Easy to make a topic of conversation! Examples of ambient OOH advertising and implementation process
What is Ambient OOH Advertising?
Ambient means "surrounding" or "environmental," and refers to an OOH advertising technique that makes use of cityscapes and living environments.
The key point is that by suddenly having places and objects that we use every day appear as advertisements, it creates a sense of surprise and unexpectedness, attracting the attention of consumers.
There are many cases where advertisements have garnered attention because they were displayed in ways that were not limited to traditional advertising spaces.
Ambient OOH advertising has a broad definition, so in this article
"A place that is not an ad space"
"Using the imagery associated with the place"
The posted OOH advertising is referred to as ambient OOH advertising, and we will introduce examples of ambient OOH advertising and how it is implemented.
The benefits of ambient advertising
Ambient ads offer the following benefits:
・By changing the scenery that people usually see, it is easier to catch people's attention.
・Unique methods of expression that are not limited to existing ad slots are likely to generate buzz and are highly compatible with social media
- Expressing the product's features and appeal in an ambient way makes the ad more familiar.
Ambient advertising allows you to freely communicate the appeal of your products and services, and is easily spread on social media, making it perfect for announcing campaigns, etc.
Ambient OOH advertising examples
Morinaga Milk Industry's "#HideandseekwithMOW" campaign
[Be the first to find Kawai-san hiding and eating MOW!]#MOW I love it so much, I want to have it all to myself...
I fled to the streets of Shibuya #Yumi Kawai Mr.
Find Kawai hiding in 39 (milk) locations in Shibuya and get a share!
When you first find#MOW You will definitely receive it!#Hide and seek with MOW More details in the next post!— MOW (Mow) / Morinaga Milk Industry (@mow_ice) September 30, 2024
This ambient OOH ad tells the story of ice cream-loving Yumi Kawai hoarding her favorite MOW all to herself and hiding out in the streets of Shibuya. The design of her secretly eating a MOW was posted in 39 (milk) locations around the city.
Users could take part in MOW's giveaway campaign by posting the ad they found on social media. The campaign was announced on the brand's official social media accounts, and many users were seen actually participating in the campaign and posting on social media.
The process for implementing ambient OOH advertising
We will introduce the steps and key points for implementing ambient OOH advertising.
Broadly speaking, the process involves organizing the given conditions, selecting the area and location, creating the design, checking regulations with the owner, and installation and removal.
It will take approximately 2 to 3 months for the implementation to take place.
(Varies depending on area and scale)
★ are the areas that advertisers are responsible for.
1. ★ Organizing given conditions / Sharing the goal image of ambient OOH advertising implementation
Please tell us the characteristics of your product, the keywords you would like to promote in the campaign, and the creative image you would like to convey.
2. Submit the best areas and touch points for implementation
We will inspect and propose the best areas and touch points for ambient OOH advertising based on creative images and keywords.
3. ★Selection of advertising placement
Please select the location where you would like to post your advertisement from the candidate locations.
4. Negotiate with the property owner
We will negotiate with the property owners where the advertisements will be displayed regarding the terms and conditions for displaying the advertisements, and inform them of the terms and results.
5. ★Design
Once negotiations are successful, we will measure the ad display size and create the design.
(We can also design and produce the product)
6. Check with property owners and local authorities
The completed designs are then checked with each property owner and the relevant government agency.
7. ★ Submission and proofreading
We perform color proofreading of the design, and once approval, we move on to printing.
8. Construction and posting
Construction work will be carried out with due consideration to safety.
In addition, regular maintenance will be carried out during the posting period.
9. Removal and restoration work
Once the advertisements have been posted, they will be removed and the work will be completed.
Ambient OOH advertising +α development
By displaying ambient OOH ads and OOH ads at the same time, the advertising will have a hijacking feel.
Recommended OOH advertising
Finally
If you are interested in ambient OOH advertising, please contact us!
Our company has a long track record of implementing ambient OOH advertising, and we will use our know-how to provide you with a complete proposal from coming up with ideas to production and construction.