Brad Firth, CMO, Mountain Culture Beer Co.
For Harper, the results were an interesting test case in what oOh!media can do.
“What’s unique here is that Mountain Culture turned everything else off," she said. "That gave us true transparency into the isolated impact of OOH.
Bel Harper, Chief Product and Marketing Officer, oOh!media
“It’s the first time we’ve been able to clearly demonstrate the full-funnel strength of our network. We’ve always thought that adding formats increases ROI, now we can prove that Out of Home, as the hero channel, can do it alone.”
She added that the category itself made the results especially interesting.
“Beer and Out of Home is a bit of a match made in heaven,” Harper said. “Some months are out-of-home’s time to shine. Over summer, when other media go quiet, this is when we can do something that owns a city or creates something iconic.
"There’s so much flexibility in how you use the channel, from beaches to sporting events to retail and nightlife, it can reach 95% of an audience or drive hyper-local trial in a single postcode.”
The campaign also challenged assumptions about where and when beer brands should advertise.
“What surprised me the most was how many people noticed our ads in oOh! Office environments,” Brad said. “We’re in a category that doesn’t normally think to advertise in that space, but the ability to hit key days and times of day, with drinkers in the city, has now become a no-brainer.”
Mountain Culture ads in an office environment.
The results have developed how Mountain Culture plans its marketing. “It’s emboldened my confidence,” Brad said. “Our entire strategy for this quarter is built around that. It’s given us the confidence that we can build an entire brand plan around it.”
For oOh!media, the campaign was proof that OOH continues to evolve beyond a traditional awareness driver into a measurable, data-rich performance channel.
“This campaign demonstrates the unique strength of oOh!’s end-to-end network to deliver both scale and measurable outcomes, even in challenging trading conditions,” Harper said.
As Mountain Culture heads into summer, Brad said the brand is using those lessons to double down. “Out of Home and brand building are essential. People are in pubs and bottle shops more than ever, so for us, it’s go time.”
Harper agreed that the partnership sets a new benchmark for how brands can use simplicity and boldness to their advantage.
“Sometimes the most effective thing you can do is turn down the noise,” she said. “Mountain Culture proved that when Out of Home is the hero, it can tell a complete brand story, and drive results at every stage of the funnel.”
