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O2 launches 'Make them Giant' dynamic campaign

Waterloo station is playing a key part in the Rugby World Cup as sports fans gather there to make the journey to Twickenham Stadium, so there’s no better way to get them in the mood than with the 40m long full motion digital screen filled with commemorative content.
O2’s dynamic digital campaign on Motion@Waterloo displays supporters’ positive tweets that use the hashtag #WearTheRose.
The creative makes full use of the 40m board with an illustrated England team lined up across it, followed by the message “Make them giants.” The total number of messages being tweeted is also shown.
It was launched at Waterloo prior to its TV campaign and was planned and booked by Media Planning Ltd t/as Havas and Posterscope.
Via: JCDecaux
 

Digital OOH show you’re never more than few steps from Santander Cycles 

  • More than 100 maps displaying local Santander Cycle docking stations with real-time bicycle availability now live across digital poster sites in Central London

 

  • New technology uses TfL’s open-source Cycle Hire data, ensuring maps display the most accurate information possible

Londoners and tourists were able to find their nearest Santander Cycles docking station even easier this summer as new digital adverts pointing out the nearest docking station were rolled out across London.
Around 100 digitalised maps went live across Central London, displaying the nearest Santander Cycles docking stations to the poster site as well as the number of available bicycles in real-time.
The posters, designed and built by Posterscope using Liveposter, were updated in real-time using TfL’s open data feed.. The maps formed part of looping advertisement hoardings at the site locations, with availability updated every time the screen refreshed.
The posters built on a previous trial of dynamic posters for the cycle hire scheme by TfL which were carried out earlier this year.
James Mead, General Manager of Santander Cycles, said: “With more that 750 docking stations across London, you’re never more that a few hundred metres away from one of our Santander Cycles. These great new dynamic adverts help people find their closest docking station, making it easier for people to hire, ride and return a bike.”
Daryll Plested, Group Communications Manager at Santander UK, said “We want to make the whole experience of using Santander Cycles as easy, fun and rewarding as possible. We want to improve how people find out about the scheme and how they make the most of the experience once they’re on their journey.
“Alongside the recently released Santander Cycles app, these new live maps will mean people who want to use a Santander Cycle can find and hire a bike quickly and easily, helping to encourage more cycling in London.
Glen Wilson, MD of Posterscope said “It is fantastic to see this bespoke and innovative use of technology make life easier for the millions of visitors and residents in London who use Santander Cycles. We wanted to help the cycle scheme make a real difference to London, so we’ve made it as simple as possible for customers to locate and rent a bike.
“Digital Out-of-Home media has the capacity to not only use data to inform more interesting relevant campaigns, but as this example shows, can also provide a useful service.”
The maps are live across London until the 9th August.
For more information about Santander Cycles, please visit www.tfl.gov.uk/santandercycles or follow @santandercycles

Burger King runs weather activated DOOH campaign

Through analysing 3 years of Burger King ice-cream sales data, it was established that when the temperature reaches 20 degrees this results in an ice cream sales uplift. Utilising the Liveposter platform and a live weather trigger allowed Posterscope to switch copy in real time from a “cold creative” to a “hot creative”. In addition Liveposter also enabled Burger King to display dynamic real time content referencing, for example, the local temperature, the location of each site and reference the time of day.  The campaign ran through July-September across London Digital 6sheets, Roadside 48sheets and Mall D6s.
 

Santander use live TfL cycle data to promote sponsorship of Boris Bikes

Earlier this year Santander took over the sponsorship of the Boris Bikes TFL Cycle Hire Scheme from Barclays.
To mark the ‘official’ launch of Santander Cycles, drive cycle use, and promote the downloading of the Santander Cycle App, Posterscope and Carat created an innovative digital OOH campaign using  TfL’s cycle data and live feed technology via the Liveposter Platform.
From July through to mid August 100 Adshel Live screens across the central-London area, covered by the cycle scheme, will each site show a unique map pinpointing the nearest cycle docking station/s with real-time information on cycles availability to helping to encourage cycle hire.
 
 

