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Pepsi Max Hidden Pitches Out-of-Home activation

Ever wondered how interactive Out of Home (OOH) advertising leverages technology to help marketers create more immersive, engaging consumer experiences? Nah, us either… Just kidding, since interactive content grabs attention and ultimately drives higher user engagement, loyalty and ROI for brands.

Where do we start?

Before we go into the full details, let’s take a look at the top-line facts. Any brands wanting to see and achieve the same, keep on reading!

Interactive OOH advertising leverages technology to create engaging experiences.
The evolution from static billboards to dynamic digital displays enhances engagement.
AI enables real-time, personalised advertising.
Grand Visual provides expert services and innovative solutions in interactive OOH advertising. (shameless plug!)
Interactive OOH ads provide data-driven insights and improved ROI.

Interactive vs. Traditional OOH: The Battle for Your Attention

In contrast to conventional, passive ads, interactive OOH enables users to access the information in a more dynamic and participatory manner. The objective of interactive/DOOH advertising campaigns is to produce a memorable experience that captivates viewers and encourages them to engage with the advertisement.

Interactive OOH: This type of advertising uses technology to allow the audience to engage with the content. This can include touchscreens, motion sensors, QR codes, augmented reality (AR), or mobile phone integration (such as sending text messages or social media interactions). Examples include interactive billboards where audiences can play games, take polls, or interact in real time.

Traditional OOH is a more passive form of advertising. Examples include static billboards, posters, and transit ads. These displays show the same content to everyone, with no direct interaction or personalisation. While traditional OOH ads are focused on exposure, interactive OOH incorporates technology that allows the audience to engage and even influence the content, leading to more dynamic and personalised advertising experiences.

The Role of Technology in Interactive OOH

In interactive OOH, technology serves as the backbone, transforming the traditional advertising landscape into a more dynamic, relevant and measurable medium. By using digital signage and leveraging advancements in touchscreen displays, sensors, mobile connectivity, AR/VR, AI, and data collection, brands can create engaging, real-time interactive experiences, that not only capture attention but also drive meaningful participation.

What are the benefits?

Interactive content generates twice as many conversions as passive content (Kapost).
Interactive content can boost customer loyalty by 35% (HubSpot, 2023)
Interactive OOH ads engage consumers up to 4x longer than traditional static OOH ads (Nielsen, 2017) .
80% of people engage with interactive OOH when presented with the opportunity (OAAA, 2024)

Interactive Campaigns IRL – Pepsi MAX

The Pepsi Max Unbelievable Augmented Reality Bus Shelter aimed to create an interactive digital OOH campaign that would share their brand’s message of, “Live For Now.”

We developed an Augmented Reality experience that transformed the static content of a bus shelter digital display into dynamic content through a window that augmented unbelievable scenarios into the real world. Bespoke 2D and 3D assets were realistically composited into a live feed of the street ahead using depth mapping.

Unsuspecting commuters and passers-by were surprised by a giant laser-shooting robot, a fiery incoming asteroid, a manhole with tentacles emerging and more! The resulting footage captured on day one of the campaign was turned into social content to run alongside the campaign.

The campaign was a runaway success garnering over 8 million views on YouTube. 3 million of these views were reached in just 5 days! There was a PR frenzy with news coverage as far afield as Brazil and Australia, reaching over 385 million people.

To promote audience involvement, they usually make use of digital screens, sensors, or mobile integration. Both ITN and CNN ran features of the viral video, as well as social media platforms such as BBC Click ran a feature on the creative technology behind the campaign. The Pepsi Max campaign has also been recognised with over 20 awards, including a Bronze Outdoor Lion.

John Lewis Christmas Tease

In 2023, John Lewis’ Christmas campaign centred around an unexpected star – a Christmas tree called “Snapper.” A young boy buys a seedling and it grows into something more like a Venus fly trap than a Norwegian fir, but eventually, everyone realises that Snapper was perfect in his own way – learning to let their “traditions grow.”

We launched two high-impact, bespoke billboards complete with brand ambassadors within proximity to key John Lewis stores in Westfield London and Liverpool One. Covered in over 500 individual seed packets, reminiscent of the ones in the TV advert, our billboard would reveal the theme and launch date of the TV advert once all the packets were taken.

The seed packets were so popular that they needed to be restocked twice a day! Inside each packet were seeds and instructions that showed our audience how to grow their very own “perfect” Christmas tree just 30 days later.

With sustainability at the heart of our businesses, we worked very closely with providers to ensure all elements of the campaign, from the seed packets to the paper on the billboard, were all ethically sourced and completely 100% sustainable.

John Lewis Christmas Tease Interactive Experience

Pepsi MAX Hidden Pitches

The Pepsi MAX digital Out of Home campaign, Hidden Pitches, activation featured a Pepsi Max vending machine that surprised passers-by, inviting them to grab a can of Pepsi MAX and scan it at the custom vending machine to receive a branded football.

Once a football was dispensed an epic laser display projected a 2v2 pitch outline onto the street commencing the start of a 10-minute, match session.

Hidden Pitches arrived at London’s Observation Point and this arrival comes as the first of many with the tour continuing to Manchester and Birmingham over the next few weeks. The campaign features Ella Toone, fresh from her FA Cup Triumph where she hosted the first 2v2 game on the laser-projected pitch on the Southbank.

Interactive DOOH Campaign – Quaker Oats

Quaker Oats utilised D6s and a special build bus shelter to share the warmth this winter.

The digital OOH activity displayed real-time temperature data, encouraging audiences to scan the QR code and claim a discount off their next purchase. Discounts were based on the real-time data of UK average temperature – for example, the colder the local weather conditions on average, the bigger the discount.

The bus shelter in Kingston, London utilised a LIVE thermal-imaging feed, playfully encouraging audiences to claim their discount off their next purchase of Quaker Oats. The colder the weather, the more they’d save.

Let’s wrap this up!

Interactive OOH advertising is revolutionising how brands communicate and interact with consumers, creating personalised and engaging experiences. As technology continues to advance, the potential for even more innovative and effective advertising strategies will only grow, driving deeper connections and higher engagement with your target audience.

Allwyn Lotto Will You Be Next Special Build OOH

OOH on its own is an incredibly strong advertising medium, however, when used in conjunction with other channels it’s been proven to extend the reach and effectiveness of a campaign.

Consumers today spend 70% of their time outside of their homes making out-of-home (OOH) advertising a prime channel for reaching your target audience. With a low CPM and high ROI, what’s not to love about the traditional channel?

OOH & Online Ads

You might think of these two advertising mediums as occupying two completely different worlds – one physical and one in cyberspace. But with 27% of our year spent online, both mediums actually do a pretty similar job of catching us in our everyday lives.

When OOH is combined with online ads, brands can elevate the effectiveness of their overall campaign by 31% and increase the overall reach by 68%. Used together as part of the marketing mix, these two channels thrive.

