What is out-of-home (OOH) advertising?

Out-of-home (OOH) advertising reaches people outside their homes through physical and digital media, such as billboards, transit ads, posters, street furniture and digital screens. Brands use it in campaigns to build broad awareness and repeated exposure in specific places.

What is a brand awareness campaign?

A campaign built to get a brand noticed and remembered by a wider audience, rather than to drive an immediate sale. Success is typically judged on reach, recall and recognition.

What does above-the-line mean?

Above-the-line (ATL) refers to mass-media advertising aimed at a broad audience, such as TV, radio, print and outdoor. Below-the-line is more targeted activity, like direct mail, events or in-store.

How long should a brand campaign run?

It depends on the goal, but most run for weeks or months around a launch, season or moment, with a clear start, peak and end. Longer campaigns usually refresh their creative along the way.

How do you measure a brand campaign?

Against the goals set at the start, such as reach, engagement, brand recall or sentiment, alongside any commercial signals like traffic or enquiries. Comparing before and after shows what changed.

Branding Handbook

Brand Experience

Brand Campaign

A brand campaign is a time-bound, multi-channel push built on one central idea, using a brand's identity to get a message noticed and remembered.

What is a brand campaign?

A brand campaign is a coordinated run of communications built around a single idea, designed to get one message noticed across channels such as social, out-of-home and web, for a set period of time.

Where an identity defines how a brand always looks and sounds, a campaign puts it to work, so it has a recognisable foundation to build from.

From localised launches to global above-the-line campaigns, the best examples are designed with a longer-term goal or metric in mind, whether that be creating awareness, shifting perception, or building brand equity. This makes finding a powerful campaign idea essential to ensure return on investment.

What makes a good brand campaign?

One central idea

A simple yet powerful concept that can be expressed across every channel seamlessly, so the campaign is understood at a glance.

A clear audience and purpose

Alignment on who a campaign is for and what it needs them to think, feel, or do, so every creative decision can help make that happen.

Strong creative foundations

A campaign look and feel that draws from the core identity of the brand behind it, so it builds recognition rather than starting from scratch.

Flex across channels

A system of purpose-built assets and formats that adapts to social, video, print and out-of-home, making the most of each format while keeping hold of the campaign idea.

Goals to be measured

Clear goals set before launch, such as reach, sentiment or action, so performance can be tracked during and after the campaign activity.

How a brand campaign works in practice: Yango Maps

For people seeking a new way to move around Dubai, Yango Maps offers a real-time way to ride: a door-to-door experience in a complex metropolis.

Launching into a crowded, diverse market meant making a noticeable debut, with a campaign tuned to the local nuances of Dubai.

Transport

Mobility

B2C

Yango Maps

In collaboration with the Yango Maps internal team, we built a dynamic design system laying the foundations for them to build an effective above-the-line brand launch campaign.

Drawing on first person perspective cues and real-world indicators, the new identity creates a bold, disruptive tone in the navigation app market—with dual language Arabic and English messaging switching, interchanging and interacting with creative. The result is a campaign that feels 'live', liberated and fit for an ever-changing urban landscape.

Outcome: 54% brand consideration in Dubai, with a 30% increase in app usage since launch.

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Related work

A launch campaign fine-tuned to Dubai

Using a first person perspective and dynamic Arabic and English messaging, Yango Maps' debut set a bold, disruptive tone in the navigation app market.

Result: 54% brand consideration in Dubai, with a 30% increase in app usage since launch.

Making conservation less conservative

To help avoid a climate catastrophe, On the Edge needed a campaign look and feel that would reach the most critical demographic: the TikTok generation.

Result: Over 1M views, with a €4M film pledge.