Going for GOohLD!
If ‘Going for Gold’ is idiomatic of pursuing or attempting to achieve the very best possible outcome or reward from some activity, task, or endeavour, then every brand advertising campaign is in a way an attempt to go for the gold, writes Fabian Cowan, India Head, Posterscope.
‘Tis the season of the largest spectacle and the grandest stage in the world of sport, the Olympics. As always, every edition of the Olympics brings with it a moment so spectacular that it has the power to change the way we look at the world around us. The current edition is no different and has left us with a memory that one witnesses once in a lifetime. What happened between Gianmarco Tamberi and Mutaz Essa Barshim in their pursuit of Gold will be spoken about for years to come. Yes, ‘Going for Gold’ epitomises the final frontier for any sportsperson, as they bring together all that they possibly have in terms of strength, tenacity, concentration, focus and more to reach and achieve that elusive goal.
If ‘Going for Gold’ is idiomatic of pursuing or attempting to achieve the very best possible outcome or reward from some activity, task, or endeavour, then every brand advertising campaign is in a way an attempt to go for the gold, which is, reach the largest possible audience, make the highest possible impact, and create the strongest possible desire in the mind of its consumers.
Whether it be media or metal, getting out the best often hinges on the right mix. Just as iron, a tough metal, can be made tougher and stronger by adding a bit of carbon to it, giving you steel; and steel in turn can be transformed into some of the strongest alloys known to man by adding a certain amount of nickel to it, so does adding OOH to mediums such as digital, television, print or radio.
Studies indicate that OOH rightly used can significantly increase recall, facilitate heightened digital footprint during campaign days and also prompt walk-ins driven by contextual communication, all of which are what brands expect campaigns to deliver. The efforts marketeers and brand custodians put in to finally get a campaign live is in no way different from what a sportsperson does for the pursuit of gold, more reason why exploring the power that OOH delivers, becomes more important.
Posterscope’s Dynamic Difference VirtuoCity Research conducted to ascertain the effect of using dynamically triggered copy based on location intelligence and weather data, for a coffee brand indicated an uplift of +28% for Ad Metrics and +10% for Brand Metrics constituting an overall effectiveness of +19% for the campaign. The power of OOH advertising has never been in doubt and some of the world’s largest and most recognisable brands have been using the medium extremely well for years.
The good news is that the effectiveness of OOH has risen in recent years. According to one of the latest IPA reports, ‘Marketing Effectiveness in the Digital Era’, it demonstrates how OOH effectiveness has grown significantly in recent years. On average for the campaigns measured during 1998-2012, adding OOH to the media mix increased large business effects by 14%. However, for the campaigns measured during 2014-2016 this increased significantly to a +27% increase in large business effects when OOH is included. At the same time the analysis showed campaigns that featured DOOH were significantly more effective than those that were only static.
Yes, the right mix matters and does help in the pursuit of a better campaign performance. And if gold is the epitome of the highest success in sports, then ‘going for GOohld’ and adding OOH in the mix, should be the mantra for marketeers for sure.
Fabtoid - Mutaz Essa Barshim could have attempted the last jump giving him the gold and relegating Gianmarco Tamberi to silver. This would have got him the admiration from his country with an estimated population of 29.33 lakh but by withdrawing and ‘going for gold’ for both and not just himself he has got the admiration and respect of 7.9 billion people of the whole world. The world does look like a better place today than it did yesterday, take a bow Mutaz Essa Barshim.