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2015 Forecast: Positive Outlook for Experiential

Michael Brown, MD psLIVE, spoke to Event Magazine about his predictions about experiential in 2015. 
Is there a positive 2015 outlook for experiential marketing?
psLIVE is looking at 52% growth on last year’s performance as we come to the end of the year. If I couple that with significant approved projects in 2015, the outlook seems very positive at this stage.
Big trends for the next 12 months?
The thing that most enters our sphere of influence is big data. All experiential agencies are striving to make what they do as relevant and as measurable as possible. The near future will see more and more experiential agencies invest more in this. Without such weaponry, an agency can only operate as an event producer as opposed to a genuine experiential marketing business.
Another marker for us in 2014 that looks set to grow next year is the deployment of live content from the experiential activity to the paid, digital out-of-home campaign. We have an increased number of case studies, including Center Parcs, Very Beauty and Littlewoods, in which the live experience has been created to inform the DOOH campaign with compelling content. We have used a proprietary tool called Liveposter to implement these new initiatives, which allows the deployment of live data and content to change the creative on digital panels either singularly, nationally geo-targeted.
For the full article, please click here.

Very.co.uk Leverages Real-Time OOH for Christmas Advent Calendar Campaign

Online department store, Very.co.uk, will promote daily deals in real-time across out-of-home sites as part of an integrated campaign in the lead-up to Christmas.
For two weeks during December, the British public will see the best deals available each day from Very.co.uk through real-time OOH ads using Liveposter technology. The offers will be showcased across a variety of locations including rail, roadside and cinema through an advent calendar creative in keeping with the festive spirit that has been designed by St Lukes.
The activity forms part of the wider Christmas campaign that has been devised and implemented by media agency Vizeum and OOH specialists Posterscope. The aim is to offer Very.co.uk the flexibility to be reactive and deliver the most relevant content possible across different channels. In November, this involved using radio schedules and a flexible template to change messages at short notice.
Jon Owen, retail brands and trading director at Shop Direct, the company behind Very, commented “The countdown to Christmas has begun and following a hugely successful Black Friday we move into our Cyber Week deals where it’s important that we’re able to bring consumers our most up to date offers. We’re delighted to have the opportunity to do this in real time by taking such a flexible and innovative approach. ”
Leia Reuter, Business Director, Posterscope said: “Retail brands are always looking to take greater control of their advertising, delivering the most relevant content possible at the right time. This campaign uses Liveposter’s technology to do just that in the most efficient way possible by allowing Very.co.uk to make sure that consumers are receiving deals on products that are available now.”
Via: The Drum

British Airways LookUp Campaign Wins Grand Prix at Creative Out of Home Awards 2014

