Estée Lauder’s Slowvember campaign uses outdoor ads to promote mindful shopping, encouraging consumers to pause and rethink impulsive Black Friday purchases.

Slowvember: Estée Lauder’s Unique Approach

The skincare giant Estée Lauder has launched a one-of-a-kind campaign, Slowvember, through its brand The Ordinary. Unlike the typical Black Friday rush, this campaign encourages consumers to think twice about their purchases and avoid the sales frenzy. By educating customers and creating an emotional connection, Estée Lauder stands out with its out-of-home (OOH advertising) strategy, using billboards, posters, and transit ads across major cities like Los Angeles, New York, London, and Toronto.

Outdoor Advertising and OOH: Keys to Campaign Impact

For The Ordinary, the Slowvember campaign is an opportunity to amplify its message through outdoor advertising or OOH ads. The brand has utilized various outdoor media like billboards, bus stop ads (bus stop advertising), and transit shelter ads to reach audiences in a broad, impactful way. These ads are designed to grab attention and remind consumers about the importance of mindful shopping.

The strategy includes prominent newspaper ads, social media posts, and high-visibility out-of-home media in key urban locations, allowing The Ordinary to maximize reach and deliver a cohesive message across channels. This approach ensures that the brand’s values are clearly communicated in both digital and physical spaces.

Benefits of Outdoor Advertising for Thought-Provoking Campaigns

Utilizing billboards and other forms of outdoor advertising helps to strengthen a brand’s presence in public spaces. Unlike digital media, billboard ads and bus shelter ads are hard to ignore and create a memorable impression. Through continuous exposure, consumers can absorb the message without interruption, making it a powerful tool for awareness-building campaigns.

For Estée Lauder, Slowvember has shown that an effective outdoor advertising campaign can convey brand values and reach audiences in a non-intrusive way. Partnerships with outdoor advertising companies and transit advertising providers play an essential role in impactful campaigns like these, as they allow brands to deliver messages locally and accessibly.

Outdoor and DOOH Advertising for Purpose-Driven Brands

For brands aiming to stand out, digital out of home (DOOH) advertising offers substantial benefits. In Slowvember’s case, DOOH allowed for dynamic elements that attracted a young, tech-savvy audience, while traditional billboards remain central to Estée Lauder's strategy for reaching a wide and diverse audience.

Leasing billboard rentals in high-traffic areas, especially on highways and in city centers, captures attention quickly and conveys a clear message, as shown by Slowvember’s slogan, “Don’t Rush.”

How Much Does Outdoor Advertising Cost?

Businesses interested in billboard advertising and other outdoor media should understand the costs involved. Billboard advertising prices vary based on location, size, and duration of exposure. For instance, billboard ad prices in a city like New York can be quite high, but an investment in a well-placed campaign can yield significant results due to the wide reach and lasting impression it creates.

In general, billboard advertising costs and billboard rentals in high-traffic areas are substantial, but the benefits of an effective out-of-home advertising (OOH) strategy can offset these billboard expenses by significantly boosting brand perception.

A Leading Example in Outdoor Advertising

With the Slowvember campaign, The Ordinary and Estée Lauder set an example of how to use outdoor advertising to build genuine consumer relationships. From billboards to bus shelter ads, this campaign highlights the potential of out-of-home media to communicate values and make authentic connections with the public.

In conclusion, Estée Lauder’s Slowvember campaign is a prime example of how understanding billboard ad rates and investing in out-of-home media can go beyond mere promotion, effectively communicating a brand’s values in a meaningful way.

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
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