Engagement uplift for Stena Line by adding a programmatic mobile campaign to Out of Home

In cooperation with Isobar and Amnet Posterscope Netherlands created an Out of Home awareness campaign combined with an online mobile 360° ad for ferry company Stena Line. Combining Out of Home with a location-driven mobile campaign and a mobile audience creates an uplift with more impact and engagement. By using a programmatic strategy, the best of both mediatypes is optimally utilized to reach the target group on the biggest and the smallest advertising screen at the same time.
From Goal to Strategy
With their core business on the holiday market, visibility just before the high season with a focus on branding and awareness were the main campaign goals. To translate this into a strategy Stena Line wanted to be visible from the end of May until July because during this period most potential clients get inspired and book their holidays. Until the end of July, the campaign will be exposed on digital highway billboards, big screens at subway/train stations and on mobile with a 360° ad.
Cross channel boosting effect
For this campaign Out of home was the perfect medium to create awareness and generate exposure. The use of digital screens totally suited the campaign goals of Stena Line. To add an extra campaign layer, the programmatic trading desk Amnet purchased a mobile campaign based on geofencing (proximity) and a pre-defined audience. Therefore, they used gps-locations with a focus around train stations. The digital Out of Home screens were exposed on working days and during the weekends between 16:00 and 19:00. Whenever passersby were near a train station they both got to see the ad on the Out of Home screen and on their smartphone. To give this ad an extra brand experience Isobar created a rich media ad with the use 360°.
From insights to effectiveness
By using a mobile strategy and data it’s possible to provide insights on the effectiveness of the Out of Home campaign. It gives us the opportunity to define the number of clicks and the engagement by location. Overall the combination of Out of Home and Mobile enchances target group insights based on POI’s. We can also retrace passersby who interacted with the Out of Home object, which gives us the possibility to optimize the next campaign. This proofs that Out of Home and Mobile are the ingredients for a success formula and for creating a campaign uplift.
  
Credits
 Client:                                    Stena Line, Mariel Korpel, Stefan van Beek
Out of Home specialist:      Posterscope, Bas van den Hoogen, Roos Groesz
Experience design:              Isobar, Melvin van Gom
Programmatic:                     Amnet, Frank Meiland, Guido van Oosten
Media owners:                     CS Digital Media, Interbest, Ngage Media, OOHA media

Philips’s latest campaign unites bearded men in Moscow and St. Petersburg

 
To support Philip’s 360 degrees OneBlade-multifunction device, that trims makes contours and shaves his stubble of any length, Posterscope Russia and Carat, developed a unique campaign.  The integrated campaign featured TV, online videos and banners, and an innovative OOH campaign that consisted of non-standard sites and locations in the trendy art districts of Moscow and St. Petersburg.  Areas renown for creativity, business, tourism and leisure.
The creative space was filled with colourful paper banners and graffiti with bearded men in the spirit of pop art – a corporate style of the famous Endi Uorhola, giving a new direction to its advertising, likening it to art.
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Via: rwr
 

Hoegaarden Rosée creates a pink waterfall in Antwerp

Summer has arrived and Ab InBev wanted to promote Hoegaarden Rosée as the refreshing summer drink of choice.

To position the wheat beer in the spotlight, Posterscope Belgium, Vizeum and Clear Channel’s division Urban Media created a striking billboard in the form of a giant waterfall. The huge banner, with a large pink waterfall wave, was located along the quay in Antwerp, in a trendy part of town.

This campaign launches Hoegaarden Rosée first campaign since 2012 with a bang.

Via: Gondola

This is the new "Minority Report" by Alberto Garcia, Posterscope Iberia

This is the new “Minority Report”

Do you remember the Minority Report (Steven Spielberg) scene where Tom Cruise was strolling through a mall that ” sensed ” his presence and interacted with him offering personalized content? Today we are analyzing a future that is not so far away.
Thanks to technology we live in the era of “ubiquitous connectivity”, that is, the one in which we are connected with everyone and everything around us. And for this, or because of this, cities are transformed. This connectivity has made the momentum more relevant, and when we are away from home the moment is intrinsically related to location. This is the path of Out-of-Home (OOH) to Digital OOH, and finally to Location Based OOH.
Read More ….

 

Posterscope Netherlands help deliver the ultimate relaxation for passengers in hammam bus shelter

To escape from the busy city life skin care brand Rituals, Posterscope Netherlands, Vizeum and JCDecaux facilitate a bus shelter spa for public transport passengers. In the city centre of Amsterdam passersby were given the opportunity to relax in a hammam spa setting.
Decorated with candle light, copper benches and a traditional mosaic wall Rituals takes passengers to the world of the middle eastern bath house to feel the ultimate relaxing hammam experience. With the hammam bus shelter Rituals wanted to promote the new products of the special Hammam line. This product line is inspired by the ancient tradition of eastern Hammam spa’s, with a focus on creating a home wellness experience and escaping the busy daily life.

