OOH Gold: ASICS’ “Marathon Experience”
CBS Outdoor helped Ford put consumers
in the driver’s seat with several real-time
media executions that gave Ford enthusiasts
a chance to showcase a design of their
own Mustang, using Ford’s Mustang
The campaign ran on 52 digital bulletins
in nine markets including Los Angeles,
San Francisco, Atlanta and New Jersey.
CBS Outdoor provided a “digital canvas”
for Mustang fans to showcase their
unique designs on digital billboards.
Creative was uploaded directly to the digital
billboards by users who “opted in” to
have their designs posted.
In addition, the Ford Mustang Customizer site
takes fans a step further by incorporating
social media. Users can log in through their
Facebook profile and share the Mustangs
they have created, accumulate votes and
‘battle’ against other users to see who has
built the best looking Mustang.
CBS Outdoor partnered with ASICS, official footwear of the NYC Marathon, and creative
agency Vitro to launch a cutting-edge transit campaign inside New York City’s Columbus
Circle subway station. The major transit hub was made over to provide a unique interactive
“Marathon Experience.” The station was equipped with a 64-foot, high-definition video
wall for the “Run with Ryan” challenge. Fans got a chance to run 64 feet alongside the lifesized
video of Olympic Marathon runner, Ryan Hall, and get a feel for how fast his 26.2 mile
pace really is. The station was also fitted with eye-catching backlit dioramas and wallscapes,
displaying “Slices of Life” that vividly depicted the thoughts and emotions experienced
at different points along the marathon route. ASICS also created a mural of a runner
crossing the finish line, using recycled trash and debris from previous races. Although running
the marathon may not be for everyone, ASICS and CBS Outdoor gave riders a feel for the experience
at Columbus Circle!
New York Digital Media Reboot!
100 new digital Urban Panels populate Manhattan: The new displays are
show-stoppers with a “two-face” presence. Sitting atop subway railings at street level, the
stairwell-facing panels feature changeable static messaging, while the opposite face
runs full-motion video. Real-time passenger information related to each stop, such as
delays, route changes and other MTA messaging will also be transmitted.
GCT goes digital: Grand Central is home
to four new large-scale digital signs installed
in the main rotunda! The displays, which reach
more than 750,000 people daily, feature a rotation
of static ads along with promotional messaging
Both of the new formats provide the ability to
communicate with passengers and passersby in
real-time. CBS Outdoor’s innovative approach to
the transit advertising business has helped move the
industry forward, and the momentum will continue in 2012!
VOL. 8, NO. 1
“Be an Ally”: CBS Outdoor donated a billboard located near
the prime intersection of La Cienga and Olympic in Los Angeles, to a
local school, The Pressman Academy, to promote an anti-bullying
message. Artwork was developed and designed by the students
themselves and features an image of last year’s eighth-grade class
and a message urging students to take a stand against bullying. The
billboard will be a part of the city’s landscape for the next three months.
“Quit to Win”: The Respiratory Health Association of
Metropolitan Chicago worked with CBS Outdoor and CBS Radio
and Television to promote their second annual “Quit Week”
campaign. The association held a contest for students to submit
anti-smoking billboard designs. The winner was Columbia College
student Elizabeth Salinas, whose design highlighted the dangers
of parental secondhand smoke. A high-profile unit in the heart of
downtown Chicago hosted the “reveal” of the billboard and kicked-off
their OOH campaign which utilized several locations.
“Better Things to Do!”: The Camden County Council
on Alcoholism and Drug Abuse, Inc. has launched a six-year
public awareness media campaign to address public perceptions
about alcohol use and abuse. Students in 6th to 12th grades who
attend schools in Camden and the surrounding school districts
participated in a contest entitled “We Have Better Things to Do Than
Drink Alcohol.” The 2011 winner was designed by a 10th grade
student from Gloucester City High School. Past winners included
students from Medical Arts High School and St. Joseph’s Pro
Cathedral School, both located in Camden.
New Year, New Media!
L-Sides have hit buses in NYC & DC!
L-sides are vertical extensions of our powerful Bus Kings that
create a giant canvas for eye-catching visuals. L-sides have
outstanding visibility that demands attention of pedestrians
and vehicular traffic throughout Manhattan and the District
of Columbia – and are sure to give your brand momentum!
Ultra Super Kings now in DC!
Ultra Super Kings, our iconic rolling billboards, now travel
through Georgetown, Capitol Hill, The National Mall,
The White House and many more high profile areas!
XL with DC’s Interior Rail Car Panels!
New XL rail interiors are the largest advertising medium in
the Metro cars. At over 5 ft. tall, they are attention-grabbers
during the jam-packed rush hour and all day long! Reach DC’s
upscale riders with Interior Rail Car Panels!
It’s a Wrap in Miami!
It was an exciting 2011 for Miami Displays – the Metro Mover, a
free above-ground “people mover” system that runs in a loop
around downtown Miami, can now be used for train wraps!
