Out of Home
Out of home (OOH) advertising reaches diverse audiences and provides extra impact in high-traffic or public spaces. It can take a variety of forms—from billboards and transit advertising to event sponsorships and forms of guerrilla advertising. The best campaigns out there blend strategic thinking with clear, persuasive writing—and when you get it right, OOH can be one of the most powerful forms out there.
Client: Navy Federal Credit Union
Industry: Financial
Agency: MRM
Project: OOH - Transit Advertising
Role: Writer
For this project, our client wanted to engage Veterans through a simple message of gratitude and encourage them to scan a QR Code to access special offers available upon joining. We mocked up a series of bus stop shelter ads to reach commuters in busy transit environments, targeting several cities with the highest Veteran populations.
We recommended the transit ads above during our initial client presentation. Each approached the project in a different way, but remained in step with the overall brand identity. The first mock-up featured a digital screen, while the others used traditional OOH. We wanted the designs to be eye-catching and deliver just enough information to elicit a QR code scan.
After several internal rounds, our client decided on the two options above that reflected their RTBs more closely. Part of my job as an ad writer is knowing when to push on an idea and when to adapt. This particular project called for the latter.
We reigned in our thinking, while still delivering two OOH ads that demonstrated an understanding of our target audience. Each featured a prominent QR code to scan that would bring people to the campaign landing page below.
With its simple and direct design, the special offer and our client’s promise to the audience stand out prominently above the fold. We’ve designed the landing page according to all the best practices, including a responsive design (since most people will be accessing the site via their phones), clear calls-to-action and a compelling value proposition right at the top of the page.