Beyond The Billboard
00:17:15 · Kirsty Carlson
[00:17:15] S2: Grand Visual has done work from the BBC Dracula, renowned, iconic, like absolutely incredible. I can't tell you in my out of home career the amount of times that that has come up. Absolutely amazing. You know, to some of the work you've done on Specsavers, just tapping into that human truth and playing on it in such a humorous way in the executions for Specsavers, to some of the more recent work that you guys have done with regards to Tesco's and Uber Eats, you really are pushing the envelope when it comes to this. And you've been doing great work for a number of years. So what I wanted to ask you, Jay, for ourselves and our listeners, can you just share perhaps there's a human behavioral truth that you have identified over the years, doing some of this experiential out the box work. How do you make the consumer stop and engage? What is that? Is there a nugget of gold that you can share with us and our listeners? And I think secondary to that is, do you have any creative, like best practice principles when it comes to out of home? What you feel is like needs to be known when you're working with out of home? What are those key creative best practice principles that you can share?
00:18:20 · Jay Young
[00:18:20] S0: Sure. So to answer the first question, I don't know if you've heard of the, there's a psychological concept called schema incongruity, but it's very, it's a lot more simple than it sounds. Ultimately, if you're on your morning commute, you're driving to work the same way every day, your brain, if it processed that information as it did the first time every single day, it would just be processing too much. So what it does, it creates schemas and it means that you're not actively processing all the information when you're on that journey. So our job first and foremost, and everyone talks about attention at the moment is the big kind of media hit word is to surprise the audience and the brain to the point where you interrupt that process. So step one, how can I make them see something, make the brain see something that it doesn't normally see? And I think that's where kind of your classic build out special build is such a beautiful example because it just breaks the the edge of the perimeter of the billboard and that's enough to go, there's something different here. And once you've got that attention, that's just the start. And I think that's where I get kind of frustrated with the industry just constantly talking about attention because you can grab attention and not deliver any message. You need to grab attention. You then need to make sure that you're hitting that audience with an emotion, that they're feeling something to make sure that kind of the... Whatever the messages you're landing is hitting the brain with a real impact. And the third is making sure we deliver the message. Like the number of times I see something that from a craft perspective looks beautiful, but actually how many times did someone go past that and go, oh, wow, that's cool. I like it. And then not realize which brand it was from or didn't story didn't land. So it's kind of attention, emotion, and then delivery and making sure that you deliver that message. So I suppose that's the process that we go on. Then I
00:20:20 · Kirsty Carlson, Jay Young
[00:20:20] S2: love that. It's brilliant. You've just made it so much simple. It's fantastic. [00:20:28] S0: And, but cause ultimately if you don't do the delivery bit at the end, then realistically, it's a piece of art. It's there to be enjoyed, but it does a job. And I think for my kind of general creative principle for out of home, there's lots, we do a lot of creative testing across the entirety of the talent group. We have an in house testing tool. And so some of the results that we get back from that are really interesting. Things like using faces significantly ramps up attention. So the simple, simply simply putting someone on the billboard with the product or putting the brand logo positioned very close to the product image, making sure that your copy is super bold. The number of times that you see, particularly I think on digital billboards, you see ads that you can see basically been adapted from display or from social, and they've been put on this big billboard [00:21:24] S2: and you're
00:21:24 · Kirsty Carlson, Jay Young
[00:21:24] S2: and you're [00:21:24] S0: like, wow, I either can't read that or it's just not landing in the right way because the context hasn't been considered. And then I think the big one for us and the thing that I love about our studio and the fact that every single person in there just worked in home day in, day out and have always, is thinking about the mindset. The mindset changes so rapidly based on the environment, the time of day, the day of week. So it's thinking about how is someone receiving that creative at the moment because unless you make it super relevant, then again, you're leaving a load of value on the table. And relevancy for me, think is the next big thing from a creative perspective for At Home. And we're quite excited about that.
00:22:10 · Kirsty Carlson
[00:22:10] S2: I think the power that digital out of home brought to out of home for relevancy. And I mean, could have relevancy based on like, you know, that, you know, the simplified version of it back in the day, know, that this road does evening traffic, this side of the road does morning traffic. You can do different messaging based on that. You know, if you're targeting someone who's doing grocery shopping in the evening, or, you know, you could kind of get that type of thinking. Now with digital out of home being able to target based on environments, based on time of day, based on different dynamic triggers, that really brings relevancy to a new level. And I think that's one of the most powerful things about out of home. If being used in that way and creatively, it is being tailored to be used in that way. I think we find still that there's very much here's my fifteen second and let it run for my booking for within that loop for the full day versus actually taking the time to go, I'm investing my money into this medium. Let me make sure that I'm tailoring the messages for the different times of day. And as you say, all the different consumer mindsets of that journey. Because there's a lot of studies around if it's relevant for that consumer at that moment, the fact that the recall will be much higher, the ability to cause an action or to get them search or whatever it is that you're asking them to do will be much higher because it's actually relevant to speaking to them at the right time at that right moment. So I completely agree and I think the job of home for us, you know, globally, but also for us here in South Africa has really been able to deliver on that relevancy piece. I just think as a market, there's definitely room from a creative point of view for clients to start getting more tailored to that. And doing more of that insight work of understanding the consumers in that space, what is their mindset? I love that you raised that. What is that insight? What that... What are they experiencing in the shopping mall or in the space? And what is it different at different times of day? Think that's
00:23:58 · Livia Brown, Kirsty Carlson
[00:23:58] S1: such a strong [00:23:58] S2: strong piece.