The United States Navy "NAVYForMoms.com" campaign was named the National Winner in recognition for the innovative use of out-of-home (OOH) media and the overall effectiveness of the campaign in addressing client objectives.
Campbell-Ewald partnered with Outdoor Services to develop an OOH domination strategy to promote the launch of NAVYForMoms.com and drive traffic to the site. Launched in spring 2008, the social network site was conceived and created to allow proud moms of sailors to provide words of wisdom and encouragement to the skeptical moms of recruits.
"Campbell-Ewald's OOH strategy was to bring the NAVYForMoms message to the adult target in unexpected places, disrupting their everyday scenery by dominating high-traffic areas on a hyperlocal basis. We even sought out placements where ads had not previously existed, including 100-foot tower banners on the outside of Madison Square Garden and the domination of Grand Central Station," said Tom Talbert, EVP, Director Media Services at Campbell-Ewald.
A broad range of OOH tactics, including wallscapes, bus wraps, stairway wraps, interactive screens, kiosks, mallscapes, sidewalk stencils, a water tower wrap and blue-lighting projection media were effectively used in the promotion of the site. The OOH domination strategy was used in key markets, including New York, Boston, Oklahoma City, Hartford (Conn.), New Haven (Conn.) and Dallas.
"Recent advancements in OOH technology played a major role in bringing the 'Paint the Town Blue' campaign to life," says Dace Kainass, Managing Director, Outdoor Services Inc.
"We aligned with our OOH partners to leverage the latest visual effects to transform local landmarks into mountains of blue. Using the newest developments in wallscapes, wraps, projections and lighting techniques, we were able to 'paint' landmarks like Fenway Park in Boston and the Water Tower in Oklahoma City."
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