Spotted! How Quebecor is keeping people connected through OOH

Although demand for inventory has been low, the media company is using that space to make people smile.

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Demand for OOH inventory may be down for the time being, but Quebecor is using some of that excess inventory to share the love.

Quebecor recently made its 133 digital bus shelter screens available to the public as a way to keep in touch with loved ones during the lockdown. The screens exhibit photos ranging from happy families and individuals to artistic depictions of local features. The call for participation in the campaign began April 23 with a notice on TVA’s social networks. Quebecers were encouraged to send in their best stay-at-home photos for display on Quebecor OOH digital screens. The photos and messages went live in May, with creative running into June.

Marc-André Ladouceur, director of marketing and business development for Quebecor, says, “Out-of-home is a medium where you can build very creative stunts. As the pandemic drama began, the out-of-home marketing team wanted to make a difference and bring some joy into people’s lives. So, by doing that campaign we were hoping to help bring people together but at the same time, humanize the bus shelter and demonstrate how it can be a part of their daily lives. “

In less than a week, 650 photos were submitted and about 30 were selected, based on criteria that included format, quality, creativity and the photo’s inspirational character. The creative has been hosted on bus shelters in Montréal, Laval, Lévis and Sherbrooke.

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