Chrysalis was honored with the 2012 Out of Home (OOH) Media Plan of the Year award by the Outdoor Advertising Association of America (OAAA). The 2012 Out of Home Media Plan Awards were presented at The AD Club of New York’s 5th Annual Out of Home Day in New York.
Chrysalis took home the top prize for its Hennessy campaign, which used high-impact, innovative, first-to-market OOH opportunities alongside broad-reach vehicles at key target locations to tease, reintroduce, and generate intrigue in Hennessy celebrity stories, while also driving volume increases at local clubs, interactions with the brand, and earned media surrounding the new Hennessy brand.
All OOH formats – including bus shelters, digital billboards, kiosks, projections, street murals, and more – helped to drive earned media and web traffic through the inclusion of a QR code and unique URL that took consumers to a microsite where they could delve deeper into the stories and meaning behind the Wild Rabbit character created for the campaign. Most formats allowed for multiple creative executions and immediately grabbed attention due with premium positioning or projection capabilities.
The 2012 campaign achieved unprecedented levels of reach and frequency for the brand. Hennessy V.S. sales are up 7.5 percent, and total Hennessy sales are up 5 percent this year, despite a March retail price increase.
“The out of home medium allows brands to connect with consumers across multiple channels throughout their day,” said Nancy Fletcher, OAAA president and CEO. “The Hennessy campaign reached targeted audiences many times in their daily routine, exposing them to the brand while also providing an opportunity to learn more about the product at key touch points.”
The first Ratings-Driven Media Planning Award, which recognizes innovative use of TAB OOH Ratings, was presented to HY Connect and Clear Channel Outdoor for the Advocate Health Care hospitals campaign. TAB OOH Ratings were used to rank inventory within targeted zip codes for all eight hospitals in the Chicago area, allowing for the selection of formats and locations based on the demographic criteria set forth.
OAAA Chief Marketing Officer Stephen Freitas commented, “TAB OOH Ratings this year became the industry’s official currency, bringing a new level of accountability to the medium. The Advocate Health Care campaign demonstrates clearly and successfully the value of the new ratings system. By using TAB OOH Ratings, the planning team was able to demonstrate the efficiency of some formats and inventory the brand may have never considered.”
OAAA also awarded four Gold Media Plan Awards and four Silver Media Plan Awards to the following agencies:
- Chrysalis for Kmart & Sears
- Posterscope for HTC
- Posterscope for NIVEA
- Universal McCann & OAG for MasterCard
- Droga5 for Prudential
- Martin Williams Advertising for Finnegan’s Blonde Ale
- Kinetic for NBC Smash & The Voice
- Posterscope for ABSOLUT Miami