Re-Thinking Out-of-Home for Conscious Consumers

It is possible to create stopping power while staying on message with OOH

With out-of-home media – billboards, street, transit, etc. – you have only a few seconds to grab the attention of your target audience and even less time to share a meaningful message with them. When communicating to Conscious Consumers, the best executions marry the message to the medium and there are creative ways to do that with OOH.

Earlier this year, with the world’s eyes soon to be focused on London for the Olympics, Procter & Gamble partnered with the city’s mayor, Boris Johnson, on a campaign to clean up iconic landmarks throughout the city with the help of P&G products.

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Beyond the community activism and rallying volunteers, P&G created clean art on local buildings with the help of  CURB MEDIA . These temporary installations were disruptive to passers-by while the dirt and dust was being removed from buildings and public spaces. Three days later, when the process was the complete, the result was an inspiring example of doing well by doing good.

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In Conscious Consumer hubs like Minneapolis, where the debate between art and advertising is waging, clean art or similar tactics could be an opportunity for a savvy marketer to make a strong connection between their brand and the local community.

EcoMedia, which was purchased by CBS in 2010, was founded with that in mind a decade ago. Through the platforms of EcoAd, WellnessAd and EducationAd, EcoMedia allows brands to tag their educational messages with a version of the Good Housekeeping Seal of Approval when running on any of the CBS media platforms – national and local television, radio, outdoor or interactive. Through participation, a portion of the media placement budget is used to help an underfunded nonprofit’s program.

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The results are authentic and not just another opportunity for a company to pat itself on the back. It brings social responsibility programs to the street in a tangible manner that will leave a lasting impression on Conscious Consumers. It appears to be a successful and viable model for all involved and something that would be difficult (and exponentially more expensive) to achieve through a traditional media buy.

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