Brands are consistently looking to maximize their impact and start a conversation. With Innovate, advertisers can exceed their objectives by implementing eye-catching features that increase brand engagement. From bench replacements to larger-than-life roof buildouts and digital screen integrations, advertisers create brand “awareness zones” to engage pedestrians.
Bus shelter wraps are just one of many Innovate solutions that can boost brand impact. In fact, compared to standard bus shelter campaigns, wraps boost impressions by 47% in New York, 39% in Boston, and 23% in Chicago.
Standard campaigns boost Innovate activations
To expand impact, advertisers typically activate standard static or digital OOH campaigns in conjunction with Innovate displays to prime ad viewers before Innovate exposure and reinforce messaging post-exposure. However, combining Innovate campaigns with standard activations is an ideal strategy for brands with mass citywide target audiences and diverse messages that can be activated at different locations to form a multifaceted brand story.
Screen integrations take engagement to the next level
In New York City, Air New Zealand has launched an immersive campaign to promote its new sleeping accommodations for economy travelers. In addition to the vinyl wrapping on all back glass panels and the purple floor of the bus shelter, the advertiser created an augmented reality experience that transports ad viewers into their new in-flight sleeping pods. This digital spectacle sets the airline apart from competitors by offering a memorable on-street brand experience that could not be replicated with other advertising mediums.
Air New Zealand
OOH leverages hype surrounding cultural moments
Ahead of the premiere of Love Island Season 8, Peacock unveiled three unique displays in the heart of West Hollywood, strategically placed to be viewed by influencers, A-listers, and reality TV lovers at large. These exciting eye level activations leverage existing buzz while also appealing to new watchers, fostering conversation and social media activity in real time.
Similarly, during the FIFA World Cup, brands are joining the conversation with Innovate campaigns near retail, sports bars, transit hubs, as well as parallel real-life activations. LEGO, for example, used street furniture to amplify the buzz surrounding the LEGO trophy constructed inside the Rockefeller Center fan zone just blocks away. These types of OOH campaigns not only meet fans where they are but elicit intrigue and message retention after first exposure.
Check out the scope of Innovate opportunities available to advertisers, including standout examples.