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Pringles pop user generated content onto DOOH to promote Easter on-pack promotion

Kellogg’s owned snack brand Pringles is launching a UK-wide digital out-of-home (DOOH) campaign to encourage participation in its Easter on-pack promotion “Take a Bite and Win a Flight”.
Players are invited to snap and share a picture of themselves enjoying their favourite Pringles on social media for the chance to win a trip to a European destination every hour throughout every day of the month-long promotion.
The DOOH campaign has been designed to amplify the social media campaign and will harness the real-time capabilities of digital out-of-home by featuring the social photos of each hourly winner in real-time on panels close to point of purchase.
The campaign runs until 16 April on six-sheet digital panels outside key Tesco and Asda stores nationwide. OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by ZEAL.
Emily Dutton, Assistant Brand Manager, UK & I Pringles, said: “Easter is a time for friends and family to get together and celebrate, and Pringles plays a big part in this sharing occasion. Our “Take a Bite and Win a Flight” adds another sharing opportunity into the holiday, and with our winners celebrated on advertising panels close to purchase points, we want to encourage shoppers to grab a tube and get involved.”
Lee Mabey, Agency Strategy Director at Posterscope, added: “Research has shown that people are more likely to enter a competition if they feel that they have a real chance of winning. Our ability to feature real-time, user-generated content from our competition winners on panels right next to purchase points, taps directly into this and will help to drive interest and desire for this fantastic Pringles promotional.”

Posterscope Belgium publish their 2018 OOH overview document

Posterscope Belgium, post an annual overview guide to the OOH marketplace.
This is their summary for 2018 covering the Belgium and Luxembourg regions.
For more detail and guidance on their perspective, please click HERE ….

Countdown to a Millionaire in dynamic DOOH first

In an Irish media first, Posterscope’s Irish office PML Group has delivered dynamic Digital Out of Home at scale in a campaign using its proprietary Dynamic platform.
Working in conjunction with Starcom and creative agency, Rothco, PML Group rolled out its new capabilities with a National Lottery campaign which encompassed a live countdown clock to the Millionaire Raffle which took place on New Year’s Eve. The winning €1 Million ticket was sold in Wexford.
The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
The live countdown clock featured on the Clear Channel’s new Tesco Live screens, the city centre street side Orbscreen network, and mall digital encompassing Exterion Media’s dPods and JCDecaux’s iVision. Supplementing the dynamic digital was a heavyweight national 6 Sheet campaign comprising Bus Shelters, Adshel and Adboxes.
Speaking of the campaign, PML Group’s Managing Director Geoff Lyons said, “Our proprietary Dynamic platform allows us to deliver contextually relevant advertising at scale and in real time across multiple DOOH networks for our clients using a multitude of scheduling and content triggers. This technology is the perfect tool enabling us to deliver on brief for the National Lottery driving excitement and awareness at screen right through to purchase. This campaign encompassed advertising across the entire OOH sphere using an array of formats in classic and digital whilst cleverly utilising our Dynamic platform allowing for live content served across a variety of digital screens at the right time and in the right place. “

Subway's #LiveFeed donates meals to those in need in real time

Subway donated 13.3 million meals to charities around the world as a result of its global campaign to fight global hunger on World Sandwich Day.
The Subway Live Feed campaign, which was created by J Walter Thompson Sydney, ran in 60 countries globally and saw sales at the 40,000 contributing restaurants increase by up to 20%.
Subway partnered with local hunger-relief charities for the global real-time, data-led campaign which saw a meal donated to charity for every Sub purchased on World Sandwich Day on 3 November.
The campaign tracked the donated meals in real time through the Subway Live Feed digital ticker, which drew data from Subway’s point-of-sale devices to create both a global and country-specific live tally of the meals Subway was donating.
The tally was also displayed on individual country microsites, digital banners and outdoor billboards around the world, including 42nd street in New York City. Social media and PR were also used to drive awareness, along with staff engagement, influencer marketing and local area promotion.

 
Via: The Drum

Posterscope USA launches 'Boston Digital OOH Takeover' for Mastercard

To promote Mastercard’s Bank of America Small Business credit card, Posterscope USA launched a ‘Boston digital OOH takeover’, which  includes digital screens at Boston Airport, digital bulletins on the roads, digital urban panels on the streets and digital full motion spectaculars. The campaign targets BAC’s HQ in Boston’s Financial District and downtown areas with core small businesses and start-ups, with up to ten creatives specifically designed and scheduled to target weekends, mornings, lunch and late nights.
An exclusive rain trigger reads “Growing your business means weathering storms”
The campaign runs until November 26th and keep an eye out for an upcoming stunt with a flying car!

Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

Interactive bus stops in San Francisco act like virtual aquariums

For Monterey Bay Aquarium’s 2017 “Share the Love” campaign, bus riders and pedestrians on the sidewalks of San Francisco will have their own authentic aquarium experience as they encounter custom-built, state-of-the-art interactive bus shelters in a series of  creative executions.

The dynamic digital screens  display a beautiful underwater scene full of colour and natural motion, featuring a fashionable cuttlefish. For those who stop to admire him, the imaginative cuttlefish – a natural master of camouflage – will detect the colour of the current viewer’s clothing, morphing his on-screen colour to match his admirer and relay a personal message.
The digital displays will also showcase scenes of the aquarium’s real-life underwater beauty, framed by animated silhouettes of aquarium “visitors” observing the magic. When pedestrians step within range, the experience will capture that person’s silhouette and display it onto the underwater experience itself. Users will be playfully prompted to show their “best octopus impression,” test “how high they can jump,” and more.
[vimeo width=”300px” height=”200px”]227008301[/vimeo]
Via: Best Ads on TV

Ocean Outdoor seeks bold ideas for the 8th annual Digital Creative Competition

Ocean has launched its 8th annual competition to discover the best creative ideas in DOOH, using innovative and emerging technology and techniques.
Ocean’s Digital Creative Competition is now inviting submissions for bold new creative ideas which set new boundaries from brands, the creative community, agencies and charities.
Campaigns can be devised for either UK audiences, or to reach much broader global audiences spanning three continents (Europe, North America and Asia).
This year, to encourage simple and effective creativity, there’s a single category of entry, although submissions for charities and commercial brands will be judged and awarded separately by a panel of industry experts.
Entrants that truly raise the bar will win a share of a £650,000 prize fund and the chance for their creative concepts to be showcased across Ocean’s iconic UK DOOH locations, or via The Alliance network to Europe (Madrid), the USA, the Middle East (Dubai) and the Far East (Hong Kong or China).
Announcing the 2017 awards, Ocean CEO Tim Bleakley said: “Ocean’s annual competition has consistently challenged creative thinking within the all screen market, consistently raising the bar for what is possible over the past eight years.
“It has provided a platform for brands to succeed at global awards ceremonies such as the distinguished Cannes Lions, delivering inspired ideas and aligning creative minds to the opportunities digital out of home affords alongside other progressive platforms and content channels.
“Last year’s winners created some show-stopping media moments on a UK and an international scale. Entering the competition is simple but the rewards are multiple. All you need to compete is an idea.”
It is free to enter Ocean’s competition, which is open until August 25. The winners will be announced at a prestigious awards ceremony at the IMAX in London on October 5.
All you need is an idea
In 2017, Ocean celebrates the 8th anniversary of a competition that has consistently educated and helped drive the DOOH success story. The initiative reflects Ocean’s ethos to stimulate technical understanding and creative exploitation of the medium and with it, drive sector growth and brand count.
Last year’s winners included Churchill Car Insurance with Churchie’s Drive-Thru created by WCRS and the spectacular March for Giants, created by 18 Feet & Rising for the charity Space for Giants.
Eight years of supreme creativity
Ocean’s competition has powered global success stories for visionary brands and agencies who have shown the world how DOOH is closely aligned with other progressive technologies in the screen world and fully integrated with capabilities such as wifi, augmented reality, 3D modelling and audience and vehicle recognition.
March for Giants transcended global boundaries broadcasting across three continents via The Alliance
Gold Cannes Lions for Women’s Aid’s Look at Me and MicroLoan’s Pennies for Life campaigns
Top Shop and Twitter presented catwalk trends live as they happened from London Fashion Week
NHS Blood & Transplant used augmented reality to show the transformational power of life saving blood donations
A live broadcast from the Caribbean was powered by British Airways
Powering a digital billboard using human energy and Pavegen technology to promote the Toyota Hybrid
Feeding pigs apples in a farm in Buckinghamshire, in real time, via your mobile phone from Westfield, London
Integrating EEG technology which reads brain waves allowing a game of Mind Pong, controlled by human thought, for The Brain Tumour Charity
Via: Ocean Outdoor
 

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

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.

 

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