Experiential Outdoor: Ants Attack!

I recently found a great example of how an advertiser and their agency used outdoor to create an experiential experience.

The article initially caught my attention because I was curious as to how they pulled off giant ants crawling on the side of a building.  As a media buyer, there were several things that jumped out at me as I read:

  • New technology is only as good as its implementation.  This new technology used in this display was implemented well.
  • The stunt took place in a geographic region where there was definitely a problem that could be solved by the product.
  • The stunt was well placed (on a building across from the Astros stadium) and well-timed (just after a night game when the Astros were having fireworks afterwards).
  • The stunt was exciting enough that a PR campaign could be built around it.
  • The stunt was surprising enough that it created social media buzz.
  • It also had a community interest factor, as the company involved in the stunt made a donation to the Veterans Administration, whose office building (the Veterans Administration DeGeorge building) they projected the media experience on.

Now the only question left to answer regarding the promotion is… Did it increase sales?

What are some other promotions you’ve heard about where the outdoor presented was compelling, different, or experiential? I would love to hear about it!

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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