OOH Ad of the Week: Ekstra Bladet ‘The News Fridge’ (Denmark)
How do you generate hot sales at 5 degrees Celsius?
Well, that’s a good question to ask the guys at Ogilvy Denmark as the agency’s latest execution for Danish tabloid newspaper Ekstra Bladet took a fresh approach to flogging newspaper copies, resulting in a 30% increase in sales.
With the rapid uptake of online and mobile news consumption, selling print newspapers is never an easy job – these days people find printed news old and outdated. But Ekstra Bladet claims to be the first for breaking news in Denmark. So how could it prove that?
Enter The News Fridge. To remind people that its news is fresh and crisp, special build newspaper displays in the shape of a red fridge began popping up in stores across Denmark containing nothing but cold and crisp newspapers.
Check out the campaign in action via the video below. It's certainly a “fresh” approach to OOH!