OOHLAND by Witty Men for Bigmedia

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OOHLAND

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Case study
Market Slovakia
Agency Witty Men
Creative Director Milan Semelak
Art Director Martin Jenca, Rudolf Hausleitner
Copywriter Tomas Slobodnik
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: BIGMEDIA SLOVAKIA
Product/Service: OUT OF HOME ADVERTISING
Agency: WITTY MEN
Date of First Appearance: Aug 8 2010
Entry URL: http://www.oohland.sk
Creative Director: Milan Semelak (Witty Men)
Project Director: Katarina Langova (Witty Men)
Art Director: Martin Jenca (Milk)
Digital Director: Zoltvan Kis (Milk)
Art Director: Rudolf Hausleitner (Witty Men)
Copywriter: Tomas Slobodnik (Hello)
Project Manager: Dominika Pastorekova (Bigmedia)
Media placement: OUT OF HOME CAMPAIGN - Products Of Bigmedia - August 2010
Media placement: TRANSIT OOH CAMPAIGN - Products Of Bigmedia - August 2010
Media placement: ONLINE - www.azet.sk - November - December 2010
Media placement: PRINT AD - Strategie - August 2010 - March 2011
Media placement: RADIO CAMPAIGN - Radio Express, Radio Aligator - December 2010
Media placement: PRINT AD - Trend - December 2010
Media placement: PRINT AD - Forbes - December 2010 - March 2011

Describe the campaign/entry
Bigmedia was looking for a way to prove to advertisers and marketers that OOH works and position itself as a leading brand in out of home solutions with direct influence on sales and marketing.

That's how the idea of sub-brand www.OOHLAND.sk, the first Slovak theme park was born. It's a virtual world: an educational theme park where Bigmedia presents its products and gathers all data available to provide marketers with arguments. There are ratings, guidelines, case studies, creative recommendations etc.

It's a virtual park with interactive characters and its own rules. It launched with a memorable OOH teasing campaign and received a lot of attention from media professionals. Since then, Bigmedia has managed to change the conversation about OOH by building successful all round communication around its digital business tool, bringing characters to life, educating the market about OOH advertising and even opening a virtual branch for another brand inside OOHLAND.

Describe how the campaign/entry was launched across each channel in the order of implementation
In August 2010, a teasing campaign was launched across various OOH formats in Bratislava with the message of OOHLAND, the first slovak theme park opening in September. Our intention was to create a buzz and show marketers what OOH can do. There was a lot of spontaneous publicity, blogging and media investigation.

On September 30th we opened OOHLAND, the first Slovak theme park and first virtual business tool for OOH advertising. There was a print ad campaign in major business media with stats and results from the campaign, directing media professionals to www.oohland.sk. There were Online and PR campaigns explaining what OOHLAND is. And, as a part of self-promotion, Thinking Bull, a character from OOHLAND visited major media agencies and advertisers to bring them gifts from OOHLAND.
Every two months there is a micro campaign with OOH in print, direct mail, radio, according to the topic. OOHLAND is also becoming a part of social life in Slovakia.

Give some idea of how successful this campaign/entry was with both client and consumer
The Teaser campaign resulted in 1,200 visits per day, around 40,000 visits in one month (population of Bratislava - 450,000). Only OOH formats were used.

With GFK SLOVAKIA, we've monitored a sample of media professionals and advertisers and compared results with most distinctive campaigns at that time - Orange, T-mobile and T-com (all with full media mix, not just OOH).

GFK SLOVAKIA Custom Research - September 2010

TOP OF MIND: OOHLAND 13%, T-COM with T-Mobile 8%, Orange 2%
FIRST IN MIND: OOHLAND 80%, Orange 58%
VISITED WEB PAGE: 85%

There was also a lot of spontaneous publicity, blogging and media coverage.