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The Year’s Best Marketing, Media Plans Use OOH

Date: September 24, 2018

As 2018 eyes its last quarter, media professionals have begun to share opinions on the best marketing and media campaigns of the year. Some have already won awards; others are a shoo-in for the coming awards season. Many spotlight OOH. 

Media Plans of the Year

Adweek recently honored winners of its Media Plan of the Year Awards, five of which had major OOH components. 

Wavemaker won in the Cause Marketing Animal CARE Centers OF NYC, Borough Born and Bred. The campaign focused on neighborhoods in each New York borough based on who might be most likely to adopt a pet and even targeted dogs, with OOH ads lower to the ground designed to encourage owners to bring another pet home.

Wavemaker also won for United Airlines Taxi Service. The campaign, which also won a 2018 Gold OBIE Award, used GPS software to display drive times to Newark International Airport on more than 100 taxi tops across New York City. Along with the taxi tops, the campaign also included billboards and phone kiosk, bus shelter and airport ads. 

Exverus Media won for Suja, The Living Wall. To encourage the consumption of more fruits and vegetables, cold-pressed juice company Suja created a living wall covered in artistic displays of Southern California-friendly plants—including angel wings made out of kale—on Melrose Avenue in West Hollywood.

“It’s one thing to tell people what to do. It’s an entirely different thing to experience and put literal living things into their hands or give them photo opportunities,” says Exverus president Bill Durrant. “Suja is really fun, interactive and it has a great social vibe, and we wanted to bring that to life.”

Droga5 won for The New York Times, The Free Press, which honored and aimed to elevate World Press Freedom Day. A simple ad encouraging readers to consumer news from a variety of sources ran for one day only, on a Times Square billboard, in digital and print publications, and in 30-second broadcast spots.

MediaCom won for Deutsche Telekom Color Me Magenta, which used OOH for its virtual and augmented reality mobile campaign. A smartphone app allowed users to see hidden content when looking at Telekom’s signature color magenta, including OOH ads. See the case study video

Top Marketing Plans of the Year

Social software platform Spredfast has rated its top digital marketing plans of the year, two of which led with OOH. 

Spotify’s 2018 Goals campaign rose to the top because it is “right in line with the desires of today’s social media audiences: it surprises, it’s inclusive (even if anonymously), and it’s fact-based.” This campaign also won the 2018 OBIE Platium Award. 

OkCupid’s DTF campaign is featured because it “demonstrated the effectiveness of disruptive marketing.” The controversial campaign paid off, as Adweek reports the campaign boosted OkCupid’s social mentions by 50 percent. 

Marketing Dive recently noted its favorite marketing campaigns of this year. The marketing news and analysis site spotlighted the largest Amazon delivery ever: a 40-foot long box at a Los Angeles mall with air holes, the “Jurassic World” logo, and a scannable SmileCode that unlocked content surrounding the film.

More OOH Awards to Come

The Drum is set to award top OOH campaigns of 2018 in November. Ahead of judging, some jurors gave their opinions on OOH campaigns that stood out this year. Read their thoughts here

Judging for the OAAA OOH Media Plan Awards will take place next month, and winners will be announced on December 5 at the Ad Club of NY’s OOH:NOW event. OAAA will announce finalists next month.

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