Here are two recent campaigns that show how OOH and mobile can work together to create consumer interaction.
Toyota Mobile Test Drive
In a bid to appeal to tech-savvy millennials, Toyota developed a campaign with agency Saatchi & Saatchi that put mobile at the centre of their out-of-home, digital, television and social media efforts. The OOH execution included billboards and street-level ads that promoted the Mobile Test Drive for Corolla (see video below). Interactive and NFC-enabled transit shelters launched the activation, allowing consumers to unlock a virtual test drive with a single tap of their mobile device. The posters used a unique printing process to trigger key car features, such as the car’s LED headlights. The results were quite impressive:
- 300,000,000 Mobile Impressions
- 336% increase in mobile traffic
- 3500+ Mobile sales leads in 3 months
Yellow Pages – Highlight Your Hood
Yellow Pages, once a trusted source for bringing business and customers together, had lost its status as a go-to resource and was seen as the old phone book rather than a digital directory. With a new utility-based website and mobile app, Yellow Pages believed it would connect people to business, but in the highly-competitive online search space, YP had to stand out and demonstrate their deep local knowledge. Targeting millennials, Yellow Pages used hyper-local OOH messaging to demonstrate its local knowledge. Over 100 customized illustrations were placed in conjunction with local headlines. OOH, digital, mobile and night projections were used to serve up information about specific neighbourhood spots. This program proved to be very successful, generating recall of 65%, which is significantly above Yellow Page norms. Total mobile visits to Yellow Pages increased by 21% over the previous year.