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Home improvement store brings highways to life in Peru's biggest ever VR experience

Sodimac, Peru’s largest home improvement chain, and McCann Lima have partnered to create the biggest VR experience ever produced in the country.
The “Hijacked Highway” is a 360-degree virtual-reality experience that will allow co-pilots and passengers in selected cars to ride along the Panamericana Sur, which is the country’s most travelled road in summer, to view the highway’s billboards in a unique way.
The VR initiative intervenes in specific spots throughout the Panamericana Sur landscape (between its 11th and 97th kilometers) and replaces the traditional billboards and visual clutter that drivers have to endure. The experience presents 3D animated images of Sodimac’s main summer offerings in funny and surprising forms, bringing to life their underlying idea, which is to show consumers that Sodimac is an expert when it comes to transforming and enhancing any space.
The campaign also explores an alternative media and guerilla-marketing strategy for Panamericana Sur, which is a highly-prized and expensive advertising arena during the summer season–ad placements on the billboards along the highway are the Peruvian equivalent of having a Super Bowl spot. The “Hijacked Highway” experience demonstrates how advertisers can compete for consumer attention with far less media investment, and in this case, adding a very powerful call to action.
Via: Best Ads on TV

50 years later, Heinz approves Mad Men's ‘Pass the Heinz’ ads and is actually running them

It was a compelling idea, even if the client wasn’t convinced at the time.
Fifty years ago, in the fictional world of Mad Men, Don Draper pitched a daring ad campaign to Heinz execs, for the brand’s ketchup, that proposed not showing the product at all. Instead, the ads would show close-ups of foods that go great with ketchup—french fries, a cheeseburger, a slice of steak—but without any ketchup in sight.

The campaign’s “Got Milk?”-like strategy of creating a craving for a product through its absence was apparently too far ahead of its time. Don didn’t get the account, but now, in 2017, the time for “Pass the Heinz” has come.
In a meta union of advertising’s real and fictional worlds, Heinz just greenlighted the ads—and will run them almost exactly as Draper intended, beginning today, in print and out-of-home executions in New York City.
Partly a PR stunt, partly just solid on-brand communications, the campaign is sure to delight fans of the AMC show, which in July will celebrate the 10th anniversary of its premiere. And in a nice touch, the ads are officially being credited to Heinz’s current agency, David Miami, and to Don’s fictional 1960s firm, Sterling Cooper Draper Pryce. (Draper and Mad Men creator Matthew Weiner, who approved the idea, are both listed in the credits.)
Below are the three ads that are running and each one will get its own billboard in NYC.

Nicole Kulwicki, head of the Heinz brand, said, “Even though Don Draper created the ‘Pass the Heinz’ campaign almost 50 years ago, the communications still really work in today’s world. Mr. Draper really understood the one thing every Heinz fan knows, which is to never settle for the foods you love without the great taste of Heinz. What we loved about the campaign is that it doesn’t require paragraphs of copy to explain it. It features mouthwatering food images, and all that’s missing is the Heinz.”
In the Mad Men episode, “To Have and to Hold” (from season 6, which aired in 2013), the Heinz clients balk, clearly uncomfortable with Don’s unconventional idea, with one of them calling it “half an ad.” “They even said, ‘I want to see the bottle. I want to see the product,’” Ramos said. “And Don says, well, you don’t need to show the product, because the consumer will complete the thought. The product will be in their imagination, which is even more powerful.”
And while the media buy is limited, Kulwicki said this isn’t just a gag for Mad Men fans.
“You can be walking by the billboard and it’s still very powerful, even if you don’t understand the Mad Men connection,” she says. “Of course, we would love Mad Men fans to pick up on it, but we feel it works very well on its own, too.”
Despite not signing off on it ’50 years ago’, Heinz has put it into play, even giving Draper, fictional ad agency Sterling Cooper Draper-Pryce and show creator Matthew Weiner campaign credits (below)
Better late than never for that client approval.

Via: Ad Week
 

Posterscope deploys AI to help brands optimise their OOH

Posterscope has added an AI-powered feature to its programmatic platform that will allow advertisers to optimise out-of-home advertising on an hourly basis.

“Dynamic Scheduling”, powered by Liveposter, uses a “genetic algorithm” which makes it possible for the programmatic platform to efficiently compare millions of locations, and their hourly audiences, to identify how to best schedule content.
“The most interesting and important aspect of programmatic OOH is the transformation that programmatic ad-serving of creative has enabled,” Stephen Whyte, chief executive of Posterscope, said.
The AI algorithm makes the benefits of programmatic ad-servicing accessible to all advertisers, regardless of campaign scale, he added.
The new platform launched this week with campaigns by Santander, in partnership with Carat and Engine, and Charlotte Tilbury, in partnership with Cream.

The Santander campaign is built around the premise that consumers should “Feel good about planing for the future”, Daniel Creed, lead media strategist at Santander, said. “But we recognise that prosperity means something different to everyone depending on their personal situation.

