To adapt to the ever-evolving way people consume media, fake out of home (FOOH) ads are a new creative phenomenon that has taken the advertising landscape by storm and cemented itself as an incredibly powerful tool for brands.
These ads, also known as "mixed reality videos", CGI ads or virtual out of home or augmented reality ads, use cutting-edge technology to place CGI elements into real-life video footage. This creates an immersive and memorable experience for consumers that, when done correctly, can often outperform a brand's usual content and garner millions of views across social media platforms. This is why many brands are jumping on the FOOH advertising craze, hoping to achieve similar success.
With great power, however, comes great responsibility. And while FOOH ads have the potential to be game-changers in your marketing arsenal, they also come with unique challenges that, if handled wrong, can lead to disastrous results.
In this article, we will explore the common mistakes made in FOOH advertising and how to avoid "Fake Out Of Home Ads Fails", as well as successful examples of brands that did their homework and got it right.
FOOH adscan be an extreme waste of money and effort if not executed correctly. Here are some common FOOH ads fails that sometimes can be overlooked during the production process.
FOOH Ads Fails # 1: Not Knowing How To Tell a Good Story
Effective storytelling is a powerful tool in advertising, and this is no different from FOOH advertising. Often, brands get caught up with the shiny new-age technology behind FOOH ads and forget the core of what makes advertising successful – a compelling story.
Without a clear narrative, FOOH ads fails in connecting with the audience and can feel disjointed, and confusing. CGI alone cannot carry a campaign, and brands must ensure that their FOOH ads have a strong, coherent story that resonates with their target audience and shows them the benefits of their product or service.
FOOH Ads Fails # 2: Losing focus on the audience
Tying in with the first FOOH ads fails, a common mistake is when brands lose sight of who they are trying to reach. While it may be tempting to use flashy CGI effects and create a visually impressive ad, it will only achieve its purpose if it connects with the target audience.
For example, a luxury fashion brand targeting affluent consumers would not benefit from using cartoonish CGI elements in its FOOH ads. Instead, focusing on creating a sense of exclusivity and sophistication would be more effective in reaching their target audience.
Extensive research and data analysis are essential to knowing what resonates with your audience. Understanding their interests, behaviors, and preferences will help create FOOH ads that speak directly to them and, in turn, drive better campaign outcomes.
At rendersnek, we pride ourselves on putting the audience at the heart of our FOOH campaigns. When you work with us through the ideation process, we take into account various metrics and insights to ensure your FOOH ad resonates with your intended audience. Contact us to learn more.
FOOH Ads Fails # 3: Technical glitches and inconsistencies
FOOH ads rely heavily on seamless integration between real-life footage and CGI elements. Any technical glitches or inconsistencies can immediately make your FOOH ads fails in keeping up the illusion -- and ultimately ruin its impact.
Lighting, for example, is an essential factor that can make or break the believability of FOOH ads. If the lighting and reflections in the real-life footage and CGI elements don't match, it can create jarring differences and distract from the message.
Another example would be the physics within the ad itself. Often the interaction between the CGI and the real-life footage should blend or look realistic. At the end of your ad, your audience should be left wondering, "Did they really do that?" not, "That looks fake."
With how "easy" it is to go viral in this day and age, it can be tempting to try to replicate the success of others by copying their ideas and concepts. And while this may initially seem like a smart move, it could easily backfire if not done carefully.
Audiences, especially the younger and savvy ones, will quickly catch on when your ad is unoriginal or simply copies another brand's idea. This can lead to a lack of interest and engagement and damage to your brand's authenticity.
Instead, strive for innovation in your FOOH ads. Find unique and creative ways to tell your brand's story and connect with your audience rather than trying to piggyback off the success of others. This will set you apart from competitors and establish your brand as a leader in the industry.
FOOH Ads Fails # 5: Neglecting the importance of a proper media plan
Even with a well-crafted FOOH ad, having a media plan is key. This involves understanding where your target audience spends their time online and effectively placing your ad in front of them.
TikTok, Instagram, YouTube, and even LinkedIn are popular platforms for FOOH advertising, and each has a unique audience demographic. For example, if your target audience is younger users, placing your ad on TikTok would likely be more effective than YouTube shorts.
Fortunately, many audience targeting and optimization tools are available on the market today, so you don't have to do it blindly. The easiest way is to use the insights on your existing channel and check who you are usually reaching and how it differs between platforms.
