Kinetic Receives Top Prize for General Mills Totino’s “4/20 Holiday” Campaign
NEW YORK, NY — Kinetic was honored with the 2016 Out of Home (OOH) Media Plan of the Year award today by the Outdoor Advertising Association of America (OAAA). The 2016 Out of Home Media Plan Awards were presented this afternoon at The AD Club of New York’s 9th Annual Out of Home: NOW Conference in New York.
Kinetic received the top prize for its General Mills Totino’s campaign, featured on multiple out-of-home formats in Denver, Colorado. Static and digital billboards were supported with a network of targeted, high-profile digital kiosks, bus shelters, wrapped trains, transit bus kings, and pedicabs throughout the Denver market.
Totino’s OOH campaign positioned the product as the perfect snack option for the Denver market for this munchi-centric “4/20 holiday.” a code-term that refers to the consumption of cannabis. Pairing data that showed Denver is the top traveled US destination leading into April 20, the team had the ultimate opportunity for high product visibility and measure the amplification on social media.
The team first identified key areas where the target audience focused its daily activities and then saturated the marketplace during optimal times to draw consumer attention. Strategic placements near retailers were selected. Creative tags reading “Better when baked,” “Remember before you forget,” and “Legal in every state. Better in Colorado,” were just a few examples of the engaging and humorous ad copy.
Totino’s saw an 18 percent lift in year-over-year sales in Denver during the campaign and earned 58.20 million impressions on Facebook, 4.62 million impressions on Twitter, and 13.21 million impressions on Instagram.
“Consumers today desire a personal experience with a brand; they want to relate to a product,” said Nancy Fletcher, OAAA president and CEO. “The General Mills Totino’s campaign is a perfect example of how combining strategic out-of-home placement, messaging, and timing can create powerful results.”
The Ratings-Driven Media Planning Award, which recognizes innovative use of Geopath OOH Ratings, was presented to MacDonald Media and Merlino Media for their Sparkling ICE campaign. Geopath OOH Ratings were used to develop a strategy that aimed to build product awareness across 10 top US markets. Using a strong assortment of OOH media, Geopath OOH Ratings helped the group evaluate inventory and determine the reach and frequency necessary to make an impact with the campaign’s core demographic.
OAAA Chief Marketing Officer Stephen Freitas commented, “Geopath OOH Ratings are the OOH industry’s official currency, offering accountability consistent with other advertising media. The Sparkling ICE campaign demonstrates how significant the audience measurement system is in creating an effective media plan with quantifiable results.”
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.