Make the first use easy to imagine

A new product can be beautifully named, beautifully packaged and still leave people wondering what they would actually do with it.

That is a useful problem for advertising to solve. An unfamiliar idea needs a recognisable situation.

Picture a refillable cleaning brand. The launch could show a busy kitchen, a reusable bottle and the refill going in. Suddenly, the product has a place in somebody’s day. “Aha, I get it” is a worthwhile response.

Give the demonstration its own media job

Outsmart’s explanation of why OOH works highlights the public presence of outdoor advertising and the creative possibilities of digital formats.

Use that combination deliberately. A strong poster or billboard introduces the product with an unmistakable visual. A short digital execution shows the useful behaviour: refill, unfold, connect or serve.

For an in-taxi version, make the demonstration understandable without sound. Keep the action visible and let the product do something more interesting than rotate beside its own logo.

Offer a next step worth taking

At LA Trading, screens inside UK taxis provide another setting for that product explanation within a wider OOH plan.

An interested passenger could continue to a short demonstration, a stockist page or a launch sign-up. Choose the destination that answers the question your creative creates.

Before approval, show the advert to someone outside the launch team. Ask what the product does and when they would use it. Their answer will be more useful than another round of “looks great”.

The launch date will not wait for understanding

There is only one first introduction. If the explanation arrives after the launch campaign, you have made the audience do the catch-up work.

Talk to LA Trading about your launch. Send the product, launch date and priority city so we can discuss an in-taxi execution alongside your outdoor activity.

Bring the product. We’ll leave the press-release translator at home.

Download Your Launch Guide here