Kingsley
Onwukaeme
With the advent of technology, I
suppose we should have be at the point of competing effectively with western
world in deploying impactful and engaging OOH campaigns.
It is appalling that the level of
creative input in OOH campaigns has been the same as at my time of
undergraduate and now as Senior strategist/Planner.
In the years past, it has always
been still images and texts on billboards. Now, it is also still images and texts
on Digital OOH. The best we can get is a GIF or deploying
10sec TVC on an LED structure which is a clear example of under-utilization.
It is a fact that OOH is a strong
channel in driving awareness campaign.Now, how about making OOH impactful and
engaging? Are we not looking for a way to make OOH more relevant beyond the
high accolades it already have today?
What are we not doing right? We
might still be struggling to solve the problem of accountability and
measurability which impact and engagement, can form part of the solution.
How many campaign strategies have we
developed across the table with the creative team?
As an OOH senior executive, I have
been caught up severally in a situation of receiving creatives plus briefs to
plan deployment within the next 2 weeks. Why putting us at the last part of the
process?
Due to this short time and already
concluded content, our ideas on maximizing the potentials of OOH structures in
delivering impact and engagement is killed.
I believe it will not be a bad idea
to have a bespoke OOH creative team especially with the advent of Digital OOH.
A team that develops contents solely for OOH campaigns. A team with OOH
background and understanding.
Let us look at this. A credit card
company advertising its stress-free payment process through QR Code scan displayed
the campaign on the LED structure at Lekki-Toll gate, Lagos-Nigeria. This
campaign could have been more impactful and engaging if they did live
transmission of the slow-moving traffic at toll-gate with a message “Why go through this life of struggle?
…EASYPASS IT”.
Imagine the reactions of the
commuters seeing themselves and the vehicles in the traffic live on the LED
Screen. With the installed camera on the screen it is easy to tell the reach at
that location and measure the impact and engagement of this particular
campaign.
In sum, developing content that
connects, impact and engage requires an understanding of the OOH media
landscape, behaviour of the Target Group, competitive insight, and research pattern.We
cannot achieve more if we do not drive campaigns as a team.
It is time we sat in a room to
brainstorm that brief. It is time we shared images of supposed sites with the
creative team to come up with bespoke creatives for selected structures.
We can do more with deeper thinking…
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