Every year, StopPress asks players in the local industry for their reflections on the year that was. Here’s what Ben Gibb, Head of Sales – NZ at oOh!media, had to say.
- Favourite local campaign
The Steinlager campaign is pretty cool. A bit of a history lesson that brings out the Kiwi pride.
- Favourite international campaign
Emily Crisps launch campaign during the initial Covid lockdown in the UK.
This was their first ever OOH campaign and they booked it pre-Covid to run in April 2020 which ended up being the middle of a lockdown. Rather than cancel, they turned around some new creative, injected a bit of humour and turned the campaign into one that was shared far and wide at a time when nobody else was advertising out of home.
Twitter’s “I Hate 2020” campaign surfacing the best 2020 tweets was another great example of using OOH to reflect the mood on social to a wider audience, plus it’s pretty entertaining.
3. Least favourite campaign
Any campaign that doesn’t use Out of Home.
4. Pick three words to describe 2020
Unsubscribe! Unrelenting at times but in the end Transformative.
5. Most memorable moment from lockdown?
When I jumped on a Teams call with some colleagues at 2.00pm one Tuesday early in the first lockdown and we all admitted we had a drink in hand.
6. First thing you did in Level 1?
Had a proper pint at the pub.
7. First place you’ll travel to when borders open?
Bali or somewhere tropical and exotic – don’t think that’s gonna happen this year though.
8. Heroes of 2020
Dr Ashley for sure.
9. Villains of 2020
Not original but Trump has really put his hand up for this one in 2020 and again in 2021.
10. What have you learnt about the world this year?
That we’re so lucky to live in NZ. It’s bloody crazy out there!
11. What personality trait got you in the most trouble this year?
12. What achievement are you most proud of this year?
Two things, the way the oOh! team has really come together this year despite everything and the way we actually managed to move forward some key innovation projects.
13. Silver lining of 2020?
From a media industry perspective, that it’s actually moved a lot of things forward that probably would have taken years to achieve if Covid hadn’t happened. How does the saying go? “Never let a good crisis go to waste”.
From a general perspective, that it’s given most Kiwis a new appreciation of how amazing our country is and the power we have to support local businesses.
14. Best brands of 2020
Amazon, The Labour Party, Corona.
15. Lamest trend of 2020
Conspiracy theories, celebs complaining about being locked down in their mansions and Zoom drinks.
16. Best innovation
17. What died in 2020?
Houseparty – massive one week, almost gone the next.
18. Guilty Netflix obsession?
Don’t know if I feel guilty about it but I’ve re-watched Peaky Blinders a couple of times this year. Can’t wait for series 6!
19. Twitter or Instagram?
Neither really, I tune in and out of social but I’m actually trying to pull back as it’s a time waster. I probably spend more time on LinkedIn for work purposes as that’s quite useful.
20. What should be uninvented?
The word Pivot.
21. What’s the biggest mistake advertisers will make in 2021?
Being too conservative and playing too much at the bottom of the funnel. The market is so short now but it feels like the smart brands in 2021 will be those that begin to re-invest in building longer term brand equity.
Year in Review is brought to you by Discovery New Zealand.