a single source, nothing corroborates it

Concentrate the outdoor buy in one city

Spreading an outdoor budget across many places buys single exposures that nobody registers. One drinks brand covers a single city across bus stops, benches, walls and billboards until the same person has met the message roughly five times, and is open about relying on repetition rather than on one clever placement. Familiarity is the mechanism, and it only happens locally.

The method

1. 01

   Concentrate outdoor advertising in one city until people hit the same message five times, instead of spreading the budget thin.

What it returned

• Oatly covers cities such as Los Angeles across bus stops, benches, walls and billboards, and Katelyn Bourgoin notes the brand is open about relying on repeated exposure rather than a single clever placement.

Sources

• Oatly - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Mere Exposure Effect · undated