Real time experiential fed by data. Michael Brown, psLIVE

Like a well-fed toddler constantly in need of ever bigger shoes, the footprint of digital out of home (DOOH) grows ever larger, says Michael Brown, managing director of agency psLIVE.
The proliferation of interactive panels is heading towards 20%of all UK poster sites. Correspondingly, more and more outdoor spend is channeled into the hungrier and hungrier mouth of the child of our times that is digital.
Posterscope state that this is 28% of all out of home revenues. This is an absolutely massive spoonful, especially when you consider the Advertising Association and Warc’s Adspend Forecast predicted that over £1 billion would be invested in Out of Home advertising during 2015. Open wide!
At this juncture you might be thinking that this has zilch all to do with your life as a purveyor of quality experiential services. In which case, I am politely requesting you think again for here beckons a table you may want a seat at. To build on a theme I explored in my previous blog piece Experiential Architecture; that of new opportunity, we practitioners are best placed to help nurture the DOOH infant into a fully-formed and well-adjusted adult!
At some point in the glorious future, all outdoor will be digital. A jury of media’s finest will take a long time to return a verdict on precisely when that will be but, while the experts are deliberating, we have enough coverage presently to get cracking.
All digital is inherently interactive – there is no point in it otherwise! Folk are definitely more inclined to engage with interactive advertising whether through their mobile devices or through touch screen. This means there is a very fuzzy distinction, or rather no distinction at all, between the creative on the digital panels, and the live space in front of those panels. Is it bought media or is it experiential or both? A savvy operator may want to lay claim to a chunk of this space before it’s too late and in so doing start a gold rush. Indeed, some prospectors have already staked a claim. Are they using it to its fullest potential though?
Recently a feature I read on interactive outdoor highlighted the Pepsi Max augmented reality bus shelter as a good example of the form. Unarguably, the idea is envy arousing, and it’s certainly famous around our meeting room table as the thing clients most want a variation of to adorn their own campaigns, yet it was a one-off tactical execution; as opposed to being the fulcrum of a genuine wide-scale media plan. Most of the other examples cited in the piece are similarly tactical by design.
There are real world examples where the medium is pushed further: In the bottom right corner of the below photo, (from way back in 2012) people are queuing up to see content they had moments earlier created with a Canon Ixus after first picking up the camera from a pop-up showroom and taking it on a ‘test drive’.
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This in itself is a revolution. Up until that point, people did not queue to see creative on a poster panel – even if they had really uneventful social lives! Fast forward to 2015 and the people you see ‘joining the crew’ in the Captain Morgan advert on the Piccadilly One site in Piccadilly Circus are, right at that moment, taking part in a bar promotion in Yates’s just around the corner in Leicester Square!
OnePiccadilly
Both instances are giving people their few minutes in the spotlight in spectacular style, therefore building on the fame social media users seek each time they share content, and both are broadcasting content to outdoor media bought in day-parts as part of a wider geo-targeted media plan that is scaled nationally.
As interesting as these examples are, and I must confess a partisan bias in that the Canon and Captain Morgan works were both done by psLIVE, there is so still so much more you can do creatively in this constantly evolving medium. Once you factor in real time data streaming you can really catapult the ante skywards.
Last winter, British Gas used real-time data about travel from public transport arrival and departure boards to trigger contextually relevant messaging in airports, bus and rail stations to travellers and commuters about Hive, a smart product that allows people to remotely adjust their home heating with their mobile devices. For example, if the number 50 bus to Croydon showed as due in 20 minutes then OOH messages were triggered to prompt relevant use of the application.
Dan Douglas, the founder of Liveposter, the company who developed the technology that enabled British Gas, among others, to use live data and content to effect campaign messaging explains the potential his platform may provide for experiential activity…
“The opportunity is to bring together the power of experiential to engage and involve consumers in brand advertising with the scale and speed of DOOH media to amplify it in real time to a broadcast audience. Real time data adds an extra dimension to both the targeting and display content ensuring the most relevant content is shown at any moment.”
Adam Cherry, Liveposter’s digital director, adds: “We know from recent research that data driven dynamic campaigns add value to advertisers in terms of increasing awareness and message recall. Using data to optimise the creative around experiential activity will strengthen the live work e.g. brands associating with sports could pull in live scores or even tailor the creative based around social sentiment in a particular location.”
Such work threatens to put experiential at the heart of a media plan, a switch from a tactical to a strategic medium. This places us practitioners at the centre of the mix, and potentially changes the old order, in particular the ad agency role: If this really is the glorious future then could the logical end point see all content, for any creative campaign, flowing from, and out of the live experience in real time fed by data? As I stated earlier, a seat at the table of this particular opportunity awaits us. Perhaps we may even sit at the head of it!
Michael Brown is MD of psLIVE
This story was first published in Event Magazine

Microsoft promotes Cortana with the most ambitious dynamic OOH ad campaign ever

Microsoft’s voice-activated personal assistant Cortana has been showcased across the UK in an ad campaign which reacts in real time to surroundings.
Dentsu Aegis Network, LivePoster and m:united (McCann Worldgroup’s Microsoft team) have made the most of data sources and out-of-home (OOH) tech to tailor contextual, real time ads throughout the UK.
The executions, boasting the versatility of the digital assistant, are capable of delivering thousands of engaging, geo-specific ads to consumers.
Paul Davies, marketing director at Microsoft, said: “Just like Cortana, this campaign is personal, flexible, and hyper relevant to the context against which the ads are served, using location, date and time data.
“We have used digital technology as a creative canvas to showcase how Cortana helps people manage everyday life seamlessly and in a powerful way.”
“With nearly 10,000 variants, we believe we have created the UK’s first truly bespoke outdoor campaign that adapts to its current environment with a dynamic complexity never seen before.”
Kaye Dolan, associate client director at Dentsu Aegis Network, added: “With this ambitious and complex campaign we are redefining the rules and capabilities of the digital outdoor medium.
“The deployment of a truly collaborative approach to media strategies has enabled us to unlock the full advantages of digital OOH, while giving us the opportunity to create a genuine and meaningful connection between the Microsoft brand and its target audience.”
Drawing from a combination of weather, travel, location, business and cultural events data, all utilised by Microsoft’s Cortana, the LivePoster executions run 241 unique content poster, with a total of 9,640 variations.
Via: The Drum