How to Avoid Common CGI Ads Fails: 5 Tips and Strategies
Experience is a great teacher,and learning from others' mistakes can save time, money, and effort in the long run. Here are some fake out of home strategies and tips to help you avoid common FOOH ads pitfalls.
Tip 1: Understand your target audience
Before you get caught up in the creative process of FOOH advertising, start by fully understanding who your target audience is. For example, if you want to promote a productivity app, your target audience might be busy professionals looking for ways to manage their time better. Ask yourself the following questions:
How is your app better than similar ones on the market?
Does your audience belong to a specific demographic?
Are there any cultural sensitivities or trends that you should be aware of?
What features would be most appealing to your target audience?
How can I show all that using a FOOH asset, and where can I reach them—maybe on LinkedIn or other social media platforms?
Answering these questions will help you create a more targeted FOOH ad that speaks directly to your audience's interests and needs. Knowing what resonates with them will increase the chances of your ad being well-received and successful.
Tip 2: Plan, plan, and plan some more
The saying goes, "If you fail to plan, you are planning to fail." This is especially true in FOOH advertising. Effective planning isn’t just about logistics; it’s about crafting an ad that truly resonates. To maximize impact, focus on:
Defining your ad's hook: What will stop scrolling and captivate viewers?
Emotional impact: What feelings do you want to evoke?
Uniqueness: How will your ad stand out?
Align your message with brand values and consider technical challenges. Remember, thorough planning is the foundation of successful viral marketing.
Tip 3: Craft a compelling story
You already have the visual nature of the FOOH ad on your side, so use it to your advantage. Show, don't tell. Even in short ads, create engaging narratives using:
Striking visuals
Emotive music
Relatable characters
Clever narration
Appropriate humor
Additionally, ensure your message aligns with your brand's values and is consistent with your overall marketing strategy. Think about what makes your brand unique and how you can use that to tell a story that resonates with your target audience. The key is creating a narrative that captures your audience's attention, keeps them hooked until the end, and ultimately leads them to action.
Tip 4: Have a solid technical team in place
FOOH ads demand a perfect balance of creativity and technical know-how to stand out and make an impact. To achieve this, your team should:
Excel in CGI and understand FOOH advertising nuances
Navigate legal and technical aspects confidently
Troubleshoot production issues effectively
Incorporate cutting-edge technology for viral marketing potential
A skilled technical team is crucial for creating impactful FOOH ads that push boundaries while remaining compliant.
Got a question about FOOH ads or already have a concept in mind? Contact us, and let's make it happen!
Tip 5: Integrate your FOOH ad with other campaigns
Your FOOH ad should not exist in a silo. It should be part of a larger marketing strategy and seamlessly integrated with other campaigns you may have running. Consider these key approaches:
Aligning FOOH content with ongoing campaigns
Using FOOH ads to drive specific actions (e.g., website visits, social media follows)
Creating synergy across all marketing efforts
Maximizing touchpoints for audience engagement
By integrating FOOH ads strategically, you amplify their impact and boost overall marketing effectiveness.
Successful Examples: How Brands Get FOOH Right
A good FOOH ad can create a lasting impression and effectively communicate a brand's message to its target audience. Here are some examples of brands that clearly did their homework with FOOH advertising; the results speak for themselves.
1. Zara - "Barbie Collection" - 17.4 million views, 446,000 likes, 2,600 comments, 8,333 shares (on Instagram, July 16, 2023)
In this FOOH ad, Zara used CGI to create an illusion of pink floaties dropping from the sky, with the Empire State Building in the background. The ad ends with a giant pink sign about the Barbie movie, followed by Zara branding.
This ad was released during the week of the Barbie movie’s release. The realism of the floaties set against a recognizable New York City backdrop is a playful, clever way to promote the clothing brand's Barbie collection. And it certainly resonated with their target audience of young, fashion-forward women, receiving over 17 million views on Instagram.
2. F1 - "Silverstone Circuit" - 13.2 million views, 610,000 likes, 1,000 comments, 1,800 shares (on Instagram, February 8, 2024)
This FOOH ad from Silverstone Circuit and F1 is a perfect example of how crucial the marriage of flawless technical expertise, interesting storytelling, and the use of a personal brand is. The ad begins with a Facetime call between British F1 drivers George Rusell and Lando Norris, with the former flipping the camera and showing a gigantic Pirelli tire on the track.
