Baileys' innovative outdoor ads combine digital formats and scent, creating a memorable sensory experience to boost brand recall during the holiday season.

Baileys' Outdoor Advertising Campaign: A Sensory Experience for the Holiday Season

Baileys' latest campaign for its Chocolate Liqueur variety has made waves in the world of outdoor advertising by combining innovative formats and cutting-edge technology to capture the attention of consumers during the holiday season. Launched in collaboration with PHD and Source Out of Home, the campaign is a perfect example of how OOH advertising (Out of Home) can create immersive experiences that resonate with shoppers, especially during high-traffic periods like the holiday season.

A Sensory Delight: Digital and Scent-Enabled Outdoor Ads

One of the standout features of the campaign is the integration of digital out of home (DOOH) formats to amplify Baileys' message and elevate consumer engagement. Billboard advertising has long been a powerful tool for reaching large audiences, but the latest trends in billboard advertising rates show that more and more brands are turning to digital formats to drive impactful campaigns. For instance, Baileys utilized Mall Digital panels, in-store Digitowers, and Tesco Digiscreens, all strategically placed near retail locations to target consumers at the point of purchase. This data-driven approach is a great way to maximize the effectiveness of billboard ad rates and ensure the right audience sees the message at the right time.

What truly sets this campaign apart is the inclusion of a scent-enabled Adshel Live Retail panel at Blackrock Shopping Centre. This innovative OOH ad not only displayed the visuals of Baileys' new liqueur but also emitted the scent of chocolate, providing a sensory experience that went beyond just sight. By engaging multiple senses, the campaign proved that billboard advertising cost is not just about placing an ad but about crafting an unforgettable experience that connects with people on a deeper level.

How Outdoor Advertising Costs Stack Up for Seasonal Campaigns

The success of Baileys’ campaign highlights the significant role outdoor media plays in driving brand recall and engagement, particularly during busy shopping seasons. Understanding billboard advertising costs is crucial for brands looking to make an impact in these high-stakes moments. Research from the IMPACT Attention study found that 85% of respondents believed that innovative OOH advertising formats were highly effective for brand recall. Moreover, 84% of respondents viewed brands using such formats as more memorable. This reinforces the idea that a billboard sign cost is well worth the investment when it leads to better brand recognition and engagement.

In addition, Baileys' use of large roadside Golden Squares and 48 Sheets shows the effectiveness of larger billboards for lease and highway billboard advertising in maintaining visibility across a broad audience. These traditional billboard ad rates still hold strong value in outdoor campaigns, providing an excellent balance of outdoor advertising costs and return on investment.

The Growing Impact of R-OOH (Retail Out of Home) Advertising

A key takeaway from Baileys’ campaign is the power of Retail Out of Home (R-OOH) advertising. With more brands embracing DOOH ads and digital billboards, the ability to target consumers within specific retail environments has become a game-changer. Baileys tapped into the potential of retail advertising through outdoor advertising companies that specialize in in-store and transit shelter ads to maximize reach.

The sensory experience created by Baileys in retail locations represents the future of out of home media. Billboard rental and transit advertising (such as bus shelter advertising and bus stop ads) can be particularly effective in driving consumer interest when combined with innovative technologies like scent-enabled ads. This integration of digital media and sensory stimuli increases the likelihood of brand engagement and long-term recall.

Conclusion: The Power of Innovation in OOH Advertising

Baileys' "Season for Treating" campaign is a prime example of how outdoor advertising can transcend traditional formats and create immersive, multi-sensory experiences. Whether through the use of DOOH formats, scent-enabled advertising, or large-scale billboards for lease, the campaign demonstrates the growing importance of out of home marketing in today’s advertising landscape. By leveraging the right OOH ads at the right time, brands can effectively tap into consumer behavior, drive recall, and enhance brand presence.

Incorporating OOH advertising examples like these can undoubtedly shape the future of outdoor advertising companies and set new benchmarks for success in billboard advertising rates.

 

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