Pimm's launches weather activated OOH campaign

Diageo, the drinks giant, has launched a digital out-of-home campaign for Pimm’s, which will activate when the weather reaches a temperature of 21 degrees
The campaign features a bottle of Pimm’s along with a jug of the drink ready to be served, alongside the caption, “Best served with sunglasses.” The local temperature is also shown.
When the local temperature hits 21 degrees during peak commuter times the ad will appear and show the variations in temperature for the rest of the period.
The work will run for ten days across 12 Ocean Outdoor screens in London and Birmingham between 12pm and 4pm on Thursdays and Fridays, and between 4pm and 8pm at the weekend. It was planned by Carat and Posterscope.  The real-time element was provided by Liveposter.
Joanna Segesser, a senior brand manager for Pimm’s at Diageo, said: “Pimm’s is known by consumers as being the iconic drink of the Great British summer and consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather.
“We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”

Aye Aye Captain Morgan… pose with the capatain and see your image streamed to digital screens

During the first May bank holiday weekend Diageo brand Captain Morgan was involved in a highly engaging, interactive experiential campaign
A photobooth was set up in a bar in Leicester Square on the Friday and Saturday nights where the Captain himself was posing for pictures.. It was a red carpet style event where guests could have photos taken of them, the Captain “and their crew.”
The photos were streamed directly onto One Piccadilly and Coventry House, which were booked for a four-hour duration each night, giving participants their “moment of fame.”
The Campaign was created by Carat, Posterscope, Liveposter and psLIVE.
 

Campo Viejo creates real-time outdoor campaign for Streets of Spain festival

5 May 2015, London. Spanish wine brand Campo Viejo, owned by Pernod Ricard, celebrated its third annual Streets of Spain festival by incorporating user-generated social media content into its digital outdoor advertising, a first-of-its-kind campaign for the company. Held on London’s South Bank, the festival brought the food, wine, art, music and culture of Spain to one of London’s most popular locations for the full bank holiday weekend, from May 1st to 4th.
This year, visitors were encouraged to share their experiences via Twitter and Instagram using the hashtag #StreetsofSpain. For the first time ever, content shared to the #StreetsofSpain hashtag was then used in real-time on digital screens across London as part of Campo Viejo’s digital out-of-home (DOOH) campaign.
The outdoor activity was planned by Posterscope and Havas, and delivered the content to more than 100 digital screens across London using the Liveposter platform.
Samantha Brereton, client director for Posterscope, said: “This is the second time we have supported the Streets of Spain festival. This year we plan to help Campo Viejo build upon last year’s record-breaking success which saw 300,000 visitors join the festival, and are very excited to be using an extremely innovative and interactive outdoor campaign to help drive attendance.
“Using the Liveposter platform, we’re able to source visitors’ own content shared to the #StreetsofSpain hashtag in real-time, giving people across London a little taste of the festival. The festival is all about bringing Spanish life to London over the bank holiday weekend, and using visitors’ genuine experiences is the best way of representing that feeling to a wider audience.”
Lucy Bearman, head of marketing at Pernod Ricard, said: “Streets of Spain has grown from year to year, and we can’t wait to give this year’s visitors a taste of Spanish life this bank holiday weekend. There’s an incredible buzz across the weekend, and we’re delighted that Posterscope is helping us to spread that feeling by using visitors’ own shared experiences on digital screens across London.”

Costa Uses DOOH to get Consumers in the Christmas Spirit

Costa ran a seven-week competition in the run up to Christmas to engage their audiences online by generating excitement around their festive take-away cups. Customers were tasked with finding or creating pairs of eyes for their cup characters- Santa, Snowman, Rudolph and Elf. Over the duration of the campaign users were set a different challenge designed to prolong excitement around the competition and also to inspire consumers to get creative.

The top entries were fed into a digital-out-of-home advertisement to promote the competition and the return of the festive cups. Graphite Digital created a 10 second animation to reflect the brand’s Christmas look and worked with Liveposter to implement dynamic fields, into which the photo’s would be displayed. These entries were updated regularly to keep the promotion feeling fresh and timely.

A second campaign was run alongside this, which focused on how a trip to Costa can provide relief and respite from the scenarios consumers might find challenging during the build up to Christmas, such as long shopping sessions, waiting for buses and enduring the cold weather.

Graphite Digital created five 3D animated videos to bring Costa’s festive cups to life, placing them in these relatable situations and telling the story of how shoppers can find sanctuary in Costa. These instances were then placed in specific locations to give them contextual relevance such as shopping centers, high street and bus stops.

In addition to this, from 11th November bus supersides, including twinklies, were used to raise awareness of the cups in Central London.

This campaign was planned and booked by Meridian.