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Kinetic Wins 2016 Out-of-Home Media Plan of the Year Award
Date: November 30, 2016
Kinetic was honored with the 2016 Out of Home (OOH) Media Plan of the Year award today by the Outdoor Advertising Association of America (OAAA).
NEW YORK, NY — Kinetic 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 out-of-home formats in Denver, Colorado. 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.
Totino’s OOH campaign positioned the product as the perfect snack option for the Denver market for this munchi-centric “4/20 holiday.” a code-term that refers to the consumption of cannabis. 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 and measure the amplification on social media.
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 out-of-home 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.”
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