In the ever-evolving marketing landscape, innovative approaches are crucial to capture audience attention and engagement. One method that has gained significant traction is Digital Out-of-Home (DOOH) advertising.
Leveraging the flexibility and dynamism of digital platforms, DOOH offers a unique and effective way to reach consumers in the real world. Let's explore 7 creative marketing strategies through DOOH that can elevate your brand presence and make a lasting impression on your target audience.
1. Personalized messaging
Personalized marketing messages have a profound impact on consumers, especially when content is tailored based on location, weather, or time of day to create relevant and engaging experiences. Imagine a digital billboard displaying an image of a refreshing sugarcane juice on a hot summer afternoon at 23/9 Park, or displaying an image of a steaming bowl of pho on a chilly morning in District 1 downtown.
Personalized messages like these are sure to capture the attention and engagement of city dwellers, creating impactful and effective marketing moments. Similarly, McDonald's has implemented real-time weather data to provide accurate weather forecasts to the public, without directly promoting their products.
McDonald's: A Menu for Every Season
McDonald's Weather Forecasting Billboard with McMenu Items
Unpredictable weather in the UK has become the inspiration for a unique out-of-home (DOOH) advertising campaign by McDonald's. The creative twist of the campaign lies in McDonald's transforming its product images with weather icons, using real-time data from the Met Office to turn digital billboards into "weather forecasters," helping people easily grasp weather information and be prepared before heading out.
2. Engage the senses
By leveraging advanced sensory and interactive techniques, these campaigns will resonate with customers far more powerfully than simply displaying one-way advertising content. Campaigns that utilize augmented reality (AR) or QR code scanning tend to create a sense of excitement and leave a lasting impression on viewers.
A single bag of blood can save three lives
The National Honor Society launches the Virtual Blood Donation campaign to encourage blood donation.
National Honor Society has launched a remarkable initiative called Virtual Blood Donation, encouraging people to virtually donate blood through an AR application. With each virtual donation, the blood bag on the billboard fills up, and the image of a young boy on it gradually recovers and becomes healthier. This strategy makes it hard to resist such a noble and meaningful act, as each drop of virtual blood donated brings us closer to saving a life.
3. Transform billboards into storytelling canvases
A more intimate and personal way to connect between brands and consumers is to tell a story that contains many interesting and meaningful messages. This mindset is becoming increasingly popular because, in contrast to focusing solely on praising products, marketers are now turning to creating stories in which customers can see themselves.
OMO - The weather-sensing detergent brand
OMO's Real-time Weather Updates at Vincom Center Pham Ngoc Thach, Hanoi
What are your thoughts on seeing outdoor LED screens displaying vivid messages from OMO like "Bring the sun back", "It's going to be dusty Hanoi roads again", "It's too cold, clothes dry slowly, smell damp?", etc.? Through each hour of the day, the billboard can sense and adapt to weather changes, conveying appropriate advertising content. When the temperature drops, messages like "It's so cold", "Are you dressed warmly enough?" appear with great concern. These concise messages not only help us cope with the weather but also create a lasting connection with the OMO brand.
Milo unveils "The Champion's Secret"
Another memorable campaign by Milo utilized billboards with motion-activated curtains that changed according to the time of day. From 5-9 AM, the message "Nourish your body with a balanced breakfast" appeared; from 9-4 PM, the reminder "Recharge your energy during recess"; and from 4-10 PM, "Enjoy a delicious Milo after school." This subtle and flexible change in content effectively captured the attention and left a lasting impression on passersby.
Milo Captivates Pedestrians with Creative Campaign "A Champion's Day in Secret"
4. Enhance outdoor experiences through the internet
Analogous to sensory engagement strategies, creative marketing tactics like QR codes and short SMS codes are a perfect complement to outdoor advertising. With just a simple QR scan or SMS message, customers can easily access detailed product or service information or immediately participate in attractive promotional programs.
Community Connector
QR codes pique users' curiosity to access the website and explore further.
Going beyond that, using hashtags on social media also brings tremendous benefits to brands. When users share their stories and experiences with hashtags, brands not only receive widespread attention but also build strong customer relationships without spending a dime on advertising. Hashtags are not just marketing tools, but also bridges that help brands and customers connect naturally and effectively.
5. Collaborate with Influencers
Leveraging the influence of celebrities is a creative marketing strategy that can significantly increase communication effectiveness. Influencer marketing is not only a way to reach a large number of potential consumers but also works effectively with outdoor advertising.
Similar to the strategy of incorporating storytelling into dynamic billboards, influencers convey brand messages in a more authentic and engaging way by positioning themselves as consumers. This allows viewers to easily relate to the value of a product or service through the influencer's unique style, from their color palette to their own personality.
Billboard duel
Beloved Vietnamese celebrity couple stirs up food delivery scene with a comical billboard battle
By leveraging the popularity of Tran Thanh and Hari Won, a famous couple in Vietnamese showbiz, GoJek and Baemin's OOH campaigns have captured the attention of netizens, generating a buzz and spreading widely. Despite being a competitive battle between the two brands, the witty "banter" content has left a strong impression, making it easy for viewers to remember the Gojek and Baemin brands.
The essence of successful DOOH marketing lies in creativity, context, and consumer behavior. By employing these strategies, you can unlock the full potential of digital out-of-home advertising and make a lasting impression on your target audience.
Book Digital Out-of-Home (DOOH) Advertising with GOADS Today! ⭐️
GOADS boasts an extensive network of drivers equipped with high-quality LED screens, designed to maximize brand appeal and competitive advantage for our partners. With a team of experienced professionals in installation and deployment of effective DOOH campaign management systems, GOADS is committed to providing customers with the most satisfying advertising experience.
If your business is looking for an effective advertising solution in Ho Chi Minh City, contact GOADS today for a free consultation.
GOADS is happy to consult on various cooperation services for the success of your brand's campaign, please contact:
▪️ Head Office: 57 Street No. 7, KDC Cityland Center, Ward 7, Go Vap District
▪️ Website: goads.vn
▪️ Register to become a driver: 094 272 29 69 (Ms. Khanh)
▪️ Contact for Brands: 094 531 89 68 (Mr. Hung)
▪️ Connect with us at: GOADS Media Technology
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