Russ Curry, Ministry of New Media
Talon America and Havas Media Group last week unveiled a strategic out-of-home campaign for The National Association of REALTORS in Times Square, New York.
The National Association of REALTORS’s OOH campaign showcases its 2021 Good Neighbor Award winners, recognizing members of the National Association of REALTORS, who have made an extraordinary impact in their community through volunteer work.
Enza Chiodi, SVP, Client Strategy, Talon America told us “The ability of OOH to cut through and deliver culturally relevant messages to audiences in the moment and in ideal locations is incredibly powerful. We’re proud to team with Havas in building and executing this multifaceted campaign for The National Association of REALTORS® which highlight the many ways that volunteer leaders help their local communities”.
Leveraging the NYC ABC SuperSign screen, NAR’s ‘Good Neighbor’ messaging is featured above the Times Square Studio with a ‘good news’ ticker, running in contrast to the typical stark news of the world. NAR street teams will also hand out special edition “Good News” newspapers from custom designed newspaper boxes beneath the digital screens, all championing the good news of NAR’s good neighbor members.
Greg Walsh, CEO, Havas Media Group, North America said “Our goal for this campaign was to capture the attention of engaged audiences and drive awareness of the positive impact REALTORS have within their communities, highlighted via the Good Neighbor program. The ability to activate in a prime location like Times Square and leverage a larger-than-life canvas made out-of-home the perfect channel to build impact and communicate a meaningful message.”
The campaign also capitalizes on the renewed adoption of QR codes to drive members of the public to a landing page where they can view videos that tell the story of each Good Neighbor Award winner and finalist.
NAR’s Good Neighbor messaging will run on the digital board through December 19, 2021, when Times Square is expected to attract an average of 227,000 visitors per day, and consumers are even more inclined to engage with OOH ads. According to a recent OAAA report, nearly three fifths of US consumers are prepared to engage with OOH ads in some way, including 85% of Gen Z-ers and 78% of Millennials.
Follow DailyDOOH