“Dynamic Scheduling allows us to communicate our different product offerings based on what is most important to those viewing the campaign,” he added.

Via: Campaign Live
 

Can programmatic trading revolutionise OOH?

Above: Stefan Lameire, Cadi Jones, William Eccleshare, and Justin Cochrane, Clear Channel UK CEO
More outdoor owners may follow Clear Channel’s move to launch an in-house platform as digital screens have already transformed out-of-home, allowing brands to tailor creative by time of day and location, and driving up revenues for media owners.

With digital approaching 50% of the UK OOH market by revenue, the industry is betting that programmatic trading can further push up sales by encouraging automation and more efficient buying.

Clear Channel will roll out its programmatic platform in the UK in March. Initially, it will only feature inventory from its premium digital OOH offering, Storm, which has screens in 30 locations. But it will be followed by the addition of nearly 6,000 DOOH sites.

The platform lets media buyers book inventory on an automated basis at a fixed price. Eventually, Clear Channel hopes to make all of its trades via the programmatic platform.

“Programmatic has completely changed the way we sell and how the medium is bought,” William Eccleshare, chairman and chief executive of Clear Channel International, says, describing the platform as the company’s “big bet on the future”.

Rubicon Project partnered Bitposter to launch a programmatic marketplace for OOH inventory in the UK in 2015 and Kinetic introduced its programmatic offering in 2016. However, neither has made a substantial impact on the market so far.

“Without denigrating the efforts others have made, I don’t think anyone has done it [OOH programmatic trading and deployment] in any kind of scale,” Eccleshare says. “What’s being done is automated trading. This is more than that.”

Clear Channel claims its platform is “truly programmatic” because it is a fully transparent, automated system that will allow buyers to monitor price,inventory and performance. This, and the desire to control full intellectual property rights, was behind the company’s decision to invest in its own platform.

Eccleshare admits Clear Channel, like others, has come under pressure to introduce programmatic to DOOH as it becomes the norm in other sectors. About 70% of online media was traded programmatically in the UK in 2016, according to Zenith.

“It makes our medium easier to buy,” Eccleshare says, “and we, as a media owner, must embrace anything that removes barriers to purchase.”

However, one of the great attractions of OOH is its broad reach at a time when audiences for other media are fragmenting. There may be limits to how much brands want to use programmatic to micro-target their messaging.

Glen- programmaticVia: Campaign Live

Stephen Whyte on how programmatic is transforming the creative potential of OOH

The least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings, writes Posterscope’s CEO.
Programmatic out-of-home has been discussed and written about a great deal in recent years and Clear Channel’s plans to accelerate the trading automation of its digital inventory will obviously fuel expectations and discussion further.
However, there are conflicting views about what programmatic could mean for this medium, how it might work and, most importantly, what the benefits to advertisers might be.
In many of the debates, I think that the most important and exciting aspect of programmatic OOH often gets overlooked. Probably because the obvious comparison is programmatic online, discussion tends to focus on the automation of transactions and which model – Programmatic Guaranteed, Private Marketplace or RTB/Open Exchange – is likely to emerge and prevail.
In my view, the answer to this in the short to medium term is Programmatic Guaranteed with each media owner pre-defining pricing by client. This is what Clear Channel announced last week.

In order for a truly biddable market to be established, audience trading metrics and protocols would have to be standardised and agreed across all media owners and agencies.
That’s not likely to be achieved any time soon although the UK is better-placed thanks to Route data than many international markets.
Furthermore, each media owner would have to establish a complex set of pricing rules for their inventory and transfer pricing control from their long-established sales teams and methodologies to a technology platform.
The online advertising market never had this legacy trading approach to overcome, but the cultural shift required for many OOH businesses will be significant.
Close behind the debates about transactional models come the planning opportunities. The provision of real time availability data APIs by media owners will undoubtedly enable faster, more efficient planning by specialists and agencies and almost all the major OOH players in the UK are working to deliver this to some extent in 2017.
But, for me, the least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings. As William Eccleshare noted in his Clear Channel presentation last week, the massive investment in digital screens that the industry has made over recent years has yet to be matched by the dramatic leap in the creative use of the medium that the investment enables.
In addition to being able to buy digital OOH in incredibly focused, targeted and flexible ways, it’s already possible (via platforms like Liveposter), to serve creative content that adapts to multiple, real-time data feeds.
These feeds can be anything from weather to traffic flows, sales, social media trends and other business drivers. Messages can be optimised by target audience subset, by location, by time and day. Advertising content can be drawn from a pool of pre-produced creative work or can be created and edited in real time, in response to relevant data triggers in any and every site location.
In a recent campaign we ran for a client, over 10,000 different creative executions were programmatically served over a two-week national campaign. This highly dynamic use of digital OOH is arguably the biggest single step forward for the OOH medium in decades.
The growth of digital screens in all their shapes and sizes is important and significant but the real power comes from the programmatic ad-serving technology that is available to deliver content to those screens.
It is this aspect of OOH programmatic that is capable of transforming the creative potential of the medium, of attracting new advertisers to it, of building its overall share of media spend and, most importantly, of delivering dramatically more effective campaigns.
And this, far more than the programmatic trading models, is what advertisers and the agencies that represent them should focus on more.
Via: Campaign Live