Posterscope Netherlands host round table debate @ Digital Marketing Live 2017

Posterscope Netherlands host round table debate @ Digital Marketing Live 2017
On Thursday the first of June the sixth edition of Digital Marketing Live event took place. Dentsu Aegis Network Netherlands participated as content partner and organized two presentations and four round tables.
Together with Isobar colleague Melvin van Gom, Bas van den Hoogen, managing director Posterscope Netherlands hosted a roundtable in which they claimed that we as marketing and media professionals are closer to the consumer than we think. They showed how data gives us a range of insights that we can use to map the target audience’s customer journey. By telling a fictional story about a day in the life of a customer Bas and Melvin explained how OOH and mobile can enhance each other.
By giving participants a look in a day of a customer with multiple touchpoints they showed that we can follow and interact with the consumer everywhere. The story starts with a daily morning routine of a fictional person, followed by how he travels to work every day and ends with multiple possible scenario’s after a day of work. During the story the participants were asked their opinion about audience insights and interaction options. After every claim Bas and Melvin explained how OOH in combination with mobile advertising can be used effectively. Overall this round table focused on the desired effect that marketing and media professionals are getting aware of the fact that the OOH/mobile media mix creates an engagement uplift for their campaigns.

 

Posterscope Germany win at the W and V 2017 awards for their Ferrero children's campaign

Posterscope Germany win at the W and V 2017 awards for their Ferrero children’s campaign

Eight outstanding campaigns, a proud agency of the year, a shot of industry glamor and many happy award winners from companies, agencies and media houses: this is the result of the W & V Client Award 2017 .
The creative award of the trade journal W & V sees itself as a prize, which not only displays courageous and relevant campaigns, but also always focuses on the entrepreneurial reality: what challenges are actually addressed by a campaign, how appropriate does it fit into The situation of the customer?
The best advertising in the public space was by Ferrero with “Your face on children chocolate”, for which M & C Saatchi was responsible in cooperation with Vizeum and Posterscope Germany.
Read more…

Posterscope rolls out high decibel campaign to promote OPPO camera phone F3 Plus

To stay ahead of the growth curve, a smartphone brand has not only to unveil new technologies and software updates but also keep the TG updated of the same. OPPO having launched its new ERA Selfie Expert phone F3 Plus with a high quality camera skills rolled out an extensive OOH campaign to showcase the new offering to the youth in particular across SEC A+, A & B.

In the Gujarat markets, Posterscope India handled the outdoor mandate for the brand, using its proprietary planning dashboard OOHZONE that delivers audience optimisation through a TG mapping module. The module showcases TG touchpoints from the rich research data of OCS (India’s largest OOH Consumer Survey with a sample size 12,000+), creates a heat map visualisation, overlays these locations with live traffic intelligence and selects sites based on those data points.
Read more …

Posterscope Spain work with Coca Cola in DOOH first

Coca-Cola, is the first brand to be announced on Clear Channel ‘s new Playground digital media installed at La Vaguada Shopping Center in Madrid.

Coca-Cola Zero Azúcar will be the main product on the spectacular digital screens among which are an Led screen of 10 meters of height, that is located in the Great Plaza and is visible from all the plants of the commercial center of Madrid.

Posterscope Turkey scoop 5 awards at OOH A Awards 2017

Posterscope Turkey recently picked up 5 awards alongside Carat at the A Awards which is coordinated by ARVAK (Foundation of Outdoor Advertisers).

They won for two campaings:-
AdidasBest OOH Advertising Award (Best Award), Best Fashion/Textile Sector Award and “Best Special Project Award” for their flasgship store opening campaign in the Nişantaşı district of İstanbul. Take a look at the official campaign video.
Mastercard: Best Finance/Insurance Sector Award, Special Project Certificate of Achievement for their “Happy Mondays” Transit project at Kocaeli, Mersin, Muğla. Take a look at the official campaign video…

In the photograph (1) from left to right the award winners are:-
Murat Taşçıoğlu (from our client Mastercard)
Neslihan Kohen Avdan (from our client Adidas),
Sercan Almalı (Account Manager at Carat Turkey)
Mehmet Yılmaz (Account Director at Carat Turkey)
İlkay Doyum (Client Services Manager of Posterscope Turkey)
Ayhan Tezcan (President of ARVAK)
Cem Dandul (Account Supervisor of Posterscope Turkey)
Çetin Demirtaş (Managing Director of Posterscope Turkey).