British Airways’ much lauded #LookUp campaign has won this year’s Creative Out of Home Awards Grand Prix.
The Creative Out of Home Awards, in association with the Outdoor Media Centre, celebrate the best in Out of Home advertising across the UK. This year they saw Ogilvy One, Clear Channel UK, Posterscope and Carat share the Grand Prix for developing the real-time outdoor advert for British Airways, which also won in the Digital Advert category too.
Clear Channel’s work with British Airways also saw the company win in the Digital Updates category, while the Google Front Row campaign in the Innovation a Category for Grand Visual and Adam & Eve DDB.
Iris Worldwide’s Mini UK ‘Re-born’ campaign won in the 48 or 96 Sheet Poster category while ‘Life is Better with Cake’ by JWT London was recognised in the Special Build section.
The awards were handed out a ceremony that took place at the Marriott Grosvenor Square in London with the support of headline sponsor, the Outdoor Media Centre.
The full list of winners can be viewed below:
Grand Prix
Company: Ogilvy One, Clear Channel UK, Posterscope, Carat
Client: British Airways
Title: BA #Lookup
Chairman’s Award
Company: GRAND VISUAL, ADAM & EVE DDB
Client: GOOGLE
Title: GOOGLE FRONT ROW
48 or 96 Sheet Poster
AWARD
Company: iris worldwide
Client: MINI UK
Title: Re-Born
Company: Clinic
Client: Exterion Media
Title: The Beautiful 92
Company: WCRS
Client: ROYAL NAVY
Title: ROYAL NAVY ENGINEERS RECRUITMENT
Special Build
AWARD
Company: JWT London
Title: Life Is Better With Cake
Company: Leo Burnett London
Client: McDonald’s
Title:  Loading…
Company: Ogilvy & Mather
Client: Ulster Bank
Title: Ulster Bank Mortgages
Transport
AWARD
Company: tpf
Client: ESPN
Title: ESPN FC ON THE LONDON UNDEGROUND
Company: Ubiquitous Ltd
Client: Eastcoast Trains
Title: Eastcoast Trains – Feel at Home
Out of Home Campaign 
COMMENDATION
Company: WCRS
Client: ROYAL NAVY
Title: ROYAL NAVY ENGINEERS RECRUITMENT
COMMENDATION
Company: iris worldwide
Client: MINI UK
Title: The New Original
Company: Limited Space
Client: Beiersdorf
Title: Media First Leads Mall Domination For Nivea
Company: Publicis Chemistry
Client: Gatwick Airport
Title: Tempted before Takeoff
Multi-Platform Campaign
AWARD
Company: Kinetic ww
Client: Unilever – Dove Invisible Dry Deodorant
Title: Dove Ladies Day
Digital Campaign
COMMENDATION
Company: Enigma Ltd
Client: Pride in London
Title: #Freedomto
COMMENDATION
Company: GRAND VISUAL, GOOGLE, R/GA, MANNING GOTTLIEB OMD, TALON
Client: GOOGLE
Title: GOOGLE OUTSISDE
Company: iris worldwide
Client: MINI UK
Title: The New Original
Company: Posterscope, Carat, Liveposter
Client: Arla
Title: Lurpak #FOODADVENTURES
Integrated Campaign
COMMENDATION
Company: Clinic
Client: Exterion Media
Title: The Beautiful 92
COMMENDATION
Company: Exterion Media
Client: Exterion Media (formerly CBS Outdoor UK)
Title: Look for Longer 2
Company: Arena
Client: Westfield
Title: We are LDN Summer
Company: Posterscope, Vizeum, psLIVE
Client: AbinBev Stella Artois
Title: Stella Artois Wimbledon Championship
Company: psLIVE
Client: Very.co.uk
Title: Very Beauty Tour
Digital Advert
AWARD
Company: Ogilvy One, Clear Channel UK, Posterscope, Carat
Client: British Airways
Title: BA #Lookup
COMMENDATION
Company: Leo Burnett London
Client: McDonald’s
Title: See One.  Want One.
COMMENDATION
Company: GRAND VISUAL, BBH, MEDIACOM
Client: AUDI
Title: AUDI DASHBOARD
Company: GRAND VISUAL, AMV BBDO, OMD, TALON OUTDOOR
Client: PEPSICO
Title: PEPSI MAX UNBELIEVABLE BUS SHELTER
Interactive
AWARD
Company: Enigma Ltd
Client: Leo Burnett
Title: Amnesty #helpgetthemhome
COMMENDATION
Company: GRAND VISUAL, AMV BBDO, OMD, TALON
Client: PEPSICO
Title: PEPSI MAX UNBELIEVABLE BUS SHELTER
Company: Apache Solutions Ltd
Client: Disney UK
Title: Planes2: Fire & Rescue
Company: Posterscope, Walker Media, psLIVE
Client: Center Parcs
Title: Woburn Forest
Company: Rapport
Client: Now TV (BSkyB)
Title: Back In Your Box
Company: TMW
Client: Clearasil, Reckitt Benckiser
Title: Clearasil #ShowYourFace Selfie Face Off
Use of Live Updates
AWARD
Company: Clear Channel UK
Client: British Airways
Title: Magic of Flying
COMMENDATION
Company: tpf
Client: ESPN
Title: ESPN FC ON THE LONDON UNDEGROUND
COMMENDATION
Company: GRAND VISUAL, BBH, MEDIACOM
Client: AUDI
Title: AUDI DASHBOARD
Company: GRAND VISUAL, GOOGLE, R/GA, MANNING GOTTLIEB OMD, TALON
Client: GOOGLE
Title: GOOGLE OUTSIDE
Company: TMW & ZenithOptimedia
Client: Clearasil / Reckitt Benckiser
Title: Clearasil #ShowYourFace
Company: Liveposter,Posterscope, Havas Media, Ocean Outdoor
Client: NET-A-PORTER
Title: NET-A-PORTER Live
Viral
AWARD
Company: GRAND VISUAL, AMV BBDO, OMD, TALON
Client: PEPSICO
Title: PEPSI MAX UNBELIEVABLE BUS SHELTER
Company: Enigma Ltd
Client: Pride in London
Title: #Freedomto
Company: RedPill
Client: World Hepatitis Alliance
Title: World Hepatitis Day – Think Again
Art Direction
COMMENDATION
Company: Publicis Chemistry
Client: Gatwick Airport
Title: Tempted before Takeoff – Camera
COMMENDATION
Company: Publicis Chemistry
Client: Gatwick Airport
Title: Tempted before Takeoff – Shoes
Innovation
AWARD
Company: GRAND VISUAL, ADAM & EVE DDB
Client: GOOGLE
Title: GOOGLE FRONT ROW
COMMENDATION
Company: Ogilvy One, Clear Channel UK, Posterscope, Carat
Client: British Airways
Title: BA #Lookup
COMMENDATION
Company: GRAND VISUAL, AMV BBDO, OMD, TALON
Client: PEPSICO
Title: PEPSI MAX UNBELIEVABLE BUS SHELTER
Company: GRAND VISUAL, GOOGLE, R/GA, MANNING GOTTLIEB OMD, TALON
Client: GOOGLE
Title: GOOGLE OUTSIDE
Spectacular
AWARD
Company: CURB
Client: PS4
Title: PS4-OXO
COMMENDATION
Company: Ubiquitous Ltd
Client: Cath Kidston
Title: Cath Kidston – A gift to London
Company: Kinetic ww
Client: Nike
Title: Nike London – World Cup Projection
Company: Rapport
Client: Samsung
Title: Terminal Samsung Galaxy S5
Experiential/Ambient
AWARD
Company: Leo Burnett London
Client: McDonald’s
Title: See One.  Want One.
COMMENDATION
Company: CURB
Client: PS4
Title: PS4-OXO
COMMENDATION
Company: Posterscope, Carat, Liveposter
Client: Arla
Title: Lurpak #FOODADVENTURES
Company: Havas Media
Client: Tennent Caledonian
Title: Tennet’s Lemon T
Company: psLIVE
Client: 20th Century Fox
Title: Turbo – That Snail Is Fast
Company: ZenithOptimedia
Client: Clearasil
Title: #ShowYourFace
International Advert/Campaign
COMMENDATION
Company: GRAND VISUAL
Client: Roadshow Films
Title: Into The Storm AR
Low Budget
AWARD
Company: aryjoecreatives
Client: aryjoecreatives
Title: #walklondon
Company: DirectionGroup Ltd
Client: Microsoft UK&I
Title: The Great British Type Off
Company: VeriFone Media
Client: The Times
Title: Times Newseum
Via: The Drum

