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WPP’s Kinetic Wins 2016 OOH Media Plan of the Year for General Mills Totino’s Campaign

FOR IMMEDIATE RELEASE


Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org

WPP’s Kinetic Wins 2016 OOH Media Plan of the Year for General Mills Totino’s Campaign

November 29, 2016 (New York) – Kinetic, WPP’s context-based agency, was honored with the 2016 Out of Home (OOH) Media Plan of the Year award today by the Outdoor Advertising Association of America (OAAA). The 2016 Out of Home Media Plan Awards were presented this afternoon at The AD Club of New York’s 9th Annual Out of Home: NOW Conference in New York.

Kinetic received the top prize for its General Mills Totino’s campaign, featured on multiple OOH formats in Denver, CO, to drive organic chatter about Totino’s and measure the amplification on social media. The campaign positioned the product as the perfect snack option in the Denver market for this munchi-centric “4/20 holiday.” Pairing data that showed Denver is the top traveled US destination leading into April 20, the team had the ultimate opportunity for high product visibility. 

Static and digital billboards were supported with a network of targeted, high-profile digital kiosks, bus shelters, wrapped trains, transit bus kings, and pedicabs throughout the Denver market. The team first identified key areas where the target audience focused its daily activities and then saturated the marketplace during optimal times to draw consumer attention. Strategic placements near retailers were selected. Creative tags reading “Better when baked,” “Remember before you forget,” and “Legal in every state. Better in Colorado,” were just a few examples of the engaging and humorous ad copy.

Totino’s saw an 18 percent lift in year-over-year sales in Denver during the campaign and earned 58.20 million impressions on Facebook, 4.62 million impressions on Twitter, and 13.21 million impressions on Instagram. 

“Consumers today desire a personal experience with a brand; they want to relate to a product,” said Nancy Fletcher, OAAA president and CEO. “The General Mills Totino’s campaign is a perfect example of how combining strategic OOH placement, messaging, and timing can create powerful results.”

The Ratings-Driven Media Planning Award, which recognizes innovative use of Geopath OOH Ratings, was presented to MacDonald Media and Merlino Media for their Sparkling ICE campaign. Geopath OOH Ratings were used to develop a strategy that aimed to build product awareness across 10 top US markets. Using a strong assortment of OOH media, Geopath OOH Ratings helped the group evaluate inventory and determine the reach and frequency necessary to make an impact with the campaign’s core demographic. 

OAAA Chief Marketing Officer Stephen Freitas commented, “Geopath OOH Ratings are the OOH industry’s official currency, offering accountability consistent with other advertising media. The Sparkling ICE campaign demonstrates how significant the audience measurement system is in creating an effective media plan with quantifiable results.” 

OAAA also awarded five Gold Media Plan Awards and four Silver Media Plan Awards to the following agencies:

Gold
- Kinetic for General Mills Totino’s
- Rapport and Initiative for Amazon Man In The High Castle 
- Rapport/UM for Sony Pictures The Angry Birds Movie
- Royal Caribbean #ComeSeekLive
- Fairway Outdoor Advertising of Chattanooga for Chattanooga Times Free Press

Silver
- Kinetic for Skyy Vodka
- Rapport for JetBlue #TakeOff
- Billups and Wieden+Kennedy New York for Equinox 
- Kinetic for Nestle Häagen-Dazs

For more details about all winners of the 2016 Out of Home Media Plan Awards, as well as campaign photos and full case studies, please visit the OOH Media Plan Awards website or contact Nicole Hayes at nhayes@oaaa.org or (202) 833-5566. 

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OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the U.S. industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7.3 billion annually in ad revenues and donates more than $500 million in space each year. For more information, please visit www.oaaa.org.


 

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