Give your brand a hashtag. With OUTFRONT PRIME.
Insight:
- The relationship between the consumer and out-of-home (OOH) media is changing. Driven by drop culture and marketers’ desire to surprise audiences with brand launches and campaigns in public media. And equally because of the audience’s appetite to participate in the sensation that surrounds this marketing activity, interacting with OOH media in the real world, then sharing content on social.
- OUTFRONT PRIME is a primer. Not simply of an above-the-line campaign. But of social media. Of culture. The assets in the OUTFRONT PRIME are cultural icons, handpicked for their ability to attract the consumers who contribute to America’s cultural agenda. Creators. Mavens. Leaders. With followers who magnify the messages they see to millions via their networks of influence.
Idea:
- Social Primer
- A new media category: social out-of-home (or sOOH for short)
- Taking your brand from the streets to tweets, TikTok, Insta and beyond
Identity:
- An identity that reflects people’s participation in the media experience: human, vibrant, visceral
- Leveraging the visual cues of social media, including a hashtag logotype powered by speech-marks to symbolise social engagement
- With a rich portfolio of messaging inspired by subverting the norms of social to create a new vernacular in the out-of-home media space
Implementation:
- Brand strategy & positioning
- Product proposition & customer experience
- Narrative and values
- Verbal identity, tone of voice & messaging
- Visual identity & guidelines
- Assets and applications: advertising, comms, pitch-decks
