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As consumer expectations of smart, relevant, targeted advertising mature – their expectations of a brand’s ability to stay relevant, engaging and reactive across all communication channels has also increased.
 
An integrated campaign that harnesses different strengths of traditional and digital channels has the best chance of delivering long-term brand building. The unmissable nature of OOH messaging adds to the shared experience among audiences.


LOCAL INTELLIGENCE

Reactive content according to our Pigeon Project

When we ask our Pigeon Project audience what they think of brands who use reactive advertising, the results are overwhelmingly positive – with reactive advertising maximising the opportunity for effective brand engagement with 85% of the JCDecaux audience wanting to see more brands use reactive advertising when out and about.

“I think it’s innovative, it makes people stop and take in the message.”

“I’m far more likely to share a clever
ad if it’s really relevant to what’s going on in pop culture.”

“This is great for a brand as you remember the positive association with the event or topic.”

Let’s see why reactive OOH works so well and what reactive campaigns can bring to the table.
Tactical sales promotions
Drive to online stores

Tactical sales promotions | Drive to online stores | | Reactive to current news and events | Social media amplification
 

INCREDIBLY HUMAN: BRAND THAT ARE DOING IT WELL


 

RELEVANCE BUILDS RESONANCE


Reactive content is not restricted to humorous ads. Hyper-contextual content is powerful because it resonates with the audience’s current state of mind. These campaigns go from one-way brand communication to a two-way conversation with their consumers.

This year’s Cannes Lions prize winner Helsinki Police Department campaign aimed at tackling unreported domestic violence in Finland. Police data was integrated into the campaign to deliver a message that drove awareness of the issue and encouraged reports. Within 48 hours of each report, posters were printed and hung in the neighbourhood of the attack. This strategic proximity placement made the messaging highly relevant, which made for a stunning campaign that brought home the immediacy and the impact of this issue
 

OOH BRINGS THE WOW FACTOR TO REACTIVE CONTENT


The window of opportunity to deliver reactive campaigns is often small and requires a fast turnaround on creative work. However, this should not limit brands to using only social media or online campaigns.

Many brands like Lidl have challenged the preconceptions that OOH is not a reactive medium and have taken advantage of the flexible and fast delivery across both its digital and static formats.


Lidl reacts to Sainsbury’s mistake where a motivational poster for staff to encourage sales was accidentally displayed in the shop window.


Specsavers pokes fun after Suarez bit Chiellini during World Cup.



Carlsberg witty reaction to the campaign ‘next door’.

 

Published in For Brands, about #Engagement