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

Pepsi Max Christmas Interactive OOH
Pepsi Max Christmas Interactive OOH
Pepsi Max Christmas Interactive OOH

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!

  1. In-store sampling is a proven method for immediate consumer engagement.
  2. Event sampling effectively targets niche audiences in a concentrated setting.
  3. Mobile sampling units offer flexibility and targeted reach in urban areas.
  4. Combining elements of traditional OOH, with product sampling, brings a new level of creativity.
  5. 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:

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.

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!

Pespi Max Christmas

LBB speaks to the team at Grand Visual to find out about their new offering, Rapid Versioning, that’s about to change the game for Out of Home advertising.

Three necessities reign supreme when delivering successful Out of Home: agility, efficiency and quality. Rapid Versioning (RV) by Grand Visual, is a solution that stands to change the game in the realm of OOH marketing. It promises a streamlined solution to the complex and outright annoying challenges advertisers face in adapting digital OOH creative, whilst achieving all three necessities simultaneously.

View the article on LBB here.