Nissan OOH Campaign of Qashqai car parked on Truman Brewery by Grand Visual

Nissan Motor Corporation launched its campaign Elevate Your Urban Drive, a multi-platform campaign to promote its latest Qashqai model.

The campaign consisted of three CGI-led films, including this one in which we helped park a Qashqai on the side of the 49-meter chimney at The Truman Brewery in London! The CGI videos were used as part of their wider marketing campaign and were shared across socials and online ads.

However, the Qashqai really was parked there in a never-been-done-before OOH installation.

OOH & Mobile

Did you know there are more mobile phones in the world than there are people? We’re clearly obsessed with our handsets. So what happens when a relatively new channel like mobile is combined with a traditional channel like OOH?

According to recent studies, when OOH is combined with mobile it can increase a mobile campaign’s reach by 316%.

A great example of OOH working well with mobile comes from Quaker Oats who we helped utilise digital OOH and a special build bus shelter to share the warmth during winter.

The digital OOH activity displayed real-time temperature data, encouraging audiences to scan the QR code and claim a discount off their next purchase of Quaker Oats. Discounts were based on UK average temperature data – the colder the weather average, the bigger the discount. The bus shelter in Kingston, London utilised a LIVE thermal-imaging feed, playfully encouraging audiences to claim their discount off their next purchase of Quaker Oats.

OOH & Social Media

With 45% of the total world population using social media, social is one of the most effective channels for targeting audiences. In its simplest form, the combination of OOH with Social Media could just be a hashtag on a billboard, however, there is a multitude of ways that these channels can work to complement each other.

In 2014, Pepsi Max launched “Unbelievable,” a campaign that beautifully combined digital OOH (DOOH) with Social Media. Featuring an Augmented Reality DOOH stunt, the brand earned over 50 million views online, as well as news coverage and countless awards.

When OOH is combined with Social Media, it amplifies and extends the reach of a campaign from a physical to a digital level. Results from Talon’s 4th space research saw a 48% increase in consumer action when digital OOH was added to a social plan.

OOH is a great amplifier, and when added to your marketing mix as part of a comprehensive strategy, increases campaign performance.

You may be reading this whilst relaxing, but for consumers, the busiest quarter of the year is just getting started!

With events such as Black Friday, Halloween and Christmas all packed into Q4 consumers are constantly on the lookout for the best deals, and digital OOH has the ability to engage shoppers on-location, showcasing products and displaying offers in real-time.

Almost a third (31%) of all consumers expect to still be shopping during December, while 43% plan to have finished their shopping before Black Friday (IPA, 2024).

Younger generations are most likely to take advantage of the Black Friday sales with 82% of 18-24s and 75% of 25-34s planning to spend at least a quarter of their budget during this time (IPA, 2024).

Last year, shopping centres saw footfall rise by an average of +27.3% during the period before Christmas (MRI, 2024).

Let us show you a few examples of contextually relevant campaigns that harnessed OOH during the festive period…

Pepsi MAX Christmas 2023

We delivered Pepsi Max’s best-performing Christmas ever with their market share significantly increasing YoY.

John Lewis Christmas Tease

We launched two high-impact, bespoke billboards complete with brand ambassadors within proximity to key John Lewis stores in Westfield London and Liverpool One.

Sainsbury’s – A Dazzling Christmas Billboard

A series of special break-through billboards were installed across 3 major cities to promote the Christmas treats Sainsbury’s can offer.

Want to discuss your upcoming digital OOH plans? Get in touch!

Introduction

Ever wondered about what product sampling can bring to your campaign? Well, in a world where OOH is becoming a big part of marketing strategies and we are seeing the lines blurred between experiential and traditional OOH, product sampling is becoming a core feature in many campaigns. Boosting brand awareness and engaging target audiences are all ways in which innovative product sampling strategies can aid a campaign. From traditional in-store samples to more cutting-edge blends of billboards and sampling, we will delve into the methods that have proven successful across different industries.

We are increasingly seeing the effectiveness of what a successful sampling campaign can do, through our research and data tools. SO, if brands are looking to raise customer engagement, loyalty and encourage them to make a purchase then sampling could be something to consider in your next campaign.

The Essentials

Before we go into detail, take a look at the top line facts. Any brands wanting to see and achieve the same, keep on reading!

In-store sampling is a proven method for immediate consumer engagement.
Event sampling effectively targets niche audiences in a concentrated setting.
Mobile sampling units offer flexibility and targeted reach in urban areas.
Combining elements of traditional OOH, with product sampling, brings a new level of creativity.
Transit hub sampling reaches a broad audience, which can increase brand awareness.

The Statistics

It’s easy to write a load of statements on a page but don’t worry, you dont just have to take our word for it. We have got the data to prove it!

73% of consumers say that if they try a product, they are likely to buy it (Banknotes, 2021).

81% of people say that they’d try a product if they received a free sample of it (InspiraMarketing, 2022).

24% of customers who tried a sample product said it specifically replaced an item they were planning to buy (Arbitron and Edison Media Research survey).

35% of customers who try a product sample in a retail store will purchase the product during the same shopping trip (Arbitron and Edison Media Research survey).

Let’s Get To It!

In-Store Sampling

Brands can provide audiences in a retail setting with free product samples through in-store sampling initiatives, by giving customers a quick, hands-on experience. The main objective? Introducing a product, raising awareness, and ultimately driving purchases.

This kind of traditional product sampling can usually be carried out at department shops, supermarkets, and other retail establishments where loyal customers and prospective buyers can engage with merchandise before deciding to buy.

Statistics indicate this form of product sampling can prove to be effective. In a study done by Fizz (2018) in-store sampling received a majority participation rate of 60%. Furthermore, 88% responded that they would be more likely to purchase the product after trying it first at the store.

Event Sampling

Creating an event makes it possible for brands to offer free samples of their goods or services such as trade exhibitions, concerts, sporting events, festivals, or get-togethers within the community.

Event sampling aims to provide a memorable and immersive experience for a specific target group, increasing brand awareness among new customers, and encouraging product trials in an environment where people are receptive to trying new things.

It can offer direct, in-the-moment, valuable feedback from potential customers and enables businesses to engage with their audience in a dynamic environment. It’s useful in fields where consumers’ decision-making is heavily influenced by their senses of taste, smell, touch, and sound.

Be Innovative!

Mobile Sampling Units

Mobile sampling units allow consumer brands to build awareness, take their products directly to specific demographics in urban settings and offer samples in a highly interactive and engaging way. By moving from place to place, these mobile units reach consumers where they are, creating a dynamic marketing experience that stands out and creates a buzz.

Why choose a mobile sampling unit? Well, they’re specially equipped vehicles designed to promote products and engage consumers by bringing free samples to them directly. These units are typically outfitted with branded displays, product samples, and promotional materials, and are driven to high-traffic areas such as festivals, concerts, sporting events, busy urban locations, and shopping centres.

Pepsi Max Mobile Product Sampling Campaign

Pepsi MAX launched its new flavours tour this summer and they stole the spotlight. Throughout August they took their ice cream roll bar on an unforgettable tour around the UK. Those lucky enough to have visited a Pepsi MAX Flavours bar could enjoy a sample of their new fruity-flavoured ice cream and relax in the flavour zone.

