Have you ever noticed a billboard along the road? Or perhaps a subway poster?
These are some instances of outdoor advertisements. Outdoor advertising is advertising that is seen in public locations. It is visible to persons walking, driving, or taking the bus.
Outdoor advertising may advertise a wide range of products and services. It can be used to sell items such as food, clothing, automobiles, and even insurance. Outdoor advertising can also be used to promote political campaigns or create awareness about social concerns.
So, how do customers respond to outdoor advertising? Well, it all depends on the sort of outdoor advertisement. For example, someone may see a billboard on the side of the road, and just stop and look at it, and if one is stranded there for a few minutes, one might take a closer look at it.
Outdoor advertising can be beneficial in assisting clients in making purchasing decisions. For instance, if you’re hungry and see a billboard for a new restaurant, you’re more inclined to visit there. If you’re in the market for a new car, you might be more inclined to consider a vehicle that you see advertising by the side of the road.
However, keep in mind that outdoor advertising is only one sort of advertising that comes in many forms and can be positioned in a variety of places or locations.
Below are reviews of some selected outdoor advertising! Hope you enjoy the read!
“Tourism Fiji- Open for Happiness Everyday” Outdoor Advert”.
According to a report, Fiji’s international borders had been closed for two years. Tourism Fiji needed to signal to its core customers (New Zealand visitors) that Fiji was ‘Open for Happiness’ once again because tourism is a significant source of revenue for Fiji, accounting for around 40% of GDP in 2019.
In 2019, Fiji’s tourism dropped by 59% affecting its GDP. Unfortunately, it was the first industry in Fiji to face the effects of COVID-19. New Zealand is Fiji’s second largest source market; as such, reintroducing Kiwis to the country was critical to its reopening.
The Tourism Fiji advert was created to achieve high impact using outdoor, video, and digital to create reach and awareness. Aimed at driving inspiration, the creative copy used stunning visual cues to deliver the key messages and information via outdoor adverts, combining it with digital to generate sales for tactical packages through Tourism Fiji’s trade partners.
The campaign’s primary goal was to reach as many consumers as possible in an appealing manner, using the simple value proposition ‘Open for Happiness’ to encourage potential customers to buy from Tourism Fiji’s travel trade partners.
With 35% of American travelers indicating that domestic leisure travel will be a high or extremely high priority in their household spending in 2023, domestic leisure travel earned the top spot. This type of creative copy will work effectively in my opinion, in influencing and reminding people of their travel plans.
The advert’s creative copy is quite intelligent in using a digital calendar to remind target travelers to recreate the “sun-drenched Fijian holiday scenes in the winter”, creating eagerness and anticipation for travel. Each highlighted month is meant to represent one of the many fun-filled and relaxing activities Fiji offers for its travelers all year round, from Kava ceremonies and kayaking to sailing and swimming.
The advert’s objective is to push the value proposition that “Open for Happiness” is available for any traveler interested while also serving as a reminder to their target audience. An overview of the advert campaign revealed it achieved five times higher impact, including sponsored content printed articles, interactive digital articles, and editorial stories.
Overall, I consider the advert to be a success!
Hypo is one of those brands that changed the narratives within the Nigerian home care category. It was the first brand to package bleach in sachets- taking the concept of sachetization to another level by packing a high chemical content home care liquid product into a 10ml sachet using price as a strategy. Subsequently, the brand went on to snatch the number one spot in equity and loyalty due to this strategy displacing “JIK’s” brand of bleach as the market leader at the time.”
“Hypo Bleach: “Even your white won’t believe it” by Noah’s Ark Creative”
The “Hypo Bleach Even Your Whites Won’t Believe It” advert by Noah’s Ark is an outdoor advert that features a white shirt that is so white, it is glowing. The tagline copy reads, “Hypo Bleach. Even your whites won’t believe it.”
