This week OAAA President and CEO Anna Bager did a Lunch Break interview with Vayner Media CEO Gary Vaynerchuk and Sophie Kelly, SVP – Wiskeys, Diageo North America. Some snippets.
Gary Vaynerchuck on using out of home to build his fathers wine business.
I had the craziest remnant billboard strategy in NJ history. I was buying outdoor like a maniac in real time and…doing creative..here’s a block of stuff you can have for 4-6 weeks…I would then design the creative for the billboards in real time based on…what topics on wine library TV were popping and what google ad word copy was driving the most…Anna, I was huge on outdoor and I continue to be a fan but as you can imagine I’m looking for angles of the cost of media…when I look at outdoor I definitely play between locking in solid location at a certain price versus playing the remnant crowd. We have an incredible execution going on with some of our clients at P&G on a project where we’re getting some really successful results we believe from outdoor based on the measurement predicated on a single piece of content that went viral on facebook and became the creative pillar for outdoor.
Sophie Kelly on using out of home to relaunch Jonnie Walker.
My Jonnie Walker campaign…one of my favorite things I’ve done at Diageo. It was pre-covid and we needed to relaunch the brand. The brand was old, tired and dusty…we let the icon off the leash and we let the way we presented the bottle and the drinks really fly…what was critical about that was I took all the television money and put it into outdoor because the impact that I could make in the five key city strategy that I had identified…I took impact boards. Big famous boards. I took street frequency boards. Taxis in New York. Digital billboards in Houston…In some places it was about the bottle and the icon…in other places like Brookfield…it was a combination of all of those things but most importantly using the digital assets to prompt different messages that I wanted to give people through the day. Different drink suggestions…
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This is great! Remnant media is how we entered the OOH space with the Seamless Brand back in the day. Knowing our target audience was vast, I found the available transit media that wasn’t being purchased (mostly station posters) and then we built the campaign creative to match who the media spoke to. We worked fast, often turning around campaigns in less than a few weeks. There was even a time we did a Brooklyn Bridge Station Domination over a weekend!!! Remnant media gave us BIG wins.