Transit Hub Sampling

Transit Hub Sampling can be a fantastic marketing strategy for brands, especially if they have a target market of a large, diverse and travelling audience. Statistics show that airport advertising delivers the highest perceived value and prestige compared to other advertising and social media channels (JCDecaux, 2021).

Progressive Insurance Transit Hub Sampling campaign

Just in time for summer travel and aligned with the start of the 2024 Paris Olympics, Progressive Insurance entertained travellers journeying from New York (JFK) to Paris. As travellers passed by, a custom-wrapped vending machine dispensed free, limited-time copies of the book “Dr. Rick Will See You Now.”

Once the physical copies ran out, no one was left out as a scannable QR code appeared, offering a free digital download option. This witty and engaging campaign entertained travellers while Dr. Rick provided tips on un-becoming your parents.

From Billboards to Product Sampling Campaigns

Transforming traditional billboards into a stage for a Product Sampling Strategy is not something new for us at Grand Visual. It serves as a two-in-one package that not only delivers the brands message but offers the target audience free samples to help generate buzz. Its blend of creativity allows for the best product sampling ideas to come to fruition and opens the door for audiences to create shareable content.

Fancy a McFlurry?

The brief from McDonald’s was to create a fun, large-scale experience that celebrated the new ‘Fancy a McFlurry?’ brand platform and tied into the 21st birthday of the McFlurry. Making it the perfect time to build a McDonald’s Walk Thru billboard! It was launched on London’s South Bank across one of the busiest weekends of the summer. A four-day influencer and public pop-up was established that surprised and delighted consumers in an effort to increase sales and brand loyalty. The results speak for themselves:

1.16M IMP from 97.4K engagements
8.2M Total OTS across press
6,100 McFlurry’s distributed.

ABSOLUT #IRL

After a lengthy lockdown, ABSOLUT wanted to celebrate being back together in real life (#IRL) with a fun, gamified billboard. Groups of friends were invited to stand on a podium and play a big buzzer game with the winners receiving a little treat. Music played, a curtain raised and a real barman was waiting behind to serve a Watermelon Vodka and Lemonade. Their multiple successful product sampling campaigns in London meant that the tour was extended to 4 additional locations across the UK.

8500 free samples across 5 locations
10% Uplift in SOC vs main competitor
3.9K Social post engagements
750K Estimated footfall

So, Let’s Conclude

Product sampling remains a powerful strategy to raise brand awareness and engage with consumers. By combining traditional methods with innovative OOH and creative techniques, brands can create memorable experiences that drive an increase in loyalty, and boost sales. Grand Visual’s expertise in using creative product sampling and bringing ideas to life with engaging strategies can significantly enhance the effectiveness of your campaign efforts. Whether you’re using mobile sampling units, interactive displays, or transit hub sampling, these examples illustrate the diverse ways to effectively sample products and capture your target audience’s attention.

Ready to get creative with OOH, contact us now!

Christmas is just around the corner and it’s time to embrace the festive spirit! As we deck the halls and start our holiday shopping, we can’t help but reminisce about some of the most memorable Christmas campaigns that have brightened our streets and skylines. Out of Home (OOH) advertising is a powerful way to capture the excitement of the season, reaching festive shoppers, spreading joy, and igniting holiday magic. From iconic billboards to immersive activations, let’s take a trip down memory lane and celebrate the top 5 Christmas OOH campaigns that truly made the season sparkle!

John Lewis Christmas

You probably saw the 2023 John Lewis ad, where a boy’s seedling turns into something more like a Venus flytrap than a Christmas tree!

In anticipation of the ad, we created two custom billboards, each covered with 500 seed packets, just like in the commercial. As passersby took the packets, the billboard slowly revealed the ad’s theme and launch date. The packets invited everyone to “grow your own perfect Christmas tree,” and they were so popular, we restocked them twice a day!

With sustainability at the core of our campaign, every element—from the seed packets to the billboard paper—was ethically sourced and 100% sustainable.

John Lewis Christmas Tease Interactive OOH

Pepsi MAX Christmas

We delivered Pepsi Max’s best-performing Christmas ever, with market share soaring year on year!

This campaign featured 14 different OOH formats across 8 environments, from roadside 6-sheets to rail D6s, all perfectly placed to target festive travelers heading home.

An experiential twist was added, with a custom Pepsi Max Christmas tree in Neal’s Yard, Covent Garden, plus a gift-wrapping grotto where staff wrapped nearly 7,000 presents for free! Open every week in December, the grotto handed out 50,000 Pepsi Max samples, spreading holiday cheer all season long.

Sainsbury‘s Dazzling Billboard

A series of eye-catching, breakthrough billboards were installed across three major cities, featuring larger-than-life 2D elements from the artwork.

To measure the impact, we conducted a study comparing audiences exposed to traditional OOH with those who saw the special billboards.

The results were striking—65% of viewers felt the special billboards made Sainsbury’s seem more innovative, and 67% found them more exciting, leading to a 17% boost in consumer action!

Spotify Wrapped

While not strictly Christmas-themed, Spotify Wrapped is one of the most anticipated year-end campaigns! In 2018, Spotify took this typically online campaign to the streets with dynamic digital OOH.

The campaign showcased subscribers’ music habits live on digital billboards in iconic spots like Times Square and Piccadilly Lights, celebrating the role of music and Spotify as a discovery platform.

The digital OOH displayed users’ profile pictures alongside their top artists, songs, genres, and listening time, using real-time data to bring the creative to life across the USA, Canada, Australia, the UK, and France.

Waitrose

To support Waitrose’s Christmas TV ad, we created an impactful special build installation encouraging the public to buy their Christmas dessert and other festive branded products.

The installation focuses on a missing Christmas dessert and trying to find the culprit among the 7 family members. The special build was produced in the style of a detective’s investigation board with props positioned near the culprits to provide them with an alibi. The board featured photos of each of the 7 culprits, with 3D and 2D Christmas decorations and ingredients pinned to the billboard.

To add to the buzz, the Times UK were onsite on Friday interviewing the public and asking them who they think the culprit is.

What a night at The Drum Advertising Awards! The week is off to an incredible start as we brought home 5 awards alongside our amazing clients, agencies, and partners!

It’s amazing to see our hard work recognised across multiple categories – a testament to the creativity and collaboration behind each campaign.

The winning lineup:
🥇 GOLD
Dynamic and Interactive Digital Screens: Share the Warmth with Quaker Oats

Quaker shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfasts for families across the UK this winter – in a way that is intrinsic to the brand itself. Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures.

🥈 SILVER
Creative Humour: This van driver Should’ve gone to Specsavers

Specsavers pushed the boundaries of OOH advertising by creating its very own parking fail – a Specsavers van stuck on a rising bollard! The results were phenomenal with over 6 million social media views and almost 1 million likes, comments and shares. The stunt even had coverage on ITV, radio and in numerous news titles as well as industry wide recognition amongst our peers and other advertisers.

