Jeep’s outdoor campaign transforms from day to night
Jeep Australia’s latest outdoor advertisement, developed by Cummins & Partners and placed on Ooh Media billboards, transforms as day turns to night.
The ad features a Jeep Cherokee next to a tent and lake. As the day progresses, the ad begins to show a glowing moon, tent and stars.
Ooh Media uses strategically placed lighting which appears to increase in luminance as the night gets darker.
Noel Cook, chief commercial director at Ooh Media, said in a statement: “Classic billboards have always been recognised as a powerful medium to get big brand impact, create awareness and communicate a key message to audiences in six seconds or less.
“The added dimension of special builds ensures the campaign creates a deeper level of engagement and amplifies the brand fame opportunity.
“Special build signs stand out, making them unmissable.”
Cook added that classic billboards remain a powerful and effective medium – despite the attention digital receives.
“The flexibility of classic billboards is limitless,” he said. “By going back to basics and using special builds on classic billboards, these brands have demonstrated how advertisers can acheive additional cut-through in a digital age.” well t
Credits:
- Client: Jeep Australia
- Campaign: The Next Generation Cherokee is here
- Media: Starcom
- Creative: Cummins&Partners
Linkedin
Sadly, it will only be noticed by the windscreen washers (and/or police checking on mobile phone use at the lights) who will be there long enough to see the transition. What a waste of time and money. Only thing that could have saved it would be if it were seen by commuters inbound and outbound, which it’s not.
User ID not verified.
I trust you are joking?
Otherwise you are missing the point – It isn’t about being there long enough to see the transition.
It’s a billboard that is relevant to the daypart you are viewing it in without having to change out the creative, plus it looks great at night.
User ID not verified.