I had never considered everything that falls into the “Out of Home” or “Outdoor” Marketing category before this assignment. I used to think that out-of-home advertising was just billboards or airplanes with banners on them, when in reality they could be more interactive with consumers, even something like a sample stand at Costco. Hopefully, you enjoy the ads I chose for this Out of Home Assignment!
KFC “You Know Where to Find Us”
This advertisement shows a billboard in Polígono de Son Malferit, Mallorca, a commercial area known as ‘where IKEA is’ (Ads of the World). The billboard shows the letters KFC in the same color scheme and typography as IKEA ads normally have. Underneath the KFC lettering reads “Ya sabes dónde estamos”” translating to “You know where to find us”.
Product/Service: KFC
What was the appeal/objective of the ad: To get consumers’ attention and to cause them to go to KFC
Target Market: IKEA customers
Action: To go to KFC
Value Proposition: Going to IKEA can be an all-day event, IKEA is a big store and it’s hard to make a ‘quick trip’. If consumers swing by KFC on their way to IKEA, they won’t have to wait until they can get to the food serving area in IKEA. You can beat the IKEA food lines by eating KFC.
Frameless “Feel More”
This digital billboard advertisement shows one of Van Gogh’s most famous self-portraits, and on Van Gogh’s forehead shows an open door “looking into his mind”. Inside the door shows a moving digital version of Van Gogh’s Starry Night painting.
Product/Service: Frameless Immersive Art Experience
What was the appeal/objective of the ad: Invite viewers to “Enter a new frame of mind” and go to a Frameless immersive exhibition.
Target Market: People in the United Kingdom wanting to try something new and art lovers.
Action: To explore the Frameless Immersive Experience and “Step inside art itself as you travel through four distinct, immersive galleries, featuring iconic masterpieces from some of the world’s greatest artists; Cezanne, Kandinsky, Monet, Dali, Van Gogh, Canaletto, Rembrandt and Klimt to name but a few” (Frameless).
Value Proposition: Viewers get to see some of the world’s greatest works of art presented in ways never seen before. They can go where art breaks free (Frameless). Additionally, viewers can experience something new and create new memories.
Lätta Margarine “Lätta Foodtruck”
This advertisement starts as a video from a bystander’s perspective who sees a tub of Lätta Margarine driving down the street with what appears to be a sandwich on top of the truck. As the Lätta tub moves down the street, the rainbow Lätta logo is painted on the street below.
Product/Service: Swedish brand Lätta Margarine
What was the appeal/objective of the ad: To encourage people to use Lätta’s products
Target Market: The people of Sweden
Action: To get viewers to buy Lätta Margarine
Value Proposition: Customers can enjoy using Lätta’s products with their new palm oil-free recipe while tasting the same. Lätta products are suitable for everyday use, without sacrificing taste (Latta).
ING “From – To”
In each digital billboard/airbridge advertisement, the advertisements all feature 1 of 50 different unique journeys of “From” and “To”, like the ‘from’ and ‘to’ on travel tickets. Examples of these journeys are “From: Parent To: Partners”, “From: Long Distance To: Finally”, “From: Being the boss To: Being bossed around”, “From: The end of something To: The beginning of something”, etc. Each advertisement has the ING Bank logo of a lion and the ING “Do your thing” motto.
Product/Service: ING Bank
What was the appeal/objective of the ad: To appeal to the many travelers that go through Amsterdam Airport Schiphol. Even if a story isn’t something the viewer has experienced, the hyper-personalized stories in the ads can still resonate with them.
Target Market: The many people who go to Amsterdam Airport Schiphol.
Action: To use your ING card wherever you go for whatever you want.
Value Proposition: ING empowers more than 39 million customers in their life journeys, ING celebrates these journeys both big and small.
Hau-Hau Champion “AI-Powered Innovation Helps Outdoor Advertising Speak the Language of Dogs”
This advertisement consists of a cartoon-looking doghouse with a food bowl inside the opening of the doghouse, with a patch of grass underneath. This advertisement uses the power of artificial intelligence and facial recognition to detect when a dog is nearby. When a dog is near, the doghouse distributes Hau-Hau Champion dog food for the dog to enjoy. If the dog likes the food, owners can buy it by using the QR code displayed on the digital billboard behind the doghouse. Another important feature of this dog food vending machine is that it also uses UV disinfection to ensure the dogs will be safe eating from this bowl.
