How to Create PR Out of Traditional OOH
Choose two Moscow media facades matching the client brief
Background
Legia Warszawa S.A. is a Polish football club that played against Spartak in Moscow on September 15th.
Goal
Our main task was to choose two media facades that matched the client’s criteria and arrange advertising placement on them as part of Legia’s “We are back” billboard campaign.
Solution
We received the request from the client a week before the match and, just in time, managed to organise placement on large-format electronic billboards.
The advertising was placed on the facades of shopping and business centres on Warsaw Highway and in the Tushino area, close to the arena of the rival football club. Both sites are in commercial hubs of Moscow visited by thousands of people every day.
This two-day OOH campaign was also used by the client for PR purposes in Poland and Russia. Legia posted photos of the Moscow facade banners on its Instagram account and published news about the placement on its official website.
Russian online sports media (Telesport, Sport Express, Bombardir) and Polish media (Sport.pl, Gol24, Press) posted news about the ad campaign.
Some outlets highlighted the provocative slogan “Moscow, we are back” on the banner: “Legia staged a provocative performance in Moscow. Spartak fans responded rudely” (article in Championat.com).
Thus, the traditional out-of-home advertising campaign attracted far more attention and awareness than expected.
Results
Over the two days, the billboards were seen by more than 13,000 people in Moscow and collected thousands of additional views through digital media coverage.
