Jeep Australia and Lumo Energy are among the latest brands which are creating impact and generating greater public engagement through traditional out-of-home billboards and innovative lighting.
The latest OOH advert by the two brands was executed by oOh! The billboards were strategically placed and they stood out as they appeared to increase in luminance as the night got darker in order to grab the attention of audiences passing the sign.
The outdoor campaign by Jeep Australia promoted the next-generation Cherokee that included 2D extensions on either side to create mountains, illuminated stars using LEDs and a tent in the night which was illuminated to show silhouettes of two people inside.
The Lumo Energy campaign employed a similar innovative concept with lighting used to give the impression that the lamp protruding from the billboard is shining the light on the U in the “You’re the U in Lumo” copy. Furthermore, to enhance the U, it was off-set from the billboard and was backlit to create a halo light effect.
This is a classic example of how conventional billboards can be used not only to achieve significant impact however, also enhance engagement by treating onlookers with unique and inventive creative. It is a powerful medium to generate awareness and send a message to the audience all in a span of six seconds or less. Additionally, the add-on dimension of special builds ensures the campaign generates a deeper level of engagement and amplifies the image of the brand.
