As this year’s winners and finalists of the 10th annual Outdoor Advertising Association of America’s Out-of-Home Media Plan Awards prove, there are seemingly no creative or technological limits to the medium.
To promote the NavyforMoms.com Web site launched in spring 2008, national winner Outdoor Services dominated markets by splashing the message on every piece of outdoor inventory imaginable, such as high-impact wall scapes, bus wraps, stair wraps, even a water tower wrap, interactive media and projection media.
Taking experiential marketing to a new level, MediaVest, the winner in the local category, worked with JCDecaux in Chicago to create 10 heated bus shelters in prime high-traffic shopping locations. “Just to buy a couple of billboards doesn’t do it any more,” said Norm Chait, senior vp, director of out-of-home investment and activation for MediaVest, who served on the five-member jury panel. “The winners used existing spaces in new or different ways to stand out and create some buzz in the marketplace.”
Other finalists included: Carnival Cruise Lines (MPG), EMBARQ (Nicholson Kovac), ESPN’s Monday Night Football (MacDonald Media), Showtime’s Dexter (Outdoor Services), History’s Expedition: Africa (Horizon Media), McDonald’s McCafe (MPG) and BMW’s Mini Clubman (Butler, Shine, Stern & Partners).