Immersive Experience: Pepsi MAX x UEFA Champions League Final, London 24

Pepsi Max Football Vending Machine Southbank Out-of-Home activation

Pepsi MAX went all in for the UEFA Champions League this year. Bringing unexpected enjoyment to audiences across the UK, Pepsi MAX ran three activations for fans in football-focused cities of Liverpool, Manchester and London. Whether you were looking for a quick 2v2 game and a free football at their hidden pitches or wanted to watch the live game on the big screen, with a Pepsi MAX in hand, then they had you covered. Pepsi Hidden Pitches was born!

🥉 BRONZE
Charity/Not for Profit/Social Purpose: British Heart Foundation ‘Til I Died

British Heart Foundation (BHF) set out with the goal to highlight a tragic reality – 12 people under the age of 35 are lost to sudden cardiac arrest in the UK each week. Using the stories of 12 young football fans who died too soon to highlight this tragic disease, BHF and Saatchi & Saatchi unveiled 12 powerful murals of football fans who lost their lives to sudden cardiac death, in time with the UEFA Euro 2024 kick-off for an extended audience reach. This campaign went viral across social media and outlets, it even had a slot on BBC Breakfast.

Immersive Experience: Will You Be Next? Allwyn, Lotto

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talk-ability, engagement and consideration to play. Anyone can be a millionaire with Lotto, you must be in it to win it!

View the full results here

Big thanks and congratulations to everyone involved!

Are you curious about the future of OOH advertising? In this comprehensive guide, we’ll dive into the key trends shaping OOH advertising in 2024. From programmatic growth to sustainability efforts, artificial intelligence (AI) and consumer behaviour, discover how OOH advertising is evolving and how you can leverage these trends to create impactful campaigns. Learn how Grand Visual, with our expertise in advertising trends and crafting engaging OOH campaigns, is at the forefront of these innovations.

Get Ahead with These Essentials:

Programmatic DOOH offers flexibility and targeted advertising opportunities.
Dynamic and contextual campaigns are more effective in engaging audiences.
Multichannel integration enhances the impact of OOH advertising.
Sustainability is a growing focus in the OOH industry.
AI and data are driving optimisation in OOH campaigns.
Attention metrics provide a new way to measure campaign effectiveness.
Retail media integration strengthens shopper marketing strategies.
OOH is powerful for brand building and broad reach.
Interactive elements create memorable OOH experiences.

Programmatic DOOH Growth

The demand for programmatic digital Out-of-Home (DOOH) advertising has surged across various industries. Programmatic buying offers advertisers enhanced flexibility, cost efficiency, and the ability to target specific audiences in specific locations. This approach ensures that the right message reaches the right audience, maximizing the impact of each campaign.

Based on the fact that ‘forecasts indicate that DOOH usage will sit at 75% of the whole OOH market by 2027’ (IAB UK, 2023). We can see that DOOH holds a big place in the OOH industry, knowing this we can predict that the ‘growth of programmatic OOH spend will increase by around a third over the next 18 months’ (IABUK, 2023).

Dynamic and Contextual Campaigns

Unleash the power of DOOH by serving audiences with real-world triggers, relevant and timely copy or artwork based on where they are or what’s happening in the world at any given moment like weather and time of day. Using the best public broadcast medium to react to the world in real-time and offer personalisation to your audience, campaigns can achieve a minimum 18% effectiveness uplift for a relatively small investment.

Contextual creatives increase effectiveness, with a 32% rise in brain response from audiences (Clear Channel).

Audiences today expect more captivating and engaging content, dynamic information can be a key driver to capturing their attention. Thanks to the data-rich landscape of DOOH, advertisers can communicate their brand messages more efficiently (Forward Keys).

The campaign we launched for Quaker Oats is an example of how DOOH can be integrated with other media within the retail media sector. The digital OOH at bus shelters displayed real-time temperature data, encouraging audiences to scan the QR codes with their mobile devices and claim a discount on their next purchase of Quaker Oats. Discounts were based on UK average temperature data – the colder the weather average, the bigger the discount was. This was replicated across digital screens around the city.

Multichannel Integration

To gain momentum against competitors, Out of Home advertising can be integrated with broader marketing strategies to create maximum brand exposure.

OOH ads can act as a catalyst for engagement on other channels. For example, a billboard featuring a QR code or a short URL can drive people to a brand’s website or social media profiles. This integration encourages consumers to interact with the brand across multiple platforms, positively enhancing consumer behaviour.

Research shows that advertisers that employ omnichannel strategies in the advertising industry have a 23 times higher customer satisfaction rate (SaveMyCent, 2024).

Focus on Sustainability

OOH advertising continues to be leading the industry in terms of sustainable practices. OOH amounts to just 3.3% of the UK’s total advertising power consumption and 0.067% of all the power consumption in the UK.

The growing emphasis on sustainability in OOH spreads beyond audiences, 69% of employees want the company they work for to be more sustainable (Deloitte, 2023).

The launch of Volkswagen’s all-electric ID.4 made a powerful statement, reflecting the brand’s commitment to sustainability. With the vehicle being 100% net carbon neutral in its production, the marketing campaign had to align with these eco-friendly principles. To emphasize this, we designed a living billboard powered by wind and solar energy, entirely covered in various types of moss—a plant renowned for its remarkable air-purifying and oxygen-generating abilities.

Data-Driven Optimisation

Data-driven optimisation is becoming more of a crucial ingredient when it comes to outdoor advertising. That is because data unlocks further insight into the audiences you are trying to target, allowing the possibility of utilising personalisation and hyper-localisation tactics within Out of Home advertising.

This level of targeting audiences means OOH campaigns can be more agile to their changing behaviour and preferences. AI and Data-driven optimisation turn this potential issue into an advantage by ensuring real-time reactivity, making the OOH ad more engaging (Adlucent).

Retail Media Integration

The retail industry adopting DOOH is becoming a growing trend with reports indicating that 29% of respondents credited retail DOOH advertising for influencing a purchase decision they made instore (IAB UK, 2022)

DOOH can elevate Retail Media with unique strategies such as proximity targeting, dynamic creative, weather triggers, and dayparting.

Advertisers can geographically target specific DOOH screens located near their own stores (or competitors), surrounding shopping centres and geo-fence high-value neighbourhoods (The Drum, 2023).

An example of this was the campaign for DKNY, where we were asked to identify a unique way to sample their new fragrance to the right audience and shoppers in malls across the UK. We invited consumers to place their wrists inside a small aperture and a sample of the new DKNY Be Tempted fragrance was sprayed directly onto them. The activity was up-weighted at the weekends with branded promotional staff positioned at each site offering further samples for customers to take home further enhancing engagement.

Brand Building Focus

OOH can be leveraged to increase brand awareness and strengthen a brand’s position in the market.

