How brands are pushing creative boundaries with outdoor installations | Clear Channel

How brands are pushing creative boundaries with outdoor installations

25 Feb 2022 / Opinions, Our People, Campaigns
By Clear Channel UK View Author on Twitter
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As lockdowns eased through 2021, advertisers raced back to reach those all-important Out of Home (OOH) audiences. And, what better way to achieve brand cut-through, than with some classic OOH creativity.

By Jonathan Acton, Head of Creative Delivery, Clear Channel UK

2021 witnessed an explosion of cool installations, it was our busiest year ever, as we delivered campaigns across all our formats – from billboards to bus shelters, and activations with our retail partners in malls and supermarkets. Check out our wrap up video below.

So, what are the trends we’re likely to see more of this year?

More content. Look at your LinkedIn news feed and how many stand-out creative executions in OOH do you see? Outdoor has fed social media with excellent examples; we often get asked ‘we’d like a Dracula or Marmite’ – as two of the most famous examples. Expect to see more ideas designed to extend into earned media.

More experiences. We’ve seen more ideas that engage all the senses. Last year’s stand out campaign for Hendrick’s Gin was packed with such features – a bus shelter like no other. With a cucumber garden roof, constantly pouring bottle of gin, branded panels, floors, and seats; and not forgetting the scent of cucumber and roses and the sounds of Hendrick’s peculiar world.

More tech. Brands had to innovate during the pandemic and find new ways to interact with audiences. The Skoda motion-controlled experience we delivered with OMGDOOH was a perfect example of overcoming the challenge of touchscreen interaction. As more of our estate turns digital, we’re working on new and exciting ways of creating tech-enabled consumer engagement.

With all our partners, we’ve produced some fantastic work in 2021, as plans for this year start to drop into place, expect 2022 to deliver more.

If you’re interested to find out how we can amplify your outdoor creativity, get in touch below.