The ad then shows a huge tire slowly rolling on the race track, with a marquee behind it reading "10 more years of Silverstone at Circuit." The ad received over 12 million views, and fans were happy to hear that Silverstone would remain on the race calendar for 10 more years.
3. Samsung - "The Freestyle Smart Projector" - 115,000 views, 4,700 likes, 60 comments, 230 shares (on Instagram, December 7, 2023)
Realism is key in FOOH advertising, and this ad from Samsung just nails it. The ad shows footage of Big Ben and the River Thames at night - with a twist. The ad is for their Freestyle Smart Projector, so the London attraction is seen opening up its gears and the smart projector coming out.
A guy is then shown opening the projector app on his phone. Seconds later, the projector displays a video of Santa and a reindeer skipping across the Thames river, followed by a Happy 2024 message.
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An impressive ad, to say the least, this ad is a good lesson on creating a compelling story about your product and using the visuals to make it pop. And it doesn't look easy to make either, with the footage filmed during nighttime, which surely made incorporating CGI elements a technical challenge. But it was well worth it, with over 100k views on Instagram and many users applauding Samsung for how unique and creative the ad was.
4. dm - Mixed Reality Series - 5.4 million views, 22,056 likes, 141 comments, 740 shares (on Instagram, August 5, 2024)
How can everyday products become extraordinary? dm's international FOOH ad series offers a fresh take on this question by blending creativity with digital innovation.
The magic of this series lies in its seamless integration of live action and CGI. Whether it's a girl leaping from lipstick to lipstick, a man inflating a massive sunscreen, or two friends squeezing dish soap, each scenario blurs the line between reality and digital creativity.
With an organic reach of 5.4 million on social media, this campaign effectively highlights dm's product range while redefining how brands engage with their audiences.
5. Volvo - Luxury Without the Bling Bling - 934,000 views, 12,900 likes, 80 comments, 172 shares (on Instagram, March 13, 2024)
Your FOOH ad doesn't always have to announce something huge or promote an upcoming event; sometimes, it can be as subtle as showcasing your brand's values and image. This ad from Volvo does precisely that.
The viewer first sees a hand holding a car key. After turning it on, a sleek black Volvo car tunnels through an underground driveway. We then see a garage door with the Volvo logo on the second story of a building opening up, revealing the car. The ad ends with the message marquee that reads (in German), "Luxury without the bling-bling (Unless the bling-bling increases security at some point).”
This ad perfectly represents Volvo's brand image of elegance, luxury, and simplicity. It highlights what the brand stands for without being too flashy or over-the-top while still showing that it doesn’t take itself too seriously. The message shows that Volvo doesn't need to rely on flashy features or gimmicks; its cars speak for themselves. And with almost a million views on Instagram, this ad demonstrates that your FOOH ad can be both subtle and effective.
6. Benefit Cosmetics - Benetint Cheek & Lip Stain - 1.6 million views, 50,000 likes, 240 comments, 4,760 shares (on Instagram, November 22, 2023)
A successful FOOH advert is all about a good blend of creativity, storytelling, and clever use of technology. Check out this ad for Benefit Cosmetics Benetint Cheek & Lip Stain, where reality and technology work hand in hand to showcase the product in a busy cityscape.
The ad shows a massive bottle of the product displayed on the rainy streets of San Francisco, with life-sized jello-like blobs coming out of it, bouncing onto the street, and floating into the sky. One of the blobs hits a woman's umbrella as she passes by, causing a part of the umbrella to turn pink, showcasing the product's color. One also hits a building window as it floats, turning it pink.
This cheeky (pun intended) FOOH ad perfectly demonstrates the product's unique feature - it's a stain that can be used on both cheeks and lips. And with over 1.4 million views on Instagram, it's safe to say that this ad was a hit among Benefit Cosmetics' target audience.
Key takeaways
FOOH advertising can be a powerful and effective tool in your marketing arsenal, as long as you doit right. Understanding your target audience, planning meticulously, telling a compelling story, and having a strong technical team are all essential elements of a successful FOOH ad.
Be creative, take risks, and stay true to your brand's values, and you'll see the results in increased engagement, brand awareness, and ultimately, sales. Keep these tips in mind when trying out a FOOH advertising and if you need some help feel free to contact us at any time.
Ready to captivate your audience with something genuinely unforgettable or have any ideas you want to bring to life?
