OAAA awarded the 2018 OOH Media Plan of the Year to Posterscope for FOX Sports last week in New York at The AD Club of New York’s 11th annual OOH:NOW Conference.OAAA awarded the 2018 OOH Media Plan of the Year to Posterscope for FOX Sports last week in New York at The AD Club of New York’s 11th annual OOH:NOW Conference.
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The OOH Media Plan Awards honor efficient and effective OOH media plans that maximize the synergies between media and creative strategies within an available budget.
Posterscope partnered with FOX Sports to create the 2018 FIFA World Cup OOH campaign, aimed at capturing audiences despite time zone differences, the month-long multiple-match-per-day timeframe, and the absence of a US team.
Ads on printed bulletins, buses, and transit shelters featured international superstars and teams to interrupt morning routines with World Cup branding. Digital OOH targeted soccer and sports fans with current score updates, and full-motion digital screens in pedestrian areas of major markers broadcast live matches. The multi-formatted campaign was delivered in six major markets.
The campaign helped the FIFA World Cup achieve more than 6 million viewers in the US for Croatia’s dramatic win over Russia, the most-watched quarterfinals match in English or Spanish since 1990, and the most-watched day of FIFA World Cup Quarterfinals in three decades.
“Amidst multiple challenges to gain viewers, FOX Sports reached its viewership goals with a strategic, targeted OOH campaign,” said Stephen Freitas, OAAA chief marketing officer. “Posterscope’s detailed media plan used the branding power of static OOH and flexibility of digital OOH to earn itself the top honor in this year’s Media Plan Awards.”
The OOH Ratings-Driven Media Plan Award, given to the campaign that best utilized Geopath OOH Ratings, was presented to Clear Channel Outdoor for Honda. Data from Geopath OOH Ratings was used to define a Northern California area with a high concentration of Hispanic consumers. Clear Channel Outdoor targeted local neighborhoods with printed bulletins, posters, and transit shelters featuring family-oriented messaging in Spanish. Mobile ads complimented the campaign with pushes to consumers with Spanish language-enabled phones exposed to the OOH ads or who had visited a Honda dealership. Following the campaign, visits to dealerships in the Bay Area rose 83 percent.
Today, the @CCOutdoorNA @Honda Campaign takes home the #OOH Media Plan 'Ratings-driven' award. @AdClubNY #OOHNOW https://t.co/FxrI8QAZtH pic.twitter.com/PEVKrqGWnz
— OAAA (@YourOAAA) December 5, 2018
Gold Media Plan Awards were presented to:
- Posterscope for FOX Sports – FIFA World Cup
- Outdoor Media Alliance for Delta Airlines
- Rapport for Superfly
- The Free Ride for Vita Coco
Silver Media Plan Awards were presented to:
- Clear Channel Outdoor for Honda
- Horizon Media for The Alienist
- Rapport for JetBlue
- Rapport for Stranger Things 2
“A good media plan is key to a successful advertising campaign,” commented Freitas. “These award-winning campaigns are perfect examples of how a strategic approach to OOH can yield impressive results.”
Award-winning case studies are available on the OAAA website.
https://twitter.com/YourOAAA/status/1070355541619339264
Published: December 10, 2018