Bureau, New Delhi
The National Geographic Society along with members of the Outdoor Advertising Association of America (OAAA), launched the #SaveTogether outdoor campaign to mark Endangered Species Day. Organized by OAAA, the outdoor campaign was launched on digital billboards across Times Square and other major U.S. cities, and will continue throughout the summer across a range of billboards and other outdoor formats donated by OAAA members from across the country.
The campaign kicked off on May 19th at Noon with an hour-long digital billboard takeover and interactive experience in Times Square. Members of the public were encouraged to look for National Geographic Photo Ark posters, snap a selfie with the endangered animal, and share via Instagram or Twitter using #SaveTogether. Participants were quickly rewarded with their moment of fame as their image is published on iconic digital billboards.
Meanwhile, dozens of other Times Square billboards featured video and stills of animals from the Photo Ark spanning the city's digital amphitheater before disappearing in a symbolic execution underlying the importance of helping to save these species while there's still time.
"The OOH industry annually donates more than $500 million in media space to support public service efforts," said OAAA President and CEO Nancy Fletcher. "With its proven ability to amplify social and digital media, engage audiences, and ignite change, OOH is the prefect medium to build awareness around the #SaveTogether campaign."
Boston, Chicago, Cincinnati, Los Angeles, Minneapolis, New York, Philadelphia, and Washington, D.C. are among some of the major markets that will also participate in the Endangered Species Day launch of the #SaveTogether campaign through local digital OOH activations. Across the county, more than 45,000 digital out-of-home screens will feature Photo Ark images. The digital out-of-home content is driven by OpenLoop, the real-time campaign management and distribution platform donated by ad tech specialist, QDOT.
"Digital OOH is the perfect medium to amplify National Geographic's social media campaign, extending the reach and impact of their digital strategy to millions of people across the U.S.," said Ben Putland, MD of DQOT. "This rich and timely interactive execution helps to engage audiences today and throughout the duration of the campaign."
After May 19, the campaign will expand throughout the U.S. where Photo Ark animals will be featured on printed and digital billboards, bus shelters, airport dioramas, mall kiosks and other OOH formats.