Adshel - How Agency Are You?
With the rise of digital media and TV–on-demand, people are finding more and more ways to bypass ads, yet agencies still spend all the big bucks on these platforms. Adshel asked us to demonstrate how the average Sydney CBD agency is out of touch with the impact that can be achieved by using the only advertising medium you can’t turnoff. OOH displays.
We decided to find out just how clued in agencies were to the reality of the advertising world outside their Surry Hills bubble, by creating the website howagencyareyou.com with an online questionnaire. The higher level of ‘agency’ they scored, the less likely they were to be in touch with where the wider population lived, shopped and consumed outdoor advertising. It was a way to make agencies question the myriad of outdoor marketing options that existed outside their familiar leafy suburbs. You know, where the actual customers live.
The campaign received widespread press through industry blogs, had a whopping 48% of media and creative agency staff take part in the survey, and ultimately delivered an unprecedented ROI for Adshel, who is now rolling out the campaign across its international partner companies.
So how agency are you? Take the quiz at www.howagencyareyou.com