OMAC : Power of OOH : Targeting with OOH
 
  • OOH has the ability to deliver your brand message to a mass or targeted audience

  • OOH companies offer geodemographic targeting solutions by defining and mapping your audience based on sociodemographic data, spending habits and customer databases

  • From targeting a specific ethnic group or supporting trade sales, geo-targeting can show you how to reach busy and elusive consumers effectively and efficiently

 

BMO Bank of Montreal Mosaik Mastercard

Overview

  • BMO Bank of Montreal launched a mobile messaging campaign for Mosaik Mastercard to reach students

  • NEWAD promotional posters appeared in colleges and universities across the country. The SMS campaign invited consumers to participate in a national contest by sending a text message from their mobile phone to a number appearing on the poster

  • Participants went to the advertiser’s website where they entered their password and found out if they were an instant winner

 


Campaign Feedback

“By working with NEWAD to include mobile messaging in our communication strategy we are able to reach our target group, students, more effectively,”

Denise McClure,
Marketing Manager, Cardholder Products & Marketing
BMO Bank of Montreal

 

 

Mazda B Series

Overview

  • Mazda targeted Canadian male hockey fans with its rugged 2005 B-Series truck

  • Pattison skewed posters to junior hockey arenas in a cross-country campaign where a vehicle like the B-Series would prove to be useful in getting around town and to the game!



 

 

 

 

Wrinkle-Free Launch of BOTOX Cosmetic

Overview

  • For the launch of Allergan’s new wrinkle treatment, Botox,Transit Shelters and magazines were used. Challenges included a tight budget, a niche product and definitive target skews for both trade and consumer. CBS’s geo-demographic mapping identified how TSA could target doctors, spas/salons and high income areas which significantly increased the visibility and impact of the magazine campaign


     
     
  • Prior to the campaign posting, merchandising kits with the creative, maps and promo sheets were sent to all sales staff. Full size TSA creative was mailed to doctors to create further interest in the program
     
     
 
 

Campaign Results

“The doctors and sales teams were very pleased with the visibility they were seeing and the product is doing fabulously! Needless to say the client is extremely happy. The outdoor worked well for us on so many levels- efficiency, reach/frequency and the larger than life visibility. The customization enabled us to deliver against these multiple objectives.”

Regina Kulikowski
Media Director
Jeffery Simbrow
 



Garnier 100% Colour

Overview

  • Garnier utilized the Zoom Resto-bar network in major cities to build a relationship with trendy single women aged 18 – 49

  • Billboards and postcards invited women to to send the keyword “Colour” by text message to the number indicated on the ad. Visitors to the contest’s micro-site where asked to enter their color seduction tricks. A weekly winner’s photo is posted on the site and is then eligible to win the grand prize, a trip for two to Jamaica

  • Promotional elements included matchbook notepads on the venue’s counters that could be used to write a name or phone number. Three stickers affixed to the mirrors in women’s restrooms allowed consumers to see themselves as blonds, brunettes or red-heads

 

 

Campaign Results

“The resto-bar network allows us to speak to our consumers who are less exposed to traditional media and thus helps us to increase our reach”

“This network also allows us to be in places relevant to our target at an appropriate moment (Valentine’s Day) with creative that is adapted to the environment”

Julie Gauvin
Account Director
Publicis Montreal



 
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