November 29, 2017 (New York) – Rapport and UM were honored with the 2017 Out of Home (OOH) Media Plan of the Year award today by the Outdoor Advertising Association of America (OAAA). The 2017 Out of Home Media Plan Awards were presented at The AD Club of New York’s 10th Annual OOH:NOW Conference in New York.
Rapport and UM received the top prize for their Sony Pictures The Emoji Movie campaign, featured on multiple OOH formats in the top five US markets. Using digital billboards, kiosks, bulletins, bus wraps, and more, Rapport and UM were able to stop consumers in their tracks and introduce the movie’s characters.
Static kiosks, bulletins, shelters, and transit were supported with interactive, eye-catching campaign strategies to attract consumers. In New York an interactive digital experience used facial recognition software to transform passersby into emoji characters. On World Emoji Day digital billboards began to feature creative based on live weather and traffic conditions. If the temperature surpassed 80 degrees in a specific market, the “devil” emoji character was featured. When traffic was moving slowly, the “poop” emoji was rotated in. Smaller frequency formats were used specifically to reintroduce the four main characters, as well as two new emojis.
Sony Pictures the Emoji Movie opened at number one, earning more than $25 million its first weekend.
“Consumers today respond to powerful advertising,” said Nancy Fletcher, OAAA president and CEO. “The Emoji Movie campaign is much-deserving of this prestigious award with its thorough planning and innovative, fun strategy.”
The Ratings-Driven Media Planning Award, which recognizes innovative use of Geopath OOH Ratings, was presented to Clear Channel Outdoor, Sony Interactive Entertainment America, and Kinetic Worldwide for their Sony Interactive Entertainment America: PlayStation campaign. Using digital bulletins, posters, and transit shelters, the campaign highlighted Sony’s “Days of Play: 9 Days of Epic Deals,” showcasing discounts available at near-by retailers. Using Geopath OOH Ratings, the group identified inventory near retailers that indexed highest for the demographic and behavioral target audience.
OAAA Chief Marketing Officer Stephen Freitas commented, “Geopath OOH Ratings provide vital measurement data for the OOH industry. The Sony Interactive campaign demonstrates the power of data and how it can be used to execute a successful OOH campaign.”
OAAA also awarded four Gold Media Plan Awards and six Silver Media Plan Awards to the following agencies:
Gold
– Clear Channel Outdoor, Sony Interactive Entertainment America & Kinetic Worldwide
– Kinetic Worldwide for MillerCoors Miller Lite Wrigleyville World Series
– OMA & PHD for Delta Air Lines
– Rapport & UM for Sony Pictures the Emoji Movie
Silver
– Clear Channel Outdoor & 24 Hour Fitness
– Copacino+Fujikado for Seattle Goodwill Industries
– Kinetic Worldwide for Nestle Water, Perrier® Sparkling Mineral Water – Perrier Flavor Studio
– Kinetic Worldwide for Universal Pictures The Girl on the Train
– OMA & PHD for Google Home
– OMA & PHD for MailChimp
For more details about all winners of the 2017 OOH Media Plan Awards, as well as campaign photos and full case studies, please visit the OOH Media Plan Awards website or contact Nicole Randall at nrandall@oaaa.org or (202) 833-5566.
OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the U.S. industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7.3 billion annually in ad revenues and donates more than $500 million in space each year. For more information, please visit www.oaaa.org.
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