| Title | ADBLOCK THIS! |
| Brand | OUT OF HOME MEDIA |
| Product/Service | OUT OF HOME MEDIA PROVIDER |
| Category |
D02. Costs / Creative Performance PR Campaign |
|
Entrant
|
& CO. Copenhagen, DENMARK
|
|
Idea Creation
|
& CO. Copenhagen, DENMARK
|
Credits
| Ole Hoffmann |
NoA / &Co. |
Art Director |
| Kristoffer Winther |
NoA / &Co. |
Art Directot |
| Jeppe Hansen |
NoA / &Co. |
Art Direcetor |
| Morten Grundsø |
NoA / &Co. |
Graphic Designer |
The Campaign
The idea started with a global insight. Traditional media might be under pressure, but digital media are as well. The use of ad blockers has increased dramatically, and as of right now, 20 % of Danes have ad blocking software on their phones.
We used the bus to prove a simple point: Classic media cannot be ignored – or blocked.
The Brief
The total media spend of the campaign was one single bus that drove around Copenhagen for a month.
Overall budget: €6.711
Execution
One bus driving the streets of Copenhagen with bus size letters: “AD BLOCK THIS!”
And a picture of that exact bus, travelling the internet. Since the idea is equally provocative and humorous, we simply posted the picture on social media platforms such as Imgur and Reddit with the text “Analog strikes back”.
Within 12 hours the bus made it to the front page of both imgur and reddit. From here the bus traveled on to twitter, linkedin and inspiration blogs all over the world, and everywhere it went, it started a discussion about online advertising vs. offline.
It proved to the intended target group that traditional media is not dead. If the idea is good, an ad on a bus can conquer the internet.
The ad generated articles that were read and discussed by more than 4.1 million people. Traffic to Out of Home Meida’s website increased by 286 %.
The bus became a global hit in media all around the world, with an audience of 3.2 billion OTS.
The total media spend of the campaign was one single bus that drove around Copenhagen for a month. Price: €6.711. And the estimated PR value: €26.000.000. Conclusion: Bus advertising is really, really effective.
The Situation
This campaign is relevant in PR because it went all around the world on a very low budget. It proved that even a simple bus can go viral if the idea and insight is good enough.
The Strategy
Our target audience was agencies, clients, and media buyers for whom adblocking has become a bigger and bigger issue.
And realizing that our target group is not only in the streets of Copenhagen, we wanted to make an ad that could travel both the streets and the internet.