Snapchat Targets London Agencies With Mobile Billboards
Four mobile digital billboards are taking Snapchat’s business proposition directly to advertising and marketing professionals around major agency locations across London.
Snapchat has taken its Snapchat for Business proposition onto the streets of London, using four mobile digital billboards to carry its “Spend Smarter for Business” campaign around some of the capital’s major advertising agencies.
The campaign is designed to put Snapchat’s business offering directly in front of advertising and marketing professionals. The mobile screens are operating around agency locations including Goodstuff, OMD, Jellyfish, Publicis and Wavemaker.
Rather than relying solely on established B2B communications channels, Snapchat is using an out-of-home format to place the campaign within the physical working environment of its intended audience. The campaign is being delivered by Leeds-based out-of-home advertising agency Loud! OOH.
At the centre of the activity is the “Spend Smarter for Business” message, positioning Snapchat as a platform for businesses and advertisers as well as a consumer-facing social platform.
Mobile Out-of-Home Format
The use of mobile billboards allows the campaign to move between locations rather than remain tied to fixed advertising sites. This enables the four vehicles to operate close to different agency offices and business districts during the campaign.
The approach also places Snapchat’s advertising proposition outside the digital environments in which B2B advertising would ordinarily appear. Instead of appearing within feeds alongside other content, the campaign is being displayed on streets around the workplaces of advertising and marketing professionals.
The format illustrates how mobile digital out-of-home advertising can be used geographically to reach specific business communities, with the vehicles positioned around areas of London containing concentrations of advertising and media agencies.
“What makes this campaign interesting is that Snapchat isn’t just advertising a product. It is taking its entire Snapchat for Business proposition directly to the people it wants to speak to. The mobile billboards give them the ability to put that message right in the middle of London’s advertising and marketing community. Seeing four vehicles carrying the campaign moving around London is a very different experience from seeing another B2B advert in a feed. It has presence, and that’s what makes it disruptive.”
Jamie Roberts, Founder, Loud! OOH
The campaign is running across London this week, with all four mobile billboards targeting locations around advertising and media agencies. Its wider objective is to present Snapchat as a platform that businesses and advertisers can consider as part of their marketing activity.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
