Pfizer’s Airport OOH Push: Boosting their New RSV Vaccine

Making proactive efforts, Pfizer is leveraging airport OOH to raise awareness for their newly approved RSV vaccine ahead of flu season.

Respiratory Synical Virus also known as RSV is a widespread respiratory virus, most common in the fall and winter months. Following its recent FDA approval, Pfizer is now utilizing JCDecaux’s out-of-home airport advertising to advertise their new RSV vaccine ahead of this year’s wave.

In an era where skepticism runs high, trust is a critical factor in pharmaceutical advertising, and out-of-home stands out with 58% of Americans considering it to be the most trustworthy advertising medium. Through their association with OOH, brands are able to transfer consumer’s perception of trust to their name and their products, helping brands like Pfizer inspire confidence in new products and medications.

By advertising in high-traffic hubs such as Boston, Dallas, and Los Angeles airport, Pfizer is maximizing their reach and raising awareness for this new vaccine. As adults aged 60 and above face the highest risk with 60,000 to 120,000 hospitalizations annually from the virus, the large format creatives feature elderly people and a distinct call to action to address this audience directly. With over 70% of people aged 60 and over intending to travel this year, of which many by plane, airports are a great place to address this demographic.

Moreover, by directing viewers to visit their website, Pfizer is giving interested travelers the option to learn more without visual clutter. OOH has proven to be effective at getting individuals to take action, with a study revealing that 38% of people who see a pharmaceutical OOH ad subsequently visit the company’s website.

The timely campaign highlights how OOH stands out as an advertising medium that is able to reach large audiences while fostering trust and recognition, two elements that are essential to get people to take action and save lives.