This week, oOh!media’s innovation offering, oOh! Studio created and installed a high impact special build for Pump’s range of flavoured sparkling water. After months of development work, this campaign once again demonstrates how advertisers can bring brands and new products to life on the streets.
Transforming a Street Classic site along Auckland’s Queen Street, oOh! created an oversized Pumped Sparkling water bottle to generate awareness of the sparkling product range. The unique special build process involved installing a Perspex box, filling it with water, installing lights and pumping air through it to give the water a ‘sparkling’ effect. The shelter was also wrapped completely giving Pump 100 percent share of voice through a custom oOh! Panorama wrap.
oOh! Studio’s special builds have proven to cut through the clutter and engage audiences. oOh!’s Context Effect study showed that audiences are more likely to engage and remember special build Out of Home advertising in a positive way; a 16 percent greater emotional intensity, 17 percent greater memory coding and 32 percent greater engagement when it comes to special builds. This means that audiences are more likely to engage and remember special build advertising in a positive way.
“We’re delighted to bring this concept to life with Pump. We really wanted to create an immersive experience for passers-by, so we are happy with how it turned out. All parties worked above and beyond to get this live and the result is fantastic,” says Ben Gibb, Head of Sales at oOh!media.
Go behind the scenes
Pump Brand Manager Kristin Paddy adds: “We are excited to bring the new range of Pumped Sparkling water to life in such an engaging and clever way through this innovative special build by oOh!”
oOh!media offer a range of creative out-of-home build projects from 3D Special Builds and AR-led shelter takeovers through oOh!’s Studio department.
Creative agency: DDB
Media agency: Rocket