Advertisers who are visible with outdoor advertising at Easter get a Kinder Egg of benefits: great attention, a unique opportunity to dominate the cityscape and a target group that is ready to buy. Joker seized the opportunity last year and made a big impact. Other advertisers can learn from their strategy!

Many large advertisers retreat during the holidays, but Easter offers a unique opportunity for those who want to capture the attention of a large and relevant audience. Outdoor advertising provides fast coverage, local precision and maximum visibility during a period when people are out and about more.

many people think the city empties out during holidays, but the reality is that thousands of people choose urban Easter, especially this year when Easter hits so late. We see that movement patterns are changing, with more time spent outdoors and increased exposure to outdoor advertising. - Bjørn Erik Aasebø, Head of Commercial at Bauer Media Outdoor

Easter gave Joker great effect

Last year, Joker took advantage of the Easter opportunity and secured the Easter effect. Kristian Lühr, account manager and head of outdoor advertising at Dentsu, believes that outdoor visibility at Easter is important for Joker's Oslo stores.

"Joker is a chain of convenience stores where opening hours are important - especially in Oslo. This is particularly relevant at Easter, when many stores are closed, while Joker keeps its doors open. We need to communicate this effectively to the people of Oslo, and outdoor advertising is ideal for the task." - Kristian Lühr, Account Manager and Head of Outdoor Advertising at Dentsu

The campaign was not only visible in the cityscape, but also strategically adapted with customised poster placements. Joker used open poster frames that mirrored the open stores, which further reinforced the message.

- "Sales figures were on budget and we saw an increase in advertising attention in the Oslo region," says Lühr.

Outdoor managers believe that Easter is an important period for several other advertisers to be visible outdoors.

"For advertisers with a presence in the city centre, there's a big upside to having lots of people outside ready to spend money. If the sun is shining, this is an unbeatable opportunity to meet your customers in the right place at the right time." - Kristian Lühr, Account Manager and Head of Outdoor Advertising at Dentsu

Opportunity to own the attention

Kristian Lühr points out that Easter gives advertisers a unique chance to dominate the cityscape, with fewer players competing for attention. And he's not alone in that analysis.

Bjørn Erik Aasebø confirms that the insight is consistent with our own campaign tests.

- "We see that customers who invest in outdoor at Easter get a strong effect and a good return on their media budget," he says.

He explains that this is due to a combination of lower advertising pressure at Easter, which leads to a higher effect for those who are outdoors. "Figures from the Consumer and Media Survey show that people spend more time outdoors at Easter, when they are in an open mode and more aware of their surroundings.

- When the sun is shining and people are out in cafés, parks and city centre streets, outdoor advertising becomes a natural part of the experience. People switch off and automatically become more receptive to messages.

The experienced commercial manager believes that Easter and other holidays are a golden opportunity not only for holiday-oriented services, but also for smaller players in the various industries to create a perception that they are bigger than they actually are. When the market leader has taken a holiday, it creates space for the other players to take its place.

outdoor advertising is a channel that never turns off the lights. It's about being present where people actually are, and at Easter you have the opportunity to create maximum visibility without competing for attention." - Bjørn Erik Aasebø, Head of Commercial at Bauer Media Outdoor