(11 June 2012, Johannesburg) BMW and Yum Yum are examples of clients which have used the outdoor advertising medium effectively to resolve overall business objectives, said Continental Outdoor Media.
"BMW and Yum Yum (peanut butter) have created high impact outdoor campaigns that have been executed correctly in order to reach consumers. The clout of these outdoor campaigns lies in the ability to 'invite' a customer into the brand. Innovative Outdoor executions have the power to work their way 'into the brains' of people like no other advertising medium," said Lyn Jones, Continental Outdoor Media marketing manager.
She notes that effective outdoor advertising helps clients drive business growth because it answers the following questions: What are consumers not doing at the moment that you need them to be doing? What are consumers not thinking and feeling at the moment that you need them to be? And what are the barriers to be overcome in achieving this?
"In our virtual world, to see a brand physically embodied is a powerful way to raise awareness and to gauge the consumer," said Jones.
About the specific campaigns:
The BMW 3 Series, 2012 iteration wanted to get the message across of "spine-tingling" dynamic driving. The billboards therefore showed a moving heartbeat pulse to visually express the notion of a thrilling drive.
The new brand positioning of Yum Yum was launched via the outdoor advertising medium. Outdoor gave the space for showcasing the new positioning, giving it a 'big' brand feel. Yum Yum also felt the creative would be most impactful on outdoor mediums that could easily transform into print at a later stage.
The interesting elements of Yum Yum's outdoor campaign: Mechanical Hammer moving up and down; shacking nut; spangles used for the camera flashes and cut-outs.