We work on all sorts of projects at Out of Home Creative from designing a single billboard location to outdoor advertising campaigns across multiple cities with a variety of different structures and platforms. Most of the time, clients provide little to no creative direction but in this case the client, iFly Indoor Skydiving had a previous holiday-themed advertisement, including a holiday-centered tag line, which they wanted to use as the starting point for their next campaign.
The company's goal for this campaign was to raise brand awareness of their locations in seven different markets, promote their indoor skydiving experience as a fun holiday activity for the entire family and increase the sale of gift cards.
Since the campaign would run at the end of the year, a "skydiving" Santa Claus concept was proposed. The challenge I faced was to find the right image to portray this visual of a Skydiving Santa since Santa doesn't technically "fly", he drives a flying sleigh.
Fortunately, I was able to find a giant, 3D Skydiving Santa which was perfect for their holiday-focused campaign. The initial concept planned to showcase the 3D Skydiving Santa with his hand extending above the billboard. Due to the short time period the campaign would run and since the majority of the structures restricted the use of extensions or a 3D prop, the visual was restricted within the live area (as a rule of thumb, I normally do not have images facing away from an advertisement but in this case, the positioning of Santa works well since visually he is skydiving to the space below the advertisement).
By using the previous tag line of "HO. HO. WHOA!" along with iFly's corporate colors, a sense of continuity was kept between the two campaigns but we changed the fonts to be more fun and festive as well as added a Red neon treatment behind "HO. HO. WHOA!" for dimension and movement. iFly's print and online advertisement from the previous year was also updated to be inline with 2017's campaign.
The campaign was formatted for numerous out of home products including static billboards, digital bulletins and posters, airport displays, digital mobile trucks, walking billboards, bus tails, commuter rail and AdVan mobile advertising. The targeted markets were Westchester County NY, Phoenix, AZ, King of Prussia PA, Tampa FL, Austin TX, Chicago IL and San Antonio TX.
In Chicago, the advertisements were featured in the McDonald's Thanksgiving Day Parade while rotating digital ads ran on Illuminated Mobile's digital truck and two sided walking billboards. Team members carrying the walking billboards handed out iFly informational cards.
Chicago Thanksgiving Day Parade video of out of home product showing the client's campaign
For the San Antonio market, the campaign was translated to Spanish and strategically placed within the San Antonio Airport, on a 14x48 billboard and wrapped on an AdVan that also featured a small monitor to show video footage of flyers in action.
The following map outlines the target markets with the the outdoor advertising products used in each market as part of this 2017 holiday campaign.
This campaign involved coordinating with multiple printers and several internal marketing staff members within iFly. While Out of Home Creative can design one billboard for non-campaigns, we also offer execution on complex outdoor advertising campaigns which make use of many different outdoor ad products targeted across different markets.
About Out of Home Creative: We are an outdoor advertising firm which designs billboards, digital campaigns, transit, and street furniture to any non-traditional out of home advertising. Based in Atlanta, Georgia we serve businesses, agencies, media buyers and out of home companies throughout North America. Melody Roberts is the Founder and CEO.