The advert’s creative copy makes use of visual metaphor using simple yet effective images of the main pain-point object of customers’ “white garments”, by bringing to life the personality of the white cloth”. I find the use of creativity of turning something familiar into an extraordinary and engaging visual. This shows how much the brand can deliver value for money in consideration of customers’ tension points of being able to maintain the brightness of their white clothes. The message in the advert indicates that Hypo as a brand of bleach makes customers’ white garments whiter, in such a way that any white garment that Hypo is used for expresses disbelief in its effectiveness. The advertising company decided to use this creative copy to remind its core users that Hypo continues to deliver on functionality in making white garments become whiter.
The advert is likely to be effective in encouraging non-loyal Hypo Bleach users to try the product. In Nigeria, maintaining our white clothing is very important. Many people pay extra to keep their whites intact for a long period. When Hypo came into the market the most effective brand of bleach in the market was not affordable for the mass market and came in bottles that cost more than the content. Hypo came into the home-care category at the lowest possible pricing of ten naira (way less than a dime) and came in new-sized sachet packages that allowed you to do single-serve usage.
The brand gained an advantage with its high level of effectiveness in better functionality than other existing brands and in its dexterity of usage, increasing loyalty and brand adoption.
In conclusion, I find the advertisement for “Hypo Bleach Even Your Whites won’t Believe It” as being effective in delivering its core message through the use of visual metaphor which helps to draw attention to the shirt and the message of the advert. The advertisement is visually appealing, conveying a clear and straightforward message, with the ability to persuade non-users to try out the Hypo Bleach brand. Hypo has stayed true to its brand’s core of making whites whiter and remains the market leader in the bleach section of the homecare category!
“Dove the “Non-Tradable Bond” Advert
Encountering this advert copy left me with a peculiar feeling to the extent I called my spouse to come to look at the research figures that support men bonding with their families especially their children- In Nigeria, many men from the Baby Boomers generation do not believe that they have a responsibility to bond with their children due to cultural beliefs.
According to a report by Boston’s Center for Work and Family (which was sponsored by the Dove Men+Care team). Most men decide against taking paternity leave because they fear losing out on job chances. However, they fail to consider the things they might miss out on at home. To change this narrative, the brand’s team decided to create a campaign around this discovered fact hence the creation of the advert.
According to the creative copy, “a baby is shown playing in a sandbox as the advert plays”. The infant is then displayed in front of graphs and numbers on a screen at the New York Stock Exchange. In the voice over, it is stated that “most men think about the missed work opportunities if they take paternity leave, not what they would experience during the leave.” The advertisement then goes to a montage of dads playing with their kids. The fathers are seen reading to their kids, playing with them, and cuddling with them. “Paternity leave is not a burden, it is an investment in the future of the child and the family,” the voice over declares.
The “The Non-Tradable Bond” advertisement by Dove Men + Care is a potent and successful advertisement that questions the conventional understanding of paternity leave.
According to Boston’s College report,“ The vast majority of men and women agree that they feel a deeper bond with their child, have more confidence as caregivers, and have a greater sense of life satisfaction as a result of taking leave. Men (83%) are more likely than women (59%) to report that they have a stronger relationship with their partner as a result of taking leave.”
This further buttresses the advert’s message that paternity leave is an investment in the future of the child and the family, not a burden. The advert was aimed at working men who are thinking about taking paternity leave. It is strategically targeted, original, and thought-provoking, making the advert very effective.
Dove Men+Care’s “The Non-Tradable Bond” advert was created for their line of grooming products. The advert’s creative team used empathy and concern for the relationship between a parent and his child as the appeal employed to elicit an emotional response. The emotional attachment between a father and his child is at the heart of the advertisement’s value proposition, which emphasizes how non-transferable and irreplaceable this relationship is. The message is specifically that Dove Men+Care products may help men preserve that link by offering the grooming essentials that give them a sense of security and readiness for the outside world while also caring for their emotional well-being.
Ultimately, the Dove Men+Care “The Non-Tradable Bond” advert is an endearing and emotional plea to men, encouraging them to use Dove’s grooming products to take care of their physical and emotional well-being. The value proposition of the advertising emphasizes how Dove Men+Care products can assist men to maintain the relationship between a father and his child. The advertisement’s major point is that men need Dove Men+Care products to feel strong and compassionate and to maintain their emotional bonds with their loved ones.
