Boots Makes More Room with New OOH Campaign in Cork

Boots, the well-known beauty and personal care retailer, has launched a powerful Out-of-Home (OOH) advertising campaign to celebrate the opening of its new flagship store in the heart of Cork. Through this campaign, Boots not only promotes its expansion in beauty products but also demonstrates how an effective billboard and outdoor advertising campaign can uniquely capture public attention in a memorable way.

A Bold Billboard Campaign to Highlight the Beauty of Boots

The “Make More Room for Beauty” campaign was coordinated by Posterplan, an OOH agency, in partnership with Boots, Essencemediacom, and Collectiv Marketing. Rather than using traditional advertising, they created a massive mural at an iconic location in Cork, transforming outdoor advertising into an immersive and attractive experience.

This form of outdoor advertising is growing in popularity, especially with DOOH (Digital Out-of-Home) capabilities that allow brands to creatively adapt to urban environments. However, Boots took a unique approach with a mural design that took six days to complete, giving an authentic, artistic flair to the message.

Boots' Strategy to Capture Customers on the Street

Linda Nolan, Boots’ Head of Marketing, remarked, “There was no better way to celebrate the launch of our first destination store than with a memorable mural at an iconic Cork location.” This campaign leverages the advantages of OOH advertising, which helps create a genuine connection with the public and naturally boosts brand visibility in a captivating manner.

The campaign also benefited from the expertise of Essencemediacom and production specialists from Collectiv Marketing, who collaborated to design a mural that reflects the wide range of beauty products now available in Boots stores. This mural is a perfect example of how billboards can serve not only to advertise products but also to enhance urban spaces with lasting visual impact.

Benefits of Outdoor Advertising in Beauty Campaigns

The “Make More Room for Beauty” campaign in Cork highlights the effectiveness of outdoor advertising for delivering a message powerfully. This type of advertising—whether through traditional billboards or artistic murals—offers wide visibility, especially in high-traffic areas. Some of the key benefits include:

• High visibility: Billboards and murals are easily visible from a distance, amplifying campaign reach.
• Cost-effectiveness: Compared to other media, billboard advertising rates are relatively accessible, allowing brands to make a lasting impact without incurring huge expenses.
• Long-lasting effect: A well-made mural, like Boots’ in Cork, can stay in viewers' memories, fostering a connection with the brand.
• Message flexibility: By choosing specific locations for advertising, brands can tailor their message to resonate with the local audience.

This type of campaign can include options like billboards for lease, bus stop advertising, and transit shelter ads. DOOH ads also offer flexibility in content and location, allowing for dynamic and engaging messages.

Outdoor Advertising as a Branding Strategy for Boots

The mural in Cork stands as an outstanding example of how outdoor advertising can reflect a brand’s values and message. By choosing a visually striking campaign in a strategic location, Boots has managed to capture the public’s attention and position itself as an innovative brand in the beauty sector. The mural’s visual impact and authenticity strengthen the Boots brand, showcasing how outdoor advertising can transcend a simple promotional tool to become an integral part of the consumer experience.

Conclusion

Boots' campaign in Cork is an exemplary case of how outdoor advertising (OOH) can be strategically used to launch a new product or store. Billboards and murals help a brand position itself in consumers' minds, creating a unique visual experience. In a world increasingly dominated by digital advertising, Boots reminds us that traditional mediums like outdoor advertising remain effective and relevant, especially when executed with creativity and authenticity.