Product/Service: Hau-Hau Champion Dog Food
What was the appeal/objective of the ad: To appeal to dogs’ strongest senses; hearing, smell, and taste.
Target Market: Dogs. But also, dog owners (because they buy the food).
Action: To buy Hau-Hau Champion dog food
Value Proposition: Dog owners can rest easy knowing they are buying their pets food they will like, without sacrificing quality.
Additional Resources:
“Lätta Original.” Latta SE, http://www.latta.se/produkter/latta-original#:~:text=L%C3%A4tta%20Original%20%2D%20nu%20med%20nytt,testat%20L%C3%A4tta%20%C3%A4nnu%20%E2%80%93%20g%C3%B6r%20det. Accessed 14 Apr. 2024.
“The Ultimate Immersive Art Experience.” Frameless, frameless.com/. Accessed 14 Apr. 2024.
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Meaghan,
Nice work this week! I wanted to focus on one outdoor ad in particular, which is the amazing food truck. I think its safe to say each of us will focus heavily on billboards, though we neglect vehicles and other advertising mediums out there. I highlighted a plane wrap for one of my own selections and your inclusion of the food truck took a similar approach. Interestingly, rather than being trapped in single location, the food truck is able to travel and act as a moving advertisement, thus expanding footprint. In turn, it grows target audience and brand recognition every single time it moves.
While on this topic, we continue to see the practice of car wrapping becoming more and more popular as folks advertise at every opportunity. I began reading your blog earlier today and had to run out for some errands and while out, I counted 7 different wrapped vehicles advertising small businesses. Thus, while outdoor advertising often gets overlooked, it is clearly a powerful channel that reaches customers. Nice job expanding beyond only billboards!
Cheers,
Zane Breeding
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Thank you for your comment Zane!
I have started seeing those wrapped vehicle ads more often lately too, even vehicles that have giant magnets on the sides to advertise. I took a trip to Charlette for the first time in 2022, and I remember seeing cars everywhere that had some form of advertising wrap/magnet on them. I never thought that I’d see personal vehicles used for advertising, but it seems to be working with the increase in vehicles doing it. It almost makes me wonder if this is the replacement for the bus advertisements where we’re seeing less public transportation access.
Outdoor advertising is something I definitely want to look into more, because it is a much bigger and dynamic category than I thought prior to this assignment.
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Meghan,
These are all very unique! I had not thought of ads that were outdoor and interactive, very few are! The KFC ad was confusing until I read your analysis and shocks me a bit as you never usually see brands cross advertise in America. Trade dress is a major staple in America and seeing the brands change colors and designs is odd but really creates a new eye-catching experience. Love the choices!
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I didn’t know that Trade dress was a thing in advertising until your comment Ivan. I am going to have to look into that some more because it sounds pretty neat!
I have never been located close to an IKEA store to be able to recognize the typography or color scheme. I was more so fascinated by the reasoning behind KFC’s choice by knowing the audience in that area and living up to the “IKEA town” hype.
Thank you for your marketing insight Ivan, I will have to see if I can start to pick out what ads come from different countries and their marketing styles!
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Meaghan,
I really like the ING advertisement example you used. Featuring digital billboards with depictions of a multitude of different journeys one can explore is great for advertising to a diverse range of people. Having a target market does not always meaning advertising to one demographic of people. An advertisements campaign, such as this has the ability to advertise to many different demographics of people, looking to travel for a wide range of purposes; however, the target audience is those looking for travel (whether that be for relaxation, meeting new people, connecting with friends and family, or adventure and thrills).
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I think you worded that perfectly Madelynn, advertising doesn’t have to be for one specific type of person/demographic. I personally think ads that cater to a variety of demographics perform or meet their objectives better. After doing these different analyses, I realized that the emotional pull ads utilize can be more notable simply because you don’t have to experience that feeling to relate to the ad. Viewers can also relate to it because they know someone who as experienced it or that the viewer is empathetic to those who the ad applies to.
Thank you for commenting, I appreciate the knowledge and perspectives you’re bringing!
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