outdoor advertising - emc outdoor

We were tapped by Obama for America to manage a multi-state campaign that would help get voters to the polls where the competition was tough. At crunch time, Obama's marketing team turned to the out-of-home palette — recognizing that outdoor advertising offers some of the best ways to take a message to the streets of America.

Contacted at the 11th hour leading up to election day, the EMC team worked with campaign officials from late October straight through election night to organize the mobile OOH media component across 13 critically important, must-win states.

What was the media chosen to get that message out to voters? 50 Mobile Billboards in 28 cities across 13 states, and the always hip Mobile Projection — capable of displaying the campaign's video on walls throughout crucial, crowded urban areas during the evening hours.

From sunny Florida to the frozen tundra of Wisconsin, from the Philadelphia Phillies World Series Victory Parade to sun-baked Las Vegas, and all through the heartland of the midwest the fleet of 50 Mobile Billboards carried the message to key cities in key states. Mobile billboards allowed the message to be re-deployed quickly to strategically important areas where they were needed the most.

Mobile Projection — one of the most exciting new media in the out-of-home palette — provided a way to project dynamic full motion video from a mobile vehicle that could take the projection virtually anywhere.

EMC choreographed the driving of 52 vehicles over 28 cities in 7 days via non-stop email, text and cell phone contact with this savvy political campaign. Weekends, early mornings and middle of the night were the extra hours needed to make so many vehicles fly on time. Up to the task, we were there to provide on-the-fly changes, updates, status reports, overtime and critical execution oversight.

This campaign clearly demonstrates the ability of Out-of-Home to reach into the full range of different communities across America in a powerful and highly-targeted way. Its use by the Obama Campaign (Advertising Age's "Marketer of the Year") is a compelling testament to the enduring effectiveness of Outdoor Advertising.

Safeway used this mobile projection at the Democratic National Convention to welcome delegates, visitors and VIPs, to celebrate their sponsorship of the event, and to promote a few green messages as well.

Mobile projection was a good fit because it's cutting edge, and allowed us to place the message exactly where it needed to be. It also gave Safeway a unique nighttime exposure, while eliminating the traditional non-eco friendly production that some traditional OOH media requires.

Most importantly, the projection was placed directly across the street from a major downtown hotel housing visitors, delegates and of course, Democratic VIPs. The projection site was also along one of the main routes to and from the convention center!

And then park them directly in front of 160,000 screaming NASCAR fans! (just don't try trading paint with Dale Earnhardt, Jr. anytime soon)

To help promote their new NASCAR sponsorship Nationwide Insurance wanted to be in the pole position at Speed Street festival in Charlotte, and Mobile Billboards were a great way to put their brand right in the middle of the crowds—not to mention the middle of the track!

After the checkered flag Mobile Projection joined the party, following the huge crowds and lighting up the night throughout popular downtown areas.

Projection media is growing in popularity as a powerful way to create dynamic new advertising space almost anywhere. It also looks really cool in those nighttime time-lapse photos.

We always say that Mobile Projections are larger than life, but in this case, not by much . . .
At 15 Stories High, this illumination is probably only marginally bigger than it's subject—WWE's Paul "Big Show" Wight—but it does make a big impression on the viewers.

We ran this campaign in Orlando to help promote the WWE's Wrestlemania 14, and it's a perfect example of how Mobile Projections can be used to great effect for event promotion where a short-term, highly targeted exposure is necessary to generate awareness and enthusiasm among the local audience.

It's also a perfect example of how cool a 150 foot tall wrestler can be. Please note that we avoided any obvious "King Kong" references, . . . the Big Show might know how to find us.

It's great to see New Orleans getting back into the swing of things as meetings start to return to this popular convention town.

It's also nice to see advertisers taking advantage of the newest technology. Projection media is a rapidly evolving format that's getting lots of attention. Now that full video projection is a viable option you can essentially turn almost any large space into a giant impromptu movie screen.