Unless it is memorable, is it valuable to have hoardings?

Recently, Sebamed soap was involved in an ad war with other soap brands through their hoardings, by comparing the PH value of their soap with other brands.


Sebamed billboard

Image courtesy – Beast of traal.

Along with billboards, Sebamed did mass media advertising and social media campaigns to take the discussion forward. They pulled it off successfully though. 


Sebamed India



This stirred a discussion on social media platforms and influencers like Karthik Srinivasan wrote in detail about the history behind these type of advertisements by other brands as well. 



sebamed print ad

Image courtesy – Beast of traal.


The ad did get the attention of people and now, the matter is in the court due to a case filed by their competitors mentioned in the ad. 


In 2015 Zoho did a similar OOH campaign on Powell Station and other public places targeting people who were to attend Salesforce’s conference. Business Insider went on and mentioned Zoho as a little known company back then.


Zoho salesforce ad


Zoho did pull off the campaign as well.


Some campaigns like the above are almost instantaneous that we can definitely see that they are creating the attention intended. But what about the campaigns that are not well planned?


OOH campaigns are not new, but do they work? You might say ‘Yes’. You may think that it gets a lot of visibility. But how do you know? 


Why I ask this question is because, these are not your assets.


When your prospects see your hoarding, they might look forward to learning more about your product or service. What if they’re not able to find something about you further except the website. Website is helpful only to an extent. Especially when your ticket size is higher (real estate), you need to provide a lot of educational/helpful videos to help them understand more about your product/service. Otherwise you fail to make the most of a campaign. 



apple hoardings


Apple put a lot of hoardings on important roadways across the country about their newly launched phone, because they know that their digital strategy is in line with the overall marketing strategy. Also, I can understand, B2C setup works here.


For example, someone who sees Apple’s hoarding while coming back from the office may choose to check out more about it on Google or YouTube. Both searches would bring results that are related to the product in the campaign. 


This is how the loop gets continued or goes from offline to online and vice-versa. You will barely be able to measure a few things in marketing. 


What if a company that doesn’t have its video assets in place spend heavily on OOH or online ads? The point is, even if people like to know about them, there are no digital assets (in this case, videos). The campaigns are going to be heavily handicapped. Ever want to run a paid campaign, back it up with relevant educational videos. The performance of your campaigns will go up sharply. 


To know more about content marketing, here’s an article of ours.

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