Guerrilla out of home (OOH) marketing business, Showtime Marketing, is utilising its services to spread positivity across Sydney throughout the COVID-19 pandemic and related self-isolation measures.
Its first initiative, in partnership with Jack Agency in London, was to harness its framed poster sites to spread the message of ‘Community is Kindness’, with the business saying “if we all group together we’ll be stronger for it once we come out the other side”.
The first stage of Showtime Marketing's initiative spread the message 'Community is Kindness'
This was followed by a #SupportLocal campaign, which provides a platform for local business to promote themselves pro-bono. Brands who are already on board include the Sydney Opera House, gin distiller Archie Rose Distilling Company, brewery The Grifter and fashion label Lee Matthews.
Businesses can use Showtime Marketing’s poster sites to share information about their opening hours, online shopping details, or re-purposed product initiatives.
People who come across Showtime Marketing’s posters whilst on their allocated trip outside for exercise are encouraged to share them on social media.
The second stage of Showtime Marketing's initiative is to support local businesses
Showtime Marketing founder, Chris Campbell, spoke of the value of organisations continuing to leverage OOH marketing.
“OOH during the lockdown period has provided an opportunity for dynamic thinking, allowing advertisers to project brand stability, and win audience share-of-mind by connecting on a community level in a genuine way,” Campbell said.
“In these uncertain times, brands will be remembered for their actions and more importantly their interactions. Right now we think it’s about “acts not ads” by creating hope and inspiring people, staying relevant and honest.
“The gap between a brand’s advertising and a company’s actions has been narrowing for years. This crisis could be the time to actually lead with best intentions.”
Campbell continued that Showtime Marketing has rethought its OOH model.
“We have strategically pivoted our OOH model allowing us to create tailored bespoke community content seen in a relevant and contextual manner.
“Whether it’s reaching apartment-bound audiences in a grandiose way through light projections to thank our essential workers, targeting people exercising in a manner with street stencils along walkways routes and popular coastal walks, or sending a message of hope via Showtime posters (aka street posters) within our framed network, through creatively using our OOH services we are able to give brands a platform to reaffirm that they stand in solidarity with the community and most importantly are relevant during these uncertain times,” he said.