OOH allows you to use the public space as a canvas and by doing such reports show audiences feel an extra sense of legitimacy about the brand. 40% of people say they trust brands with this format of advertising, which is more than TV or newspapers (Clear Channel).

Brand building is an important strategy to continue pursuing and should not be forgotten about. Statistics indicate 60% of audiences deem trustworthiness as an important trait to develop. (Twilio Segment, 2022).

Pepsi Max’s OOH’s brand messaging was front and centre with the Hidden Pitches campaign. As part of a long-term brand strategy, Pepsi strives to reach Gen Z with interactive activations and influencers to broaden its reach on social media channels too. It featured a Pepsi MAX vending machine that dispensed a Pepsi MAX branded football. Then a laser would project a pitch onto the street commencing the start of the match.

Interactive and Immersive Experiences

Engagement can be raised if interactive and immersive elements are implemented into OOH digital signage screens.

There are many benefits that brands can see with the increased focus on interactivity in Out of Home advertising. Interactive content can generate twice as many conversions than passive content (Kapost). Additionally, advertisers can collect valuable first-party data from the interactions to better learn their target audience’s behaviour.

Augmented reality can elevate traditional OOH advertising to a more creative platform. Our innovative use of AR for Sony’s Spider Verse allowed us to create interactive and memorable moments for passersby. A custom application allowed the audience to see themselves as a part of the ‘Spider-verse’ on a large format screen in Times Square. An overlay effect based on the film was applied to the screens to increase the immersion and a facial detection feature was also in play!

Sony Spider Man Augmented Reality OOH experience

Let’s Recap

The future of outdoor advertising lies in digital technology and its ability to enable brands to adapt, personalise, and engage with their audience in innovative ways. By embracing trends in digital OOH advertising, such as programmatic, dynamic content, social sharing and sustainability, brands can maximise the impact of their OOH efforts and create meaningful connections with their target audience. Grand Visual, is at the forefront of these advancements, helping brands achieve their marketing goals through cutting-edge OOH campaigns across traditional billboards and digital screens.

Welcome to the Grand Visual Out of Home (OOH) Glossary, a comprehensive guide designed to familiarise you with the key terms and concepts within the dynamic world of OOH advertising. Whether you’re new to the industry or a seasoned professional, this glossary offers clear definitions of commonly used words, technical jargon, and GV-specific phrases. Covering everything from digital billboards to transit advertising, it’s a valuable resource for anyone looking to deepen their understanding of OOH media and its evolving role in today’s advertising landscape.

A

Ad Recall
A metric that measures how well an audience remembers an ad they have seen. It’s a crucial indicator of an OOH campaign’s effectiveness.

Airport Advertising
Includes internal and external displays of various sizes.

Ambient Media
Unconventional or non-traditional media that integrates advertising into the surrounding environment, often blending seamlessly into urban spaces (e.g., branded street furniture, bus stops).

Animation
Animation involves special treatment such as moving units, flashing lights, etc, used to gain added attention and awareness. It is more commonly used in rotating, permanent or spectacular sites.

Anamorphic DOOH
DOOH creative with 3D illusionary effects to make content appear as if it’s leaping out from the screen. These designs often leverage forced perspective and are typically displayed on large curved or angled digital screens, creating a highly engaging and immersive visual experience for viewers.

Asset
An individual site of any particular OOH format.

Audience
A group of people that an advertising message is aimed towards. This group can be defined by age, gender or any other grouping specified by the advertiser.

Audience Impressions
Audience Impressions are calculated by taking the won impression and multiplying it by the impression multiplier passed by the exchange. This allows advertisers to understand the potential number of viewers of our OOH campaign and not just the number of times the ad was shown.

Audience Reach
A term that provides a count of the total number of people who were likely to be exposed to the message.

Augmented Reality (AR)
A technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view.

Augmented Reality OOH (AR OOH)
A blend of digital and physical environments, where OOH ads use augmented reality to create interactive and immersive experiences. Often involves mobile apps or digital screens to bring the creative to life in a new dimension.

B

Backlit Billboard
A billboard illuminated from behind by lights, ensuring visibility in low-light conditions, such as at night.

Beacon Technology
Small wireless devices that use Bluetooth to communicate with nearby smartphones and deliver personalized messages or ads, used in proximity-based OOH campaigns.

Billboard
Large format advertising displays intended for viewing from extended distances, generally more than 50 feet. Billboard displays include, but not limited to: bulletins, junior posters, posters, and spectaculars.

Brand Awareness
The extent to which a brand is recognized by potential customers, often a key objective in OOH campaigns.

Bulletin
The largest standardized OOH format; typically measuring 14’ x 48’ in overall size. Sold either as permanent displays or in rotary packages.

Bus Shelter
A curbside structure located at regular stopping points along urban bus routes.

Bus Wrap
An advertisement site which covers the whole of a single or double deck bus. Effectively ‘wrapping’ the entire bus.

C

Campaign
The interval of time when an OOH advertising campaign is run.

Campaign Amplification
Strategies used to increase the impact of OOH campaigns, such as integrating social media, PR stunts, or experiential elements to extend the campaign’s reach beyond traditional OOH placements.

Campaign Flight
The duration or scheduled period in which an OOH ad runs.

Client Services
Our client services team are responsible for bringing your campaign to life. They are your point of contact, overseeing the campaign’s progress from start to finish.

Contextual Advertising
OOH campaigns that are tailored to the specific environment or moment in which they appear, enhancing relevance and impact. Based on audience demographics, location, or behavioural data.

Cost Per Thousand (CPM)
The cost of reaching one thousand viewers or impressions of an OOH ad. It’s a common pricing model for buying media space.

Creative Development
The process of conceptualising and producing creative assets specifically tailored for OOH campaigns. This includes everything from artwork to motion design, ensuring the visuals align with the brand message and the environment.

Creative
The design and content of an advertisement, which could include images, graphics, or text.

Custom Builds
Unique OOH installations created specifically for a campaign, often incorporating physical structures, interactive elements, or bespoke designs to enhance engagement and visibility.

D

Dayparting
The practice of scheduling OOH ad displays to run at specific times of day when the target audience is most likely to be present, commonly used in digital OOH.

Digital Billboard
Billboards that can change advertising content using digital technology. Content is static with multiple advertising message presented in rotation every few seconds.

Digital Out-of-Home (DOOH)
OOH ads that are displayed on digital screens, often allowing for dynamic and real-time updates of content.

Domination
When a campaign has a domination of an OOH format, it means that a single advertiser occupies or controls the majority, if not all, of the available advertising space in a particular OOH location or platform. This strategy is designed to create a powerful, high-impact presence by overwhelming the environment with the brand’s message, making it impossible for consumers to miss.

Dwell Time
The interval of time when a consumer is in close proximity to an OOH ad.

Dynamic Creative Optimization (DCO)
The use of technology in digital OOH to change and optimize creative content in real-time based on variables like weather, time of day, or audience demographics. This allows for personalized and responsive advertising.

E

Effective Reach
The number of persons within the target audience exposed to the advertising schedule an average of three or more times.

