When the super-high-tech internet security company Trend Micro, wanted to announce their new personal internet security product to the Atlanta audience their agency Philip Johnson Associates turned to the low-tech power of outdoor to dominate the market, and EMC for it's outdoor expertise. The lynch pin of the campaign was a market wide program of Digital Billboards, which anchored their message at key traffic points throughout the city and surrounding suburbs.
Digital billboards offered the opportunity to use multiple creatives without increasing production costs — an asset that not only extended the life of the campaign by keeping the message fresh, but also reinforced the use of multiple creatives across the other media.
A targeted showing of posters transitioned the message from the highway to the surface streets and into residential and shopping areas.
The cherry on top was this spectacular backlit wallscape in the heart of downtown Atlanta, across the street from the Hardrock Cafe, and just blocks away from The Georgia Aquarium, the World of Coke, the Westin Peachtree Hotel, Peachtree Center, America’s Mart, Ritz-Carlton, Georgia-Pacific, Southern Company and Peachtree Center Marta Station..
They're sure to liven up any concrete jungle. These buses, part of Nationwide Insurance's 2007 summer branding campaign, definitely add a little color to an otherwise bland urban landscape (we figure that's a couple hundred square feet of orange).
In some more adventurous cities the “Backward Bus” (seen below) added an edge to the “Life come at you fast” theme. Note the backward facing driver and panicked passengers on the creative.
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This blog features outdoor advertising / out-of-home campaigns that we conduct throughout the USA — and internationally.
Event marketing, general market, traditional and non-traditional outdoor advertising are all featured here and on our main website.
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