MAGnet #34 21/01/22

Magnet #34

Welcome to this edition of Magnet. This week we’re delving deep into creativity in content, and proudly talking about one of our own campaigns!

Enjoy.

OOH: Creativity  is content

In Kinetic’s latest trends report, they found that creativity is key in OOH campaigns going forward.

Recent successful campaigns utilising creativity  have broken into mainstream news, demonstrating how combining and layering creative techniques can produce impressive results. This exposure has generated more demand for creative solutions, and an interest in the role creative OOH can play within a wider campaign context.

Overall, Kinetic found,  Creative OOH activations have a unique ability to stand-out amongst the noise – they are clever and easily understood.

In 2022, Kinetic expects to see more brands choosing traditional OOH as a focal point for elements of their campaign. They think we’ll see more one-off installations used like a one panel comic strip or meme- visual set pieces that are easily interpreted and understood with no cluttered copy or further explanation needed.

As an example, we activated  one mural for our client Missguided in 2021- it was bold and bright, standing out against everything else.

The report also found that two thirds of 18-34s like seeing creative OOH being shared on social media, by either their friends or the brand themselves. So, Kinetic concludes,  the opportunity is there, and by exploring OOH creative options, brands can deliver work that is enjoyed and shared by audiences. Creatives can challenge themselves to push the boundaries of what is possible when combining creative, craft, and context- and we know contextual OOH is doing well in the industry.

Take our launch of this OOH Fiverr advert on the Marble Arch in London; it’s cheeky, and embedded in context.

Overall, Kinetic states that this year, OOH creativity will be viewed as a core element of an ambitious communications plan. And OOH will be confirmed as the home of creativity.

Campaigns: Away Resorts

 We’ve recently launched a continuation of our campaign for Away Resorts, a UK located holiday park operator, offering something for everyone- the title of the campaign. The TV creative shows that  really do have something for everyone. The creative is cheeky and fun, showing the families that like their energetic activity filled holidays, and then the ones who want ultimate relaxation, injected with fun and humour.  Away Resorts said  they want to “Give you experiences where you can discover something a little bit different. It’s caravan holidays all right, but not always as you remember them. We have accommodation that you won’t find anywhere else, experiences the family will remember forever, and service with the biggest smiles. But most of all we know our customers want their own time away and each of you have your own preferred wishes for what makes a perfect break. That’s why we have something for everyone.”

 The creative is showing on TV with and cinema is to come over half term.