Engagement Rate
A measure of how much an audience interacts with or responds to an OOH advertisement. This can include direct actions like scanning a QR code or engaging in social media.

Experiential OOH
A form of advertising that focuses on creating an interactive, immersive experience for the audience. This can include live events, pop-up installations, or digital interactions that engage passersby in a memorable and meaningful way.

Exposure
As derived from TAB’s visibility research, a physiological or behavioural measure of actual eye contact with an OOH media unit and its advertising. TAB OOH Ratings are derived from the adjustment of circulation or passing to those who notice the advertising.

Eye Tracking
A survey methodology that records the movement of the eye and its fixations in relation to what an individual is looking at. The fixations are used to determine the factors that influence a person’s Likelihood To See (LTS) an advertising face.

F

Footfall Tracking
The process of monitoring the number of people who pass by or engage with a specific OOH ad location. Often used to evaluate effectiveness.

Format
Refers to the type of OOH media: Billboards 25sqm+, Bus/Tram/Kiosk, Retail, Airport, etc.

Frequency
The average number of times an individual notices an OOH advertising message during a defined period of time. Frequency in OOH advertising is typically measured over a four week period, but can be reported for any campaign length.

G

Geographic Targeting/ Geofencing
Targeting audiences defined by their location in the real-world. Location attributes can vary from granular attributes such as mobile/GPS-enabled latitude/ longitude data to broader attributes as post code or state/province. In technical specifications, targets may simply be referred to as “geo”, “user”, “audience” without spelling out the full term.

H

High-Impact Site
A premium OOH location with high visibility and foot traffic, often commanding higher advertising rates.

Hyperlocal Targeting
The use of specific geographic targeting to reach audiences within a narrowly defined area. This is particularly effective in DOOH, where content can be customized for different locations in real-time.

I

Immersive Installations
Large-scale OOH setups designed to fully engage the senses of the audience, often incorporating visual, auditory, and sometimes tactile elements. These installations can include projection mapping, 3D builds, or other interactive features.

Impact
A unit of measure with one impact being equal to one person’s viewing of a single face. Impacts also referred to as gross impressions or contacts.

Impressions
The total number of times people are likely to notice an ad on an OOH display. Gross impressions are those delivered against a demographic audience for an advertising schedule.

Interactive OOH
These are campaigns designed to engage the audience actively, often through technology such as touchscreens, mobile integration, or augmented reality.

Interactive Kiosks
Freestanding, digital, touch-screen displays found in high-traffic areas, allowing passersby to engage directly with content or retrieve information.

J

K

L

Large-Format Digital Screens
Digital displays used in high-traffic areas like city centres or major transit hubs. Grand Visual may work with animation and motion graphics to create dynamic content that leverages the large digital format.

LED
LED’s or Light Emitting Diodes, are the lamps used in Electronic Messaging Centres (EMCs) and colour screens.

Line of Sight
Refers to the visibility of an OOH ad, meaning it is within clear view of potential viewers, unobstructed by trees, buildings, or other structures.

Location-Based Advertising
Targeting OOH ads in specific locations based on the proximity of the target audience.

Digital Creative

M

Market
Geographically defined areas used to buy and sell media. Standard markets definitions are DMAs and CBSAs.

Measurement Metrics
Data used to assess the performance of OOH campaigns. Common metrics include impressions, engagement rates, and ad recall.

Media Owner
A media owner is a company or individual who has the right to sell outdoor advertising space.

Media Plan
A plan for an advertising campaign that specifies details of the selected media, advertising content, dates and delivery goals such as reach and frequency.

Mobile Billboard
A truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.

Motion Graphics
Animated visual elements used in digital OOH ads to grab attention and enhance creativity.

Mural
Murals painted or attached directly onto the exterior surface of a building.

N

O

Omnichannel
This refers to the integration of OOH media with other digital and physical channels to create a seamless, consistent, and unified advertising experience for consumers. It combines traditional outdoor formats (e.g., billboards, transit ads, digital displays) with online, mobile, and in-store engagement, ensuring that the messaging across all these platforms is cohesive and enhances the consumer journey.

Out of Home Advertising (OOH)
Advertising that reaches consumers while they are outside their homes, including formats like billboards, street furniture, transit ads, and place-based ads.

OOH Tech
OOH technology refers to the application of innovative techniques, methods, and processes used to develop and advance the product offerings of the OOH advertising industry.

P

Panels
An OOH unit can also be referred to and/or divided up into panels for ease of selling/buying.

Poster
A standardized poster format, typically measuring 12’3” x 24’6”; formally known as a 30-Sheet Poster.

Posting Date
The date when a poster program is scheduled to commence. A five day leeway is customary.

Posting Instructions
Detailed directions provided to an OOH company by an advertiser or agency assigning specific copy to specific locations.

Place-Based Advertising
OOH ads that are strategically placed in specific venues or environments, such as malls, airports, or gyms, where the target audience is most likely to be.

Play Length
The interval of time when a DOOH message is viewable. Also as message duration in other markets.

Point of Sale (POS)
An OOH advertising format located near retail outlets, encouraging immediate purchases.

Printed OOH Media
Any OOH display that uses a printed substrate to display advertising content.

Programmatic DOOH
The automated buying and selling of digital OOH ads using data and algorithms to deliver ads at optimal times for the target audience.

Production
The production department is responsible for the physical creation and delivery of advertising materials across various OOH media formats, such as billboards, digital signage, transit ads, and street furniture. This department ensures that the creative assets are produced to the right specifications, installed correctly, and meet the required quality standards for the chosen advertising platforms.

Projection Mapping
A technique that uses light and motion to project dynamic images onto surfaces like buildings, creating the illusion of movement and transforming structures into vibrant canvases for creative OOH executions.

Q

QR Code
Quick Response Code – a machine-readable code consisting of an array of black and white squares, typically used for storing URLs or other information for reading by the camera on a smartphone.

R

Rapid Versioning
The process of quickly creating multiple variations of OOH creative content to cater to different audiences, locations, or contexts. This method allows for fast and efficient updates across campaigns, often used in dynamic or digital OOH to ensure the messaging is relevant and timely.

Reach
The approximate percentage of a target audience’s population who notice an advertising message at least once during an OOH campaign.

Real-Time Bidding (RTB)
A digital advertising model where ad space is sold in real-time through an auction-based system, commonly used in programmatic DOOH.

Real-Time Content
Digital OOH creative that updates in real-time based on external factors such as social media trends, news updates, or live event feeds, ensuring the content is fresh and contextually relevant.

Retargeting
Targeting audiences that are defined by having recently shown interest in said advertiser, interest most often being defined as visiting the advertiser’s website or store location.

Rotation
The process of moving the advertiser’s message from one location to another at stated intervals to achieve a more balanced coverage of a market.

S

Sampling
Sampling refers to the practice of distributing free product samples or trial-size versions of a product to consumers. This technique allows advertisers to directly engage with potential customers while reinforcing the messaging seen on billboards, transit ads, or digital displays.

