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STREET MARKETING THAT CAUGHT OUR EYE: THE BEST BITS OF 2023
Account Executive Rory Hemmings takes a look at some of the best on-street marketing campaigns of 2023 so far.
STREET
MARKETING 2023
STREET MARKETING
Out-of-home advertising has dominated the world’s cities and streets for decades, and despite technology advancing, on-street marketing can still be one of the most effective ways of grabbing our attention.
William Hill – Constitution Hill
We helped one of our clients, William Hill, produce a standout street marketing campaign earlier this year that caught a lot of punters’ and horse racing enthusiasts’ eyes.
Ahead of the Cheltenham Festival, probably the four biggest betting days of the year, William Hill chose to pay tribute to new superstar horse, Constitution Hill. As the heavy odds-on favourite to win the Champion Hurdle, he was considered unbeatable by many, and to promote their market leading odds, William Hill renamed a number of their betting shops in and around Cheltenham ‘Constitution Hill’, while simultaneously enhancing their odds on Constitution Hill to win the highly anticipated race.
Successfully managing to promote the brand in a unique, recognisable and memorable way, William Hill caught the attention of many while honouring the talented horse and driving traffic on one of the busiest weeks of the year. All ticks in our book!
How far does Constitution Hill win the Champion Hurdle by, Barry? 😉 pic.twitter.com/CcO6IE3lwR
— William Hill Racing (@WillHillRacing) March 13, 2023
British Airways – Out Of Office
We’ve all had to write an out of office email at some point and something about heading off to a sunny beach the next day makes it that much easier.
In British Airway’s case, they devised a clever street marketing campaign with this in mind, putting up billboards all over the capital with images of beautiful holiday destinations and out-of-office emails, as if typed up by the general public. These explained just how amazing their trip was to whichever unwelcome colleague that was trying to contact them on their holiday.
It targets the desire in you to travel and that feeling of going on holiday, reminding the passing viewer that this could be them in the near future. Pulling on your emotions while simultaneously advertising a product is a win-win combination and another great example of recent out-of-home marketing.
Stella Artois – The Pub Renaissance
As part of their national ‘The Pub Renaissance’ campaign, Stella Artois designed a number of cheeky signs for pubs around the country with a ‘nude’ twist on the classic ones that had been in place for years.
The goal of the campaign was to raise awareness of the threat to pubs and the hospitality industry during the current cost of living crisis, with all profits from selling the custom signs to be donated to Hospitality Action.
The signs have been designed by renowned artists from around the globe and are part of Stella Artois’ wider ‘Unfiltered’ campaign. Featuring in several national and regional papers, this street campaign summed up simple and effective marketing.
Introducing The Pub Renaissance 🖼️🍻
— StellaArtoisUK (@StellaArtoisUK) March 22, 2023
The UK is being stripped of its pubs. To help them revive, Stella Artois Unfiltered, the 'beer, au naturel', invited artists to strip something else: their signs.
Find out more here: https://t.co/1QCrFBWAj4#StellaPubSigns pic.twitter.com/Sr9yZNKrX5
Gym Box – Anything Goes
Since the beginning of the year, Gym Box have been promoting their campaign which targets passers by calling them out for failing to attend the gym and a lack of motivation to get fit and healthy. It has a great effect in guilt tripping you and reminding you of that New Year’s resolution you made – was it six years ago?! – and to finally commit and purchase a gym membership.
Positioned all over central London these billboards really got us thinking and highlight the power of targeting the reader with lines like: “You can’t cheat on the gym”, “Sweat is your fat crying” and “Make yourself proud”.
If those hard-hitting words don’t make you sign up for the gym, we don’t know what will, so this is another out-of-home campaign that gets the thumbs up from us.
An honourable mention from the past
We have included a prime example of out-of-home marketing that has stuck with many advertisers and marketers since its release and remains a case study for teachers, students and seasoned veterans alike.
Using their already well-known slogan, ‘probably the best beer in the world,’ Carlsberg created ‘probably the best poster in the world’ – a billboard in London with an integrated Carlsberg tap, dispensing free beer to anyone lucky enough to stumble across the secret gem.
