The Association of Serbian Market Communications (UEPS) a couple of nights ago, at the awards event in the Mixer House, awarded its traditional annual awards. Since this is an association whose main task is to promote and improve communications, marketing and advertising profession, it’s not surprising that the highest award in the OOH category – silver, while gold was not awarded – went to the innovation in the use of digital LED billboards on which the Media Marketing already reported.
The project “SMDOOH innovation in campaign #MojaSrbija for TOS”, presented the example of the integration of online and digital marketing. #MojaSrbija is a marketing campaign that was aimed at presenting summer tourist offer of Serbia primarily to domestic guests. It was conducted before and during the summer season. Thanks to SMDOOH innovation of the agency Homepage, which combines social networks and digital LED billboards of the companies Multi Vision and LED network of Serbia, the contents from Twitter and Instagram, after moderation and automated branding, were screened in real time on billboards in nine cities in Serbia. This campaign integrated the UGC (users generated content) and classic advertising tool – billboards, to create a synergy effect and promote Serbia as a summer tourist destination.
Specificity of the SMDOOH system is reflected in the fact that posts that appear on the digital LED billboards are created as a synergy of the agency’s work on the design of branded environment, in which posts from social networks are run on LEDs, and the creativity of social network users. Thus the user generated content, pictures and descriptions placed on social networks by their users, after the selection, automatic design and branding, become part of the creative solutions, which is an innovation compared to conventional campaigns. Applying the SMDOOH, 178 posts were made that alternated on the digital LED billboards during the #MojaSrbija campaign.