Westfield Launches ‘Christmas Before Christmas’ Campaign

Arena, the media planning and buying agency, has brokered a partnership between retail destination, Westfield, and the Evening Standard, as part of the shopping destination’s major seasonal push, The Christmas before Christmas. The over-arching campaign celebrates the excitement, anticipation, and preparation of the festive period – all the things that make Christmas the best time of year.
Launching in November, the 360 partnership with the Evening Standard includes a weekly in paper promotion, digital/social and video content and supporting editorial,  as well as a Christmas event at Waterloo – one of the UK’s busiest stations – which goes live on the 17th November.
The event will encourage commuters to get into the Christmas spirit and involves band The Hotstie Totsies – part of the Westfield’s Presents programme – playing live in-station, Christmas goodies being handed out and a pop up photobooth, capturing peoples’ ‘Christmas before Christmas’ stories.  The Waterloo Motion, enabled by LIVEPOSTER will amplify activity from the event – counting down to the band playing and publishing consumers photos onto Europe’s largest DOOH screen in real time. The use of LIVEPOSER will also enable Westfield to amplify their social campaign in real time, taking the conversation from Twitter and displaying on The Waterloo Motion throughout the week. 
The activity will be supported by offline and digital promotions which will tap into key questions to reveal London’s interesting and quirky Christmassy behaviour.
In addition to the above activity, the campaign also includes OOH formats to broadcast the Christmas Before Christmas message to busy Londoners, a Time Out partnership, VoD, display, social,  and cinema advertising slots around key Christmas films, to offer a sense of occasion, delivering seasonal cheer.

Lenovo Launches Interactive Screen at Waterloo

More than 123,000 people interacted with Lenovo’s digital takeover of Waterloo station in London last Thursday (30 October), which was designed to promote the computer technology brand’s new Yoga range.

