Our main task was to choose two media facades according to clients’ criteria and organize an advertising placement on them as part of the "We are back" Legia's billboard campaign.
How to create PR out of traditional OOH
Billboard campaign on the streets of Moscow case study
Client
Legia Warszawa S.A. - Polish football club, which played against Spartak in Moscow on September 15th.
Goal
Our main task was to choose two media facades according to clients’ criteria and organize an advertising placement on them as part of the "We are back" Legia's billboard campaign.
Solution
We received a request from a client a week before the match and just in time, we managed to organize the placement of large-format electronic billboards.
The advertisement was placed on the facades of shopping and business centers on Warsaw highway and in the Tushino area, where the arena of the rivals' football club is located. Both billboards are located in the commercial centers of Moscow and are visited by thousands of people every day.
This two-days OOH campaign also was used by the client for PR purposes in Poland and Russia. Legia posted on its Instagram account photos of advertising banners placed on the facades in Moscow and also published news about this OOH advertising placement on its official website.
Russian online sports media (Telesport, Sport ExpressSport Express, Bombardir) and Polish media ( Sport.pl, Gol24, Press) posted news about this ad campaign.
Some media noted the provocative slogan “Moscow, we are back” on the banner: "Legia staged a provocative performance in Moscow. Spartak fans responded rudely" (an article in Championat.com).
Thus, the traditional out of home advertising campaign has attracted much more attention and awareness than expected.
Results
During two days this billboard was seen by more than 13 thousand people in Moscow and got thousands of views due to digital media coverage.
Questions? Let's talk!
