The OAAA’s OOH Media Plan Awards were created to recognize the essential role media planning plays in the development of successful OOH campaigns. This year’s winners, which were announced at last week’s New York Ad Club’s 16th annual Out-of-Home event, exemplify how the elements of good creative design, thoughtful placement of messages, and proper allocation of budgets unite to produce an outstanding communications strategy.
The 2023 OOH Media Plan of the Year (MPOY) went to MilkPEP for its “26.2” campaign. MilkPEP’s powerful, interactive campaign repositioned milk as a performance drink while celebrating the power and perseverance of female and female-identifying athletes participating in the 2022 New York City Marathon. The four-pronged strategy launched on digital out of home (DOOH) units across NYC’s most popular running routes ahead of the NYC Marathon. QR codes incorporated in the OOH ads drove consumers to a customized website to learn about the health benefits of milk while also encouraging female runners to register as a Team Milk marathon runner. A milk photobooth invited runners to snap photos that were dynamically inserted into DOOH creative throughout the city, along with congratulatory messaging along the marathon route.
OAAA members can access summaries of this year’s winning campaigns, and those of past MPOY contests, in the case study library, which now also features a KPI search feature.
The additional 2023 winners include:
Gold Winners
General Motors Chevrolet
Dentsu & Commonwealth | McCann
Chevrolet: Data-driven Programmatic for Silverado
MilkPEP
GALE | TALON
26.2
Plenty of Fish
OMD Vancouver | 123W | TALON
Redefining Dating Norms
Williamsburg Tourism Council
NPRP Media | Connelly Partners
Life. At Your Pace
Zola
PJX Media
Zola – Engagement Season & Vendor Marketplace OOH
Silver Winners
FBI
Clear Channel Outdoor
FBI- Houston Division
Glossier
PJX Media
Glossier – Q1 2023 OOH
Match.com
NPRP Media
Adults Wanted
Nissan Ariya
Omnicom Media Group
Nissan Ariya 2023
Q Mixers
PJX Media
Q Mixers – Better Mixers
For an engaging video review of the winning submissions, please click here.
Published: December 19, 2023