Posts

AA Combines Visual & Audio Ads for Mass Audience Reach

JCDecaux, the world’s largest Outdoor advertising company, The Automobile Association (AA) and GTN UK have launched a fantastic new campaign combining Out-of-Home (OOH) and Radio to reach the right audience at the right time. The campaign, planned and booked with JCDecaux by Starcom and Posterscope, launched on July 4, 2016 for four weeks, followed by another two-week burst in August.
The campaign delivers premium large format digital sites along key arterials that will be synced with GTN’s Network Drive package to deliver high-impact messages at a huge scale during key AM and PM commuter slots.
While driving to and from work, commuters will hear AA Radio advertising about the useful services they offer such as lost key assistance as well as using their app to help find the cheapest fuel. The message will then be reiterated using premium large format digital sites to leave a lasting impression.
Part of a national campaign incorporating backlights, billboards and roadside 6-sheets – the digital element will produce over 61m impacts, of which 69% of those impacts will be car owners (persons directly responsible for breakdown cover and car care. Route data).
Via: Daily DOOH

Ladbrokes 'Brexit Barometer' for EU Referendum

This week saw Ladbrokes’ launch a tactical campaign for the EU Referendum. They wanted it to be displayed in prominent locations in the run up to the vote to display their ‘Brexit Barometer’. This was a betting barometer for the EU referendum which was based on live odds. The copy was updated throughout the day. Simple yet very topical!
To see more click here

 

Snickers Freaks Out People With Funny Digital Billboard

During this year’s Super Bowl, Snickers and BBDO N.Y. tapped Willem Dafoe for an installment of the “You’re Not You When You’re Hungry” campaign, in which the actor stepped into the shoes and dress of Marilyn Monroe in the iconic scene from “The Seven-Year Itch,” in which she stood above a subway grate, skirt blowing up wildly and exposing her gams.
In honor of Marilyn Monroe’s 90th birthday, Snickers reversed the plot of the spot in a digital billboard in New York, which flashed the original movie scene at passersby. With the help of facial recognition technology, the display was able to detect those who stared at Monroe’s sexy clip, and those who were ogling a little too intensely got a big surprise.
Video below:
[youtube width=”300px” height=”200px”]JjCVR6XDn1E[/youtube]
Via: Creativity 

New Campaign Shows Benefits of Being a BT Customer

BT ran an multi-format, multi environment campaign showcasing the benefits of being a BT Customer. This was to help ensure BT Customers that despite an annual price rise, there would be multiple benefits & reasons to believe that they would be getting more (see Reasons to Believe in brief).
The first burst was to launch the message across 48s and 6s to drive awareness and add stature with premium BL’s and iconic digital formats. We also included Rail and London Underground to target the commuter audiences with Rail D6s and LU LCDs. The second burst was ensure frequency of message was sustained with a heavy weight of 6s and impact was still delivered across the key cities with 96s and B96s. The campaign also utilized the new LDN network.
Haden Circus (4)Priory QWay os BM towards Masshouse (4)
 

Oreo Uses Dynamic Link Up Between DOOH and Snapchat

On Friday 13, Saturday 14 and Sunday 15th May, an ordinary shopping location at Westfield Stratford City was transformed, as shoppers were encouraged to embrace their inner child and Open Up to the world around them by a unique display of flying Oreo cookies.
Using cutting edge motion sensor drone technology, a live camera feed and sound effects, the Oreo cookies emerged from their giant packet and performed a unique choreographed routine every 15 minutes to passing shoppers.
Snapchat users were also encouraged to ‘Open-up to wonder’ by using a Snapchat Lens to immerse themselves in the world of the flying Oreo. On Saturday participants were invited to send in their snaps for a chance to be featured on the iconic digital outdoor screens at Piccadilly Circus. The screens were updated throughout the day to feature as many members of the public as possible. The dynamic link-up between the prime London digital outdoor space and Snapchat was a media first.
The experience at Westfield, in alignment with the Snapchat Lens, was designed to support the latest on pack promotion from Oreo, which asks consumers to simply open up a packet of cookies to discover if they are one of the lucky winners to win a wonderfilled trip to New York, and other prizes. Consumers have until 31 May to pick up a pack for their chance to win.

Credits:

Additional Credits: Media Agency: Carat
OOH: Posterscope, Liveposter
Consumer PR: Hill & Knowlton

Via: The Drum

See the Power of Blood Donation With Ocean Outdoor

Virtual blood donors witness life-saving transformation of patients before their eyes.

