The courage to be creative: (D)OOH special ads

In our daily lives, we encounter outdoor advertising in different ways and in different forms: Whether large, imposing, digital or analogue. But how do you manage to attract the full attention of the target group with an average viewing time of two seconds and convey a message that will be remembered? This entails special rules and design tips.

After shedding light on the basics of (digital) outdoor advertising in the last two articles, this week our authors Hannah Peter and Philipp Pendro turn their attention to special adsin the (D)OOH sector.
 

What are (D)OOH special ads?

In today's world, where consumers are bombarded with advertising messages, the key to standing out is creativity and innovation. With attention spans constantly shrinking, especially among younger audiences, this is more important than ever.

The future of advertising is digital, but it's not the only avenue for success. Surprising and creative displays in public spaces can also make an impact. With innovative ideas and an eye for detail, (D)OOH campaigns can be more than just advertising.
 
 

Special Ads: The Power of Extravagance

Special ads are creative advertising formats that turn classic advertising spaces into something special. The aim is not simply to put up a poster or play an ordinary advert – the aim is to surprise and fascinate passers-by.

They are usually found in particularly high-touch locations such as train stations, airports or shopping centres: Internationally at hotspots such as Times Square and in Germany, for example, at Stachus in Munich or Jungfernstieg in Hamburg. Special ads can also be combined with classic (D)OOH media to create an atmospheric overall impression.

For a better understanding, these special productions can be divided into three categories. 
 

Category One: Models, Special Effects & 3D

Advertise with a WOW effect and guarantee attention

This type of advertising plays with unusual shapes, sizes and materials that are beyond the standard. They are mostly visual in nature, which inevitably attracts attention and have a high likelihood of being shared on social media without requiring deeper interaction. The positive aspect here is that the first impression is strong and thus provides early and clear impetus within the advertising medium. On the other hand, however, it should be noted that they tend to be short-term and that such effects wear off over time. The primary goal is to show presence or even to dominate a public space.

This category includes many productions of this type:

• Foil specials in conjunction with DOOH screens dominate a space
• Oversized models of a product
• 3D motifs/effects on DOOH screens, very popular at international level
   

The viral effects of 3D creations in Times Square are proof of this: major brands such as Balenciaga, Nike & Netflix use oversized outdoor advertising productions to attract the attention of the target group and serve as a multiplier for social buzz. The stagings inspire passers-by so much that they share them in their own social feeds. A nice side effect: in the best case scenario, sharing the productions leads to additional digital reach – free of charge.

And what could be a greater compliment for creatives when their creations delight people so much that they share them on social media?


 

Best Practice

With a sense of Humor – Oatly goes France

The 2021 Oatly campaign in Paris creatively circumvented the city's strict advertising regulations, which only allow murals if they are “artistic” and do not show products or logos. Oatly took on this challenge by designing text-based murals with playful messages such as “Wouldn't this wall be much nicer with a carton of oat drink?”. Although the murals did not contain any direct product imagery, Oatly's products were skilfully integrated into the artwork using perspective tricks. In videos shared online, delivery drivers strategically placed Oatly products in front of the murals and orientated them to create the illusion of brand elements within the artwork.

This innovative approach, combining humour and art, not only complied with local laws, but also attracted the attention of passers-by and generated significant online engagement. The campaign effectively blurred the boundaries between art and advertising, transforming urban spaces into playful, thought-provoking installations while marking Oatly's entry into the French market.

 

Category Two: Spaces, interaction and events

A very personal experience: interactions with the brand

Of course, all special ads pursue the goal of generating the greatest possible attention. However, the following examples go one step further and make the brand tangible. Interactive elements allow the target group to interact directly with the ad, creating a personalised experience that builds a stronger emotional bond with the brand. Through active participation, the brand is remembered for longer.

This category includes staging of this kind:

• Event spaces, such as pop-up stores
• Interactive (digital) advertising spaces
  
  
   

Best Practice

Klarna: Who is a good shopper?

Klarna's “dog- and dog owner-first campaign” was triggered by internal findings that revealed that many customers were also dog owners.

The special feature: they gained the attention of their dogs first. The campaign took place in New York City and included an eye-catching pink mural in front of a dog park in Brooklyn. The centrepiece was the 910 real dog toys that were attached to the installation and encouraged the dogs to play. While the dogs interacted, owners could install the Klarna app via a QR code and shop for their dogs.

The aim was to attract the attention of dog owners both on site and online. The campaign was successful, generating over 700,000 impressions in four weeks and was widely shared on social media, thanks in part to influencers such as Topher Brophy. 82% of viewers were dog owners who interacted directly with the brand through the campaign.

 

Category Three: Influence Society!

More than just advertising: (D)OOH campaigns and social relevance

Creatives achieve a very special experience when (D)OOH productions suddenly become more than just advertising – when the brand addresses important social issues and positions itself accordingly. Of course, this is also possible without special ads, but combined with an interactive staging, these campaigns become unforgettable.
 

Best Practice

Dove challenges beauty ideals

Dove's “Injectable Billboard” is made up of thousands of syringes and makes a statement against the unhealthy beauty standards and pressures placed on girls and young women. The billboard draws particular attention to the number of cosmetic injectable procedures performed on adolescents.

Dove continues to champion authentic beauty and challenge unrealistic beauty standards, especially at a time when augmented reality beauty filters are becoming more advanced. By encouraging young women to embrace their uniqueness, Dove is helping to redefine beauty norms and promote self-love and self-confidence.

