SentinelOne's Successful Out-of-Home Cybersecurity Campaign
The Project X Newsletter: Vol. XXVI
Happy Friday! Only a couple more left in the year most of us want to forget, but let’s not dwell on the past or reflect on what went wrong in 2020, let’s look towards the future and the endless possibilities 2021 might bring. All that said, it's time to close the year out with a bang, because well, why not? So on to an event that will be a bit more challenging to execute this year (what hasn’t been?), and in accordance with your local safety guidelines, what are your favorite Holiday party themes? I’m a big fan of the holiday costume party, it’s like A Nightmare Before Christmas, in real life! With this in mind, Good Housekeeping ranked the top 32 fun Christmas party themes that are BETTER than another ugly sweater party. Here is a sneak peek:
1. Brunch-Mas
2. Wreath Making Party
3. Fireside Hangout
4. Fondue for a Few
5. Christmas Gift Cast-Off
To read more about these fun themes and many more, you can check out the full article here: Fun Christmas Party Themes.
Please enjoy the rest of this week’s newsletter, Happy Holidays from all of us at Project X, and we’ll see you next year!
Ad Market Outlook for 2021
This week, three of the largest global advertising agencies published their spending forecasts for 2021 and the collective views are mostly positive. While we saw a significant shift to digital media this year, predominantly due to e-commerce and brands looking for “lower-funnel” attribution, there is the expectation that traditional channels will bounce back in 2021. As it specifically relates to out-of-home, the general consensus is that it will rebound strongly after a down year hampered by the pandemic, with Covid vaccines becoming widely available and consumers spending more time outside.
With a focus on getting back to the basics next year, the rebound will likely start on the local/regional level before larger, national advertisers/campaigns begin to roll-out, but everything is trending in the right direction. As spend begins to ramp up in Q1 & Q2 we see tremendous growth opportunities for brands looking to make a statement with their OOH media and take advantage of the potentially soft marketplace. As we transition to the summer months, we fully expect the channel to be booming again with high occupancy and limited availability for prominent placements and networks. In the meantime, we continue to monitor the evolution of consumer mobility and optimistically move into 2021.
Campaign Spotlight: SentinelOne
While cybersecurity is always important, the pandemic has brought on even more of a need, given the high percentage of employees currently working from home. To raise awareness of their specific solution, SentinelOne focused on select consumers in Germantown, the tech/business hotspot in Memphis, TN. A 1.5-mile radius was set around each targeted business address, to create a hyper-local advertising platform, utilizing static inventory to take full advantage of the 100% share of voice. Placements for this program included two static bus shelter dominations on highly trafficked roadways, as well as a static highway bulletin targeting traffic heading towards all three POIs. The campaign is currently live, and scheduled to remain posted into 2021, reminding those in Memphis that SentinelOne has the cybersecurity needed for an evolving workplace.
Campaign Freeze Frame
You've got to be the best you, and Parris Goebel has a routine that's going to set you up for success.
Greatness is in the eye of the beholder, and all eyes are on #DesertDoor. It's a beautiful world out there, so go out and smell the flowers.
We all have places we need to be, and Alto always gets us there in style.
News & Views
Walmart Will do Its First 'Shoppable' Livestream on TikTok, a Holiday Variety Show To Pitch Apparel (Via AdAge)
On Friday night, December 18th, Walmart will host its first “shoppable” U.S. livestream on TikTok, hosted by Michael Le (@justmaiko) in a variety show format with 10 other TikTok creators. The show will give a glimpse into influencers’ wardrobes and feature a living room fashion show. During the stream, consumers will be able to select clickable “pins” to add items from the show into their shopping carts and either purchase immediately or save for later checkout, without leaving the livestream. As TikTok has become the most popular social platform in recent months, this integration is likely the first of many to come as brands find new ways to connect with consumers in the digital space.
Is This A Dream? Sipping Jim Beam Cocktails In Giant Snowglobes -- In Your Driveway (Via Mediapost)
The Jim Beam Snowglobe Experience lets you and friends party it up in your driveway inside three festooned snow globes “adorned with elements inspired by the iconic Jim Beam American Stillhouse in Clermont, Ky.” The Experience comes complete with a Jim Beam-supplied, “licensed” bartender who will make up to two special bourbon cocktails for each of the people in the globe while keeping his social distance. Now, that’s living in a bubble!
Chicago’s Red Line Transformed Into “RESCUE CHRISTMAS EXPRESS” (Via OOH Today)
From now until January 3, The Salvation Army is transforming the CTA Red Line into the Rescue Christmas Express. The exterior and interior of two train cars will be wrapped to match the colors of the iconic Red Kettles and will feature messaging to advocate for the unprecedented need of donations this year. Riders will be able to donate directly to the campaign with Apple or Google Pay by tapping their smartphone to a QR code inside the train.
