We enjoy working with forward-thinking clients on campaigns that tailor the creative to maximise the impact offered by outdoor advertising. A fantastic example that we can't stop admiring was the Cadbury Easter campaign. The creative featured an oversized bunny and custom-designed 3D easter eggs, with an emotive headline "hide them with love". Entertaining and engaging commuters leading up to the Easter holidays.
Stated eloquently by the well-respected Stephan Vogel, Ogilvy & Mather Germany's chief creative officer: "Nothing is more efficient than creative advertising. Creative advertising is more memorable; longer-lasting works with less media spending and builds a fan community…faster."
The Cadbury campaign was strategically featured on two high traffic sites in Cape Town, delivering an estimated reach of 373 810, with an average frequency of nine and an impressive 3 238 975 impressions, at a CPM of R14.13 over the campaign duration.
Large Format billboards deliver immense reach and fast audience saturation due to size and location. The format offers the added benefit of building brand fame, such as being the Easter chocolate brand of choice, supported by timely and contextual messaging.
The seasonal message of the campaign was scheduled to run leading up to the Easter holidays. The creative for the Cadbury campaign beautifully captured the brand’s Easter message, of “the generous spirit of the hunt”, which is found in the love and care that is put into the hiding of Easter eggs for a loved one. Such tactical campaigns afford brands to reach customers with heightened awareness levels, which positively impacts ad campaign recall long after the campaign has run.
What's more, seasonal messaging, with unique innovation, appeal to diverse consumer segments, creating shareable content that stimulates brand discussion to take place beyond a single site or location. Outdoor is a fantastic platform for creativity and innovation, enabling advertisers to share brand stories for now and the future.
By JCDecaux Africa.
Source: ROAD16/17/18 (pre-COVID audience figures)