We open social media, turn on the television, walk into the supermarket… It is estimated that consumers are hit with anywhere from 3,000 to 10,000 advertising messages every single day. This oversaturation causes brand messages to dissipate like smoke, losing their relevance and reducing meaningful touchpoints. The dilemma for brands now, is how to connect in a way that feels both relevant and authentic
In Spain, brands are taking to the streets because they know that’s where the consumers are. With more hours of sunshine than any other EU country, people in Spain spend a significant amount of time outside for both work and leisure. Furthermore, data from the EGM shows that people make an average of 17 «outings» (trips outside the home) per week.
In this context, Out-of-Home experiences are emerging as a powerful way to forge real and authentic connections between brands and consumers. From 3D billboards and augmented reality to panels that stimulate smell, sound, or touch, OOH is evolving into a physical and emotional experience beyond the visual. These experiences are highly effective for brands that can authentically communicate their values and product quality while fostering a deeper, more human connection with their audience
This shift is reaching a turning point thanks to the growth of Digital Out-of-Home (DOOH), which now accounts for more than 40% of OOH investment. DOOH allows real-time creative updates based on location, weather, or context, and campaigns to be managed through programmatic buying.
New formats are emerging that also complement outdoor experiences, such as Fake Out of Home and social media, which have become a key tool in amplifying these experiences on the street or in public spaces. In this way, the experience is not only enjoyed by the people who are there, but also by thousands of users online, amplifying the brand’s message.
These types of experiences are now designed with social media shareability in mind. With hashtags, QR codes, participatory activities, and collaborations with content creators, passersby become spontaneous ambassadors by sharing this content on their social media accounts.
But reach isn’t everything. Sustainability has become a priority, with a focus on recyclable materials, efficient LED lighting, solar-powered structures, and messaging with a social or ecological perspective. This ensures that the brand’s message resonates clearly and responsibly in the minds of consumers.
At APPLE TREE, we work with brands and companies to build experiences that enable a brand’s audiences to connect in unique and memorable ways: from creating a dedicated space to present annual results to employees for Schneider Electric; to recreating a village square in the middle of a big city for Choví’s ‘Salseo’ product range, or raising awareness about sun damage through an immersive exhibition for Nivea. Ultimately, success lies in creating experiences that feel unique and personal to your audience.