What a powerful way to encourage fathers to take time off to bond with family!
McDonald’s “The Playoffs Menu” by Cossette
The McDonald’s “The Playoffs Menu” by Cossette is a Canadian advertising campaign that ran during the 2022 NHL playoffs. The campaign featured a series of adverts that celebrated the tradition of playoff beards and offered a limited-time menu of food items that were designed to be enjoyed while watching hockey.
The adverts’ message bothered on the theme that McDonald’s is the perfect place to enjoy the playoffs, with its delicious food and its welcoming atmosphere while targeting men who are interested in hockey and who enjoy watching the playoffs. I found the advert to be quite effective because it was well-targeted, creative, and timely.
The advert adopted the use of hockey players and hockey fans in their creative copy, using McDonald’s food items on the limited-time menu to generate visual metaphors via designs intended to be enjoyed while watching hockey. I find the advert’s creativity to be a unique and unexpected way to promote McDonald’s. The creative copies used fun and comic-like characters to elicit attention and engagement, which did a good job of capturing the excitement of the playoffs.
The advert was run during the 2022 NHL playoffs- a time when many people were interested in hockey, and the campaign was able to capitalize on this interest. However, I find the advert restricted in its targeting but I guess only hockey lovers are the main target. The advert will most likely have impacted the target, and I am definite that McDonald’s sales during the 2022 NHL playoffs were positively impacted.
Who does not want to wear a Rolex or a Hugo Boss Perfume? However, these brands are not for the faint-hearted. They are luxury brands and everyone wants to be seen as spotting luxurious brands or goods.
However, wearing counterfeited luxury goods can sometimes be seen as a way to boost one’s social status. People who wear these goods may be seen as being more successful or wealthy than they actually are. This can be appealing to people who want to make a good impression on others.
The above-described illusion is what I believe FCMB Nigeria’s “Too Good To Be True” advert sought to achieve with this creative copy.
The message of the advert is that FCMB as a bank is able to help you identify counterfeit deals and cases as a bank. Released at a time when local fraudsters were on the rise, FCMB took advantage of this social anomaly to target potential customers looking for a new bank or who are unhappy with their current bank.
The advert adopted a simple yet creative way to show their capacity to pay attention to details and spot the falseness within their financial transactions as a bank. In my opinion, this is a clever way to speak to their target without bringing complications into the copy.
The creative copy is effective because it is clear, concise, and persuasive while using humor and wit to make its points, and it features a relatable social anomaly that many people identify with.
Just as counterfeited luxury goods can sometimes be seen as being more fashionable than the real thing. FCMB’s use of this line of creativity makes the services of other banks look cosmetic, alluding that it will be in the best interest of the customer to choose banking with them over other ‘counterfeit banks’.
To be honest, the advert’s effectiveness got me clicking on the bank’s website!
References
- Boston College for Work & Family, “Expanded Paid Parental Leave Measuring the Impact of Leave on Work & Family, 2019; Sponsored by Dove Men+Care, Extracted April 21, 2023 at 6.56pm
- https://www.adsoftheworld.com/campaigns/the-non-tradable-bond
- https://www.bc.edu/content/dam/files/centers/cwf/research/publications/researchreports/Expanded%20Paid%20Parental%20Leave-%20Study%20Findings%20FINAL%2010-31-19.pdf
- https://advertise.stuff.co.nz/case-study/tourism-fiji-open-happiness-campaign
- https://www.adruby.com/media/outdoor
Hello Dolapo! I really enjoyed reading your assignment on outdoor advertising. The two examples of outdoor advertising you reviewed, the “Tourism Fiji- Open for Happiness Everyday” and “Hypo Bleach: Even Your White Won’t Believe It” campaigns, were great choices. I agree that the “Tourism Fiji” campaign was successful in achieving its goals and creating awareness about Fiji as a travel destination. The creative copy was intelligent and visually appealing, which is crucial in outdoor advertising. Additionally, I liked how you analyzed the “Hypo Bleach” campaign and how it appealed to the Nigerian market by addressing a common pain point of maintaining white clothes.