The out of home (OOH) advertising industry, led by the Outdoor Advertising Association of America (OAAA),wanted to prove the unique strengths and marketing effectiveness of OOH. The “Feel the Real” campaign championed OOH as a real medium that reaches real people to drive significant digital engagement, while challenging the media industry to ask a critical question: How real is digital?
Over half of the $14 billion spent on digital advertising in 2013 was lost to non-viewability. In a world where digital is suffering a reality problem, the campaign demonstrates how OOH – a real, tangible and quantifiable medium – can drive consumers to digitally engage with brands.
Launched in conjunction with New York City’s Advertising Week, “Feel the Real” targeted media agencies and planners while making a larger call to the public to engage with the real world. 2,000+ static and digital OOH placement in 20+ markets, 280+ unique targeted executions, and hundreds of binary easter eggs direct viewers to www.feelthereal.org, where they can learn how OOH can both complement and accelerate digital, social and mobile advertising.
UPDATE: this campaign won the 2017 EFFIE AWARD in the category Small Budgets - Services.
UPDATE: this campaign won the 2017 EFFIE AWARD in the category Small Budgets - Services.
"Feel The Real" responsive web hub
This campaign won the 2017 EFFIE AWARD in the "Small Budgets - Services" category
