Net-A-Porter wraps gondola

To promote Net-A-Porter’s newly launched Net-A-Sporter active-wear offering during the winter 2014/15 season, generate talkablity and provide a sense of brand ownership of an event or location that could be promoted on Net-A-Porter’s owned channels, PSI (Posterscope’s international division) created something a little bit different.
The solution – wrapped gondolas in Courcheval, a ski resort known for its high-end audience and premium shopping opportunities and which, as well as being located in the centre of the biggest interconnected ski area in the world – the Three Valleys, Courchevel offers 150 kilometres of downhill ski runs served by 58 lifts.
The campaign  involved wrapping 25 gondolas on the Jardin Alpin lift, which starts in the centre of the resort, so highly visible to skiers at the start and end of their day, as well as being seen by those on the slopes,  with the iconic Net-A-Porter branding of white text and images on a black background (highly visible against the white of the snow and the remaining gondolas on the lift).
The activity will last until the end of the ski season in mid-April 2015.

Movember Returns with their Made in Movember Campaign

Following on from last year’s extremely successful partnership with Movember, Posterscope have once again joined forces with the men’s health charity to deploy an international pro-bono OOH campaign. The activity, which is live throughout October and November, is present in 12 countries including the UK and USA, and features on a range of formats.
In addition to this, geo-fenced taxi tops are being used in London to target would-be Mo Bros in their local boroughs, giving the campaign a more personalised and localised feel.

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.”

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

PSI Opens APAC Headquarters in Singapore

– PSI’s first regional hub outside of London opens in Singapore on 14 July
– New hub will capitalise on rapidly expanding middle class demographic and huge investment in air travel within Asia-Pacific (APAC)
– James McEwan appointed to head of PSI APAC, supported internationally by PSI managing director, Liz Jones
PSI – the international arm of global out-of-home (OOH) communications agency, Posterscope – will open its first regional hub outside London on 14 July 2014. Led by newly appointed head of PSI APAC, James McEwan, the new hub will enable PSI to capitalise on the vast opportunities offered by the fast-growing middle class demographic and rapid air travel expansion in the region.
Operating out of Singapore, PSI APAC will offer a full regional planning, buying, activation and evaluation service for clients locally, regionally and globally. It will do so through leveraging and growing existing relationships with vendors and local Posterscope network offices.
With half of the world’s middle classes expected to be APAC-based by 2020 and 29% of global luxury spend already attributable to Chinese audiences, the new hub will put PSI in a prime position to help brands tap into this affluent customer demographic.
Air travel in APAC is also growing rapidly, with the region’s airports forecast to be generating a third of global passengers in the next three years. China alone has 42 terminal openings planned over the next 10 years and is forecast to become the number one business travel market in the world by 2016, while Singapore, Jakarta, Bangkok and Seoul are all experiencing annual business passenger increases of 10% or more.
James McEwan, head of PSI APAC, commented: “This move represents a fantastic opportunity to grow PSI’s proposition across a diverse and rapidly-evolving region. Not only will it put us in an unrivalled position to help Asian brands expand their communications footprints outwards, but our enhanced insight into the local marketplace, combined with our multi-regional acumen will be invaluable to western brands wanting to target APAC consumers.”
Liz Jones, managing director of PSI, added: “Many clients have a focused need to reach affluent business and leisure customers, particularly in the luxury, technology, energy and financial sectors. Our new Singapore office will put PSI in the best position to help them do so.”
Having risen from international account director to group business director and board member for PSI London over the past five years, James will build the new APAC operation, supported from an international perspective by PSI managing director, Liz Jones. With over 20 years’ experience in international media and advertising, Liz has led PSI since 2008, delivering creative OOH solutions for blue chip clients across the globe.

BA Influences T5 Passengers

British Airways deployed a tactical DOOH campaign with JCDecaux Airport at Heathrow Terminal 5, targeting passengers with destination-specific messaging as they travelled through the terminal.
With multiple-creatives, the campaign influenced passengers by strategically displaying messages relevant to each digital screen’s location. At check-in, British Airways reminded passengers that they will ‘take those bags off your hands’, whilst in the departure lounge they prompted passengers to think about getting ‘that last minute present’ outside Harrods and ‘the perfect holiday read’ outside WH Smith.
This four-week campaign was planned and booked with JCDecaux Airport by PSI.

Etihad Welcomes Heathrow T4 Passengers with Model Dreamliners

Etihad, PSI  and MediaCom Dubai have launched a new campaign at London Heathrow’s Terminal 4. The campaign, which aims to promote and increase awareness of the airline’s new aircrafts, features three model Boeing 787 Dreamliners at the T4 roundabout. The ten metre long Dreamliner airplanes will greet passengers as they approach the terminal as part of a five-year deal. The model planes were launched with the help of Chris Robshaw, England and Harlequin rugby captain.
PSI was responsible for handling the media deal and project managing the build and implementation of the model aircrafts.

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