Campaign Media Awards 2009: Outdoor Sales Team of the Year - CBS Outdoor

CBS Outdoor has taken the title of Outdoor Sales Team of the Year again, after swaying the judges with its innovative campaign to have advertisers use buses to get their messages across in a campaign dubbed "up everyone's street".

Fittingly, one of the ways it did this was by advertising on buses and on the Tube itself, targeting media planners and buyers on their commute to work. It pointed out that, no matter what happened in an uncertain world, there would always be buses on the high street.

This ad campaign was backed up by a series of presentations, reflecting a massive commitment from the sales team.

Over a four-week period, they visited more than 300 planners and buyers. Not necessarily a revolutionary approach, but a timely reminder of the fact that hard graft pays off.

The sales team must have made some persuasive arguments. In particular, FMCG advertisers got on board, spending 22 per cent more on buses during the judging period.

This contrasts with a fall of 10 per cent in FMCG advertising across the rest of the outdoor sector. This success was also the result of research done by CBS Outdoor that showed the return on investment from bus advertising made it an effective medium.

New advertisers to buses included Domino's Pizza, Bird's Eye and PepsiCo; meanwhile, the likes of Cadbury, Johnson & Johnson and Nestle increased spend on the back of the CBS Outdoor research.

Other initiatives included the Bus Creative Challenge, which asked consumers and creatives to vote for their favourite bus ads; and a campaign targeting media planners, who were given Oyster cards in January in return for giving CBS Outdoor "one-minute briefs" to which the media company responded with an idea within 24 hours.

As well as being proactive, CBS Outdoor proved to be skilled at making the most of opportunities.

While the "atheist bus" campaign, run by the British Humanist Association, was not the highest spending of the year, CBS Outdoor did manage to parlay the coverage generated by this "crowd-sourced" advertising campaign, spearheaded by the author Richard Dawkins, into some pretty good press coverage for bus advertising. And, inevitably, other religious groups followed suit, so that Londoners spent a large part of the year being passed by buses alternatively encouraging them to relax and enjoy life, or to start praying.

As a result of these efforts, the market share of bus advertising has shifted to increase CBS Outdoor revenue by nearly £5 million - proof that creativity and hard work pay off.

FINALISTS

JCDecaux - StreetTalk

Clear Channel Outdoor UK

Topics