July 29, 2021
OOH SmartBrief
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Top Story
Barker & Christol Art Director Todd Turner highlights best practices to help brands maximize their billboard efforts, including encouragement to refrain from boring content such as contact information that consumers can easily find via Goggle. Turner suggests taking advantage of rotary programs so an ad appears on different billboards and 3D extensions and lighting effects as an "impressed audience will talk about your brand for years to come, even when the billboard is long gone."
Full Story: Billboard Insider (7/29) 
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Campaigns
Callen created a 4-foot-by-4-foot neon sign for Lone Star Seltzer that zaps mosquitoes and is touring bars and venues in the brand's home state of Texas with the sign, as part of Callen's "Refreshingly Texan" campaign for Lone Star. "When we put it up, everyone in the bar is like moths to the flame," Callen founder Craig Allen said.
Full Story: Ad Age (tiered subscription model) (7/28) 
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Hendrick's Gin, along with Space, is sparking interest by adapting bus shelters in five UK cities with a Victorian theme that includes living roofs made of scent-infused roses and cucumbers, a doorbell that plays music, a 3D Hendrick's Gin Bottle that continuously pours liquid into a glass and QR code to unlock tips and recipes. Space associate director Sean Kelly said, "[W]e've turned the daily commute upside-down by transforming bus shelters into portals to another world."
Full Story: Adweek (7/28) 
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Gut, with Horizon Media, created a digital, out of home and print campaign that introduces Popeyes' chicken nuggets and announces a truce in the "chicken wars," with the brand donating the cost of a million nuggets from its own and competitors' franchises to New Orleans' Second Harvest Food Bank. A 30-second spot follows an employee gathering nuggets for donations and features the tagline "We come in piece. 8 piece."
Full Story: Adweek (7/27),  Marketing Dive (7/27) 
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Technology
Report: Consumers see value in connected packaging
(Cameron Spencer/Getty Images)
SharpEnd research revealed 68% of US consumers feel inclined to buy a product if the connected packaging offers ingredient details, 77% will use a mobile device to learn how to recycle the product and 76% want included QR codes to be prominent. Consumers see the most value in augmented reality tie-ins for luxury and nonluxury clothing and footwear.
Full Story: Mobile Marketing Magazine (7/26) 
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Trending
Geopath highlights the 10 leading out of home spenders in the Phoenix area for the first quarter of 2021 with input from Kantar and DMA infographics. Geico captured the top spot, with Hague Partners Real Estate Group, Polaris Project Organization, Farmers Insurance and Allstate rounding out the top five.
Full Story: OOH Today (7/23) 
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Regulatory & Research
US airlines transported 56.6 million passengers in May, up 19% from April, the US Transportation Department reported. Despite the uptick in travel, airlines carried 27% fewer domestic passengers and 51% fewer international passengers than the airlines flew in May 2019.
Full Story: Reuters (7/26) 
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Leadership
People who struggle to be understood might be speaking too fast or too quietly, or they might be trying to show off their authority and knowledge of big words, writes Calendar CEO John Rampton. This article offers several possible steps for improving your spoken communication, including writing more, consulting a thesaurus and avoiding jargon.
Full Story: Calendar (7/27) 
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If the ends don't justify the means, then what does?
Bob Moses,
civil rights activist, educator
1935-2021
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