Out of home firm in sampling push
Out of home operation Ooh Media is attempting to diversify from simply offering signage to bringing in an experiential and sampling element.
The company – which has a presence in more than 300 shopping centres in Australia – has been experimenting with placing experiential staff near some of it’s ShopaLite sites aimed at promoting sampling. It carried out trials with Kraft Oreo’s, Lindt Chocolates and V05 Haircare.
According to Ooh, the project was successful enough that it will now roll out ShopaLite Live as a permanent offering.
Kelly McIlwraith, the company’s GM of strategy, said: “Consumers are particularly receptive to free product samples and combining it with the power of retail advertising ensures that a brand or product is not forgotten when they go to make a purchasing decision.”
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Sampling next to an ad. Brilliant!!
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You don’t just put someone in a branded t-shirt and call it experiential! Lets just hope the experience evolves a little bit more, otherwise this is no better than sending a sample to someone in the post or handing it on mass at a train station.
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The value of this offering is created when brand engagement is amplified as a result of the two tactics working together. In other words, if the client had to do each campaign separately, in isolation, would they get the same result. A lot will depend on the tactical execution. Well done and good luck on this initiative. Bravo
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Anyone heard of Media V – the vespa advertising company that’s been running for 8 years and been doing sampling like this for that 8 years.
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have a look at http://www.media-shop.com.au/
these guys are cool with the stuff they do..
https://www.youtube.com/user/TheMediaShop
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oOh please stop! Walk into your local Westfield, shouldn’t be hard as more than 70% of Australians live with 30mins of one and you’ll see media, sampling and real experiential being activated together and for some time now. The early adopters amongst you already know how powerful integrated out of home is…
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Another interesting approach to outdoor advertising:
http://pixman.com.au/
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does anyone above NOT work for a competitive sampling / outdoor company?
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Hey Tim,
I work for The Media Shop, we are a out of home, non traditional, ambient media agency based in Melbourne.. with Mediums ranging from Street Level (Street posters, Uni Campus Posters) to Mobile Outdoor to Sky advertising, and we do cater for sampling..
I am surprised, somone has already put our name up here..
Thank you to who ever has done that..
just a small comment, i strongly agree with firstdayoftheyear.. sampling near a billboard has been done for years.. we infact do quite a lot of sampling through using Mobile outdoor.. and close to point of purchase..
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I’d love to do this at Westfield. Can you help me with this Tim?
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Paul,
Give us a call @ The Media Shop or email us from our website, and we would be happy to help…
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