If you visited central Cardiff this summer, you might have spotted Glamorgan Cricket Club’s Welsh Fire campaign, including this audacious crimson mural in the heart of the city. Located on our dedicated mural wall opposite the Principality Stadium, it provided a central pivot to a much wider campaign- from 48 sheet billboards to 3D activations like this brilliant cricket ball, created by Orchard. By combining high-impact out-of-home formats with experiential elements, the campaign delivered strong visual cut-through, demonstrating how a landmark mural can play a central role in an integrated media strategy, amplifying awareness and creating a memorable presence on match days and beyond.
Welsh Fire is a Cardiff-based cricket side that represents the historic counties of Glamorgan, Gloucestershire and Somerset in The Hundred - the ECB's innovative 100-ball cricket competition designed to bring a new audience to the sport. With a home ground at Sophia Gardens, Welsh Fire combines men's and women's cricket with live entertainment, music and a festival atmosphere, creating one of the biggest sporting events in the Welsh summer calendar. With its bold branding and focus on engaging families and younger fans, it has become one of Wales' most exciting and recognisable sporting brands.
So you wanna stand out from the crowd?
It’s the moment every brand fantasises about. Going viral? Amazing! But going down in history? Another level. There’s no single formula that will guarantee that kind of success for any marketing campaign. If there was, you wouldn’t be reading this - and we probably wouldn’t be writing it. But take a closer look at some of the most successful out of home campaigns ever, and there are definite running themes:
Interactive, inviting the audience to play or participate in some way - like this crazy billboard, which actually let passers by pour themselves a pint. It goes without saying, the longer you can hold attention, the more likely your ad will be remembered.
Context is key. Whether it’s capitalising on a zeitgeist or using clever copy to reference regional dialects or cultural quirks, many successful campaigns engage people by making them feel like it’s about them. The best OOH campaigns often respond to their surroundings. Bus shelters, buildings, pavements and local landmarks can all become part of the creative idea, making the campaign feel more relevant and memorable.
Think beyond the billboard: One of the biggest strengths of OOH advertising is that it doesn't have to stay flat. Adding three-dimensional elements can create instant visual impact. Oversized product replicas, sculptural installations or parts of the design extending beyond the billboard all encourage people to stop and take notice.
Social and earned media: Many successful outdoor campaigns are now created with sharing in mind. Eye-catching visuals, clever illusions and interactive installations encourage audiences to post their experiences online, helping brands reach far beyond the people who see the campaign in person. Innovative installations, surprising executions and interactive experiences are frequently shared by news outlets, influencers and the public, multiplying the campaign's reach beyond the paid media investment.
One thing’s for sure: for businesses investing in OOH advertising, creative thinking can transform a good campaign into a great one.
Research from industry leaders consistently shows that memorable outdoor campaigns deliver more than just visibility. They create stronger brand recall, encourage social sharing and often generate earned media that extends far beyond the original media spend. If you’re going to invest in out of home, make it count, right?
Unlike digital advertising, people can't simply scroll past a billboard. Outdoor advertising exists in the real world, making it a unique opportunity to create a genuine connection with your audience. Whether someone sees your poster on their morning commute or passes your billboard every day for a month, repeated exposure helps build familiarity and trust.