There’s not much more to be said about this as it sells itself. Twisting their iconic slogan and involving the public, Carlsberg cracked the code of cheap, easy-to-install, image-promoting PR in one simple stunt that saw their campaign published in numerous national newspapers in the UK, making it one that will be remembered for years to come.
William Hill – Constitution Hill
We helped one of our clients, William Hill, produce a standout street marketing campaign earlier this year that caught a lot of punters’ and horse racing enthusiasts’ eyes.
Ahead of the Cheltenham Festival, probably the four biggest betting days of the year, William Hill chose to pay tribute to new superstar horse, Constitution Hill. As the heavy odds-on favourite to win the Champion Hurdle, he was considered unbeatable by many, and to promote their market leading odds, William Hill renamed a number of their betting shops in and around Cheltenham ‘Constitution Hill’, while simultaneously enhancing their odds on Constitution Hill to win the highly anticipated race.
Successfully managing to promote the brand in a unique, recognisable and memorable way, William Hill caught the attention of many while honouring the talented horse and driving traffic on one of the busiest weeks of the year. All ticks in our book!
How far does Constitution Hill win the Champion Hurdle by, Barry? 😉 pic.twitter.com/CcO6IE3lwR
— William Hill Racing (@WillHillRacing) March 13, 2023
Stella Artois – The Pub Renaissance
As part of their national ‘The Pub Renaissance’ campaign, Stella Artois designed a number of cheeky signs for pubs around the country with a ‘nude’ twist on the classic ones that had been in place for years.
The goal of the campaign was to raise awareness of the threat to pubs and the hospitality industry during the current cost of living crisis, with all profits from selling the custom signs to be donated to Hospitality Action.
The signs have been designed by renowned artists from around the globe and are part of Stella Artois’ wider ‘Unfiltered’ campaign. Featuring in several national and regional papers, this street campaign summed up simple and effective marketing.
Introducing The Pub Renaissance 🖼️🍻
— StellaArtoisUK (@StellaArtoisUK) March 22, 2023
The UK is being stripped of its pubs. To help them revive, Stella Artois Unfiltered, the 'beer, au naturel', invited artists to strip something else: their signs.
Find out more here: https://t.co/1QCrFBWAj4#StellaPubSigns pic.twitter.com/Sr9yZNKrX5
British Airways – Out Of Office
We’ve all had to write an out of office email at some point and something about heading off to a sunny beach the next day makes it that much easier.
In British Airway’s case, they devised a clever street marketing campaign with this in mind, putting up billboards all over the capital with images of beautiful holiday destinations and out-of-office emails, as if typed up by the general public. These explained just how amazing their trip was to whichever unwelcome colleague that was trying to contact them on their holiday.
It targets the desire in you to travel and that feeling of going on holiday, reminding the passing viewer that this could be them in the near future. Pulling on your emotions while simultaneously advertising a product is a win-win combination and another great example of recent out-of-home marketing.
Gym Box – Anything Goes
Since the beginning of the year, Gym Box have been promoting their campaign which targets passers by calling them out for failing to attend the gym and a lack of motivation to get fit and healthy. It has a great effect in guilt tripping you and reminding you of that New Year’s resolution you made – was it six years ago?! – and to finally commit and purchase a gym membership.
Positioned all over central London these billboards really got us thinking and highlight the power of targeting the reader with lines like: “You can’t cheat on the gym”, “Sweat is your fat crying” and “Make yourself proud”.
If those hard-hitting words don’t make you sign up for the gym, we don’t know what will, so this is another out-of-home campaign that gets the thumbs up from us.
An honourable mention from the past
We have included a prime example of out-of-home marketing that has stuck with many advertisers and marketers since its release and remains a case study for teachers, students and seasoned veterans alike.
Using their already well-known slogan, ‘probably the best beer in the world,’ Carlsberg created ‘probably the best poster in the world’ – a billboard in London with an integrated Carlsberg tap, dispensing free beer to anyone lucky enough to stumble across the secret gem.
There’s not much more to be said about this as it sells itself. Twisting their iconic slogan and involving the public, Carlsberg cracked the code of cheap, easy-to-install, image-promoting PR in one simple stunt that saw their campaign published in numerous national newspapers in the UK, making it one that will be remembered for years to come.