Over the past 18 months the world of out-of-home has changed dramatically with innovative new ideas transforming, inspiring and engaging consumer interest and brand recall. Exciting new technological advancements are allowing advertisers to be truly creative in communicating with their audience.
These advancements have seen street furniture transformed from a static advertising platform into a medium that can operate with utility to improve the lives of city dwellers. The following innovative campaigns from around the globe show how brands are using technology to put the consumer first.
Heated panels | Vienna
With blistering winters in Vienna and a large portion of the homeless population left to the elements, Caritas and Gewista teamed up to provide a campaign which benefitted commuters and urged them to donate and help out the city’s poor. The Halogen lights in standard JCDecaux panels were replaced with custom lamps allowing passers-by to activate a heating mechanism by donating a 1 euro coin – allowing them to stay warm, while donating to a worthy cause.
Light panels | Sweden
With daylight only lasting a few hours in Sweden during the colder months, the constant dark can lead to low energy and depression. To counteract this, Swedish energy company, Energi aimed to make commuters lives a little brighter. They installed phototherapy ultra-violet lamps into bus shelters giving people a sense of sunlight and hopefully making their day a little better.
Utility panels | Chicago
BMO Harris Bank in North America transformed JCDecaux panels to show Chicagoans that they were serious about their slogan “We’re here to help”. They offered special utilities in the form of phone charging stations and hand sanitisers – a lovely way to remind consumers of their business and position their brand in a positive and helpful way, keeping it front of mind.
Creative panels | Berlin
A recent Converse campaign highlighted how OOH not only makes cities more functional but can also make them a more interesting and beautiful place. Converse teamed up with JCDecaux in Berlin to create an on street gallery with beautiful images of used shoes. The panels were lit up at night to create a visual exhibition of Converse shoes that brought an edgy beauty to the area.