From the very beginning, the motor car and outdoor
advertising have been very closely connected. Indeed the development of modern
Out Of Home advertising mirrors that of the automobile itself.
As the automobile became the predominant form of road
transport, OOH advertising steadily evolved to meet the needs of a growing and
increasingly sophisticated motoring audience. The construction of hundreds of
miles of A-roads and later motorways provided unprecedented opportunities for
automobile advertisers to reach out to thousands of drivers and passengers all
over the country through large-scale billboard advertising.
Building
brands
Car manufacturers were quick to recognise the importance
of OOH advertising which was uniquely situated to reach out to their target
audience. Early on in the 20th century, billboard advertising began
to be extensively used for the purpose of brand
building by automobile advertisers.
Despite the development of radio, television and more
recently even internet advertising, OOH advertising remains as popular as ever
with car manufacturers looking to build
a brand or increase awareness. The abundance of billboards and
poster advertising still to be found along most of Britain’s major roads proves
that this simple but effective form of automotive advertising has endured the
test of time.
Modern
automotive advertising
Just like the automobile industry which has been
evolving since the introduction of Ford’s Model-T, OOH advertising has
experienced constant innovation with changes in the materials being used, as
well as technology developments such as digital screens. Automotive advertising
has been quick to embrace these developments.
Nissan chose digital OOH advertising to generate
awareness of the distinctive new limited edition Nissan Juke Kuro, a departure
from other models in its class. The Urban Adventurers theme was selected to
convey a constant brand message to the target market of brave, dynamic and
adventurous men. It emphasised the ’cross over‘ nature of the vehicle – both a
smart business and a sporty leisure car.
Nissan ran a 14 day campaign on blowUP Media’s high
quality Super Motion digital screen
in a busy central city area of Birmingham. The interest generated by this
campaign contributed to what turned out to be Nissan’s most successful launch
ever.
A growing number of automotive brands are starting to
integrate OOH advertising into their wider press, TV and social media campaigns
to reinforce the marketing message and increase campaign awareness to
unprecedented levels. VW ran a three-stage campaign in 33 countries to
introduce the VW Golf VII, combining poster advertising with online promotion
and TV adverts. Great focus was put on online aspects and interactivity from
the start of the campaign. A website was used to instigate lively discussions
about the Golf Vll on social networks such as Facebook, Twitter and Google+
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