Kinetic, WPP’s context-based agency, 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 OOH formats in Denver, CO, to drive organic chatter about Totino’s and measure the amplification on social media. The campaign positioned the product as the perfect snack option in the Denver market for this munchi-centric “4/20 holiday.” 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.
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. 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 OOH placement, messaging, and timing can create powerful results.”