CANAL+ takes commuters into the depths of the Amazon rainforest at a Parisian station

To promote their new original series “Guyane” (international title: “Ouro”), which premiered January 23rd, French pay-TV giant CANAL+ partnered with ad agency BETC Paris to take people into the depths of the Amazon rainforest.
The adventure drama revolves around a 20-year-old geology student from Paris who travels to French Guiana to do an internship in a gold mining company. Just like the series’ protagonist, commuters on the Paris Métro line 3 now get to enjoy a jungle atmosphere at the station Opéra, which was transformed into an exotic jungle with real plants, in a marketing stunt developed by BETC. The huge installation, which will be there until February 1st, not only informs consumers about the series’ premiere date, but also supports an Instagram competition, which give users the chance to find a hidden golden nugget for the chance to win a trip to French Guiana (@guyane_canalplus).
Via: The Drum
 
 

How Tropicana brought sunshine to Times Square in the middle of winter

The juice brand celebrated the beginning of its 70th year with a four-day interactive consumer pop-up focused on positivity.

Tropicana  recently brought a bit of sunshine to New York, encouraging people to bring out their best selves. The juice brand hosted its #YourBestYou activation in Times Square from January 14 to 17, bringing to life the brand’s new platform—which is focused on positivity and optimism—as part of its relaunch for its 70th year. The activation offered consumers a variety of interactive experiences inspired by the brand relaunch.
The pop-up event, which was produced by MKTG, invited passersby to go inside of a domed tent that resembled an orange. Inside the tent, interactive experiences included video stations that allowed guests to create custom messages, picking out inspiring messages from an orange tree replica, and a green screen photo station that projected images with animated backgrounds on a Times Square billboard.
You can see imagery from the campaign here.
Via: BizBash

PML Group release OOH planning guide for 2017 for the Irish market

PML’s latest OOH Planning Guide is available to download here. It contains all the essential information required to become even more of an expert on all things Out of Home, including:

  • Out of Home formats
  • The digital OOH scene
  • Important dates and rates
  • PML Group tools and services
  • The market in both Northern Ireland and Republic of Ireland

 
Via: PML Group
 

Experiential barketing! MoreThan launches bus tour for dogs in pet insurance push

Financial services brand MoreThan has seized the opportunity to be irreverent with its pet insurance marketing with the launch of a tour bus designed specifically for man’s best friend.
The ‘K9’ bus has been driving around London this week and will take the streets for the final time today (19 January). The route takes guests past a number of the capital’s dog-friendly spots – as well as canine related landmarks – such as Hyde Park’s pet cemetery and the Kennel Club.
Interested dogs have been invited to register themselves and owners for a free ride on the ‘world’s first’ dog bus tour via Billetto.
Delivered by Cow PR, the experience aims to promote MoreThan’s new ‘Doggysentials’ service, which offers buyers care and protection with a monthly delivery of essential items and an activity monitor.
Steve Jay, head of innovation at MoreThan, told The Drum: “We really want to be known for being passionate about getting out and having fun with your dogs.
“From events like this we’re able to share some great content online and amplify that message. We’ve got some other fun events lined up for the rest of the year to build on this strategy.”
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Via: The Drum
 

Sir Peter Blake's biggest ever collage will cover the Mandarin Oriental Hyde Park Hotel during its restoration

Towering over Knightsbridge, this is the biggest collage ever created by Sir Peter Blake, the godfather of British pop art. The 25m by 70.7m image was unveiled today, 50 years after his generation-defining album cover for The Beatles’ Sergeant Pepper’s Lonely Hearts Club Band.
The image will cover the front façade of the five-star Mandarin Oriental Hyde Park until May, during the first phase of its £185 million restoration. The PVC artwork, inspired by the Beatles cover and called Our Fans, was commissioned by the hotel’s owners.
The 100 figures include 30 celebrity “fans” of the hotel group, including Dame Helen Mirren and Jerry Hall, as well as the surviving Beatles, Ringo Starr and Sir Paul McCartney.
The work took about 30 hours to produce, on a computer at the Coriander and Curwen Studios. Sir Peter said: “It was an amazing project to work on. Hopefully, people passing by will try to spot celebrities they recognise.”
His fee has not been disclosed but is likely to be considerably more than the £200 he received for designing the Beatles LP cover — and includes several nights’ accommodation at the hotel.
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Via: The Standard