Adrian J Cotterill, Editor-in-Chief
The Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire US out of home (OOH) advertising industry, this week announced the winners of its annual OOH Media Plan Awards at the Ad Club’s 16th annual Out-of-Home: Now event in New York. This year’s OOH Media Plan of the Year went to MilkPEP for its “26.2” campaign.
MilkPEP created this powerful, interactive OOH campaign in partnership with GALE and Talon to reposition Milk as a performance drink while celebrating the power and perseverance of female and female-identifying athletes participating in the 2022 New York City Marathon. The four-pronged strategy launched on digital out of home (DOOH) units across NYC’s most popular running routes ahead of the NYC Marathon and featured a QR code that drove consumers to a customized website to learn about the health benefits of milk while also encouraging female runners to register as a Team Milk marathon runner.
In the three days leading up to the marathon, the campaign shifted to a geotargeted delivery at the NYC Marathon Expo to generate awareness and encourage runners to join Team Milk. The expo also featured a Milk photobooth, where runners were invited to snap a photo that would be dynamically inserted into DOOH creative throughout the city. During the race, geotargeting was leveraged to serve ads to runners and spectators of the marathon on race day, and post-race, Milk ran congratulatory messaging along the marathon route.
The OAAA’s OOH Media Plan Awards were created to recognize the essential role media planning plays in the development of successful OOH campaigns. This year’s winners exemplify how the elements of good creative design, thoughtful placement of messages, and proper allocation of budgets unite to produce an outstanding communications strategy.
“MilkPEP’s ‘26.2’ campaign showcased the full potential and effectiveness of OOH advertising,” said Jim Wilson, CEO of Talon America. “The campaign demonstrated meaningful brand impact through powerful storytelling, dynamic digital creative, and innovative experiential elements. Talon is proud to have partnered with GALE and MilkPEP to deliver an inclusive message at the right time and place to drive measurable results among the target audience of female marathoners.”
Other winners include:
Gold Award Winners
General Motors Chevrolet
Dentsu & Commonwealth | McCann
Chevrolet: Data-driven Programmatic for Silverado
MilkPEP
GALE | TALON
Plenty of Fish
OMD Vancouver | 123W | TALON
Williamsburg Tourism Council
NPRP Media
Zola
PJX Media
Zola – Engagement Season & Vendor Marketplace OOH
Silver Award Winners
FBI
Clear Channel Outdoor
Glossier
PJX Media
Match.com
NPRP Media
Nissan Ariya
Omnicom Media Group
Q Mixers
PJX Media
“Our industry continues to expand and innovate, and this year’s winners prove just how efficient, effective, and engaging OOH can be when strategically leveraged,” said Anna Bager, President & CEO, OAAA. “My congratulations to all of the award winners this year for pushing the boundaries, thinking outside the box, and elevating the entire industry.”
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