Facts and Features

Posterscope clicks onto the potential of mobile search

With sophisticated devices like the iPhone are now becoming commonplace, mobile search is increasingly important to out-of-home campaigns. Posterscope strategists wanted to understand exactly how out-of-home (OOH) can drive consumers to search on the move. As a test, Posterscope UK ran a trial campaign in London. Using both static and digital formats which could be easily seen by all kinds of transport, the creative featured eye-catching colours with one cryptic word written in a search text box: 'oohgle'.

20,000 consumers searched for the word 'oohgle' and 3,500 completed a detailed questionnaire, creating valuable proprietary data for Posterscope. To thank them for their efforts, Posterscope linked up with Cokezone.com to offer reward points. In addition, there were hits from consumers in 66 countries discussing this small-scale UK 'oohgle' campaign on blogs and Twitter.