otu fo ehmo GLOBAL 43 messaging. Those who tweeted using the official campaign hashtag saw their tweets featured on the screen, along with event content and speaker quotes. The same dynamic content was also featured on OOH assets around the venue and digital billboards in Times Square. Printed murals with Get Out of Home ads lined the halls where delegates waited to enter panels and presentations. City and tour buses with digital sides featured video campaign copy that read ‘Make Your Mobile Ad Actually Mobile’ and ‘There Are No Skip Buttons Out Here’. New York taxis ran the same content. Printed mobile billboards surrounded the venue, and screens in elevators and pubs in agency office buildings drove home the messaging. Get local and Get Out of Home Before the launch, the OAAA (Outdoor Advertising Association of America) encouraged its members to align teams with the Get Out of Home campaign. Many resources and assets were produced to assist in adapting the campaign for local markets. A campaign ‘toolkit’ offers creative files to download and customise. Talking point and campaign fact sheets help sales teams appropriately discuss the relevancy of the campaign, and a style guide ensures the industry is well informed about how best to use the campaign’s assets. Get social and Get Out of Home #GetOutofHome is the primary call-toaction for the campaign. The hashtag drives interaction to various online platforms where viewers can learn more about the campaign and OOH industry and also engage as a selfidentified influencer. Get results and Get Out of Home The campaign has garnered international attention through the media, targeting marketing and agency professionals before and during Advertising Week New York. With a reach of more than 1.5 million, placement included spotlights in Ad Age, Billboard Insider, DailyDOOH, MarTechSeries, Media Post Agency Daily, and The Drum. #GetOutofHome continues to be used when campaign assets are spotted and shared or a brand executes an exceptional campaign.
Yearbook Jan 2019
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