Starcom MediaVest Group was honored with the 2013 Out of Home (OOH) Media Plan of the Year Award by the Outdoor Advertising Association of America (OAAA). The 2013 Out of Home Media Plan Awards were presented yesterday at The AD Club of New York’s 6th Annual OOH Day in New York.
Starcom MediaVest Group took home the top prize for its Windows 8 campaign, which used OOH executions and interactive marketing events to demonstrate how the updated operating system and its new devices can change consumer experiences. Turning New York’s Times Square into “Tiles Square” for the product launch, the campaign allowed consumers to interact with the product, which was displayed on a dynamic network of 39 screens over three days. Additional executions helped to marry the message to the medium, including wrapped subway doors that visually demonstrated how the tablet keyboard and screen easily connect and disconnect.
Multiple OOH formats in Chicago, Los Angeles, and New York – including digital billboards, bulletins, product kiosks, wrapped vehicles, subway posters, and more – helped to reiterate the campaign’s message of looking at life differently through Windows 8 devices. The flight dates, mid-October through December 23, 2012, planted the seed for Windows 8 products as must-have gifts of the season.
More than 2 million people attended the “Tiles Square” event, making it the largest live event in Times Square history, according to the City of New York. The scale of the event extended nationally across the US through digital and social media with over 20,000 online conversations, and 30 percent of search queries related to the event were from outside of New York. By late November, 40 million Windows 8 licenses sold, which is 10 million more than Windows 7 in its first two months of launch. By early January, that number climbed to 60 million.
“OOH offers more interactive possibilities than any other medium,” said Nancy Fletcher, OAAA president and CEO. “The Windows 8 campaign allowed consumers to get a hands-on experience, and multiple OOH formats saturated major markets, boosting brand recognition on the path to purchase during the holiday shopping season.”
The Ratings-Driven Media Planning Award, which recognizes innovative use of TAB OOH Ratings, was presented to Clear Channel Outdoor for its Dutch Farms campaign. TAB OOH Ratings were used to develop a strategy that targeted retail locations and reached the broader market audience. Aimed at creating greater brand recognition among Illinois women, TAB OOH Ratings helped the local business target its specific demographics. Over the first four weeks of the campaign, 46 percent of targeted adults were reached an average of seven times, totaling in more than 24 million impressions.
OAAA Chief Marketing Officer Stephen Freitas commented, “TAB OOH Ratings recently became the industry’s official currency, greatly increasing the medium’s accountability. The Dutch Farms campaign demonstrates the level of success that can be reached by strategizing with TAB OOH Ratings. The planning team was able to more accurately target the client’s desired demographic, proving the value of the medium to a first-time OOH advertiser.”
OAAA also awarded four Gold Media Plan Awards and four Silver Media Plan Awards to the following agencies:
- Starcom MediaVest Group for Windows 8
- Haworth Marketing + Media for Target
- OMD/OMG for Clorox Bleach
- PHD & OMA for Game of Thrones
- Eleven Inc. for Virgin America
- MacDonald Media & WDCW for Alaska Airlines
- MacDonald Media & EC1 for Monterey Bay Aquarium
- Starcom MediaVest Group for MSN