Tutor Peng Xiaodong often shared with you in his outdoor advertising sales class: It's definitely not that our outdoor advertising is ineffective, but that you really can't play?
Good-looking visual design, excellent promotional copywriting and brain-opening performance creativity give outdoor advertising unlimited imagination space, and excellent outdoor advertising cases can cause secondary dissemination on social media.
Outdoor advertising effect = 70% content I creativity + 30% media I channel!
The 3 nirvana of outdoor advertising effect = creativity + point + budget: [creativity (soul) super quality + super symbol + super discourse] + [point (traffic) comes with traffic + technology drainage + topic | content drainage, the right one is the best, the rule of retail 3 kilometers!] + [budget (persistence and trust) absolutely classic creativity!]
How to play outdoor advertising? Win in super absolute creativity! Let's see how other companies play first?
What we found was that the outdoor advertisements that impressed us had one thing in common:
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They all know how to "adapt to local conditions", so that the advertisement is just placed in the environment, and it naturally produces interesting interactive relationships.
For example, Blank's outdoor advertising in collaboration with Didi Chuxing in May:
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The small team cooperated with Station B in April "I Studied on University Road":
and MOODU Abrasives cooperated with Tmall in May "Tmall Good Luck Extraction":
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In June, he cooperated with Tmall in "See You After the Surprise Tide":
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Zhonghao cooperated with Taobao in July "Night Taobao Creative Outdoor Advertising":
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And The N3 Agency's collaboration with Xiaohongshu in August, "Every Travel Advice is a Personal Experience":
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and the "Meituan Year-end Inventory" cooperated by Zhonghao and Meituan in December:
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tunnel
Year of uncertainty German job site: Jobsintown.de Ass Kisser
Creative agency: Scholz & Friends, Germany
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Project description: Jobsintown.de is one of the largest online job sites in Germany, and this giant ad increased jobsintown.de's click-through rate by 12%. The ad copy reads: "There's a better way to make a career". The ad implies that there are better and easier ways to find quality jobs than by stammering with your boss.
2007 Austria "Oldtimer"
Creative Agency: Demner, Merlicek & Bergmann, Austria
2009 American snack brand Lay's
Creative Agency: Juniper Park, Canada
2023 clothing brand Levi's UK
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2007 McDonald's, USA, Sundial
创意机构：Leo Burnett 芝加哥
2008 McDonald's Australia
Creative Agency: DDB Australia
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Project Introduction: In order to convey the message of "McDonald's Open Night Service", DDB designed this outdoor advertisement for McDonald's that can only be fully displayed at night.
2010年 TV3《Law & Order outdoor lamp》
Creative Agency: Colenso BBDO New Zealand
2011年 麦当劳，美国 《Best Fries on the Planet》
Creative Agency: Leo Burnett, USA
2012 McDonald's Canada
Creative Agency: Cossette, Canada
To convey the message that McDonald's is open 24 hours a day, this billboard only displays text in the evening.
2012 FirstBank, Financial Industry
Creative Agency: Bozell, USA
2012 Personal care brand Aquafresh
Creative Agency: ACW Grey, Israel
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(English translation on the picture)
The goal: to use a low-cost, creative way to express the selling point of Aquafresh White & Shine toothpaste to keep teeth healthy, shiny and white.
Solution: We used a poster with a smiling woman motif, with a special design in the teeth and product areas. When the lights come on at night, a seemingly ordinary toothpaste poster with a bright smile becomes the perfect way to show off the fresh and white effect.
@所有人:
I am Mr. Peng Xiaodong, and I would like to thank all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite me to be true love!
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4. "2024 China Advertising Media Key Accounts Excellent Marketing Power"
5. "Winning the 2024 China Outdoor Advertising Sales Champion God of War Legion Secrets"...
Note: It is not recommended to invite teachers to teach, but also thank you for automatically withdrawing from our platform channels, etc., we will also clean up and optimize and upgrade at any time, appreciate each other, and achieve each other!
2019 BBC UK
Creative Agency: BBC Creative UK
2021年 旅馆 Mary Free Bed Rehabilitation Hospital
创意机构：Extra Credit Projects，美国
2022 Coca-Cola-Fanta
Creative agency: Filmic Art, Sweden
During Halloween 2022, Fanta held this creative event in Sweden, Norway and Germany.
2022 Corona Beer
创意机构:Vienna+Kennedy / Sketch 英国
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2023年 饮料品牌 Minute Maid 美汁源
创意机构：VMLY&R/ Open X
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Given that half of the world's population lives in urban areas, tall buildings and concrete may prevent them from enjoying the sun. Minute Maid and WPP's Open X, VMLY & R have teamed up on a project to help everyone feel the power of the sun in addition to Minute Maid's healthy and nutritious selling points.
Reflective billboards: In cities, many apartment buildings are located in the shadow of their neighbors. But through arrangements on rooftops and blank walls, Minute Maid's billboards re-reflect sunlight to nearby windows, illuminating rooms that were once illuminated.
"Blank" billboards: Traditional billboards block the view of the sky and prevent sunlight from entering. So Minute Maid freed up most of the billboard to let the sun shine in.
Extended Waiting Area: By expanding the waiting area and adding more seats outside the roof of the waiting area, Minute Maid invites people to absorb vitamin D while waiting for the bus.