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To drive bookings of their Woburn Village which opened mid-last year, Center Parcs created a London-centric digital campaign which used location specific creative.  The copy details how near the Parc is from each site location (in minutes), along with multiple images that showcase the range of activities available such as swimming, climbing, spa, etc.
The campaign was created by Walker Media and Posterscope
 

Porsche Drivers Stand out from the Crowd with Car Recognition Billboard

In a world-first advertising campaign, Porsche drivers will attract more attention than usual with a new digital out-of-home campaign that will display a tailored message on a Melbourne Airport digital billboard when the luxury car approaches it.
The innovative campaign, created by Australia’s largest out-of-home company, oOh! Media, will automatically change the content on the digital billboard with the message “It’s so easy to pick you out of a crowd” when a Porsche approaches.
The car recognition technology developed by oOh! with Digital Experiences uses IBM software and oOh!’s own content management system ARGLYE to identify oncoming Porsches before revealing the message for 10 seconds.
The 50 square metre billboard ad on Airport Drive will be “live” for five days starting Saturday, 10 January.

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Via: oOh!

Artist Triggers Contagious Yawn in Times Square and Beyond

It’s a simple but brilliant idea – show the face of a man yawning and you might just yawn yourself. This is the idea behind Sebastian Errazuriz’s new installation in Times Square, A Pause in the City That Never Sleeps. Each night in January, from 11:57pm to midnight, Times Square’s digital billboards will show a continuous yawn on a loop.
Advertising screens fill with an omnipresent head looking dawn from the skies to the people passing beneath. Since yawn are contagious, the masses of people looking up at the screens will inadvertently feel like they will have to stop and yawn. As the yawning masses move through the city, they’ll now unconsciously carry their contagious message with them, spreading this moment of pause throughout the city.
Tim Tompkins, President of the Times Square Alliance, said, “The beauty of Sebastian Errazuriz’s piece is its attempt to induce a contagious moment of calm and pause at the otherwise bustling crossroads of Times Square. That juxtaposition is sure to be powerful for all who have the chance to see it. We will see how the largest digital display of yawns in history will affect the city that never sleeps.”
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Via: Mymodernmet

Unlocking the value of real-time for OOH advertisers

This report has been published following qualitative and quantitative research conducted by Posterscope into real-time out-of-home (OOH) capabilities and understanding.
‘Real-time’ advertising provides the ability to automatically activate and / or update advertising using live data or content. It has become an area of increasing interest for the OOH industry and advertisers as access to data and digital out-of-home (DOOH) inventory has become more prevalent.
Posterscope held a roundtable with industry leaders – including 20th Century Fox, British Gas (Hive Active Heating), Microsoft, Movember, Doddle, Clear Channel, Ocean Outdoor, AOL, Trigger Buzz, M&C Saatchi, Starcom MediaVest Group and Dentsu Aegis Network – to understand the challenges the industry faces in realising DOOH’s real-time potential.
Posterscope also surveyed more than 100 UK marketing leaders to determine current attitudes towards real-time in DOOH campaigns and industry readiness for adoption.
Click here to read the report

Time Use Planning for OOH

Time Use Planning is increasingly important in OOH especially when you consider the rise in revenue coming from Digital OOH, which in 2013 accounted for almost 22% of all OOH revenue. So this presentation explores the theme of Time Use and considers relevant Insight, OOH campaigns and creatives that have their foundation based in time use. It also identifies four important factors to consider when planning OOH by time of day such as location, activity, company and mood.
To access the presentation click here 

Invisible Vending Machines Surprise Lovers on Valentine's Day

Not only do vending machines offer all kinds of products, including piping-hot burritos and crunchy salads, but they also come in all shapes and sizes. For Valentine’s Day this year however, Coca-Cola managed to create a truly original offering, in the form of an ‘invisible vending machine’ that only reveals itself to passing couples.
When the machine detects a passing couple, it lights up and asks them their names. After a short wait, complete with some visual entertainment, the couple are presented with a pair of cans complete with the names they just shouted out to the machine.
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Via: psfk

Peugeot 'drives sensations' at Euston

Peugeot has booked a two-week nationwide campaign to promote the new Peugeot 308 – the new stylish high-tech hatchback.
Peugeot has wrapped the Euston Immersion Zone and taken over the digital escalator panels and backlight display in a creative that captures the Peugeot brand signature: ‘Motion and Emotion’, and strapline: ‘Driving Sensations’.
Continuing to immerse consumers in the brand as they make their way through the station, the campaign will also run on the Transvision screen and Euston Motion, the nine full-motion, interlinked digital screens, surrounding the concourse.
Following the commuter journey, the campaign is also running on roadside locations nationwide.

‘Reasons to Believe' in 2014 with Coca-Cola

Coca-Cola kick-started the New Year with an outdoor advertising campaign, announcing that ‘there are 365 new reasons to believe’ in 2014.
The OOH campaign creative sparkled with fireworks and incorporated the hashtag: #ReasonsToBelieve, as it ran across ran across circa 2,000 screens in total.
 

British Airways take digital out-of-home to new heights

In a world-first, British Airways (BA) planes flying over Storm’s Chiswick Towers will trigger advertising creative displaying real-time data of that plane, including destination and flight number. From today, the estimated 200 British Airways planes that fly over the Chiswick Towers every day will trigger unique technology that replaces the advert on the state-of-the-art screens with BA’s creative of a child pointing at the plane alongside the live flight data.
OgilvyOne worked with Storm to secure a first-of-its-kind media buy structured purely around the frequency of the air traffic. The campaign was planned and booked by Carat and Posterscope and will run until Christmas Eve.