Pretty In Pink: A Throwback To Barbie Movie's Genius OOH Ad Campaign
Greta Gerwig’s Barbie has captured everyone’s hearts and it didn't just stop at the cinematic universe. In a brilliant move that merged nostalgia with innovation, the Barbie movie was taken to the streets with an Out-of-Home (OOH) advertising campaign that left an indelible mark. Let's delve into the success behind Barbie's marketing campaign, exploring the pink-hued world that took over billboards, dreamhouses, and pop-up booths.
The Success Behind Barbie's Marketing Campaign
Barbie's marketing campaign went beyond traditional advertising channels. By embracing OOH strategies, Barbie’s promotional team created an immersive experience that resonated with fans of all ages.
Pink has long been synonymous with Barbie, and the marketing team took full advantage of this color using color psychology. The OOH campaign was a visual feast of all things pink, creating an instant connection to the movie. This can also be seen when the theatre halls turned into a sea of pink! The strategic use of this signature color reinforced Barbie's identity and made the campaign easily recognizable and memorable.
One of the standout elements of Barbie's OOH campaign was the eye-catching pink, but plain billboards strategically placed in high-traffic areas. These billboards had no designs and only consisted of the movie’s release date, yet they transported passersby into a world of imagination and possibilities of the movie. They cleverly used a minimalist approach yet gave impactful communication.
To elevate the OOH campaign, Barbie took the experience beyond traditional billboards. The Barbie Movie’s promotional team collaborated with Airbnb for a massive makeover on a Malibu mansion that was transformed into the contemporary Malibu Barbie Dreamhouse!
The Barbie movie OOH marketing reached another level when their particular "terrifying" marketing stunt went viral. Dubai's monumental Burj Khalifa has a gigantic 3D, virtual Barbie model with her iconic white-framed sunglasses and black-and-white swimsuit walking out of Mattel's Barbie Box! It was "terrifying" indeed to experience that in the middle of the road. It is mind-blowing to see how the Barbie movie promotional team brought us into the realm of creativity using 3D Computer-Generated Imagery (CGI).
Talk to us to get more insights on CGI usage for OOH Marketing.
Barbie set up pop-up booths in shopping centers and public spaces. These booths were immersive spaces where visitors could engage with the brand in creative ways, where Barbie lovers get to snap a picture of themselves at the booth. This made the movie insanely viral and reached high gross ticket sales all over the world!
The success of Barbie's OOH campaign lies in its ability to transcend the boundaries of traditional advertising; it was about creating an emotional connection with the audience. Barbie's pink-hued adventure is a timeless example of how OOH marketing can transform a brand into a living experience.