In today’s crowded media landscape, brands looking to connect with families must cut through the noise with high-visibility campaigns that capture children’s attention while influencing parents’ purchasing decisions. With physical, public-facing outdoor ads, top family-focused brands can push brand awareness and critical action by activating ads where these target consumers spend their time outside of the home.
The Power of Familiar Branding in OOH Advertising
Recognizable mascots and well-loved characters are key drivers in capturing attention and reinforcing emotional connections. Chuck E. Cheese utilized JCDecaux’s digital billboards in Chicago to promote birthday party packages, rewards programs, and special offers for their many Chicagoland locations- effectively reaching on-the-move families at large as they make their way between sprawling Chicago suburbs and downtown.
Similarly, The American Dream Mall, one of the largest retail and entertainment destinations in the U.S., partnered with JCDecaux to drive mall and amusement park visits. Their campaign also utilizes popular characters to establish a familiar connection, and its placement intercepts parents and kids in family-heavy neighborhoods of New York City.
Influencing Family Purchasing Decisions
Children play a crucial role in their parents’ buying decisions through direct requests, brand recognition, and emotional connections. Mattel’s 80th-anniversary campaign, for example, leveraged JCDecaux’s premium advertising spaces to target families in shopping, entertainment, and sightseeing locations.
Because JCDecaux OOH can engage families where they spend their time outside of the home, including near places of work, play, and alongside major urban roadways, these brands are able to seamlessly integrate into daily routines, ensuring they are top of mind when it comes time to make a toy purchase or choose the next family outing location.
