Today’s OOH is a dynamic mix of billboards, digital displays, transit, street furniture, that surround and immerse consumers during the 70 percent of the day they spend away from home.
In an age of ever-increasing media fragmentation, OOH is more relevant and more powerful than ever. OOH reaches people no matter how they consume their media, making them stop, notice, and buy. No other advertising format is more ubiquitous or more creatively versatile.
OOH is a uniquely creative medium. When executed well, OOH offers virtually unlimited creative potential and impact. A wide range of sizes and shapes coupled with distinct locations offer a blank canvas for brands to deliver disruptive and engaging consumer experiences.
Within this framework, Bottega Veneta and genevoism worked together for a OOH campaign in Milan, Paris, London, New York, Hong Kong and Shanghai to promote the pre fall collection thus communicating when in stores.
Plan Details / Brief
Markets: Milan, Paris, London, NY, HK and Shanghai Flight Dates: May – June 2019 OOH Formats: billboards, digital displays and street furniture
There usually are a few basic guidelines to consider when designing for the OOH media, but they are not rules.
Although genevoism received a very urgent brief (it was early may), we managed to deliver a completed workable solution on time.
The campaign's effectiveness varies with contexts and offers different performances on supports which are only apparently similar.
The OOH adjusts in relation to the areas, and who entrusts his message to this medium should be educated accordingly; no city is the absolute template because each market has its own regulations and peculiarities.
Each area should be treated on the basis of its individuality; global mastery comes from the knowledge of the accessible means and local players, including small realities faced with a limited inventory but offering the most strategic sites.
Thanks to a network of international contacts and an in-depth know-how, the Bottega Veneta campaign strengthen once again our pay off “acting locally, thinking globally”
Bottega Veneta has set a new standard for Luxury since its birth in Vicenza in 1966. Inspired by Italian culture with a global outlook, the House is defined by a distinctly refined attitude. Bottega Veneta uses noble materials to create considered pieces that become part of their owner’s lives. The House embraces a core philosophy of style, innovation and luxury, applied to a full offer for women, men and home.
Proposing luxury, premium and glossy locations, genevoism delivered an international campaign entirely in line with Bottega Veneta refined attitude.
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