensional one.  It’s too bad they didn’t do anything to animate either one.  Even if they could have just moved the eyes a little bit on the digital one, that would have been nice, though I don’t know if it was possible on the digital billboard.  I do think it was a huge missed opportunity on the Sunset Strip-placed billboard shown below that had three dimension element.  I really wanted to either see automation that moves the eyes or the sides of the moustache to bring it to life.  Even if they had used the technique employed by Disney in their Haunted Mansions with a concave (or negative) build of the eyes to give the effect that it’s following you.

Even though THE DICTATOR doesn’t come out until May 11th, bus shelters and this huge billboard below have been popping up all over Los Angeles.  They all have little to no explanation of what the images of Sacha Baron Cohen’s character is related to, but they are great teaser posters.  The one below is on La Brea Avenue (a major North-South artery in Los Angeles) and it is huge – the image doesn’t really do justice to how much it stands out.  Of course, the void from fact that they don’t clearly state the movie information is negated by the television and video support for the title.  First, there was the Super Bowl tease trailer and then, at the Oscars, there was the hugely popular video of Cohen’s altercation with Ryan Seacrest on the red carpet.  The video that E! placed on YouTube a few days ago has already garnered close to 7 million plays.

Lastly – and related to the Oscars, Jimmy Kimmel always has a great show directly following the award telecast.  This year, they even placed raw postings around town to tease this year’s long-form video – the latest in the annual string of huge videos created for his post-Oscars show.  The interesting thing is that it was very unclear what the posters were about.  Even knowing that it was related to Kimmel, I did a search of M:TM prior to the show and found nothing.  I searched for M:TM and Jimmy Kimmel and found little more – and was still confused.  It was only after the show aired and the video was posted that I was able to figure out that it was about their trailer for Movie: The Movie.  I guess they figured it would be all good for the re-airing in Prime-Time tonight.  For the general cost it took to execute this campaign, it seems like the penetration and awareness were not the highest among Kimmel and ABC’s marketers.

Here’s the actual star-studded trailer of Movie: The Movie

This very clearly was a small spattering of OOH executions for entertainment properties and, even though we are just beginning to see what digital executions are providing, there is still a long way to go.  The point of real interest is that it doesn’t matter how cool the technology is or how simple (or old-school) it is. Without proper thought and execution behind it the best case scenario behind a fail is that it is not noticed.  The worst is that it can cause confusion.

With Out-Of-Home going Hi-Tech, Grab Opportunities For Life in Lo-Fi

Out-Of-Home media has seen growth both in total spend and the creative opportunities that digital displays and technology are bringing to the equation in the 21st century.  Media and communication analysts, SNL Kagan, point to the upward trend in outdoor ad spending in their newest study, “Economics of Outdoor & Out Of Home Advertising,” with the projection that it will generate $10B annually by 2020.  The ability for marketers to leverage the large format digital billboards and the smaller displays that allow for interaction and actual transactions will be key elements of the growth. But, with that being said, is there any opportunity for small companies to enter the OOH environment to advertise their goods?  Perhaps a great solution for some marketers is to actually go in the opposite direction and make their mark in OOH by going Lo-Fi.

In the case of Baruel foot deodorant in Brazil, they went small-scale, Lo-Fi with a hook.  Agency, Z+ Comunicação, used actual shoelaces as part of their ads placed around cities to bring the bad smells of stinky feet to a more personal level.  Thankfully, they did not use real cheese or fish – or pipe in bad smells – but the texture or depth the laces brought to the execution helped it to stand out.

I think a possible next step or extension of this could be as simple as printing the product information on a board and then affixing an actual shoe to it with real-looking fake fish or chunks of cheese overflowing from the shoe.  They would need to be placed properly and safely, but that disruptive element would make an equal or greater impression. And by disruptive, it could be as simple as just a blip in the corner of someone’s eye that makes them look twice because they are not used to it and it takes them out of their every-day rhythm.

With the costs of printing dropping and properties being open to experimenting with different forms of media, the opportunities to take advantage are there .  You just have to be inventive and creative with them.

With the Baruel example above, they were able to extend the narrative of their product in the “simple” execution that stood out because of its ingenuity and not because of its shock value.  We may not know what kind of ROI they got in return, but the ads themselves have generated a buzz around the world and their cost of implementation was surely on the lower end without the need to book the larger billboard, bus-side and other higher cost placements.

Even wild posting could stand to have some more creativity to make them pop out.  With augmentation and other lo-fi creative solutions,  marketers probably wouldn’t be able to go as wide-spread as they currently can with the wheat paste postings, but with proper placement and creative, the higher quality on the lower quantity can make a difference.

No matter what the economics are, the needs for inventiveness are at a premium – not necessarily huge amounts of money. While many – including myself – love the bright shiny objects, strong imaginative and basic executions can really hit the spot – especially if they are disruptive in the right way. And, no matter how much the world gets deeper into technology, there’s always a place for Lo-Fi.  Don’t be afraid to reach for the Lo-Fi opportunity and grab it.

Completing The Circle On OOH Digital

TNT is using a Digital Out-Of-Home execution in NYC to promote the upcoming season of “Rizzoli and Isles.”  From its description, it seems like it could be a fun interaction that uses cool technology like NFC (Near Field Communications), but I have not been able to experience its execution first-hand.  It’s too bad they didn’t look to emulate at least parts of the experience online.  When I went to check out the show’s official site, I could not find an online version of the game experience, which is too bad. I also couldn’t see any images people had taken after completing the task, where they could insert themselves in the image with the cast members. Again, the lack of a clear extension online to those who could not walk by the storefront was disappointing.

There could have been so many reasons why the experiences on the street and online were not tied together in some way: different departments executing without enough communication between them; lacking ability of OOH vendor to create an online-friendly version; the OOH execution is not as it reads; or, a multitude of other reasons. Having not worked on this, it would be unfair for me to pass judgement on what happened and the vendor, Pearl Media, has a good track record.

Its happened many times before – by many companies – for many of the reasons mentioned above.  For all of the work that went into the AVATAR home entertainment campaign, we weren’t able to connect the face morphing experience at The Grove shopping mall in Los Angeles with our online extensions – partially due to technology issues and more to do with timing and communication between our digital group and the events team that executed the great OOH experience.  In both of these instances, how hard would it have been to enable some type of stream or gallery of photos in an easily sharable online location.

What seemed like second-nature and was so successful for The Simpsons Movie campaign – by way of the simple avatars people could create on the site – has proven over the years to be beyond successful as people were sharing those images everywhere (IM icons, printed postings on cubicles, emailed, etc.) and it is still exciting to see those avatars still posted in cubicles when I visit some clients’ offices. But, even with that, there was a competing Simpsons avatar program that the promotions team set up separately.  That one had many technical difficulties and was not as successful as the one we did on the site, but it was a shame that the lack of communication and double resources were expended on the same product without benefiting each other.

Proper foresight, strategy and planning would have helped to bridge the gap in these instances and, hopefully, that knowledge, strategy and foresight will help lead to more integrated instances as these types of executions continue to show up in more campaigns.  As technology is getting better and easier to integrate, there aren’t excuses for not leveraging executions across all available platforms.