The Marketing Hustle, Brand of the Match. Champion of OOH.
Brand marketers have always argued about the best campaigns down the pub. Now Lottie Unwin and co-host Joel Bjarni Marlinarson are doing it properly, with red cards, yellow cards and a full-time whistle.
Out of home covers billboards, installations and anything you see out and about. But in the age of social, OOH is now curated to travel well beyond its physical location.
In the second episode of Brand of the Match, Lottie and Joel put out of home under the microscope. It's a channel as old as advertising itself, from Surreal's LinkedIn-native billboard mockups and Canva's genuine "make the logo bigger" takeover of Waterloo station, to TfL and Heineken Zero's confusing Bakerloo Line rebrand, to Rhode's headline-grabbing pimple patches at Coachella. Along the way they cover Pip & Nut's decade of the same squirrel, Lime Bike's reactive dig at London's tube strikes, Turo's shot at stealing Zipcar's audience, and Nike's provocative takeover of the London Marathon.
By full time, there's only one winner. Do you agree with the result? Tell us in the comments.
This episode is brought to you by Stickybeak, rapid consumer research built for FMCG marketers. Test packaging, concepts and campaigns with real people in under 48 hours. Find out more at stickybeak.co.
Follow Brand of the Match:
Joel Bjarni Marlinarson:
Instagram & TikTok @coldestjoel, LinkedIn Joel Bjarni MarlinarsonLottie Unwin: Instagram @lottieunwinmarketing, TikTok @lottieupworld, LinkedIn Lottie Unwin
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Timestamps:00:00 - Coming up on Brand of the Match00:47 - Countdown into round two00:53 - Kick-off: Champion of Out of Home01:15 - Out of home as old as advertising itself02:31 - Joel's spectrum: from LinkedIn mockups to full-spend campaigns03:25 - Surreal's copywriting-led fake billboards04:05 - Canva's real Waterloo station takeover05:38 - TfL x Heineken Zero's Baloo line rebrand07:24 - Rhode x Coachella's pimple patch stickers10:34 - Half time: word from Stickybeak11:45 - Second half kicks off11:55 - Pip & Nut's squirrel and the case for consistency14:11 - Lime Bike's reactive tube strike ads15:11 - Turo's dig at the collapsing Zipcar18:03 - Nike's London Marathon takeover23:01 - Final whistle for this round23:17 - Pip & Nut crowned Brand of the Match23:54 - Looking ahead: the future of out of home26:45 - Outro and how to follow the show
