MMAP says! In outdoor media, good creative makes the site – not the other way round!
At MMAP we often get asked to propose the best sites for a particular campaign, but an important thing to remember when considering a clients outdoor campaign is that it is the creative that makes the billboard advert effective, the site attributes; location, visibility and ‘traffic’ counts compliment the creative. Creative should have one major guiding principle when it is created … impact! Amongst the intended target market of course …
A great example of genuine creativity is using the city landscape as part of the OOH props, like this Panasonic campaign designed by Saatchi and Saatchi Indonesia:
Over the years we have had the privilege of handling some very impressive creative outdoor campaigns and we have found that when the creative is impactful our whole ecosystem benefits, the brand, the creative & media agencies and the media owner.
The interesting thing about creative, is that often the simpler it is the more impactful it becomes, like this campaign for the Toyota Prius by Saatchi and Saatchi Australia:
And because we are G.O.T fans, this campaign by JMW kommunikation, Sweden is one of our favorites ever!:
…Incidentally this one went viral!