Share of Voice (SOV)
Amount of ad display time received out of the total display time of call advertisers and content displayed. Usually calculated over a 24 hour period or operating hours, whichever is shorter.

Sites
The exact location of the infrastructure on which the individual outdoor advertising faces are exhibited. For example, a site may represent one internal bus panel, a double-faced supersite or a scrolling bus shelter with three advertising faces.

Social Amplification
Integrating social media with OOH campaigns to encourage interaction and sharing. This may include hashtags, user-generated content, or interactive features that link the OOH experience to digital platforms.

Solutions

Special Builds
Custom OOH installations that go beyond standard billboard formats, often involving physical structures or kinetic elements to create an impactful presence in the environment. These may involve sculptures, interactive digital components, or larger-than-life installations.

Spectacular
A large-scale, often custom-built OOH installation in high-traffic locations. These are high-impact ads with a strong visual presence, often used in places like Times Square or Piccadilly Circus.

Street Furniture
Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians. Street furniture displays include, but are not limited to: transport shelters, newsstands, shopping center panels, convenience store panels and in-store signage.

T

Target Audience
Any audience reflecting the most desired consumer prospects for a product or service, defined by age, sex, race, ethnicity or income; or their combinations for any geographic definition.

U

V

Vinyl
A single-sheet substrate on which an advertising message is rendered by either computer production or hand painting. Vinyl is primarily used on the face of Bulletins and premiere products.

At Grand Visual, we ensure creative Out of Home (OOH) advertising delivers maximum impact to bring brands to the front of consumers’ minds. In this post, we’ll cover creative OOH campaign ideas and provide actionable tips to help you enhance your campaign.

From interactive elements on a billboard to weather-responsive online ads, you’ll discover strategies that can engage your audience and elevate your brand’s visibility. For your OOH campaign to be attention-grabbing and engaging, we implement the following techniques which can bring your innovative ideas to life.

Lenovo 3D OOH campaign on Piccadilly lights by Grand Visual — Lenovo X F1 3D OOH

The Essentials

Simplicity and clarity are fantastic for creating effective OOH adverts.

Audiences are clouded by a fog of digital and physical worlds. Therefore, simplicity has become a very powerful strategy to break through and target people. Simplicity will be able to cut through the loud noise to capture attention and allow the outdoor advertising campaign to resonate.

Strong visuals and compelling messaging significantly improve engagement and lasting impact.

An impactful OOH ad requires a strong visual to elevate the campaign above the competition. This goes hand in hand with a compelling message that creates control, focus and intensity in influencing your audiences.

Contextual relevance and brand consistency enhance the connection with the audience.

With an OOH ad campaign, contextual relevance is key and with Programmatic Advertising, adjustments can be made to ads in real time. Campaigns can adapt to variables such as weather, date and time to better connect the brands with the right audiences.

McCafe Iced Programmatic DOOH campaign by Grand Visual — McCafe Iced Programmatic DOOH

Interactive elements and unexpected visuals make OOH ads more memorable

Interactivity allows audiences to get involved and be a part of the campaign in real life. Providing an experience alongside the advert helps with audience engagement and in turn brand recall. Creating a surprise effect is a great way to build strong emotions with audiences and makes it more likely for the advert to be shared online.

Trends like digital integration, sustainability, and AR are shaping the future in the world of OOH

These industry trends can cause a challenge if you don’t keep up to date. Integration of digital infrastructure is important to help maintain the strength of your brand positioning. Adhering to new sustainability goals ensures that you stay relevant with clients and future prospects.

Wonka 3D New York times square DOOH billboard by Grand Visual — Wonka 3D Anamorphic DOOH

Key Creative OOH Considerations:

Simplicity and Clarity: Ads should be straightforward and easy to understand at a glance. Using bold fonts, high-contrast colours, QR Codes and minimalistic designs can enhance readability and impact.

Strong Visuals: Eye-catching visuals are essential to immersive experiences. High-quality images and creativity that resonate emotionally with the audience can significantly improve engagement and memorability.

Compelling Messaging: The messaging should be concise and impactful. Strong headlines and benefit-oriented copy can encourage consumers to take action or learn more about the brand.

Contextual Relevance: Ads should have creative ways to be tailored to their environment, incorporating local references or seasonal themes to establish a connection with the audience.

Brand Consistency: Maintaining consistency with the overall brand identity across all creative elements ensures a cohesive experience for consumers.

#sending love DOOH billboard global campaign by Grand Visual — #SendingLove User Generated Content OOH

Creative OOH Ideas:

Interactive Elements: Incorporating interactivity, such as touch-sensitive displays that illuminate when engaged, can create a memorable experience. To promote Pepsi MAX, we launched an activation featuring a Pepsi MAX vending machine that surprised passers-by by inviting them to grab a can and scan it at the custom vending machine to receive a Pepsi-branded football. Once a football is dispensed, a laser display would project a 2v2 pitch outline onto the street, commencing the start of a 10-minute, match session.

Pepsi Max Hidden Pitches by Grand Visual — Pepsi Max Hidden Pitches Interactive OOH

Unexpected Visuals: Using familiar brand phrases in unexpected and creative ways can capture attention. We wanted to continue Specsavers famous tagline of “Should’ve gone to Specsavers” in a new and unexpected environment. A Specsavers van was parked on a rising bollard in front of a “no parking” sign and the moment went viral. The marketing stunt gathered over 6M social media views and 20 national press titles picked up the story.

Specsavers "Should of gone to Specsavers" parked van OOH marketing stunt by Grand Visual — Specsavers Van Parked on Bollard OOH

Dynamic Content: Leveraging digital Out-of-Home capabilities to display real-time updates or personalised messages can enhance participation. To help promote Google Maps new feature Explore, which encourages people to discover new things locally, we used real-time data. The DOOH activation was displayed across a variety of New York neighbourhoods and the message would evolve based on the location, time, temperature and day.

Google Maps Explore Programmatic DOOH ad by Grand Visual — Google Maps Explore Programmatic OOH

Creative Use of Space: Transforming traditional advertising formats into something bolder is a great way to subvert expectations and grab the audience’s attention. That is exactly what we did for Budweiser as they responded to the backlash over female and non-binary artists being snubbed at the Brits Award. A billboard was transformed into a stage and a selection of up-and-coming artists were invited to perform for music lovers.

Budweiser The Stage Is Yours To Take by Grand Visual — Budweiser The Stage Is Yours OOH

Weather-Responsive Ads: Utilising real-time weather data to tailor messages can significantly increase relevance. For Quaker Oats we utilised dynamic OOH and created interactive ads on a bus shelter to display real-time temperature data, encouraging audiences to scan the QR code and claim a discount on their next purchase of Quaker Oats. Discounts are based on UK average temperature data – the colder the weather average, the bigger the discount.

