Kraft's Stove Top, U.S. Navy Winners of OOH Awards

Out-of-home media plans for Kraft's Stove Top Stuffing and the U.S. Navy's NavyforMoms.com were the local and national winners, respectively in this year's 10th annual Outdoor Advertising Association of America's Out of Home Media Plan Awards. The two campaigns were selected from among nine finalists.

Five judges evaluated submissions for campaigns posted between Jan. 1, 2008 and June 30, 2009, for their innovative use of out-of-home and the overall effectiveness of the campaigns in addressing client objectives.

"Just to buy a couple of billboards doesn't do it any more," said Norm Chait, senior vp and director of out-of-home investment and activation for MediaVest, who served on the jury panel. "The winners used existing spaces in a new or different ways to stand out and create some buzz in the marketplace."

To promote the NavyforMoms.com Web site launched in Spring 2008, Outdoor Services used a domination strategy in several markets. A broad range of out-of-home vehicles, including wall-scapes, bus wraps, stairway wraps, interactive screens, kiosks, mallscapes, kiosks, sidewalk stencils and a water-tower wrap; and projection media to create "blue lightings,"  which couldn't be missed in markets such as New York, Boston, Hartford (Conn.), New Haven (Conn.) and Dallas. The result: Web site traffic increased 32 percent.

MediaVest's campaign for Kraft's Stove Top Stuffing in Chicago certainly was a first. Taking experiential marketing to a new level, MediaVest worked with JCDecaux in Chicago to create 10 heated bus shelters in prime, high-traffic shopping locations. Brand ambassadors also handed out Stove Top Quick Cups near the shelters. The campaign literally brought its message to life: "Cold provided by winter. Warmth, provided by Stove Top." The campaign, which was picked up by the press, resulted in a sales volume lift of 7 percent versus the same period last year.

Other finalists were: Carnival Cruise Lines (MPG), EMBARQ (Nicholson Kovac), ESPN Monday Night Football (MacDonald Media), Showtime's Dexter (Outdoor Services), History's Expedition: Africa (Horizon Media), McDonald's McCafe (MPG) and MINI Clubman (Butler, Shine, Stern & Partners).