CAMPAIGN FEATURING ET CANADA HOST SANGITA PATEL
TTC passengers where welcomed to Bloor-Yonge Station with bright and bold designs throughout Toronto’s busiest transit hub. The ads featured celebrity influencer and ET Canada host, Sangita Patel and highlighted the newest line of Pantene’s products visible on Wall Murals, Digital Screens, Station Posters, Farebooths, Bulkheads and more. The P&G brand comes back in 2022 with this immersive Bloor-Yonge Station Domination that greets travelers before and after their journey. By utilizing the entire station, Pantene’s presence was admired by commuters when they traveled on the escalator, paid for their fare, waited for their train, and even walked up the stairs. With the combination of the eye-catching designs paired with a celebrity collaboration, it’s no wonder the brand created buzz online with people tagging Patel and Pantene in various images and Instagram stories after visiting the station. PATTISON Outdoor provides a large variety of ad formats available at major transit hubs spanning from Kipling to McCowan Station, and everything in between. The opportunities are endless to reach Torontonians with PATTISON Outdoor!
USING THE POWER OF OOH
To capture the attention of drivers, pedestrians and cyclists, the Halifax Regional Municipality (HRM) planned an innovative way to reach locals with outward thinking. The #HeadsUpHalifax campaign, running in prominent areas of the city, featured 10’x20’ Horizontal Posters equipped with reflective vinyl that illuminated when hit with light by passing vehicles. The embellished billboards were successful in capturing the attention of thousands of Haligonians throughout the day and night. The easy-to-read text allowed for quick interpretation. The familiar crosswalk symbol and bold text displayed “Crosswalk Ahead” warned drivers to slow down in areas where pedestrians were expected and grabbed the attention of locals passing through these high traffic areas. With the power of Out-of-Home advertising, HRM was easily able to communicate with community members to warn them of the potential vehicular hazards that can occur with unsafe driving
INSPIRING CONFIDENCE AMONG CANADIANS
Out-of-Home is one of the most effective advertising mediums in gaining brand awareness, building brand credibility, and winning consumer trust. This is very important for advertisers to consider when planning their campaigns, as shoppers are looking to purchase from companies they can relate to and have confidence in. Studies show that over 2 in 5 Canadians surveyed say Out-of-Home is their most preferred advertising format.1 Unlike any other advertising channel, Out-of-Home has the ability to seamlessly flow into people’s daily lives. A genuine relationship with customers can be hard to build, but once brand trust is established it can be seen as an insurance policy that helps brand loyalty grow. When asked in a survey, 76% of Canadians reported that they sometimes avoid reading, listening or viewing website ads1. This provides an opportune advantage for Out-of-Home to fill the gap. When transit riders wait for a bus and see a Transit Shelter ad, when drivers are on highway and pass by a Digital Superboard, or even when residents on an elevator and need a quick weather update, Out-of-Home not only delivers a brand message to consumers, they also have the power to entertain, inform, and influence.
1Source: PATTISON Monthly Recall Tracker Study, n=1612 interviews conducted within the Ottawa CMA (n=405), Montreal CMA (n=402), Toronto CMA (n=403), and Vancouver CMA (n=402) among the General Population in March 2022 via Dynata online panel