🟨 Lucozade BOOST: Who Knew Billboards Could Be So Social

Because regular ads are so last year...

Hey there!

Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.

---

The idea for today’s marketing campaign was shared with me by a subscriber. You can send marketing campaigns that do not just interrupt your mindless scrolling but also make you nod in agreement.

We’re talking about campaigns that are memorable and make brands stand out, convincing you that you need whatever they're selling.

Share the marketing campaigns via yellowchili@substack.com or send a reply to this newsletter.

In 2018, Lucozade BOOST launched in Kenya. The energy drink brand wanted to increase visibility while improving its distribution network. Instead of the usual way of advertising, Lucozade decided to reach people where they live - in busy areas. It also wanted to be a part of the community, not just talk to it.

Lucozade found its answers in old shipping containers. It flipped them and created a four-in-one multipurpose unit. The end result was a billboard, a kiosk, a storage unit and a place to collect more drinks to sell.

The goal of the four-sided multipurpose unit was not just to solve business problems (awareness, storage and distribution), but to create functional, sustainable advertising that lives within the community.

ICYMI: The More You Look, the Less You See

Container Billboard is an example of an OOH Campaign. Lucozade BOOST’s visibility and availability in high-density market areas increased. More people were talking about the brand, and more stores in the area started selling it.

The sales of Lucozade BOOST grew by 76% compared to the year before. It helped create jobs for over 20 people and supported around 50 other traders.

🍉 Action Points

Community engagement - Rather than simply advertising to the community, Lucozade aimed to become a part of it. This approach shows a shift towards building relationships with customers rather than just pushing products onto them.

Creative use of space - By repurposing old shipping containers into multipurpose units, Lucozade demonstrated creativity and innovation in using available resources. This not only solved practical business problems like storage and distribution but also served as functional, sustainable advertising.

Understanding audience location - Lucozade BOOST recognized the importance of reaching consumers where they live and spend their time – in busy areas. This insight highlights why it is important to understand the target audience's behavior and adapt marketing strategies.

Enjoy this issue? Please share. It only takes 10 seconds. Creating this one took 10 hours.

🗂 More Stuff on OOH Campaigns

• Why more brands should be having serious fun with OOH creative.

• How to get fake celebrity endorsements?

• The Power of OOH Advertising: Taking your message to the streets.

• How do you measure OOH advertising effectiveness?

Quick reminder - If you like this newsletter, shoot me a reply saying Hi. It gives your email provider a little nudge that you want to continue reading my emails (plus we can have a chat).