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Out Of Home advertising: Ready, Aim, Fire!

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Kylie is the editor of Marketing magazine. To contact her, call +61 3 9948 4900

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Case Study

Campaign: Telstra Road To Tamworth
Client: Telstra
Supplier: Out-a-Box

Background

The Telstra Road to Tamworth is an annual, nationwide talent competition that searches the country for new and unsigned country music talent. For the first time this year, select heats were opened to the public, giving country music fans the opportunity to see contestants perform alongside previous winners and some of country music’s biggest stars.

Objective

The main objective was to drive patrons to Telstra’s Next G interactive showcase at the heats.

Strategy

To help attract people to the experience site and engage them in the demonstrations, Telstra sourced a giveaway – Out-A-Box seats. Distributing the seats from the Telstra experience site ensured that traffic through the marquee was constant during the event.

Results

The Out-A-Box seats were very well-received; in the first hour that they were distributed at the Hunter Valley Gardens event, 60 percent of all event attendees walked through the Telstra experience site to collect one. Around 70 percent of the seats distributed were taken for re-use, providing ongoing brand exposure for Telstra.

In a world swamped with marketing messages, relevance is paramount. Kylie Flavell looks at how to reach consumers in the places where your product or service is most likely to strike a chord.

I’m not the type to initiate gratuitous banter with strangers. I’m the rude girl in the elevator feigning some urgent text message to avoid talking to you about the weather. I’m the one in the checkout queue staring at the fluorescent lights like a vacuous zombie to block out your screaming baby. And I’m that snob on the train who winces when you start an inane conversation about Paris Hilton on the front page.

Aside from establishing what an appallingly insular human being I am, the fact is that many people like me are in prime ‘receiving’ mode in numerous locations throughout the day. Whether an elevator, checkout or train, these locations all represent innovative advertising space exposed to typically elusive audiences. Consumers who often manage to evade mass media, due to their busy schedules or media savvy, can be specifically targeted based on their location. An idea sold to someone in their home can be invasive, interrupting their favourite TV program, their music, their time to chill out with a good book, or simply their time for domestic duties.

It is exceedingly difficult for advertisers to predict the mindset of a consumer on the receiving end of a TVC or radio spot; however, targeting a certain environment with out of home (OOH) advertising gives you the chance to leverage a few key details about your audience. Advertisers looking to place an ad in a gym, for example, can safely assume their audience values health.

“Reaching consumers in a targeted environment enables the right message to be delivered at the right time to the desired audience,” confirms Oliver Roydhouse, managing director of Inlink, which operates a network of digital screens in the elevators and lobbies of CBD office towers. “In a targeted environment, advertisers can better understand the consumer sensibility and tailor creative accordingly. As a result, consumer reaction to advertising messages may deliver better ROI.”

Many OOH advocates believe the onslaught of digital is deterring companies from traditional advertising space. “New technology such as DVD recorders and access to broadband internet is all changing the ‘time spent’ with traditional media,” says Brendan Cook, chief executive officer of Network Outdoor. “Recent research has shown that with the decline in traditional media, OOH will be 77 percent more important in marketing to consumers in the next five years, and TV will decline by 70 percent [Roy Morgan Research 2006],” cites Cook. He also believes that targeted environments generally provide a longer dwell time to make sure the message is fully absorbed.

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