Insights into a Dynamic Media Landscape
We gather the latest in OOH, DOOH, and prDOOH, from new formats and campaign ideas to trends, measurements, and industry events. Using cities as a platform, we share perspectives and knowledge that help you create communication that stands out, gets noticed, and truly makes a difference.
Welcome to our hub for news, insights, and events. Here, we share current observations, analyses, and inspiration from our network in Sweden and around the world. Whether you work in strategy, creativity, or media buying, you’ll find content that offers new perspectives and ideas.
Today, Tuesday, December 21, marks the winter solstice. As of tomorrow, the days will start getting longer, bringing brighter times. But before we begin dreaming of spring, we will celebrate Christmas and toast to the new year.
We wrap up this year traditionally with the film “The Year That Was,” where we summarize 2021 in just under four minutes.
https://www.youtube.com/watch?v=3HurfUormHU
This year, Coca-Cola gave Santa Claus a break; instead, you can see their “Real Magic” campaign around town, and many of us recognize their holiday campaigns. We took the opportunity to ask Victoria Adolfsson, Coca-Cola’s Brand Manager, about why they work with outdoor advertising and their latest campaign.
What is the main reason you choose outdoor advertising as a marketing channel?
Outdoor can be considered one of the last remaining strong reach media. A unique advantage is that outdoor advertising is a natural part of the urban environment; it’s hard to ignore, yet it’s not intrusive. The channel easily reaches a broad audience with high frequency. We also often find that the otherwise difficult-to-reach group of young people tends to both observe and take action from our outdoor campaigns. The outdoor medium is also unique in that it allows us to combine both motion and analog content, offering high flexibility.
What is the main reason you choose JCDecaux as a supplier?
Our media choices are based on strong collaboration with our media agency Carat, and we fully trust their expertise and recommendations. We often choose a combination of several suppliers because they complement each other well. With JCDecaux’s spaces, we achieve strong presence in the city centers of the largest cities, with valuable premium placements where traffic flows are high. Another strength of JCDecaux is their agility in discussions, as well as their effective series that allow us to reach consumers near the point of purchase efficiently, which is an important target group for us.
What are your expectations for the Outdoor channel and JCDecaux?
Our expectations are for our booked campaigns to deliver as planned. If they don’t for some reason, we expect quick action and proactive solutions.
You conduct both brand-building and sales-driving campaigns outdoors. Please elaborate on how you perceive the outdoor channel’s effectiveness for different strategies.
Using outdoor in the media mix creates signals of market leadership. The strength of outdoor advertising is that there are formats for all types of messages. When building a brand, one can choose larger formats that create impact, while smaller formats fit well for tactical promotion communication that drives “on the go” consumption.
What is most important when working with your ad agency to develop your outdoor campaign’s design?
Often, we work with globally developed material. But when we have the opportunity to create our own communication, we discuss elements like the size and placement of the logo, as well as the number of designs, based on the campaign’s budget and geographic scope. We also consider various placements to tailor the message according to where we meet our intended audience.
What correlations do you see between outdoor campaigns and results?
We find that when our messages are too complex, observation decreases, which in turn results in negative consequences such as lower likeability and missed actions (sales).
This year, you’re rolling out the new communication concept Real Magic. Can you tell us more about it?
Real Magic is our new global brand philosophy, the first since 2016, and it’s based on Coca-Cola’s ability to unite and uplift people every day. Real Magic celebrates the everyday magic that exists and arises when people come together. At the same time, it captures the very essence of Coca-Cola’s unique and magical taste. With the new platform, we’re introducing an evolved logo that symbolizes a warm hug. We believe the world needs magic now more than ever.
What advice would you give to a client planning their first outdoor campaign?
Keep it simple! This is a fast channel where we want receivers to understand the message and know who the sender is in just a few seconds. Always test your creative concepts. A simple tip is to hold a matchbox at arm’s length to get a good sense of how the viewer will perceive your message.
What do you think is best about outdoor advertising?
There’s something truly special about seeing one of our campaigns come to life in outdoor advertising; it’s a thrilling feeling that I never tire of. Often, it’s the starting point of a broad campaign we’ve worked on for a long time, so it makes me happy, proud, and very curious to see how our consumers respond.
How will you celebrate Christmas?
I will travel home to the world’s best city, Gothenburg, and celebrate Christmas with family and friends. It’ll be a classic holiday celebration with Christmas food and Donald Duck!
Interested in learning more about outdoor advertising? Contact our sales department for more information.
A happy Nicklas Tehler named Media Salesperson of the Year.
Nine salespeople were nominated, and we are incredibly proud that our colleague won the top prize.
Nicklas, how do you feel right now?
“I’m incredibly happy and proud to have won this wonderful award.”
And what do you find most enjoyable about your job?
“The absolute best part of my job is meeting new and returning clients and working with the world’s best colleagues in a team with a unique spirit. I’ve been involved in sports my whole life, and I like setting goals and doing my utmost to succeed. I love making deals!”
Do you have tips for selling successfully?
“Be long-term and strategic, learn from the best, be humble, and keep improving. There’s always something a colleague does really well—so learn from and listen to others.”
Interested in hearing more about buying outdoor advertising? Contact Nicklas Tehler or any of our other salespeople.
It was an inspiring and insightful gathering with leading voices in the industry and the latest trends. Don’t miss the opportunity to see how we are paving the way for future advertising strategies!
Se filmen med våra highlights från eventet Back to Business den 8 september på Berns.
Nearly 100 profiles chose to roll up their sleeves to encourage Swedes to get vaccinated against COVID-19, with the project aiming to go from idea to launch in three months. So how did the process unfold? Who was selected? How was it funded? What were the challenges? And what were the key lessons learned?
Listen to conversations with Björn Rietz, advertising veteran, copywriter, and campaign initiator; Helena Westin, Chairman of Komm; Robin Hallgren, Head of Innovation at The Amazing Society; and Micael Bindefeld at Micael Bindefeld, who all contributed to the campaign.
https://youtu.be/vEptuQJGuoc
In this episode, we meet Hallon’s Marketing Director Sofia Karakatsanis Andersson, who shares insights on how Hallon manages its media mix.
Watch the entire film here:
Se hela filmen här:
In our series “JCDecaux and Sveriges Annonsörer Meet…”, we sit down with Nick’s CEO Stefan Lagerqvist in the second installment. Stefan shares how insights about their target audience prompted a rethink in both design and communication. Tune in for an inspiring and enjoyable episode!
Watch the entire film with Nick’s here:
The Zmarta Group is growing rapidly and has quickly established itself as a major player in the Swedish market for loan comparison. How have they achieved this? We invited Zmarta’s CMO, Niklas Jansson, who generously shares the answers.
Niklas discusses Zmarta’s brand journey, his views on media mix, how they stay relevant in their marketing, and how Zmarta has leveraged the strengths and opportunities of outdoor advertising for maximum effect.
The webinar with Zmarta is the first episode in a series of three, where we and Sveriges Annonsörer meet clients facing various challenges and hear how they generously share their success stories.
Many thanks to Zmarta and Niklas for a very exciting and interesting presentation.
Watch the entire film with Zmarta here:
