Alto Rideshare's Successful Out-of-Home Media Campaign: A Comprehensive Review
The Project X Newsletter: Vol. XXIV
Happy Friday! And gobble gobble you turkey heads, Thanksgiving is here! As we prepare for another holiday in this new (hopefully temporary) altered universe, there are definitely going to be some adjustments to the regularly scheduled programming. While the CDC is advising Americans not to travel for the holiday and to limit your get-togethers if you are planning on seeing friends & family, there is still plenty to keep you busy.
Here are a few personal favorites:
1. A Charlie Brown Thanksgiving
You can now watch on PBS!
2. The Macy’s Thanksgiving Day Parade
Always a classic on any Thanksgiving year.
3. Online Black Friday Shopping
The latest & greatest deals right from your couch? Yes please!
For a full list of quarantine friendly activities, check out this article from Good Housekeeping and stay safe, sane, and stuffed!
Agency Agility: Small Shops Seeing a Surge
Practically the entire media industry has struggled throughout the Pandemic with most clients scaling back investment, playing a cautious game with budget allocations, and waiting to see when the economy will rebound. Conversely, those who have chosen to continue spending in media have done so with agility, prioritizing quick decision making, flexible investments, and executing with precision and speed. This has led to a number of new wins for independent agencies, who have slowly picked up more work from the historic holding companies, boasting deeper connections with experienced senior staff, nimbleness, and value. Whether this is a continuing trend or just a cause of the times has yet to be seen, but the benefits of a small shop are beginning to resonate deeper with more and more brands.
As brands seek to understand the altered consumer journey in a post-COVID world, out-of-home is under the microscope more than ever. The relationship and trust between client & OOH specialist will be critical to navigating effectively as we move into 2021 and reassess strategic decisions. Will the benefits of independent agencies prove to be invaluable? The next 12 months will be incredibly important as experts expect marketers to more selective about their partnerships.
Campaign Spotlight: Alto | Redefining Rideshare
Having recently expanded services into Houston Texas, Alto Rideshare launched a campaign in partnership with PJX Media and JCDecaux to raise awareness and showcase their brand at George Bush Intercontinental, and William P. Hobby Airports. Executing a nimble yet impactful approach, Alto utilized both large format digital spectaculars and eye-level digital prestige network screens, creating a “digital domination”, messaging to consumers throughout each airport. Alto has looked to out-of-home advertising to grow their brand by successfully reaching Millennials (also known as the rideshare generation) who are leading the airport recovery. This dynamic campaign serves as an example that airport traffic is increasing and there are flexible, cost-effective ways to reach these target audiences.
Campaign Freeze Frame
There's more than one green to grow in Denver. With Frist Bank's Bloom Package, there's an easy way to spend, save, and earn.
Sleet, snow, rain or hail, Filson's products never fail. With their time-tested durability, they've got you covered when you're "out-of-home".
Hey Silicon Valley, Poly knows you may be out-of-office, but don't let your new co-workers interrupt your conference calls. WFH? NBD.
News & Views
Finnish Health Company Transforms Billboards Into Smartphone Disinfection Stations (Via Techtimes)
Finnish health company Terveystalo has come up with an ingenious way to help smartphone users in the new normal - by turning billboards into phone disinfection terminals. "Your phone is the dirtiest thing on you. Disinfect it here," the billboard message reads. A smartphone hatch rests in the center, with instructions for use beneath it. While there have been UVC cleaning implements for smartphones now available in the market, most of them take an average of fifteen minutes for a full cleaning. The new tech from Terveystalo, however, does the same task in just fifteen seconds.
OOH Ads Could Sway Shoppers on Black Friday and Cyber Monday, Study Says (Via Marketingdive)
Studies from the OAAA and The Harris Poll show that consumers are feeling online burnout and tuning out digital ads. Conversely, they found that people would be receptive to and even on the lookout for out-of-home ads offering discounts and specials. That percentage was even higher among consumers anticipating to spend half of their budget on Black Friday and Cyber Monday and interested in OOH ads incorporating QR codes, NFC tags, or SMS texts.
New Pfizer Results: Coronavirus Vaccine Is Safe and 95% Effective (Via NYTimes)
Drug manufacturer Pfizer made big news on Wednesday, announcing their coronavirus vaccine was not only 95% effective, but that it had no major side effects after the first set of complete results. While they still need approval from the Food and Drug Administration to begin distribution of the two-dose vaccine, the initial results are “pretty amazing” according to Akiko Iwasaki, an immunologist at Yale University. The results also showed the vaccine protected people from severe disease, and adults 65 and older reported fewer and milder side effects.
