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Emirates Upcycles its OOH Advertising Posters into Reusable Shopping Bags

In a move to recycle and create brand advocacy, airline company Emirates has transformed a large out-of-home banner into shopping bags.
Taking a 208 square meter poster from its ‘Hello Tomorrow’ campaign, first displayed on the outside walls of Zurich Airport, Emirates has used the material of the poster to create more than 300 quirky and reusable shopping bags.
With the help of Feinschliff, a Swiss-based socially integrative company which supports long-term unemployed people in returning to the labour market, the large sheet of PVC was upcycled into a limited edition line of one-of-a-kind shopping bags.
Each bag was also branded with the airline’s ‘Where will you be tomorrow’ tagline, giving the ad campaign greater longevity.
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Via: Design Taxi

Hawes & Curtis, House of Fraser and Bentalls Install Beacon-Enabled Mannequins

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the retail industry.
Created by Iconeme, a technology and design company, the VMBeacon mannequins enable customers to receive details via their smartphone about the clothes on display and let retailers engage directly with consumers who are shopping in, or passing by, a store.
To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in one of the participating retailers.
When a customer with the app is within a 50m range of a VMBeacon-enabled mannequin, they will receive an automatic alert about the content they can access.
This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store.
Shoppers can also see more detailed photos and descriptions of the products plus save looks for later, share with friends and access additional offers and rewards.
The technology allows Hawes & Curtis to choose what information is made available, plus also gives access to analytic reports to gain customer insight and help improve service and sales.
As the brand begins to collect consumer data it may begin to experiment with tailoring offers it makes available through the mannequins.
Shoppers using the app have the ability to choose which of their details are made available, via their own privacy settings.
House of Fraser will use the VMBeacon mannequins at its online store in Aberdeen where customers can view product ranges, collect their online purchases and shop the department store’s website via iPads and terminals.
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Via: The Drum

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

Arena Media and Posterscope Launch Integrated Mobile and OOH Campaign for Westfield

From the 28th July until the 10th August, Arena Media and Posterscope will be launching an integrated mobile and Out-of-Home campaign for Westfield. This campaign builds on the success of our recent integrated mobile and OOH media recommendations for the brand.
The campaign, which is targeted at families and young professionals and spans across the summer holidays, aims to build awareness of Westfield’s retail and leisure offering, as well as highlighting their live events and entertainment programme. The objective of the campaign is to position Westfield as ‘the place to be’ during this period; increasing footfall, driving turnover for retailers and increasing customer dwell time.
The campaign features a “Best of London” theme which focuses on film, fashion, food, art, music and theatre, with relevant offers being highlighted across both OOH and mobile display media.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s target postal sectors for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile display media has the role to amplify 6 sheet posters.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media.

Evian to Help Travellers Beat the Underground Heat in 3 Year Deal with TfL

Evian has inked a three-year deal with Transport for London to give flustered travellers on the London Underground free bottles of water during the warm summer months.
The brand has offered 250,000 bottles of Evian water to TfL to hand out at some of the busiest stations this summer, as the network pushes its ongoing Beat the Heat and Travel Better London campaigns.
The campaigns aims to raise awareness of how passengers can help to reduce delays by making small changes to their travel habits.
Sophie Brooks, Evian senior brand manager, said: “We are delighted to have teamed up with Tfl to give overheated commuters some Live Young refreshment. It is really important to stay hydrated during the hot weather so it is great to have the chance to help Londoners keep cool.”
Phil Hufton, London Underground’s chief operating officer, said it was “grateful to Danone [owner of the Evian brand] for supplying customers with water” while it works towards its 2016 target of having 40 per cent of the network served by air conditioned trains.
Via: The Drum

Lacoste Takes Stores Digital with AR App for New Trainer Range

Lacoste is hoping to make trying on shoes easier and faster with the launch of “a unique” app that lets shoppers virtually try on its new range of trainers using augmented reality (AR).
The French sportswear brand claims the app is a first because it combines 3D product scanning with AR. Developed by innovation agency Engine Creative, the app uses in-store point-of-sale to allow shoppers to see what the new trainers would look like on their foot without actually having to try them on.
To use the service, shoppers must put their foot in the graphic on the store floor and scan it with their smartphone. The app will then show what the trainer they are interested in looks like on the shopper’s foot, as well as providing details on the shoe and other products in the range.
The app can also be used to share images via social media and to buy any of the shoes. Lacoste hopes the app will offer an easier way for shoppers to try out the new range without having to wait for a shop assistant or take off their own shoes.
The technology will be used in Lacoste’s own stores, as well as concessions in department stores. There are also plans to update the app as new products are launched, with the aim of building a long-term relationship with shoppers on mobile.
Lacoste is the latest brand to try using AR in its stores to improve the customer experience. Last year Topshop created AR dressing rooms, while De Beers launched an app that let shoppers see how their jewellery would look on and both Ikea and Argos have integrated AR into their catalogues.
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Via: Marketing Week

Prada Experiential at Heathrow's Terminal 5

Puig showcased the latest edition of their best-selling perfume, Prada Candy, this summer in an experiential and DOOH campaign.
Planned and booked by Havas and PSI, the campaign took over the departure lounge of Heathrow’s Terminal 5 as it targeted passengers for the launch of Candy Florale. The experiential zone was situated in close proximity to both World Duty Free and the Prada store, capitalising on the point-of-sale opportunities to purchase the scent at the airport.
Passengers were invited to try out the perfume and other Prada Candy fragrances as they made their way through departures.
As JCDecaux Airport’s Global Shopper 2013 research reveals, shopping while abroad is an integral part of the travel experience, with 81% of global shoppers purchasing luxury cosmetics and fragrances at the airport.

Lego Bus Stop Made of 100,000 Bricks Marks London's Year of the Bus

A new bus stop made entirely out of Lego could put the fun back into the daily commute.
The model, which was built by toy store Hamley’s outside its Regent Street store with more than 100,000 bricks, is currently being used as a real stop for nine routes.
It was created to mark Transport for London (TfL) Year of the Bus, which celebrates 100 years since London buses were sent to the Western Front in WW1, as well as the 60th anniversary of the Routemaster.
A TfL spokesman said the Lego stop, which is due to be taken down on July 15, could be retained in the long-term if it is not “tampered” with.
Via: London Evening Standard

Pick Your Colour with OBI

DIY retailer OBI promoted their bespoke personalised paint-mixing system though an interactive application developed with their creative agency “Jung von Matt” and Wall Decaux.
A webcam with a 55″ digital screen ran bespoke software installed into a bus shelter located in one of the most central and busiest locations in Berlin. The #ColourPicker software recognised the colours of the outfit of whoever was standing in front of the panel, and turned them into an individual personalised colour scheme.
After the quick software analysis, people could download their unique colours using a QR Code and got redirected to the nearest store to pick it up.
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Via: JCDecaux One World

Samsung’s ‘Suction’ Billboard Demonstrates the Power of its Vacuum Cleaner

To advertise the ‘suction power’ of its vacuum cleaner, Samsung—with the help of Saatchi Netherlands—created a playful billboard.
Rigged with a motor, the scrolling billboard features a Samsung ad that is constantly being ‘sucked’ back thanks to a well-placed vacuum cleaner on the top of the billboard.
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Via: DesignTaxi