Social Out-of-Home (SOOH): a powerful vehicle for brands

The audience on the move is highly mobile and like to engage in conversations on social media. As well as being active social media users, they love spreading the word! Word of mouth has always been considered the most powerful form of advertising and social media has taken that to a whole new level. 838 million people live in Europe (January 2016), among which 73% are active internet users and 47% are active social media users. The growth in the number of social media users compared only to last year has increased by 11.2 million (Source: We are Social 2016)

Let’s have a look at the power of SOOH (Social Out-of-Home), the combination of Out-of-Home and social media, in one of Exterion Media’s biggest market; France.

In France, 86% of the total population are active internet users and 50% of the population are active social media users. The number of French social media users has grown by 7% within the last year with the average user spending 1 hour 16 minutes on a social media platform every day!

Outdoor advertising can spark many reactions with social media being used more and more, to display emotional responses.

The #LoveYourImperfections campaign by Meetic is a perfect example of an OOH campaign that sparked emotional reactions from the French audience. In December 2015, Meetic utilised four of Exterion Media France’s Ecrins wall billboards in the heart of Paris to display not-so-perfect ads in promotion of the dating website.

The campaign used various creative each with mistakes to reflect the company’s message, “love your imperfections”. A creative contained deliberate spelling mistakes whilst another was displayed completely upside down.

What better way to illustrate the message of the campaign than by displaying imperfect ads? If you don’t love your imperfections, someone will like them for you. Meetic is demonstrating that it’s as imperfect as its single subscribers. There were many reactions on social media with some celebrities starting conversations about the campaign, leading to some debates on the topic and generating a huge brand exposure. 

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