The marketing event’s main feature was the Motion @ Waterloo digital screen, which let the public add their faces to a series of bodies performing Yoga moves using a dedicated mini-site. Ambassadors from the brand were positioned in the central concourse of the station to demonstrate the company’s new laptop and tablet offerings, while the screen was complemented with static posters on both the Underground and in the main station.
The campaign was further augmented with a morning appearance from Made in Chelsea star Alexandra ‘Binky’ Felstead, who uploaded her selfie to the screen.
Lenovo created the campaign in partnership with Total Media, Media 5, The House Worldwide, Posterscope, Liveposter, JC Decaux and Exterion. Total Media estimated that overall, 34 million people were reached by the campaign.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo, told Event: “We like doing clever things at Lenovo. For instance, if you’re in the vicinity of the area today, you’ll get advertising saying ‘come up to Waterloo and check this out’. That’s something you couldn’t do five years ago. People are amazed that they can be in a real-life advert in less that two minutes.”
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “We’ve seen that more 50% of targeted Zone 1 commuters have seen the message and have been converted. We’re being as targeted as possible to amplify the campaign.
“The guys at Lenovo really want to position themselves as a much more different tech brand. They’re moving towards more unique advertising, doing as much as they can in a more innovative way.”
Etherington added that the stunt forms part of a wider campaign, which the UK team were able to adapt creatively. “Our global team put together this campaign, which is a play on the silhouette using the product in an unusual way,” Etherington added. “We’ve taken that concept and extended it by letting people add their face.
“The global execs love it because we’ve taken what they’ve created and made it bigger and better.”
Via: Event Magazine

Hive Active Heating Campaign from British Gas Welcomes Brits Home with World-First Flight Data-Driven DOOH Ads

As temperatures across the country drop, the British Gas team behind Hive Active Heating today launches the world’s first digital out-of-home (DOOH) campaign to use flight data to solely target British travellers as they touch down in Britain. The company has partnered with international out-of-home (OOH) agency PSI and DOOH specialists Liveposter to target the 8.8 million UK residents who will return home through London Heathrow (T1, T2 & T4) and London Gatwick this winter.
In deals with media owners JC Decaux and EYE, returning passengers will be welcomed home with bespoke messaging which relates to their holiday destination. For example, passengers returning from Malaga in Spain will be encouraged to ‘Keep the Malaga mood with Hive Active Heating.’ The activity forms part of a national OOH campaign planned by Carat & Posterscope for Hive Active Heating, which enables customers to control their heating and hot water remotely via mobile, tablet or laptop.
The campaign for Hive Active Heating marks the first implementation of a new international hub package from PSI and Liveposter called Liveposter Airports. The package enables brands to exploit the opportunities that dynamic digital creative offers to deliver the right message at the right time and to the right audience. Brands can now create, schedule and publish digital ads to major airport media owner networks across nine global hubs, including London Heathrow, London Gatwick, Dubai, Singapore, Istanbul, New York JFK,  Barcelona, Moscow and Frankfurt.
Liveposter Airports uses flight, time, location and weather data to improve audience targeting for brands. All ads are centrally managed via an easy-to-use online interface, providing complete control of the creative messaging and targeting by audience.
Pamela Brown, head of marketing and insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don’t have a timer and almost a quarter of people that have a timer don’t use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Liz Jones, managing director of PSI, said: “Hive Active Heating is the first of many products that will be using data to be smarter about how to target travellers. Using live flight and campaign planning data from PSI’s Global Planner tool, along with Liveposter’s expertise in DOOH and data, products like Hive Active Heating can now turn international airports into highly targetable, measurable OOH environments. Brands can ensure they engage their target audience with personalised, specific messages via digital screens, and improve the efficacy of national and international campaigns.”
Dan Douglas, founder of LivePoster, said: “We’re really excited to be rolling out our first global product with Liveposter Airports. It’s a unique offering at this scale for advertisers to maximise digital OOH in major airports around the world, enabling them to tailor their messaging for global and local audiences using real time data and dynamic content to ensure maximum impact.”
Sarah Parkes, Managing Director at Eye Airports, said: “Airports are a hotbed of creativity powered by big data. This campaign has showcased the many capabilities of DOOH advertising and through collaboration with our partners we have created a unique, media first campaign to effectively and efficiently reach passengers as they arrive back from holiday”.
Rob Elms, sales director at JCDecaux Airport, said: “It’s fantastic to see Hive Active Heating harness our digital Out-of-Home network at Heathrow in such a dynamic and innovative way. By tapping into the mind-set of passengers who are travelling home, they have taken advantage of the unique opportunity to promote Hive Active Heating using relevant and topical content in areas of high dwell-time at the world’s largest international airport.”

