HOW TO TELL A GHOST STORY - The Drum

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NIELS SHOE MEULMAN JOINS CREATIVE SOCIAL GLOBAL INSPIRATION DAY NOV 9TH OLD ST. LONDON elle@creativesocial.com creativesocialgid.eventbrite.com Photography by Adele Renault
THE DRUM OCT.26.12 www.thedrum.com Armed with new digital technologies, out of home advertising has become a linchpin for successful media executions, connecting key components of an integrated strategy. Red Bull took its trend for content producing to the extreme in an out of home advertising stunt that was out of this world with Felix Baumgartner’s leap from the skies. Baumgartner’s record-breaking skydive didn’t just push at the boundaries of human possibility but was also an example of marketing without limits. Red Bull had funded and conceived a stunt that captured the world’s imagination, with the live stream of the jump viewed by millions globally. As well as sharing of such high-profi le out of home stunts, social media and mobile enable advertising to transcend the immediate space – from billboards to subway posters – with out of home communications now being consumed inside the home as well as on the go. The sharing of innovative ads or memorable stunts means even just one billboard can be consumed by millions. One such example, nominated in the experiential/ ambient and special build categories at the inaugural Creative Out of Home Awards, is the live bacteria billboard designed to promote Warner Bros fi lm Contagion. Created by CURB Media, and developed by microbiologists to ensure the stunt would work, the name of the movie gradually appeared as it grew from live bacteria, fungi and mould. Despite only appearing on two boards in a disused shop front in Toronto, the ad went fi guratively (as well as literally) viral thanks to YouTube and social media, and was consumed by millions worldwide. Paddy Power was certainly counting on the power of word of mouth with its tongue-in-cheek out of home antics over the course of the summer. If its defi ant billboard ad poking fun of strict Olympics advertising guidelines didn’t get consumers talking, then the stunt involving footballer Nicklas Bendtner fl ashing boxers emblazoned with the Paddy Power logo certainly did. The brand also came under fi re for its controversial customising of the Uffi ngton White Horse. Traditionalists may argue that Paddy Power’s antics don’t fall into the category of out of home, but its approach of seeding social conversation around its cheeky stunts is just one of the new faces of out of home in 2012 – and this approach challenges OUT OF HOME15 In Association with OUT OF THE BOX The advertising industry’s oldest medium is undergoing a change of character driven by emerging digital technologies and social media. The recent judging for the Creative Out of Home Awards unveiled a raft of entries symbolising the new out of home. Paddy Power outdoor stunts this year include a challenge to Olympic advertising rules, Nicklas Bendtner’s lucky pants and the customisation of the Uffi ngton White Horse
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HOW TO TELL A GHOST STORY - The Drum

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