Hi,
Outdoor can be shotgun. But it can also be very contextual. Jon Maxim provides the following examples of outdoor used with sniper-like accuracy.
"Outdoor is an interesting one from a DM position.
My example of outdoor as a 'directional', response driven medium is
McDonalds.
How often have you been on a long trip, driving to (say) Canberra. A poster
says '145km to Maccas', and you think "Yeah, I can wait...!"
I also remember going to the Volkswagen headquarters in Sydney. Arriving
early, I parked my bum in a bus shelter to have a cigarette. I looked up,
and there was a poster saying 'Welcome to Volkswagen's Australian
headquarters'.
Singleton's also use the bus shelters outside their offices to showcase
their latest campaigns.
Finally, I remember a story about a client who wanted 10 new customers. They
had $100k to spend.
So they bought billboards opposite the offices of the ten clients they
wanted. Imagine the power of 'Michael Kiely: we want your business' in your
face for a month!"
Cheers!
Michael Kiely
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