The billboard was only on display in Toronto's Square One shopping centre for three days, but its message about toxic beauty norms was shared on social media.


 

Best Practice

easyJet combats gender stereotypes

easyJet launched an interactive billboard campaign in London to inspire young women to consider a career as a pilot. The campaign featured real-life easyJet captain Sarah Acklerley and a scannable QR code that allowed passers-by to interact with the billboard. This initiative aimed to dispel common myths, such as the belief that piloting is a male-only profession and that a university degree is required to become a pilot.

A survey by easyJet found that 47% of young girls believe that piloting is a man's job and 41% have never seen a female pilot. To disprove these misconceptions, easyJet complemented the poster with school visits and a summer flying school to further encourage girls to discover aviation.


 

Special international ads

When it comes to special ads in OOH and DOOH advertising, international examples are often a collection of superlatives. Brands in countries such as the USA, the UK and Japan invest heavily in large-scale, elaborate campaigns that go far beyond traditional formats. A prime example of this is the famous Times Square advertising in New York, where oversized DOOH screens regularly utilise impressive 3D effects and interactive elements. Brands can put on a real show here that not only appeals to passers-by on site, but also goes viral on social media.
 

Best Practice

Apotek Hjärtat and the coughing billboard

The “Coughing Billboard” campaign was designed to encourage smokers to stop smoking. To this end, a digital billboard was developed that reacted when someone smoked near it. The billboard, which was set up at Odenplan Plaza in Stockholm, featured a model that coughed when it sensed cigarette smoke or the glow of a lit cigarette. This innovative technology utilised advanced smoke and heat detectors, which are more sensitive than conventional smoke detectors, to effectively detect outdoor smoking.

The campaign ran between Christmas and New Year and capitalised on the general New Year's resolution to stop smoking. It gave tips for healthier alternatives to smoking and alluded to Swedish social norms by encouraging smokers to think not only about their health but also about the impact on their surroundings. With 430 million media views worldwide, the poster attracted a lot of media attention and reignited the debate about the dangers of smoking.

 

And what about Germany?

Compared to international markets, Germany is often more reserved when it comes to special ads in OOH and DOOH advertising. Although there are also impressive campaigns here, the inhibition threshold for investing in new and bold advertising ideas is usually higher. Many brands continue to rely on traditional formats such as large billboards or City-Light-Posters.

Nevertheless, there are also best practices in Germany for special ads that make (D)OOH campaigns something special: In some cases, more than just advertising. 
 

Best Practice

Amazon and “The Climate Pledge”

Every year in autumn, Berlin shines in various spectacular lights as part of the Festival of Lights. In 2021, the festival took place under the motto “Creating Tomorrow” and thus focussed on the topic of sustainability. The Climate Pledge presented itself as an official sponsor and attracted particular attention with its own light displays at the Brandenburg Gate and other landmarks. These were accompanied by online video and PR measures. A very special staging that was realised through close cooperation between the client, Content Fleet and Ströer.
 

Best Practice

Gaffel Fassbrause and the fruit tree

Three in one: Gaffel was able to showcase all three types of Fassbrause with just one Mega-Light. To achieve this, the base of the Mega-Light was wrapped as an oversized tree and leaves from the tree were also stuck onto the advertising medium's windscreen. With the help of the poster changer, the motifs in the Mega-Light then became a lemon, orange or apple tree. This meant that not only could all varieties be displayed, but the brand also made a strong appearance thanks to the creative staging.
 

Best Practice

AIDA Cruises brings the 3D trend to Hamburg

In collaboration with Ströer, AIDA Cruises brought the trend of 3D campaigns to Hamburg. Before the Cruise Days, an impressive 3D advert was presented on the city's new Public Video City Towers and Public Video Giant screens. The campaign, with an animated water effect, conveyed a moving message of love to Hamburg. The 3D animation, created by Content Fleet, utilised an imaginary frame from which elements visually protruded so that they appeared to move towards the viewer. This optical illusion attracted a great deal of attention and demonstrated the effectiveness of modern 3D campaigns.


 

Best Practice

ABSOLUT Vodka and the NFT art gallery

In August 2021, ABSOLUT Vodka transformed Munich Central Station into Germany's most visited art gallery. The entrance to the S-Bahn tracks was completely wrapped in film and transformed into an impressive art installation by integrating Public Video Infoscreens and station assets.

The campaign presented various artists and their NFT artworks under the theme “THE ABSOLUT ART OF TOGETHERNESS”. Visitors were able to bid directly on the NFTs using QR codes. The campaign was complemented by social media activities and a virtual gallery to create a holistic brand experience that went beyond pure advertising.


 

More special ads in Germany? Have the courage to be creative!

It is in the hands of creatives to drive the development of OOH and DOOH advertising in Germany. The German market is traditionally rather conservative when it comes to advertising. But especially in today's world, where people's attention spans are getting shorter and shorter and competition for attention is getting tougher and tougher, innovative and bold campaigns are more important than ever.

Special ads that go beyond the classic poster and fully exploit the possibilities of digital technology can make all the difference. Whether interactive posters, 3D installations or DOOH screens that react to the environment –  creativity and the use of new technologies are the key to standing out in the crowd of advertising messages. Particularly in metropolitan areas, where people are bombarded with thousands of advertising messages every day, spectacular special ads offer an opportunity not only to attract the attention of passers-by, but also to make a lasting impression.

And already inspired for the next D(OOH) campaign? In the coming months, our multi-part blog series will present the most important elements of (D)OOH creation, show various possibilities for interaction and inspire with innovative and technology-linked examples of success. Stay tuned!