Dynamic Digital Outdoor Campaigns
clients: Clear Channel Outdoor, Subway, Los Angeles Times ...
When the LED billboards were introduced, most of the creative agencies were unaware of their full capabilities. The LED billboards allow the creative to automatically update itself using RSS feeds and special tags such as time and date. One of my roles in CCO was to educate the account executives and their agencies about the use of the "dynamic content" therefore to increase sales by coming up with innovative ways of using this technology and also designing speculative artwork to demonstrate them.
After recieving a 14'x48' vynil billboard creative from the agency, I added the countdown funtion which automatically updates the creative according to the time of the day. The use of dynamic content added immediacy to the campaing's message making it much more memorable and relevant to the consumer compared to a static creative. During the process I also cleaned up the agency's crative to make it less cluttered and more readible on LED boards.
LA Times Success Story
The sales call for LA Times was a tough one since they were also a competitor to Clear Channel Outdoor as a media outlet. Therefore, to demonstrate how fast and effieintly they can deliver their messages unsing dynamic content, I created speculative designs feauturing an image, a headline and LA Times logo with last minute news. As a result, LA Times not only agreed to launch a massive outdoor campaign, but they also used the exact same layout of the speculative design. The dynamic content function allowed them to update the content without updating the design file itself which made creative changes incredibly easier, faster and cost-effective compared to the traditional method of submitting entire art files each time. The campaign lasted so long and grew so much in scale that later on Clear Channel IT developped a web portal for their content management.