Via: Clear Channel
Via: Clear Channel
Charlotte Tilbury Beauty has launched a dynamic, digital OOH campaign featuring user-generated content and a weather-triggered activation to launch their new #GLOWMO collection.
Devised by out-of-home (OOH) and location marketing specialist Posterscope and media agency Cream UK, delivered through the Liveposter platform, the campaign comprises two creative executions highlighting the performance of the #GLOWMO products, one triggered by weather conditions (high temperatures, low temperatures and rain), and the other featuring a real-time stream of beauty shots from people showing off their use of the Charlotte Tilbury make-up range.
The campaign is appearing nationally on a wide range of digital out-of-home screens including Ocean’s large digital formats, LCDs and mall digital six screens on weekends throughout May, June and July.
Neil Cunningham, MD of Cream UK, said: “As one of the first ever beauty brands to do dynamic outdoor Charlotte Tilbury Beauty is keen to continue innovating in the category with the #GLOWMO campaign. Achieving a glow moment is possible whatever the weather, so in order to inspire our perfect glow consumer to visit nearby stores and join the ongoing social conversation we launched this dynamic creative in hyper-relevant spaces explicitly designed to adapt to weather and temperature.”
Dan Carey, Business Director at Posterscope, added: “By linking weather data directly to the benefits of the #GLOWMO product range, we have been able to create a smart, engaging DOOH campaign for Charlotte Tilbury. In addition, displaying real-time user-generated content on screens will increase engagement further by bringing endorsement directly from users, which should help to drive both consideration and purchase among existing and potential customers.”
Last year, Posterscope joined forces with creative agency, Adam & Eve/ DDB, to launch the DOOH aspect for their Skittles campaign, centered around the annual Pride in London celebrations on the 26th June 2016.
Skittles wanted to show support for the LGBT+ community, during Pride London by giving up it’s famous rainbow, making sure Pride’s colourful flag rainbow got all the attention. Renowned for its tagline, “Taste the rainbow”, the brand removed all colour from its packaging and product in June 2016 as a special limited edition homage to Pride month and the LGBT+ community.
The animated OOH campaign played out on loop in LDN, transvision and large format executions at nearly one hundred roadside and National Rail billboards across London stations, DOOH central London sites, following the Pride parade route, and in Brighton.
Posterscope and Adam & Eve/ DDB have worked together previously, following Adam & Eve/ DDB’s ‘pitch’ win of £100,000 of outdoor media space at Posterscope’s Ad Week session.
Thursday 27th June marked the 11th Clear Channel Outdoor Media Awards, held at the Kings Cross Renaissance Hotel, in conjunction with Campaign.
The Outdoor Media Awards is the gold standard for Out of Home (OOH) advertising, celebrating brilliant planning and rewarding excellence in OOH advertising with categories recognising the most creative and innovative OOH executions.
There are 6 categories, plus the Grand Prix and a new category The People’s Favourite. Posterscope scooped two awards winning the ‘Long Term Brand Fame Award’ for their work with Very.co.uk, Shop Direct in collaboration with Vizeum, and the ‘Creativity Award’ for their Coded campaign for 02 Telefonica (in collaboration with Forward Media and VCCP).
Clear Channel will be showing off ‘Le Grand Screen’ one of the largest smart billboards in the world on the roof of Le Grand Hotel during Cannes Lions.
Global Out of Home business association FEPE International has elected Ocean Outdoor Group Chairman Tom Goddard as its new President.
FEPE International represents Out of Home media owners, agencies and technology partners worldwide.
Goddard has been a FEPE board member since 2015 and takes over from former Clear Channel International Europe President Matthew Dearden.
Dearden says: “In electing Tom as our new President we are fortunate to have someone to lead FEPE to even greater heights as a truly global force in the Out of Home industry at a time of great media change.”
Goddard says: “Under past presidents Antonio Vincenti and then Matthew, FEPE has been transformed into a truly dynamic organisation, reflecting the growing importance of Out of Home worldwide. I hope to continue that process and also help to navigate change as the industry responds to the many and varied challenges facing all media in the digital era.”
FEPE International has also confirmed the appointment of former ISBA director of advertising and media Bob Wootton as its new Executive Director. Wootton succeeds John Ellery, a winner of FEPE’s Lifetime Achievement Award last year, who will be staying with the organization in the newly created post of Ambassador.
JCDecaux is showing its support today for World Environment Day by turning some of its iconic digital sites across the UK green.
