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Go Bold with Johnnie Walker Red

Johnnie Walker Red is launching its new serve with ginger ale through its ‘Go Bold’ integrated OOH campaign.
Broadcast, murals and guerrilla media are being used to increase awareness and consideration in key drinking hubs, whilst dynamic DOOH and mobile display will promote the nearest bars based on location to drive footfall.
Once there, consumers will be able to trial the product through experiential activities and will be encouraged to upload a ‘Go Bold’ selfie through a bespoke microsite for their chance to win various prizes.
All UGC will then be pulled through to the DOOH screens in real-time to drive advocacy and encourage further participation.
LIVEPOSTER developed the micro-site for this campaign and delivered 2 x dynamic posters to circa 200 digital screens, displaying location aware recruitment messaging and real-time user generated content.
The campaign was planned and booked by Carat and Posterscope.

Posterscope Rolls Out Innovative Data-Driven Outdoor Ad Campaign for MINI Hatch

As part of its ‘New and Original’ out-of-home (OOH) advertising campaign, MINI Hatch is leveraging revolutionary outdoor audience insights to track and strategically reach its target customers at the most optimal times of their daily commute.
Posterscope used Route to identify environments where MINI Hatch’s audiences are most likely to visit and, in partnership with Vizeum, iris and LIVEPOSTER, has incorporated this data into planning an industry-first, immersive three-tiered outdoor campaign covering a Wonderwall, a full cross-track domination, at London’s Liverpool Street Station, traditional posters and digital OOH elements.
The campaign kicks off across a Wonderwall at Liverpool Street Station, which displays interchanging outdoor creative to highlight the ‘New and Original’ components of the car, and cross-track projections (XTPs) using LIVEPOSTER technology. The innovative capabilities of the LIVEPOSTER platform will bring to life the new ConnectedDrive in-car internet system feature of the MINI Hatch, by announcing live tweets and Facebook updates throughout the day. This campaign celebrates the first time LIVEPOSTER has been used within a Wonderwall.
As part of the wider strategy, the activity will also run across stand alone iconic UK landmark OOH sites including London’s Old Street and Wandsworth Roundabouts, Trafford Arch in Manchester and the M5 Tower in Birmingham and the Glasgow Tower. Digital media communications will then be used to demonstrate the distinct product features of the new MINI Hatch across high frequency, small format digital OOH sites.
Francesca Blair, Client Manager, Posterscope, said: “By devising a three-pronged approach, we are able to reach audiences where they are in the most innovative and striking ways possible. By using unrivalled industry insight, we can generate mass awareness and emotional appeal of the MINI Hatch’s ‘New and Original’ messages, which when distributed across a Wonderwall, will deliver a truly immersive experience. This highly targeted data-driven campaign allows us to deliver efficiencies and true business value for the client.”
Richard Morris, Managing Director, Vizeum said: “We wanted MINI to be celebrated not just for its iconic status in British society, but for how it encapsulates technological advancements in driving. Liverpool Street Station’s Wonderwall represents the ideal, immersive space to bring the benefits and distinctiveness of MINI to life.”

Monarch 'Always-on'

Posterscope and Carat’s latest campaign for Monarch features an ‘always-on’ approach on a live network of landmark DOOH screens in priority regions – Manchester, Birmingham and Leeds. The sites are enabled with LIVEPOSTER capability to display immediate copy updates, allowing the Monarch team to react instantly to sales data, competitor activity, flight and weather information, current affairs and locally relevant news stories.

Commuters invited to ‘Scrabble-on-the-Go’

Over the next seven weeks, Mattel are calling on rail commuters to take the ‘Scrabble Challenge’ in an innovative digital out-of-home campaign, integrating social media and mobile, that is designed to drive engagement with the Scrabble brand. The campaign, created by Posterscope, Carat and LIVEPOSTER, encourages consumer interaction through the introduction of a series of ‘Scrabble Twitter personalities’. Each week a different ‘personality’ will appear on Transvision rail concourse digital screens throughout the country to challenge members of the public to come up with the highest scoring word, using seven randomly selected letters. Players are invited to take part on Twitter via #scrabblechallenge. Weekly winners, along with their winning word combination and Twitter feeds, will then be displayed on screens each Friday. The highly sophisticated mobile geo-fencing platform, Weve, is being used to send out texts at the end of the week to encourage commuters within the vicinity to participate in next week’s challenge.   In addition, a live experiential element will also see costumed Scrabble characters handing out branded beers mats to passers-by near the Transvision screens. The activity was designed to draw attention to the screens and the tweet-to-win competition displayed.

McDonalds ‘We all make the Games’

McDonald’s have launched their digital OOH campaign which forms part of their overall £10m ‘We all Make the Games’ Olympic and Paralympic campaign. The OOH activity consists of digital screens located across the country, as well as the iconic screen at Piccadilly Circus. All the screens are enabled to allow copy to be uploaded dynamically with a number of copy changes planned for each day which will document and celebrate people, moments and emotions of the games. Content will be supplied by creative agency Leo Burnett as well as from consumers with their own images which fit under the heading ‘what kind of supporter are you’? The Piccadilly Circus screen, in addition to featuring live moderated content, will also have a return-path which notifies the user to inform them that their image has been used and sends them a video via Facebook. The campaign was planned and bought by OMD and Posterscope and Cloud and Compass managed the  LivePoster DOOH delivery platform.
 

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