13 Mar 2024

Don’t be scared of the dark.

13 Mar 2024

The nights are drawing in and autumn is peeping over the horizon. 

Too soon, right? We feel you.

Seasonal variations are a fact of life but that doesn’t mean your outdoor campaign needs to go into hibernation. Phantom has some brilliant ways to shine a light on your message during the dark hours. More on that later.

What we really want to focus on right now is the idea of the ‘Night-time Economy.’ 

Here’s why your brand needs to be out on the streets after dark.

What makes night time the right time?

There’s a huge range of businesses that earn their coin outside office hours. From hospitality to events, entertainment and accommodation, these are operations that thrive outside the nine-to-five. 

If you’re retailing cocktail mixes or the latest Hollywood release, night is the natural time to promote it. Your audience is out on the town, so why not reach them when they’re in the mood to have fun? 

As a corollary, certain precincts attract a tonne of traffic after office hours. From the Christchurch CBD to Auckland’s Ponsonby, Phantom has the urban sites to grab their eyeballs. 

So even if your product is not one that’s consumed at night, you can still reach a valuable chunk of your audience. A creative campaign for a bank, a ute, a breakfast cereal or a coffee brand could resonate with people who are away from their screens for once.

And here’s another bright idea:

Target your night-time audiences with our smart tools.

The sort of people who go to shows and eat at downtown restaurants can be very valuable to an advertiser. That’s why we’ve put a lot of work into creating tools that predict where those people are going to be. 

Another trick of the trade is proximity mapping. We’ll help you buy the poster sites clustered around your stockists or on the typical path to purchase. It could be a simple as putting your burger ads near your fast food outlets (but only if you have a poster portfolio as comprehensive as ours).

With over 6,500 poster frames and urban bollards across Aotearoa, we’ll help you craft a schedule that captures buyers when they’re ready to pull out their credit card.

Less gloom, more glam.

In the olden days, street posters could only be viewed by ambient light. It was a case of hoping the streetlights shed enough photons after dark

These days, we have dedicated lighting on a large proportion of our network. You get 24/7 exclusivity with the assurance that your message will be lit throughout the dark hours.

Phantom also has an array of eye-catching options, from custom neons to Flex LED. These are ideal if you want to create something with lighting built into the idea, such as  Ford’s bright idea to draw attention to its electrified fleet.

Check out this article for more bright ideas.

The things we do to help brands thrive outside the nine-to-five.

Phantom Billstickers can deliver your brightest ideas because we have a dedicated team to build customised sites. 

Our Phantom Labs team love helping clients create something special, whether it’s glowing tigers to promote Asian lager or this electrifying anti-scam campaign from Netsafe. 

After all, the biggest sin in outdoor advertising is a message that can’t be seen. Being seen is our reason for existing.

These days, that applies to the night-time economy as well. 

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