Top mosquito spray brand, OFF, is putting a memorable spin on its latest street furniture campaign. Running on our Chicago digital CIPs, each of the creatives feature a map displaying the route to the nearest Walgreens where its product can be purchased.
Youthful concertgoers occupy the top portion of the screens, indicating that the campaign is targeted at those attending summer festivals in the city, especially the major upcoming Lollapalooza. All selected units are in the downtown area nearby concert grounds and in proximity to popular hotels and restaurants where the target demographic is likely to be spending their downtime.
OFF is leveraging a blatant drive-to-store strategy, strengthened by its digital dynamic components. Each creative differs by location, triggering a change in the map, route to the store, and the trip time on foot. Such tailored messaging is assured to grab the attention of the festivalgoers who need to prepare for their time in the outdoors. Leading the consumer straight to its product, the brand’s straightforwardness gives it an advantage over competitors during peak mosquito season. Out-of-home is the fittest of advertising platforms for this consumer goods category, being that it’s solely for outdoor use.
*Originally published by JCDecaux North America.