Quaker Oats Programmatic DOOH by Grand Visual — Quaker Oats Weather Responsive OOH

Trends in OOH Advertising:

Digital Integration: The shift towards digital OOH is allowing for more creative and dynamic campaigns. This includes the use of programmatic advertising which enables real-time optimisation and personalised messaging based on audience data.

Sustainability: There is a growing emphasis on eco-friendly materials and practices in OOH advertising, appealing to environmentally conscious consumers.

O2 Priority Go Green Sustainability campaign by Grand Visual — O2 Priority “GO Green” OOH

Engaging Your Audience with Interactive OOH

Explore how interactive elements can captivate audiences and create memorable experiences for brands. This section covers the benefits and examples of successful interactive campaigns on static billboards. Learn how Grand Visual leverages cutting-edge technology to create engaging content.

Touch-Sensitive Displays: Ads that respond to touch or movement can engage passers-by and provide a unique brand experience. This can be seen in the Lego campaign, which used 3D motion sensors to make an interactive screen and give passersby the chance to get involved.

Leg Star Wars Motion Censored OOH Display by Grand Visual — Lego Star Wars Interactive OOH

Social Media Integration: Encouraging social media interaction through hashtags or live feeds can extend the campaign’s reach. Especially when using sampling to increase attention, as in the campaign from Sony Pictures where they gave out samples of the book and bouquets of flowers.

It ends with us Interactive OOH by Grand Visual — It Ends With Us Interactive OOH

Leveraging Digital OOH for Real-Time Engagement

Digital billboards provide advantages, including real-time updates and personalised messaging to users. How can brands use digital billboard technology to enhance their campaigns? Grand Visual’s expertise can help you maximise these benefits and break through to your audience.

Real-Time Updates: Displaying current information, such as weather or news, can keep your ad relevant and engaging.

Personalised Messaging: Using data to tailor messages to specific audiences or locations.

Programmatic Advertising: Automating ad placement and optimisation based on real-time data.

Shake Shack qr code DOOH by Grand Visual — Shake Shake DOOH

Partnering with Grand Visual for Your OOH Campaigns

Learn how Grand Visual can help you create and execute innovative OOH marketing campaigns for advertisers and brands. We make it happen. This section details our services and expertise in the OOH advertising industry.

Creative Development: Grand Visual’s team of experts can help you conceptualise and design an impactful OOH ad.

Technological Integration: They provide advanced technological solutions, including augmented reality, AR and digital displays, to enhance your campaigns.

Campaign Management: From planning to budget to execution, Grand Visual manages all aspects of your OOH campaigns to ensure success.

So, Lets Get Creative!

Creative OOH advertising can significantly enhance brand visibility and engagement. By incorporating these innovative ideas and strategies, you can create impactful advertisements that resonate with your audience. Grand Visual’s expertise in OOH tech can help you bring these concepts to life, ensuring creativity and your ad campaigns’ ability to stand out.

Habitat 60th Anniversary Special Build OOH by Grand Visual — Habitat Special Build OOH

Grand Visual was pleased to work with Havas Media and Talon on the Creative Out of Home element of the campaign which received Campaign’s Ad of the Day.

With the Paris 2024 Paralympic Games just under two weeks away, John West – the UK’s leading tinned fish brand and trusted household name- has launched a new campaign to celebrate the strength of ParalympicsGB athletes, and their role as proud protein partners of ParalympicsGB.

Building on John West’s brand positioning ‘EAT STRONG, GO STRONG’, the campaign showcases the power of natural protein, and how it fuels you to be strong, in whatever you do.

To relay this message, the campaign humorously dramatises the effects of John West’s natural protein on ParalympicsGB athletes via a bespoke special build with a life-sized javelin peeking out, with supporting copy ‘’warning, protein-fuelled javelin throwers are getting serious air miles’’. The special build sits alongside a number of DOOH, which feature other sports, including cycling and shotput – further playing on the effects of John West’s natural protein.

The media plan, developed by Havas Media UK, strategically positions the special build across three screens in major UK cities to ensure nationwide visibility. Key commuter spots have been selected to maximise exposure, including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.

The campaign also includes a series of humorous TikTok videos, which sees three ParalympicsGB athletes; Kadeena Cox, Para Cycling and John West protein Ambassador, Nathan MacQueen, Para Archery and Hollie Arnold , Para Athletics, not realising their own strength – lifting up cars and retrieving their equipment from people’s gardens. Filmed in an undercover style way, the videos utilise the popular doorbell footage TikTok trend and showcase a range of Paralympic sports.

In February 2023, John West Foods was announced as an Official protein partner of ParalympicsGB. The four-year partnership with ParalympicsGB, covers the Paris 2024 Summer Paralympics and the Milan-Cortina 2026 Winter Paralympics, as well as activities outside of the Games period. This long-term partnership will bring to life the brand’s ‘Eat Strong, Go Strong’ message and further amplify John West’s protein credentials.

Vicki Maguire, chief creative officer Havas London said: “This campaign is fuelled by natural protein…bringing a touch of humour, while getting behind our ParalympicsGB athletes, to bring home the glory….’’

Vikki Babb, John West International, Marketing Director added: “We are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue in cheek tone of voice and benefits of our natural protein.”

Andrew Darby, Managing Partner, Havas Media Network said: “We’re honoured to work alongside our sister agency, Havas London to support John West’s journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein. This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes.”

The campaign is live from the 12^th of August, kicked off by the special build, followed by the DOOH on the 19^th of August. The TikTok films will be live across the summer and throughout the Paralympics.

– CREDITS –
Project name: John West Paralympics – Eat Stong, Go Strong
Client: Vikki Babb (International Marketing Director) & Laura Cooper (Marketing Manager)
Creative agency: Havas London
Chief Creative Officer: Vicki Maguire
Creative Director: Dave Mygind
Copywriter: Joe Roberts
Art director: Doug Redfern
Managing Partner: Dave Owen
Account Director: Andrew Symonds
Senior Account Manager: Rica Dezoller
Head of Production: Louise Bonnar
Agency Producer: Ella Myerscough-McClymont
Senior Integrated Producer (print): Kat Loizou
Creative Production Director: Dean Trendler
Strategy Director: Jack Lewis-Barclay
Chief Design Officer: Lorenzo Fruzza
Design Director: Josh Toogood
Designer: Morgan Shipley
Designer: Walt Gregory
Media agency: Havas Media UK
Outdoor partner : JCDecaux Creative Solutions
Outdoor partner : Talon
Outdoor partner: Ocean
Production company: Prose on Pixels
Director: Doug Redfern & Joe Roberts
Executive Producer: Ben Kaufman
Producer: Rosie Smith
Production Assistant: Ella Higgins
DoP: John Fisher
Editor: Navid Khayati-Daryan
Post-production: ELMNTL
Post-production producer: Jenna Le Noury & Rose Crisp
Post-production (OOH): Prose on Pixels
VFX: Antonio Jimenez + Mustafa Pertev
Colourist: Henry Howard
Soundtrack composer: N/A
Narrator / VO: Joe Roberts
Audio post-production: Joe Marsden

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