Outdoor & OOH

Article • WARC Best Practice, February 2020

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

What we know about out-of-home effectiveness

Article • WARC Best Practice, November 2019

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

What we know about Out of Home audiences

Article • WARC Best Practice, September 2019

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

How out-of-home can deliver cut-through in the attention economy

Article • Steve Payne, WARC Best Practice, December, 2018

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

How to plan an effective outdoor campaign

Article • Tony Regan, WARC Best Practice, July 2018

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

The healing power of OOH

Article • Claire Kimber, WARC Exclusive, May 2020

Examines the future role of out-of-home media in the wake of the coronavirus pandemic.

Returning to the great outdoors: A four-step guide to OOH effectiveness after COVID-19

Article • Sophie Pemberton and Emily Alcorn, WARC Exclusive, May 2020

Advice for brands on returning to outdoor media after the coronavirus lockdown.

UNICEF: Backpack Graveyard

Case Study • Angus Ingham, Carolina Lahoud Doumet, WARC Awards, Entrant, Effective Innovation, 2020

The United Nations Children's Fund used an installation at the North American UN Headquarters to drive awareness and engagement globally.

Manyavar: Reaching Millions Out There

Case Study • Mohammed Jahafar Bin Abdullah, Kyle Dlyma, WARC Awards, Entrant, Effective Innovation, 2020

Ethnic clothing brand Manyavar worked with a new programmatic media and technology platform Xaxis Places in India to track the attribution of DOOH exposure on consumer behaviour.

OAAA: 2019 megabrands

Article • OAAA, Research on WARC, April 2020

Looks at the the top 10 OOH revenue categories by quarter and full year 2019.

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Aisha Takashima, Akie Suzuki, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

The COVID-19 crisis is shifting how Australian marketers think about media

Article • Josie Tutty, Advertising Research Foundation Workshops, April 2020

A guide to how the outbreak of coronavirus is impacting advertising spend in channels including TV, radio, outdoor and digital media.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Awards, Silver, Effective Innovation, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.

Tmall: 2019 Brand Strategy

Case Study • Wendy Zha, Leon Liu, WARC Awards, Shortlisted, Effective Innovation, 2020

Chinese e-commerce platform Tmall used big data in a multi-channel campaign to build loyalty and increase sales without discounting or celebrity promotions.

Xbox: Visit Xbox – the Birth of Gaming Tourism

Case Study • James Appleby, Karen Crum, WARC Awards, Gold and Channel Innovation Award, Effective Innovation, 2020

Games console Xbox created a travel-themed campaign to engage a new audience of non-gamers worldwide.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

The impact of COVID-19 on media strategy

Article • MediaSense, Advertising Research Foundation Workshops, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.

KFC China teases every early riser with overwork jokes... and a breakfast croissant

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

KFC's keen insight into the struggles of young white-collar workers in urban China led to a campaign that framed its breakfast offering as helping the overworked.

Flybondi: Fly Ultra Low Cost

Case Study • Case Studies on WARC, 2018

Low-cost airline Flybondi entered the Argentine market by starting a movement for positive change in the country.

Museum of Modern Art Bogotá: The MAMBO is leased

Case Study • Case Studies on WARC, 2018

The Museum of Modern Art Bogotá (MAMBO) increased revenues and number of visits through a stunt that saw it being put up for rent.

Hulu: The Shape of History

Case Study • SABRE Awards, IN2, North America, Social Purpose, 2020

Hulu, a TV channel, increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.

Frito-Lay: Doritos another level

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2020

Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.