Valio Oltermanni reminded of road safety in a spectacular way
Valio Oltermanni wanted its road safety campaign to be as effective as possible, placed exactly where it would be most relevant. The aim was to draw motorists’ attention to the importance of speed limits as children return to daily traffic. The campaign used the Panorama advertising network, ensuring strong visibility at the start of the school year with distinctive digital displays.
Client: Valio Oltermanni
Campaign objective: To encourage drivers to pay attention to speed limits and remind them that schoolchildren are once again part of the traffic
Target group: Families with children who drive
The “Other little ones in traffic” campaign was prominently displayed during the opening weeks of the Finnish school year. The national Panorama network’s large digital screens enabled interactive special executions.
The screens were equipped with speed sensors that detected the speed of passing cars. Based on the radar reading, the Mr Oltermann character was activated — either asking the driver to slow down or thanking them for keeping to the speed limit. To maximise attention, the advertising units were also wrapped in Oltermann’s signature yellow.
National visibility
The campaign was launched the day before school started and ran for a week, visible across Finland. In addition to the special execution, a total of 60 large roadside billboards were used in high-traffic locations near cities. The campaign gained wide media coverage and attracted attention for its responsibility and ingenuity.
Unique encounters between consumer and brand
Today, interaction between consumers and brands is easier than ever. Only a handful of campaigns have used interactive tools, allowing advertisers to stand out as innovative pioneers. Interactive communication grabs attention, stays top of mind, and builds customer loyalty.
Proven to be an excellent way to reach consumers along the shopping journey
Research shows that roadside advertising is highly noticed, and large roadside billboards are well remembered¹. Roadside advertising is particularly effective for reaching consumers on their shopping journey: 68% of Finns shop by car, and the figure is even higher among families with children at 80%². According to our Shopping Path Survey², 70% of respondents said they had discussed shopping in the car during the past month.
Outdoor advertising encountered during car journeys is therefore an excellent way to stimulate buying interest. Combined with the strengths of digital outdoor advertising, the campaign’s appeal and attention value were even greater.
SOURCES
1: CCS, Carat 2016
2: Bauer Media Outdoor, Shopping Path Survey 2018