allaboutoutdoor.com Bureau, New Delhi
Clear Channel Outdoor, Cottage 8, and Pocket Hercules were honored with the 2015 Out of Home (OOH) Media Plan of the Year award by the Outdoor Advertising Association of America (OAAA). The 2015 Out of Home Media Plan Awards were presented at The AD Club of New York’s 8th Annual Out of Home: NOW Conference in New York.
The three agencies share the top prize for its Delta Dental of Minnesota “The Power of Smile” campaign, which used OOH executions and event marketing to increase sales by engaging consumers and driving them to the website to browse dental plans. Delta Dental invited users to post a photo of them smiling. The photos were posted on ThePowerOfSmile.com, digital billboards throughout the Twin Cities, and sent to the recipients through email and via social media.
Digital billboards were supported with a network of targeted, high-profile bulletins, posters, train wraps, and bus kings throughout the Minneapolis, MN, area. Event marketing was used to garner exposure against family crowds at local hockey and basketball tournaments. During these events the creative driver changed from ThePowerofSmile.com to #ThePowerofSmile allowing the camping to go viral. Street teams took pictures of fans and had them post photos to Twitter and Instagram using the hashtag. Photos were also posted to digital billboards in close proximity to the venue for fans to see.
Web traffic during the 12-week campaign period compared to the same period in 2014 was up nearly 62 percent, and individual and family dental plan subscriber enrollments increased by 92 percent.
“Consumers today want to feel engaged with a brand; they desire a personal experience. The Delta Dental campaign is the perfect example of how a local business can drive awareness and increase sales using a well-executed, interactive OOH media plan”, said Nancy Fletcher, President & CEO, OAAA.
The Ratings-Driven Media Planning Award, which recognizes innovative use of TAB OOH Ratings, was presented to Haworth Marketing + Media for its Target campaign. TAB OOH Ratings were used to develop a strategy that targeted shoppers on the go. Aimed at building awareness of popular products currently on sale, TAB OOH Ratings helped the group evaluate digital OOH inventory and determine the reach and frequency weight levels necessary to make an impact.
OAAA Chief Marketing Officer Stephen Freitas commented, “TAB OOH Ratings are the OOH industry’s official currency, offering accountability consistent with other advertising media. The Target campaign demonstrates the level of consumer engagement that can be reached by strategizing with TAB OOH Ratings. The planning team was able to more accurately target the client’s desired demographic, providing real-time data to consumers while on the path to purchase.”