Sam Tidmarsh investigates Co-op’s new OOH advertising campaign ahead of Chief Customer Officer Ali Jones’ presentation at ad:tech London 2019
Out-of-home advertising, also known as outdoor media, is tailored to consumers “on the go” as they travel and move through public spaces.
Historically OOH has been difficult to measure, with planners and brands lacking sufficient data to build effective insights on audience.
In recent years, however, OOH has seen a resurgence, thanks to newfound granularity and flexibility generated by data and digital. Mobile has been at the forefront of this revival, enabling advertisers to understand movement and behaviour of audiences in real time.
This allows planners to access highly-localised audiences based on specific characteristics and attributes, in a wide variety of locations across towns and cities – audiences that are often far more relevant than those of other media channels.
Through digital-out-of-home (DOOH), planners can even build location-based activations in conjunction with mobile data as individuals enter the proximity of a particular medium.
In the years since Nike’s successful “Write the Future” campaign, we’ve seen increasing cases of reactive, smart campaigns powered by data.
Data-driven insights can ensure a personal, localised experience. But this doesn’t mean that the creative side will simply be left behind. In Co-op’s recent campaign, what we see is a carefully crafted creative focus that enhances relevance and ensures impactful storytelling.
Connecting with community through hyper-localised OOH advertisement
Co-op has launched its new out-of-home campaign, and just in time for summer.
The campaign: “It’s what we do”, a collaborative effort between Carat, Posterscope, and Lucky Generals, is the first time in Co-op’s 175 year history that its three central arms – Food, Funeral, Insurance – have been brought together under one cohesive OOH marketing strategy.