“Greatest Marketing Campaigns” Analysis of 5 Outdoor Ads

Product Information

Ad title: Glaciers Want Less Carbon, Hikers Favor Replanting, & Salmon Prefer Clean Water

Company name: WA Forest Protection Association

Awards: Obie Award 2017, 2017

Category: Nonprofits & Public Service – Bronze Award winner

Ad Link: https://aef.com/ad-campaigns/glaciers-want-less-carbon/ https://aef.com/ad-campaigns/hikers-favor-replanting/ https://aef.com/ad-campaigns/salmon-prefer-clean-water/

Focus of the advertisement:

The focus of this advertisement campaign was to promote conservation within Washington State.

Advertisement Objectives:

The Objective of this advertisement was to make drivers think about how others feel about things that they might take for granted. The campaign covered different areas that fall within conservation to motivate people by finding something that they cared about. A hiker might not think about glaciers, but the campaign brings many things together.

Target Market:

The target market is every one that travels in the area that the sign is posted. This campaign will have more of an impact on those that view themselves as people that care about the environment.

Call to Action:

The call to action is to support conservation. Supporting conservation can be found on the website that is posted.

Value Proposition:

“10 out of 10”, grabs the attention of the reader to know that 100% of whichever category agrees that this is important.  After the quote, in each ad, the ad states that Foresters agree. By using this statement of agreement, the reader can see that this is something that foresters (people whose jobs are to take care of the environment) agree that these things are important.

Product Information

Ad title: Right at the Light & Straight Ahead

Company name: McDonald’s

Awards: Obie Award, 2017

Category: Contextual OOH – Bronze Award winner

Ad Link: https://aef.com/ad-campaigns/right-at-the-light/ https://aef.com/ad-campaigns/straight-ahead/

Focus of the advertisement:

The focus of this advertisement campaign was to be an eye-catching way to guide drivers to the nearest McDonald’s.

Advertisement Objectives:

The objective of this advertisement campaign was to use french fries coming out of their container to make an arrow that points in the direction of the next intersection in which guides the driver to McDonald’s. By using the same style of directions as what is used on modern GPS, the ad is a nod to the way that drivers use directions to know which way to go in an unfamiliar location.

Target Market:

The target market is every one that travels in the area that the sign is posted. This campaign will have more of an impact on drivers or families that are hungry or will be hungry soon.

Call to Action:

The call to action is to follow the direction and buy food, especially french fries, from the nearest McDonald’s location. The company logo is present and the ad gives directions to a location.

Value Proposition:

“You know you want some”, is a way to persuade drivers to act on impulsion of wanting an easy to eat snack, of French fries while driving. The simple arrows are a way to entice children to backseat drive their parents to go get food.

Product Information

Ad title: How Far Will You Take It

Company name: Toyota Motor Sales USA

Awards: Obie Award, 2017

Category: Custom Installation – Bronze Award winner

Ad Link: https://aef.com/ad-campaigns/how-far-will-you-take-it/

Focus of the advertisement:

The focus of the advertisement is something to make the consumer think about the practicality of the product.

Advertisement Objectives:

The Objective of this advertisement was to show customers that the product, RAV4, was able to take them to a place that brings excitement. The ad was an interactive billboard that allowed rock-climbers to scale up the billboard’s face the same way that the climber would scale up a mountain. The placement of this ad is just as important as the concept. By having this ad in a busy metropolitan area, the ad gives a feeling of getting out into nature. The other reason that the ad placement is important, is if this ad was used on the side of a highway, the ad would lose the effect of seeing a climber climb the ad.

Target Market:

The target market is adults that are in the market for a new vehicle. This ad would have more of an impact on drivers or families that are more inclined to enjoy outdoors.

Call to Action:

The call to action is to buy the product, the newest RAV4.

Value Proposition:

“How far will it take you”, makes the readers think about the impact that this SUV will have on their lives. By having an image of the vehicle at the base of a mountain, that would not be accessible to a normal car, it shows that this product will allow venturing to a location that would not be available before.