NHS Blood and Transplant today (May 18) launches a new digital Out of Home campaign to highlight the life-saving power of blood donation.
The campaign, one of the winners of Ocean Outdoor’s annual digital out of home competition, uses innovative augmented reality technology to encourage the public to offer a virtual blood donation via an iphone.
Created by creative agency 23red, ’See the power of blood donation’ breaks on Ocean Outdoor’s New Street screen in Birmingham from May 18 and on the Eat Street Screen at Westfield London from May 20.
Experiential activity will support the campaign with advisors at both out of home locations signposting members of the public on how to register and become a blood donor.
NHSBT - Birmingham_Amit_well
Virtual Blood Donation uses an AR app which is connected to an image on the large format screens featuring an empty blood bag and an ill patient. Visual recognition is used to detect a sticker on a participant’s arm which then overlays an AR needle, plaster and tube onto the participant’s arm.
This triggers the blood bag on the screen to fill up and the virtual donor can watch as the image of the sick patient gradually returns to health.
It is the first time that an augmented reality app has been used to trigger animation on Ocean Outdoor’s large format screens. The app is hosted on Ocean’s high speed wifi network.
23red founding partner and creative director Sean Kinmont said: “This innovative use of media and technology really brings to life the power of a blood donation and shows donors and potential donors how their gift of blood can save and improve lives.”
The campaign illustrates this with real life recipients whose lives have been saved by the actions and donations of others.  Featured on the two screens are Natasha (34), who required 44 units of blood and blood products when she suffered massive blood loss during the birth of her youngest son, Oliver. The others are Amit (30) and Shalona (28) who require regular blood transfusions for painful, life-threatening hereditary conditions.
NHSBT - Birmingham_Amit_unwell
Ian Trenholm, chief executive of NHS Blood and Transplant, said: “With just under 200,000 new donors needed every year, we need to find ways to show people the importance of blood donation. We hope that by getting people to give a virtual donation, we can get them thinking and explain what it takes to become a real life donor. The virtual experience gives an insight into the personal reward and satisfaction our loyal donors feel when they give blood and know they are saving lives. Each unit of blood donated can help save or improve the lives of up to three people.”
Ocean Outdoor Head of Marketing Helen Beacham said:  “The use of an augmented reality app via the phone for donation is superb. The creative mechanism of filling up the bag on the big out of home screen is simple and powerful.”
The NHS Blood and Transplant digital out of home campaign is amplified through online and social activity including a Canvas advert for Facebook, sponsored posts on Facebook, Instagram and Twitter and organic social activity.
NHS Blood and Transplant needs just under 200,000 people to start giving blood this year. They will replace those who, like Natasha, are no longer able to donate, those who can’t donate temporarily due to travel or other short term restrictions and also help ensure we have the right mix of blood groups to meet future patient needs.
There is a particular need to attract more younger donors (from 17 years old) and people from black and South Asian communities. People from black and South Asian communities are more likely to have rarer blood types and conditions, like Sickle Cell Disease or Thalassaemia respectively, which require regular blood transfusions.
Via: Outsmart 

Amscreen Lining Up New Range of Larger OOH Screens

Leading digital signage provider commences development of a range of customisable screen products including an 84” outdoor display.

Amscreen, Europe’s leading wireless, real-time, Out of Home screen solutions business is following up the successful development and deployment of their 70” exterior, sunlight visible displays, with a range of new screen products, to be launched around Q2 2017.
Simon Sugar, CEO of Amscreen commented “The criteria for success of our 70” products will also be embodied in the development of the new 84” products. From the very beginning, we understood the importance of ease of installation and maintenance which in turn would ensure minimal disruption to the high-street and therefore ultimately speed of deployment. Combine this with our stunning, sunlight visible displays and remote monitoring capabilities and we’re confident that we’ll be seeing more of our new products on Europe’s high-streets in the not too distant future” 
Screen customers will have the choice of a modular 75 inch or 84 inch screens which can then be selected as single or dual sided displays as well as free standing or integrated bus shelter units.
Sugar continued: “The ability of our network owners to customise designs that lend themselves to the specific outdoor environment offers the kind of flexibility customers now expect from digital signage providers. When combined with all our standard benefits around reliability, maintenance and ease of day to day operations, we’re confident we have an even stronger product that’s fit for purpose whatever the requirements.
Via: Outsmart

