Out-of-home advertising aims to be where the most eyeballs are. But that's often not quite enough these days and, increasingly, outdoor media owners and agencies are getting creative in an effort to get cut-through and consumer engagement, as evidenced by Barnes, Catmur & Friends' recent 'Fiji Me, Please' Adshel campaign.
The idea was simple enough: get Kiwis to send in a picture of themselves in front of a rather tropical looking Adshel poster. And Paul Catmur says there were 330 entries.
There were plenty of boring mugshots entered, but, as the pics below attest, quite a few big creative efforts were made by some in the hope they'd get out of the New Zealand winter and win a free trip to a Polynesian paradise, including that of the winning couple with their lightshade snowman.
The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.