Out of Home

So I went to the Advertising Women of New York (AWNY) Career Conference last weekend before I went home for Thanksgiving and actually saw a lot of cool stuff and learned a bunch. One of the things I really enjoyed was a presentation by Jennifer Greufe from WOW, and Alexis Luskin from Digitas about Non-Traditional and Out-of-Home Media. They explained what constitutes these types of media and also showed us really great examples of this stuff being put to work. One example of what I thought was a great idea was a transit ad on bus stops that were wrapped in bubble wrap. The copy read "If you think fun always requires money, think bubble-wrap." This was executed on 950 transit media locations, and they were actually able to measure people's response by counting the bubbles popped. This is a great idea because it's something that no one is expecting and it hits them at a time when they are just sitting around waiting for the bus to come, therefore it's likely to engage their interest.

Another great campaign they talked to us about was Nicorette's "No Smoking Day" where people dressed up as giant cigarettes were attacked and brought down by "craving control crews" on various streets so any passerby could watch the scene unfold. This is a great idea, causing a scene especially when dressed like an enormous cigarette is bound to get people to notice. And they did. The campaign increased calls to the helpline by 48% over the previous year.

These are just two examples of the many that these two women spoke about. One things for sure, with people trying to break through the clutter more and more these days, Out-Of-Home and Non-Traditional advertising are just begging to be used.