The cars are extremely visible and reach the downtown business
community, hotel and restaurant districts, South Beach traffic
and residential condo areas...just one more way innovative OOH
gets your brand seen!
“Charter” Service by GameStop!
The launch of MyCBSOutdoor.com is nearly
upon us! This secure portal will allow CBSO
account executives, agencies, and local
clients to manage and track their
campaigns online. The site’s features include
artwork submission and approval, inventory
searches, planning rates, online invoicing,
credit card payments, and much more. Full
details of the launch of MyCBSOutdoor.com are
coming soon, so watch this space!
Charter Communications, the country’s fourth largest cable and internet provider,
asked the Cooper-Smith Agency to find an innovative niche to promote its new highend
internet service. Research showed that this service had its greatest appeal to
video gamers and was a good fit for GameStop, with its audience of gamers who
might also purchase high-end internet services.
Cooper-Smith fine tuned their one
month buy by selecting 300 Game-
Stop stores in Charter Cable zip
codes to place the advertising in. The
response was immediate, and Charter
Communications saw a spike in
sales which they attributed to the
niche marketing of GameStop. Charter
was so pleased with the buy that
they renewed before the first flight
ended and awarded the remaining four
Charter markets, previously handled
by another agency, to Cooper-Smith.
PEZ Candy Inc., bought an eight-week campaign on I-95 in the New Haven
market to promote the PEZ Visitor Center. “The first few people through the
door today all said they stopped by because they saw the sign,” said Project
Manager Shawn Peterson.
Blue & White Taxi “Hammers” Minneapolis: This local cab company created
a witty campaign on a serious topic – drunk driving – utliizing a variety of
outdoor formats including static bulletins, digital bulletins and transit
shelters, strategically placed near downtown bars and night clubs. The
standout creative featured clever artwork and lines such as ‘Pickled’ and
‘Toasted’, reminding residents to put safety first while out on the town.
Salt River Solar and Wind ran a successful, yet unconventional campaign,
using bulletins strategically placed throughout North Phoenix to advertise
savings through solar and going “green” with their green frog logo. One in
particular received a little extra attention; for a unit directly above a gentlemen’s
club, SRS&W reworked their creative copy and let their green frog
enjoy a dance while promoting net metering and money-saving solar energy.
Texas Children’s Hospital promoted healthy pregnancies with permanent
billboards throughout Houston! The hospital did a tease-and-reveal
campaign, changing their creative throughout the year to show the
progress of a growing “baby bump” on mothers-to-be, and ultimately
feature their newborns!
CBS Outdoor is IT!
Beyond standard billboards, CBSO
Puerto Rico builds “landscape”
displays, creating an iconic
message for an iconic brand.
Gillman “breaks out” on outdoor!
Great things happen when big, bold
copy and out-of-home come together.
Bringing an ad to life with dynamic
extensions and embellishments always
drives the message home.
Prudential’s “Day One” Campaign Dawns at the Midtown Tunnel!
A new era dawns at the Midtown Tunnel as Prudential now reigns on the coveted
location held by British Airways for 15 years. Over the course of ten days Prudential’s
“Day One Stories” teaser campaign released five creative designs featuring
photos of new retirees’ “Day One”. Thousands of
commuter vehicles witnessed the release of a
new billboard every few days. Starting with a single
image new photos were slowly rolled out accumulating
into a giant collage. For the final unveil, the billboard
displayed the Prudential logo and campaign tagline,
“Every day, 10,000 people will experience day one
of their retirement.” The copy directs viewers to
DayOneStories.com for information on preparation for their
Game Day “Mayhem!” Allstate, sponsor of the Sugar Bowl
and this year’s BCS National Championship game, bought multiple
bulletins in the New Orleans market to promote their MAYHEM
ad campaign. Utilizing six different creative
messages, Allstate advertised their
ability to protect customers
from disaster, renting the
parking lot below one of
their bulletins to bring the
“mayhem” of game day
to life by showing what
could happen to a car
parked near the stadium
after a championship win:
it could end up with a goal
post through its windows!
Footprints were painted on
the ground to lead to the
prop, and stand-alone
signs marked photo ops
for the fans!
Game On (finally)! After the NBA lockout was over, teams
jumped at the chance to let their fans know that they were
back! The Los Angeles Clippers – known as LA’s “other” team –
secured the historical south walls of the Hotel Figueroa in
downtown Los Angeles, adjacent to the Staples Center.
Other teams that took advantage of outdoor after the lockout lifted
include the Miami Heat and the Phoenix Suns.
Published by the CBS Outdoor Marketing Group.
For submissions or comments, please email: email@example.com or firstname.lastname@example.org
Contributing Editors: Nella Chanoine, Mike Tse, Amy Pathiyil, Aisha Roper, Dan Sampson, Dina Borkhova,
Jamie Valencour, Cathy Karl, Marisha Roberts, Victoria Mottesheard, Aaron Vance