Out of Home Media Association of Aotearoa (OOHMAA), previously Omanz, launched a nationwide campaign designed to highlight the effectiveness of Out of Home as a broadcast medium and celebrate its new brand.
OOHMAA’s new brand identity was created by local brand strategy and identity design company Unsworth Shepherd. Creative director John Shepherd says harnessing the effectiveness of Out of Home is about connecting with audiences directly through the medium.
“We enjoyed the challenge of balancing comms and craft to create a unique identity for OOHMAA on such a visible platform. It’s bold, engaging, and eye-catching, all the things that encompass what Out of Home advertising achieves for brands every single day,” says Shepherd.
Titled, ‘Out of home never looked…’, the campaign features bold style, a heart-eye graphic, and a range of dynamic creative, which will run across more than 350 sites nationwide.
“The campaign reflects upon some of those key day-to-day moments that Kiwis never thought they would miss following the country’s nationwide lockdown period, such as running errands, doing the school run or being stuck in traffic and we used this to connect audiences with the freedom of ‘Out of Home’.”
The Out of Home industry has seen a four-year compound annual growth rate of over 16 percent and in 2019, revenue YOY was up by 22 percent, the highest increase of any media channel.
OOHMAA general manager, Natasha O’Connor, says the continued growth of the industry and the shift towards the platform encompassing more than just outdoor advertising, is evident in the rebranding to OOHMAA.
“Out of Home media reaches people on the street, in shopping malls, retail outlets, universities, airports, ferries, rail and bus terminals – the minute you step outside your door, regardless of where you go, you’ll be reached by an Out of Home message so the shift from ‘Outdoor’ to ‘Out of Home’ encompasses this,” says O’Connor.
“It was only fitting that we launched our new brand identity with an Out of Home campaign and having support from both OOHMAA members and non-members continues our journey towards a united industry in Aotearoa.”
The campaign will run for two weeks across 350 sites, supported by OOHMAA members, JCDecaux, oOH!, QMS, Media5, Ad-Vantage, and Bekon, and non-members Go Media, Shout Media, and Phantom.