Storm Continues Intensive Expansion with Four New London sites

Out of Home media owner Clear Channel UK’s premium digital brand, Storm, has announced four new sites in London – Storm Borough High Street, which launched this month; and Storm Nine Elms Battersea, Storm Wandsworth Bridge and Storm A3 Tower, which will launch next month. These sites will be the latest to join Storm’s portfolio in the capital, and further strengthen Storm’s position as No.1 in London with the largest number of super premium screens and an unrivalled footprint which will span 14 boroughs.
Launched this month, Storm Borough High Street is ideally placed to reach an affluent metropolitan audience in Borough – home to young professionals, a buzzing nightlife and a trendy tourist hub – and is just a stone’s throw from London’s famous Borough Market, which receives 4.5 million visitors per year. The site itself, set within a customisable lighting border, boasts fantastic sight lines for uninterrupted views and targets both pedestrian and vehicular traffic heading from the newly reconfigured Elephant & Castle towards The City and Tower Bridge, Southwark, Borough, Blackfriars and Bermondsey.
Storm Borough High Street (002)
Launching in June, Storm Nine Elms Battersea will be a stunning portrait site nestled in the heart of Battersea’s new premier riverside Embassy Gardens development, where the American and Dutch embassies have moved to create a vibrant diplomatic precinct. Overlooking Nine Elms Lane, the site will benefit from high dwell times on this busy route, in an area tipped to become the Mayfair of The Thames’ south bank.
The site will sit next to the River Thames, in close proximity to affluent Chelsea and Kings Road, as well as London’s iconic Battersea Power Station. Targeting wealthy South and Southwest London consumers, the site will also benefit from an international audience, given the embassies in the area.
Storm Nine Elms Battersea (002)
Also launching next month is Storm Wandsworth Bridge, located in an area of heavy congestion directly on the approach to Wandsworth Roundabout. The site will target high traffic flow from areas such as Chiswick, Putney and Parsons Green; travelling towards Battersea, the newly redeveloped Nine Elms, Clapham in South West London and beyond into the affluent Surrey and home counties green-belt.
The screen will offer uninterrupted display across Wandsworth Bridge and feature a unique design, taking architectural inspiration from Battersea Power Station and paying homage to the local area with a stand-out “Wandsworth” motif. Audiences who will travel past this site have been found to be more likely to be in full time employment, working at director level and live in areas which boast some of the most expensive houses in South West London.
Storm Wandsworth Bridge (002)
Storm A3 Tower, which will be newly transformed to include a striking asymmetrical back-lit mesh design, will be situated on the A3 in Merton connecting South West London with the South West coast and is set to launch in June. Located on Shannon Corner in close proximity to Wimbledon and Kingston, Storm A3 Tower will target vehicular commuters and an older affluent audience, found to be more likely earn over £50k and attracted to innovative technologies.
These four new sites are the latest in Storm’s expansion, which continues nationwide with the recent launch of Storm The Mile in Leeds. Storm’s market-leading presence in London will also be further strengthened by these launches, taking the number of Storm sites in the capital to 23; covering gaps in premium digital Out of Home opportunities and creating a stunning network of evenly spread sites for effective campaign reach.
Aimee McKay, Managing Director at Storm, said: “Storm is number 1 in London and we’re delighted to be adding sites in Borough, Battersea, Wandsworth and Merton to our market-leading portfolio in the capital. Like all Storm locations, these four sites are being developed to marry stunning architectural design with state-of-the-art technologies in order to offer advertisers total ownership of truly creative digital Out of Home structures.”
 

Storm Launches Storm The Mile

Clear Channel’s super premium digital brand, Storm, has unveiled their first site in Leeds, Storm The Mile. Storm The Mile, which is Storm’s fourth site outside London following the launch of Storm Mancunian Junction in Manchester last month, becomes the latest landscape screen to join Storm’s expanding nationwide portfolio.
Storm The Mile is located on the A64, a busy commuter route targeting over 1 million road users per month, travelling outbound and coming off the M1 and M62. The site faces 3 lanes of traffic and has exceptional sight lines, meaning full and uninterrupted visibility for vehicular audiences.
The screen itself, which is 26% larger than a 96-sheet but with the same proportions, is set within a unique lighting wall, complete with a totally bespoke integrated control system. This allows advertisers to customise Storm The Mile with stunning moving lighting effects, marrying the architectural design and latest technologies closely associated with Storm sites. Storm The Mile also features Storm’s signature digital name plates, giving brands the opportunity to take full ownership.
A single sided landscape screen, Storm The Mile further strengthens Storm’s growing nationwide portfolio and cements their position in the North. Leeds is a top 4 UK retail destination with an annual retail spend of over £2 billion and a catchment of over 5.5 million shoppers.
Aimee McKay, Managing Director at Storm, said: “Leeds is one of the UK’s key cities, and we’re delighted to be introducing the first Storm site in West Yorkshire, Storm The Mile. This site features totally unique moving lighting capabilities and I’m extremely excited to work with brands to create some of the most creative and impactful Out of Home advertising anywhere in the UK.”

Santander Uses DOOH and Real Time Content to Drive Traffic to Mortgage Calculator

Although Mortgages may not sound like the most glamorous of subjects, this activation – devised to create standout and engagement for this low-interest category –  certainly is.  The campaign, created by Posterscope, Liveposter, and Carat used digital Out-of-Home and real-time content to deliver high dwell times, relevant messaging and capitalise on customer mind-set to drive potential new customers to their mortgage calculator.
The two-week burst used Transvision screens across London Rail stations, and incorporated live data feeds which displayed average house prices for our commuters.  These were timed to coincide and match the next trains which were due to leave. This gave our commuter a great indicative view on how much the average house price would be for destinations that would fall into their journey. The display of the routes would be timed to show before the train departure to catch people who are looking at the departure boards.