Leftovers Are Old News— Here’s This Week’s Special
The Project X Newsletter: Vol. XXV
Happy Friday! Thanksgiving is behind us, the holiday season is in full swing, and we’re still living in the twilight zone; awesome! But in all seriousness, 2021 is right around the corner, stimulus talks are moving in the right direction, and a vaccine rollout plan is tentatively in place. While we’ve seen some spikes in Covid cases around the country, another stay-at-home order seems unlikely, and we have hopefully put the worst behind us.
In other news, get your HBO Max subscription now! The AT&T-owned company said Warner Bros will release their entire 2021 slate of theatrical films simultaneously in theaters and on the streaming service. This strategy covers all 17 movies scheduled for release by the studio next year, including big-budget films such as “Dune” and a new installment of the “Matrix” franchise. With streaming on the mind, this got us thinking, what are your top (5) all-time favorite HBO series?
Here’s our list:
1. The Sopranos
2. Curb Your Enthusiasm
3. Game of Thrones
4. Boardwalk Empire
5. The Wire
While we are keeping our fingers crossed that we won’t be confined to our homes for too much longer, there is still plenty to watch and even more to come.
2020 Vision - OOH: Past, Present, and Future
As we look back on the past 10 months and evaluate the year 2020, it’s important to recognize the seismic shifts that occurred, where we started, where we are now, and where we expect to see things progress as we move forward into 2021. At the beginning of the pandemic, it seemed as though every client was shifting a campaign, cutting spend, or canceling their media schedule entirely. Then, as we progressed into the summer months, the decisions were more analytical, weighted by numerous factors including the audience a given brand was trying to reach, if they could reach them effectively in a Covid altered consumer journey, if their brand/product had been struggling or experiencing growth, and if their budgets had to be spent before the close of 2020. Now, with Thanksgiving in the rearview mirror, it’s a good time to evaluate current/projected consumer behavior, the media landscape, and how the two will play an integral role in 2021 forecasts.
While air travel hit a pandemic-era high over Thanksgiving weekend, keep in mind that the TSA still only screened 1.17MM people on Sunday, 41% of the total screened on the same day in 2019. Public transit systems in major US cities still have only regained a marginal percentage of their circulation, and while malls & gyms have re-opened under strict safety guidelines, we can all agree that we are not out of the woods yet. The positive signs are that vehicular traffic has been at or above pre-covid levels for months, and even with dining/shopping restrictions, citywide pedestrian numbers have steadily increased and should continue to as fresh air/exercise is highly recommended. There are still plenty of ways to reach a range of consumer sets through out-of-home, and we expect a strong rebound for the channel in 2021. As vaccine rollouts progress in Q1, the weather starts to improve in Q2, and people are out experiencing the world they’ve missed for many months, a strong back half of the year is something we are bullish on.
Campaign Spotlight: On The Border
In early Q4 2020, Project X & Aletheia partnered with On The Border Mexican Grill & Cantina to promote their 25+ open restaurant locations across the Dallas-Fort Worth market. By taking advantage of the extensive DOOH footprint in DFW, On The Border was able to get their message out to loyal patrons with speed and flexibility. Utilizing 11 strategically placed high-profile digital bulletins activated within 2 weeks of the request, we were able to leverage last-minute pricing and digital efficiencies. However, less than 2 weeks into the campaign the market experienced a spike in Covid cases, and with the flexibility of digital, we successfully adjusted media flighting on the fly in order to adapt to the new promotional goals. In this ever-changing world, we must act quickly and maintain a keen, fluid, and informed position to achieve the optimal results for our clients.
Campaign Freeze Frame
What's more powerful than a billboard on Sunset? How about a Masterclass hosted by the one and only, Alicia Keys.
Aha! Now we get it - A Boozy Christmas! Sit back, enjoy the holidays, and let ABC deliver.
News & Views
Black Voguers Populate Billboards in a Times Square ‘Midnight Moment’ (Via New York Times)
For three minutes each night in December, some 70 digital billboards around Times Square will showcase slow-motion images of Black voguers as part of a video installation by Rashaad Newsome. December 10th will be a particularly special day as several dancers will perform live (and socially distanced) on the red steps at the Broadway plaza while the installation streams on the screens. While physical traffic in Times Square may be fractional compared to this time last year, the power of social media will prove almost as important as the campaign message itself.
Giorgio Armani Shows Support to Milan (Via WWD)
One of the most influential fashion icons in the world, Giorgio Armani is a native of Milan Italy and holds his home close to his heart. To acknowledge the resilience of the city and express his closeness to its citizens and support of frontline workers, he purchased several billboards and wallscapes across the market. With Milan and the Lombardy region among the areas of the country hit hardest by the pandemic, the designer has also donated millions of euros to area hospitals and even converted his factories to produce single-use medical overalls.
Supreme Court May Decide Austin Billboard Battle (Via Austin American Statesman)
After a 3-year battle between billboard operators and the city of Austin, a case regarding the legality of digital signage is on a path to the Supreme Court. While the current law prohibits digital signage except for on-premise businesses, many have argued that excluding off-premise billboards from going digital violates the First Amendment’s protections on freedom of speech. The city of Austin appears willing to continue the fight after the most recent court decision, even though the case has a very small chance (1.5%) of being heard by the Supreme Court.
