BRINGING ART TO THE STREET: TOOLKIT

Bringing Art To The Streets: Creating Impact With Outdoor Advertising


Module 1: Getting The
Right Brief
‘Outdoor is the purest form of
advertising’.
Farnhann, Global Group Strategy Director
Being Intentional
Before delving into the execution or even
idea - you need to identify the purpose of your
campaign. What’s your why? Ensure you are
clear on the objective of your campaign as this
is instrumental in determining the approach to
messaging for your audience. Is it brand mes-
saging, product promotion - or something else?
Selling Outdoors
What are the key challenges that creatives
face when selling outdoor to clients? Our ex-
perts shared how to overcome barriers around
metrics (not all reporting is created equal), why
simplicity is key and understanding the wider
context of how the physical and environmental
factors impact audience engagement.
KEY TAKEAWAYS
Module 2: Exploring The
Playground
Finding The Fame - Earned & Craft, Reactive
& Relevant
To make an impact with your outdoor and cre-
ate something that audiences will want to talk
about, photograph and share on social media,
consider these 4 techniques:
Earned
How can you bake the ‘earned’ PR angle into
your campaign that can help your campaign
travel, and reach audiences globally?
Craft
Utilise 2 craft skills to make an impact: A spe-
cial build can create entertainment out of an
outdoor advertisement, or utilise hand-painted
craft to create socially shareable creative.
Reactive
Being quick to react in the moment to news,
culture, events or changes within your own
business and using outdoor as the medium to
publish it can garner positive sentiment and
sharable content.
Relevant
Being relevant and tapping into a zeitgeist in
a clever way can be used to make a campaign
travel, often globally.
Bringing Art To The Streets: Creating Impact With Outdoor Advertising
Module 3: Exploring The
Playground
Stretching Your Idea
Consider the vast amount of touchpoints possi-
ble from one billboard - the hero image to sell
into journalists, the film piece for social, what
can people create themselves? Explore all
these elements as you’re developing our ideas
for outdoor to make the maximum impact and
stretch out a single moment.
Stress-testing Your Execution
Simplicity is the key to impactful outdoor - but
it’s often easier said than done. Our experts
shared their top tips including:
• Context: how will your audience experience
it in the real world?
• Gather feedback, especially from people
outside advertising.
• Does it evoke the emotion I want my audi-
ence to feel?
• Does it work logo-free?
• How can it scale across other mediums?
• Can I (or someone else) understand it after
just a few seconds?
• Would I want to share it?
 BUILDING THE BIGGER PICTURE

1 2 3 4
DEFINE DEFINE THE STORY ARCH CALL TO
OBJECTIVES EMOTION & NARRATIVE ACTION

Outline the How do you want Craft the narrative What do you want
campaign’s goals. people to feel after to create a logical the audience to do
Is it brand, product, seeing the ad? This sequence to capture after seeing the ad?
event? It can’t be will determine the the audience
everything - pick choice of words, attention. Use this Do you want them
one! imagery and art to create desire and to visit a website,
direction. prompt action. attend an event, buy
a product, or engage
in social media?

Bringing Art To The Streets: Creating Impact With Outdoor Advertising

 THE OUTDOOR LANDSCAPE

MEDIUM LOCATION DATA TECHNOLOGY BUDGET

Your chosen medium should
act as the carrier of your
message, enhancing your
idea and helping capture
the attention of your desired
audience.
To succeed, consider the
following:
• How does the medium
you’ve chosen actively
enhance your message?
• In what ways does it
add a layer of intrigue or
evoke emotions?
• How can it amplify the
visuals you’ll use and
copy?
The location of your outdoor
campaign provides the
context within which your
message will be perceived.
This includes the following:
• The demographics of the
people who live, work or
transit through the area.
• The culture of the area,
from communities that
will pass the location to
the history and heritage
connected to the place.
• The immediate
surroundings, for
example countryside vs a
cityscape.
By understanding the
demographics of the area
and the context of passers-
by, can ensure you align
your message with local
characteristics.
In the era of data-driven
decision-making, leveraging
insights can significantly
enhance the effectiveness of
your outdoor campaign.
Use data, such as:
• Foot traffic
• Car traffic
• Audience movement
patterns
• Peak viewing times
This can help guide you in
selecting prime spots for
your campaign and also help
in crafting the message for
maximum impact.
Technology has opened
new dimensions in outdoor
advertising.
The tech evolutions are
numerous, but some key
ones to consider are:
• Interactive billboards that
respond to user actions
• Geo targeted messages
that adapt based on the
viewer’s location
• Bluetooth/NFT connected
outdoor advertising
• AR and VR integrations
to connect outdoor with
users mobiles
• 3D outdoor advertising
that creates dynamic
campaigns
The financial aspect of any
campaign is pivotal. While a
grand vision might be alluring,
it must align with the realities
of your budget.
It’s essential to find a
balance between the
resources available and the
cost of different locations,
and the impact you aim to
achieve.
A well-executed, creative
campaign can generate buzz
and conversation beyond its
physical presence, enhancing
your brand’s visibility and
reputation.

Bringing Art To The Streets: Creating Impact With Outdoor Advertising

 TRIAD OF BRILLIANCE

LOCATION

–  ow long will your audience be there?

H
– How long will they engage with the campaign?
– Can you use the location to your advantage?
TRIAD OF – Can you draw inspiration from the
BRILLIANCE surroundings?
LOCATION – Will the location affect the way your campaign
will feel?

AUDIENCE

–  hat resonates with your audience?

W
– What experiences do they value?
AUDIENCE CONTEXT – How will you engage with them emotionally?
– How can you speak to them directly?

CONTEXT

–D  o you need to consider elements such as

weather, time of day, other?
– Does your campaign need to work with an
event?

Bringing Art To The Streets: Creating Impact With Outdoor Advertising

 MAPPING YOUR OUTDOOR CAMPAIGN
Work through each of your key outdoor sites - or potential sites - in turn and explore the context
for each. Print off multiple sheets if needed to makre sure you consider each site in turn.

FORMAT FORMAT FORMAT FORMAT

LOCATION
Where is the site? What else
is around it? What time of
day will your audience be
there? And how long is your
audience likely to spend at
this location?

AUDIENCE
Who are they and what
demographics do they fall
into? What is their mood and
mindset while they’re at the
location?

CONTEXT
What data points are
available at this location or
could be useful to shape
your campaign - e.g.. weather
information, footfall, news.

OBJECTIVE
As a result of the above,
what is the specific action or
feeling I want my campaign to
provoke in my audience?

Bringing Art To The Streets: Creating Impact With Outdoor Advertising