With office workers at home for the majority of 2020, it’s not a surprise that out-of-home advertising has been hit hard. According to the World Federation of Advertisers, out-of-home ad spend was down by 49% for the first half of the year and is 39% down on planned spend for the second half so far. However, OOH is showing positive signs of getting back on its feet for 2021. In September, Twitter tapped into so-called ‘caution fatigue’ for an OOH campaign, which is the apparent lack of motivation to partake in social distancing or proper mask-wearing efforts to fight the spread of the virus.
To remind and urge people to wear masks, Twitter turned a number of its users’ tweets about the topic into billboards, which were displayed in seven US cities including Florida, Chicago, and LA. Messages included “So…is ‘hey nice mask’ the new pick up line?” and “Why do I feel like everyone’s giving me Resting Mask Face?” Launching a new product in 2020 was never going to be a great idea, particularly when that product was designed for social gatherings and big events like festivals.
This was the predicament that HUN Wine found itself in early this year, as the brand had already committed to the launch of its new wine-in-a-can. Instead of scrapping it entirely, however, HUN Wine mirrored the actions of Emily Snacks, pivoting to a tongue-in-cheek message about the decision to execute an outdoor ad campaign when everyone was staying at home. Fortunately, the campaign went on to generate brand awareness on social media, helping HUN Wine to gain traction just in time for the summer.
Bumble is another brand that used relatable humor in its 2020 OOH campaign, launching billboards that cleverly referenced dating in a post-Covid world. Examples include “Add falling in love to the list of crazy things that happened in 2020” and “Look for a rebel who washes their hands.” Using Bumble’s recognizable yellow branding, the eye-catching billboards were a great reflection of the weirdness that has occurred in 2020, and again a perfect example of how to convey humor in advertising.
By pushing the boundaries and challenging the conventions of Out-of-Home (OOH) advertising, Jaris & K is transforming innovative concepts to on-street reality. It’s located in Jakarta, Indonesia with OOH Platforms from Jakarta MRT Stations, Buildings, National & International Airports. Thinking about your next campaign? contact us for further details on how you can acquire the MRT and other Jakarta, Indonesia OOH prime areas for your business! Find out more: https://jarisnk.com/our-works/
