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ICEYE's out-of-home advertising campaign on large digital surfaces at Helsinki-Vantaa Airport demonstrates how strategically targeted and precisely timed advertising can lead to exceptionally effective campaigns that reach precisely the right audience.
With its campaign, ICEYE aimed to target European decision-makers, investors, and technology professionals. Week 47 was chosen for the campaign, as the technology and growth company event Slush attracted an ideal target audience from across Europe to Helsinki.
In a high-quality, international, and experiential environment, people are already open to new experiences and influences
An airport is an environment strongly connected to emotions, where the anticipation, excitement, and escape from everyday life associated with travel are heightened. In such an emotional state, people are more receptive to messages. When advertising is encountered in a media environment associated with positive perceptions, its impact on the advertised brand is up to 7 times greater* compared to situations where the advertising platform is not significant.
Passengers typically spend 2–3 hours at the airport, which allows for message repetition without the constant noise of daily life. The extended dwell time, calmer context, and positive mood support deeper attention and improve advertising memorability compared to many other media environments.
Out-of-home advertising offers brands a physical and impactful environment
Out-of-home advertising is an exceptional mass medium because it allows for flexible and precise targeting. Advertisers can leverage location data from advertising devices and various data points to build even more impactful campaigns. Campaigns can take into account factors such as time, location, weather conditions, or the advertiser's own data, such as customer or inventory information.
Out-of-home advertising does not interrupt or disturb; instead, it blends naturally into the environment. A prominent and consistent public presence strengthens brand credibility and increases awareness.
Helsinki-Vantaa provided a striking and high-quality platform for ICEYE's message amidst a busy international passenger flow. The large and bright digital surfaces prominently displayed the brand and ensured strong visibility in a premium environment.
“The combination of vast premium advertising surfaces, brightness, and moving images made the creative content highly visible in the busy airport environment,” says Natalia.
Successful collaboration laid the groundwork for future campaigns
The entire process was smooth and goal-oriented. ICEYE views out-of-home advertising and airport advertising as valuable tools for their future marketing campaigns, especially those targeting European decision-makers and experts.
“It felt like we were working with a partner who understood both the media and the European context we wanted to address,” says Natalia.
*Kantar Insights, Global Advertising Databank (> 100 studies)
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We saw a clear uplift in branded search, direct traffic to our website, and inbound interest during and immediately after the campaign period."
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