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Outdoor agency oOh! Media is adding impact to print, introducing 3D enhancements to two of its recent billboard campaigns in Melbourne and Sydney.
In competition against digital outdoor media, printed billboards may need all the help they can get; experiencing an almost two per cent fall in revenue in the first quarter of 2014, according to the OMA.
Giant razor: Dove campaign looks to grab motorists’ attention
In oOh!’s latest print-plus campaign, printed by Opus subsidiary Cactus Imaging, a five-metre-long disposable razor appears to be scraping off parts of a billboard for Dove deodorant, aiming to promote awareness of the damage caused by shaving.
The razor, made out of polystyrene foam, extends beyond the billboard’s boundaries above traffic bottlenecks in Sydney’s Camperdown on Parramatta Road and at Melbourne’s Kings Way.
The enhanced Dove board will be supported by 28 print-only big billboards nationally.
At Sydney’s Taylor Square and Melbourne’s City Link, the image of a life-size helicopter jumps out from a Lynx ‘Make love not war’ billboard as part of a dramatic scene of soldiers, jungle and – of course – damsels in distress, also printed by Cactus.
John Purcell, head of production with oOh!, says that two and three dimensional extensions and other technical effects can give a printed billboard extra oomph for impact and memorability.
He says, “In addition to 2D and 3D extensions, we also use other techniques such as lighting and LED panels to enhance a static creative.
“These campaigns exhibit techniques we have spent years refining, as we continue to trail blaze new innovations to ensure billboard campaigns are even more impactful and stand out.”
oOh! Media’s special builf for Lynx: helicopter atop Taylor Square, printed by Cactus
He adds that the print-plus installations are positioned to reach drivers when stuck in traffic, so they have time to engage with the boards.
However, 3D installations need not be reserved for capital cities. In 2012 oOH! ran a series of enhanced billboards for RAC Roadside Assistance, designed by The Brand Agency, in the middle of country WA.
The three installations featured sinister vultures perched atop one board, a Vegas-style sign crowning another, and a melting billboard proclaiming, “You don’t want to be stuck out here.”
Latest figures from the Outdoor Media Association show modest growth for out-of-home media in the first quarter of 2014, up 1.75 per cent compared to the same time last year.
Billboard revenue fell by $800,000 to $42.2m – this was offset by growth in smaller printed roadside OOH, which rose by just over one per cent to $45.3m. The two categories make up around 70 per cent of the entire OOH revenue pie, though digital grew its share from 11.3 to 12.5 per cent.
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