Product Information

Ad title: Fantastic Beasts Blowout Board

Company name: Warner Bros. Pictures

Awards: Obie Award, 2017

Category: Media – Silver Award winner

Ad Link: https://aef.com/ad-campaigns/fantastic-beasts-blowout-board/

Focus of the advertisement:

The focus of the advertisement of this ad was to promote the upcoming release of the motion picture Fantastic Beasts, by Warner Bros. Pictures

Advertisement Objectives:

The Objective of this advertisement was to cause a buzz in the community about the movie. In the film, the “fantastic beasts” managed to get out of control and destroyed portions of the city, and this billboard is supposed to look like it was destroyed in the same manner.

Target Market:

The target market is moviegoers that watch movies of this type. This ad will have a stronger following to viewers that have watched previous “Harry Potter” films because the movie is set in the same alternate reality as the previous films.

Call to Action:

The call to action is to watch the movie.

Value Proposition:

The value proposition of this ad is entertainment. By watching the film the audience will be entertained in the same manner as previous films from the same genre. 

Product Information

Ad title: Zombie Countdown

Company name: Stone Haven Supply

Awards: Obie Award, 2017

Category: Entertainment – Bronze Award winner

Ad Link: https://aef.com/ad-campaigns/zombie-countdown/

Focus of the advertisement:

The focus of the advertisement campaign is a countdown for the launch of Lehigh Valley Screampark.

Advertisement Objectives:

The objective of this advertisement was to cause an interest/curiosity in the community as well as let the public know that the venue is open in the final ad.  The Lehigh Valley Screampark is an interactive apocalypse ride, in which the customer is driven in the back of a military truck armed with paintball guns. As the customer rides through the area, actors dressed as zombies will emerge and the customers shoot them with the paintball guns.

Target Market:

The target market is people that would enjoy; haunted rides, paintball, or emersion/interactive entertainment.

Call to Action:

The call to action is to go to the website listed on the final billboard. The problematic issue with this style of advertisement is that if a person did not see the final ad, the reader would not know the purpose behind the campaign form the images of the previous five days.. 

Value Proposition:

While vague, the ad’s focus of curiosity is the value proposition. Once the final ad is presented, the customer will want to go to the listed website to find out what the hype is all about.

3 thoughts on ““Greatest Marketing Campaigns” Analysis of 5 Outdoor Ads

  1. Hi Dustin,

    Great job analyzing your selection of outdoor ads. I enjoyed the variety of ads you’ve chosen and the creativity found in each. A couple of ads on opposite ends of the spectrum that particularly caught my attention:

    The McDonald’s ad is brilliant in its simplicity, seemingly a hallmark of their marketing. By leaning on their famous french fries and the “Golden Arches” logo, there is no doubt who or what the ad is promoting. Your point that the simple arrows will appeal to kids in the car is a great one. Even children too young to read would see this billboard and start voicing their hopes for a trip to McDonald’s.

    Conversely, the Zombie Countdown is not particularly family-friendly. And as you point out, it’s somewhat unclear as the ad moves through the days what exactly it’s promoting. However, it’s definitely an attention-grabber, and for a lesser-known company, I think it’s a great play. Grab the attention and the eyeballs first, then sell.

    I appreciate you organizing these ads and giving your thoughts.

    Like

  2. Dustin, great job on finding and analyzing your ads. I hadn’t seen the RAV4 ad, but I think that’s pretty unique and definitely catches some attention. Very creative. The McDonald’s ad is very simple and effective. You don’t have to think hard on it, which is probably the point. Just follow the directions to the French fries that you now want.

    Tripp

    Like

  3. You had a great variety of selections for this analysis. I was particularly draw to the Toyota “How far will you take it?” ad. I really enjoyed the abstract layout of the false rock formation. It is wonderful to see artists being able to push the boundaries and create new innovations.

    Like

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