Consumer Curiosity in OOH
Consumer curiosity in the digital age: a potentially jargon-filled, industry-focused concept particularly within DOOH.
But one that (provided you’ve ever seen a screened advert that isn’t just the company logo on a plain background) you’ve undoubtedly been directly involved in.
WHAT DO WE MEAN?
As our daily eyeline becomes increasingly filled with LED screens on TV, smartphones and billboards, the opportunity for consumer engagement with targeted advertisements and messages feels endless.
As a result, the volume of content we are consistently consuming leaves brands ever battling for our attention. Some are more successful than others, sporting high-quality, innovative, entertaining and often emotive creative to ensure their message stands out.
But some consumers are motivated by other factors, notably those known as “novelty explorers” – those who “seek new, unexpected ways to have fun and pique their curiosity and purchases are often influenced by social media…interactive discovery experiences are vital to engage them.” (Advertising Week, 2024).
SO WHAT?
Technology is making it increasingly easy for consumers to explore, react and engage with a range of interactive multimedia creative via their own devices, motivated by an inherent curiosity that they already possess.
But just how curious might they be? Curious enough to engage when they have no idea what they are actually engaging with? We wanted to find out…
HOW SO?
We took an Edge Digivan® to some popular spots in London displaying a large, unbranded QR code. Nothing more than that.
We wanted to answer the question: would people really scan this code on a Digivan® with their smartphone, with no idea where it would take them? Well as it turns out, they would. Loads of them.
150 scans in 3 hours, to be exact.
Each of these virtual journeys arrived at the same destination: the infamous “Rickroll” GIF to inject some light-hearted fun into the campaign. You can watch the campaign highlight reel on our TikTok.
WHAT’s OUR POINT?
Aside from the fun of watching city-goers inadvertently prank themselves courtesy of our Digivan®, the campaign confirmed the intense curiosity of the average ambulant consumer and identified a unique opportunity to engage with them beyond just the viewing of an advert.
Whether the scan leads them to more information about the product or discounted offers to increase brand loyalty, technology gives us a multitude of ways to turn these “novelty explorers” into advocates for your brand and pass your message on to other customers – which could be as easy as turning to their fellow pedestrians on the street. Marketing doesn’t get purer than that.
At Mobile Media, we listen to your vision and make it happen using our fleet of advertising formats, workshop and Productions branch. And if it can be done, we’ll do it best.
Get in touch today and turn passersby into brand engagers, brand engagers into loyal customers, and loyal customers into brand advocates with us.