Fox combined outdoor advertising with an impressive marketing campaign

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While outdoor advertising is an effective tool in its own right, its role as a powerful enhancer of other campaigns should not be overlooked. Outdoor advertising offers a unique opportunity to significantly increase both visibility and repetition.

In October, FOX used the impressive The Wall digital display as part of a memorable advertising package that brought an alien invasion to Narinkkatori. Outdoor advertising created a natural link between the installation and the new series.

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client: FOX
goal: To get the highest possible viewer ratings
target audience: 24-54 year olds who are either sci-fi, drama or action fans.
campaign deadline: 29.10.2019

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An arresting spectacle that took passers-by by by surprise

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What would it be like if the setting of a TV series or film could be brought to the viewer's fingertips? Nowadays, it's no longer impossible. At the end of October, FOX continued its bold marketing tradition and created an authentic environment for its fans at the Narinkkator, where they can tune into the exciting atmosphere of the upcoming new series, War of the World.

For the memorable event, the front of the Kamp shopping centre was cordoned off with a ribbon and special forces dressed in military uniforms, scientists and an armoured vehicle appeared on the scene. Our huge ^108m2 digital advertising screen, The Wall, effectively supported the message of the installation.

The impact of the installation was particularly impressive in the dark. The campaign made passers-by stop in their tracks. It surprised, excited and startled. For a brief moment you might have thought you had arrived at the centre of an alien invasion. But the viewer breathed a sigh of relief as soon as he saw the related advertisement on our digital screen. The advertisement created a natural link between the installation and the new FOX series.

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An impactful campaign got people to rally around the execution

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The successful campaign received well-deserved exposure on social media and in news outlets such as Iltalehdessä and Marketing and Advertising magazine. Many people gathered on the spot and many of them took photos of the spectacular set-up. Nina Walldén, FOX Marketing Manager, would be happy to continue using outdoor advertising in the future and she praises the cooperation with Bauer Media Outdoor as very flexible.

"It's great that bold advertising campaigns are becoming more common. FOX has been at the forefront of innovative and daring campaigns for many years. I am very grateful that our advertising team was chosen to reinforce this incredibly impressive execution. Outdoor advertising is versatile and, as this campaign demonstrated, it's a great way to add impact to almost any campaign."

Account Manager Mika Lievonen, Bauer Media Outdoor

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A great way to build a brand

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The effectiveness of high-impact premium digital displays has been extensively ^studied1 using neuroscience and ethnography in addition to consumer research. Brands that use premium digital outdoor advertising are perceived to be stronger in a number of ways. Premium ^DOOH2 makes brands appear more premium, iconic and powerful, according to ^research1. They are therefore an excellent tool when it comes to building a brand or launching something spectacular. Premium digital displays are also well suited to support events and high-impact installations such as the FOX campaign.

"In the digital advertising space, brands capture the eye and look great and more impressive."

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SOURCES
1. Brand Fame Uncovered, 2016 (approx. 1000)
The study was conducted by Cog Research, which combines high-quality quantitative and qualitative research methods.
2. DOOH or digital out-of-home media
3. Intelligence: Ten reasons why out-of-home advertising outperforms, 2017

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