British Gas Targets Commuters with Hive Active Heating DOOH Activity

British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end.
Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.
Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details.
Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders.
“As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.”
Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating.
Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water.
Via: The Drum

Clarks Weekend ‘Style Sessions’ in Partnership with Elle magazine

Clarks are currently running an AW campaign in which OOH is the lead medium. As part of this campaign Posterscope has worked closely with Havas Media to develop Street Style events across the country. Working with the Press team, Posterscope leveraged Havas’s relationship with Elle magazine, gaining access to Elle photographers. These photographers will be present at Clarks stores in key malls across London, Manchester and Birmingham. Selected members of the public are able to model footwear and have the opportunity for their picture to appear on the digital portrait screens within the mall in real-time.The events will take place at the Clarks stores, taking advantage of Clarks owned media.
Liveposter delivered a template built to share this activity across DOOH screens.
This activity was planned and booked by Posterscope and Havas Media with Liveposter.

NET-A-PORTER.COM Showcases Live Trending Global Designer Sales

From August 11 – 23 2014 NET-A-PORTER.COM, the world’s premier online luxury retailer, will unveil its first outdoor marketing campaign, showcasing the hottest trending purchases as they happen in real-time.  The campaign brings to life the ‘NET-A-PORTER Live’ element of the site which shows the products women are buying globally, as and when they purchase them. The digital out-of-home campaign incorporates this live feed, showing the exact  pieces, as well as the specific country the purchase is taking place in,  on screen in real-time.
NET-A-PORTER.COM’s creative concept has been developed by PSI with Havas Media International, who have managed the execution of the creative and overall campaign collaboration with Liveposter. The campaign features exclusively on Ocean Outdoor’s The Screen @Canary Wharf; the concept for the campaign was a winning entry in the Digital Techniques category of Ocean Outdoor’s annual digital out-of-home creative competition in 2013.
Lisa Bridgett, Global Sales and Marketing Director at NET-A-PORTER.COM said,
“This is an exciting campaign for NET-A-PORTER.COM, marking our first foray into using live content and digital out-of-home. The concept is extremely innovative and showcases our reach as an online shopping destination in the luxury womenswear market.”
Leila Ratnani, International Account Director, Havas Media said: “Since its launch last year, NET-A-PORTER Live has set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. Being able to further bring this campaign to life via digital out-of-home is a great opportunity for the NET-A-PORTER brand and its followers alike.”
Liz Jones, MD PSI said: “This campaign will prove to be an excellent example of what can be achieved with a great brand and one of the most sophisticated digital out-of-home screens in London. Ocean Outdoor have fantastic inventory, and this campaign is sure to have a great impact on NET-A-PORTER’s audience, as well as the admiration of media and advertising professionals.”
Ocean’s The Art of Outdoor Digital Competition 2014 is now open for entries.
To find out more visit www.playwithourpixels.com

Tate Britain Art Campaign Adjusts to the Weather

Tate Britain is running a digital outdoor campaign featuring art that reflects the current weather and road conditions.
Tate will use real-time data to display travel conditions on Ocean’s Two Towers West, the two seven-metre high digital screens on the elevated section of the A4 Hammersmith Flyover. Images such as Turner’s ‘The Storm’ will be used to accompany Met Office forecasts of inclement weather.
The campaign, which was created by Liveposter in collaboration with Total Media and Posterscope, won the Creative Techniques category of Ocean’s annual The Art of Outdoor Digital competition, in association with Brand Republic.
Martin McCully was the art director behind the campaign and Christina Edwards and Emma Lamden were the copywriters. All work at the real-time outdoor specialist Liveposter.
Jesse Ringham, the digital communications manager at Tate, said: “Tate Britain’s showcase is a data driven campaign using hundreds of images from our extensive collection to re-engage with Londoners, visitors and international tourists.
“Different paintings, drawn from more than 500 years of British art, are automatically triggered across the two screens according to specific events or conditions such as the time of day, the traffic flow, the weather and flight arrivals.”
Dan Douglas, founder of Liveposter, added: “This campaign is a great example of a brand using data sets to create the most relevant copy for the moment and maximise their chance of engaging the audience.”
Ocean’s Art of Outdoor competition entries were judged by a panel of industry experts for their innovative approaches, including layering, augmented reality and data streaming.
The 2014 Art of Outdoor Digital competition opens for entries on 30 June.
Tim Bleakley, the chief executive at Ocean Outdoor, said: “This campaign is striking. The link between our screens as a live canvas to showcase the Gallery’s spectacular art collection reflects the dynamic capability of digital out of home.
“The matching of artworks to the out of home environment as it changes across the day is a fantastic concept.”
Via: Brand Republic