The initiative, designed to raise awareness of the day, is part of a wider sustainability commitment on behalf of JCDecaux. Spencer Berwin, Co-Chief Executive Officer at JCDecaux UK, told us “JCDecaux was founded with the intention of enhancing the quality of urban life by focusing on services for all citizens.. By turning our screens green this World Environmental Day we hope to raise awareness of the importance of making a commitment to sustainability.”
Seven iconic digital superstructures went green between the hours of midnight and 05:00am, including the Salford Arch and the Trafford Arch in Manchester and the newly launched Edinburgh Arch. Additional locations include the Towers Channel, featuring the Liverpool Towers, the M4 Tower and the Torch.
Led by the United Nations, World Environment Day encourages worldwide awareness and action for the protection of the environment. JCDecaux’s green screens echo the wider awareness-raising initiative to turn global iconic buildings – including the Empire State building – green.
In 2014, JCDecaux renewed its Sustainable Development Strategy – a policy designed to address six key priorities including the reduction of energy consumption, with a focus on furniture electricity efficiency and renewable energy sourcing. On a yearly basis, JCDecaux UK increases the proportion of electricity covered by renewable sources with the ultimate objective of reaching 100% by 2022.
JCDecaux is also committed to helping clients communicate their sustainable development commitments by offering green paper printing solutions and acting as a platform for innovative, environmentally-friendly campaigns. A recent example includes equipping bus shelters with air cleaning units designed to fight pollution in London for The Body Shop.
Via: Daily DOOH
Outsmart, the trade body for the Out of Home (OOH) industry – advertising that reaches consumers while away from their homes, has announced that Digital Out of Home revenue reported for the quarter January to March 2017 is £107 million, up by a significant 28% on Q1 2016. Digital now accounts for 42% of all Out of Home revenue, an increase of 9.4 percentage points on Q1 2016.
Total Out of Home revenue for the quarter is £252million. This is broadly flat year on year, but revenues in the last 12 months (to the end of March) are up 3% on the prior 12 months.
Justin Cochrane, Chair of Outsmart, comments that “the transformation of the Out of Home medium continues with further investment in digital. State-of-the-art inventory and technology continue to enable advertisers to benefit from the flexibility and dynamism of digital Out of Home, as well as complement or amplify classic Out of Home campaigns.”
2017 marks the appointment of PwC, who will now undertake the revenue reporting for the Out of Home industry, on behalf of Outsmart. PwC has considerable experience in the Out of Home sector having worked with a number of the leading companies in the sector.
Justin Cochrane added “PwC will bring greater insight into Out of Home’s positioning within the wider media mix.”
Mark Maitland, PwC Media Strategy Partner, comments “We are delighted to be working more closely with the Out of Home industry alongside Outsmart, and are excited by the new investments being made in Digital inventory and the long-term prospects for the sector overall.”
Download a breakdown of all previous OOH revenue figures here.
JCDecaux, has today launched a new premium, state-of-the-art digital superstructure, The Edinburgh Arch, with Sainsbury’s, Jaguar, Vodafone and The Walt Disney Company as launch partners.
Situated at the Gogar Roundabout, this large-format roadside location is a unique gateway to the city; positioned in proximity to the RBS Headquarters and the prestigious Edinburgh Business Park, home to blue chip companies including HSBC and J.P. Morgan. The two 41 square metre screens will be unmissable to drivers travelling to and from Edinburgh International Airport, the fastest growing major airport in the UK (Source: Edinburgh Airport Limited 2017).
JCDecaux was awarded the City of Edinburgh contract in 2015 and The Edinburgh Arch is a milestone in the digital regeneration of advertising sites across the city in line with JCDecaux’s ‘Blueprint for the Future’, providing premium Out-of-Home opportunities across roadside, retail, rail and airport environments. It follows the successful installation of synchronised digital bus shelters on Princes Street and the digitisation of key locations including Edinburgh Airport and Edinburgh Waverley; fulfilling JCDecaux’s promise to provide advertisers with premium locations with the best screen quality in a brand safe environment.
With exposure to a city population of nearly half a million, the 2 x 41 square metre HD digital screens that form The Edinburgh Arch will contribute 1.2 million impressions over a one-week period towards JCDecaux’s target of reaching #onebillioneyeballs by the end of 2017.
The Edinburgh Arch, the first ever digital large format for JCDecaux in Edinburgh, follows the successful launch of two digital superstructures in Manchester – The Trafford Arch and The Salford Arch.