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IKEA’s Optical Illusion Billboards Bring Colour & Spring Cheer to Grey Belgium

IKEA’s latest campaign sees the furniture giant teaming up with DDB Brussels to bring some colour and spring cheer to a grey Belgium with the help of special optical illusion billboards.

From afar, the billboards appear to be solid coloured signs with the IKEA logo and the tagline “Choose colour.” When viewers come nearer, outlines of IKEA products from its spring collection magically appear.
With spring beckoning, the campaign is a great way to get Belgians in the mood for refurbishing their homes.

IKEA Turns Tokyo Monorail into a ‘Party Train’

To celebrate the opening of a new IKEA outlet near Tokyo’s Tachikawa Station, the furniture giant converted the Tama Monorail Line into a “party train”.Lucky customers were selected via a raffle and were welcomed on board by IKEA staff, who played games and quizzes with them. There was even food and drinks, which contributed to the lively atmosphere.

Retail, Mobile and OOH

Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a convergence point of view. Our recent partnership with EE embodies this philosophy. In “Retail, Mobile and OOH” we draw on various insights which helped formulate our view on the importance and role of smartphones in today’s retail landscape and how this converges with OOH.
We believe smartphones current role in the UK retail landscape is predominantly one of researching products and services, comparing prices and reading reviews rather than as a sales platform. We argue that the specific act of purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-town locations and smartphones play a key role in driving and influencing these in store sales.
To access the full presentation click here
To access a summary article click here

Subways Target Commuter-Consumers

In a bid to tap into the huge, and growing, market of consumers in transit, new initiatives in both London and New York are set to introduce retail spaces into underground railway stations.
In London, transport organisation Transport For London has teamed up with UK pop-up specialists Appear Here – a group that facilitates connections between temporary locations and retail brands – to open up unused station space to retailers keen to launch pop-up shops.
Appear Here will be curating the seasonally themed spaces at different sites across London Underground’s network, changing the theme around every 12 weeks. With a similar strategy to London’s BoxPark pop-up mall,participating brands will be given a white box-shaped space to work with.
Old Street, Piccadilly Circus and Baker Street are among the first stations earmarked in the programme, with spaces being advertised to retailers from the end of April 2014.
In New York, transport organisation the Metropolitan Transit Authority has announced a project dubbed TurnStyle that will bring retail spaces into the city’s underground network.
The first site planned for renovation is the subway station at 59th Street – Columbus Circle, where 30,000 sq ft will be transformed into an underground shopping mall of 30 stores. The space will target the 90,000 commuters who use the station every day, and will open in 2015. Participating retailers are yet to be revealed. Meanwhile, a rollout of smaller TurnStyle kiosks will be installed in other stations.
Via: Stylus

UK Retailers Adopt Beacons Technology in Shopping Centre First

A shopping centre on the south coast has become the first in the UK to adopt the proximity-based marketing tool Beacons, offering retailers the opportunity to target customers with messages in-store by sending push notifications to their mobile phones.

Brands including WHSmiths, Game and Nandos have signed up to use the technology at the Swan Centre in Eastleigh, Hampshire to deliver targeted ads to shoppers’ mobile phones. The Beacons tool means retailers will be able to send shoppers discounts and offers straight to their phones when they visit the centre, without them having to open an app or browse a website.
The service was developed by technology start-up TagPoints. It incorporated the Beacons tool into the Swan Centre’s “SmartRewards” loyalty app, which it says has already had more than 1,200 downloads despite “limited” marketing of the app to shoppers.
Users now will receive a welcome message when they enter the centre, along with 10 loyalty points that can be used in conjunction with retailers’ discount offers in a bid to get people to sign up to the service. Seven brands with stores in the shopping centre have already signed up to use the Beacons technology, with campaigns expected to roll out in the coming weeks.
Sue Hillyer, WH Smith’s Swan Centre store manager, says: “Being able to offer real-time rewards and incentives based on a customer’s location is very exciting. It has already driven shoppers into store and we can only see it being more successful as targeting gets more accurate.”
High-profile US brands such as Macy’s, Timberland and Clarks are actively testing the tool, but UK advertisers have adopted more of a “wait and see” approach to using Beacons. However, food chain Eat recently became the first brand to trial Weve’s new loyalty app, Pouch, which uses Beacons.
Via: Marketing Week

Marks & Spencer and JCDecaux Present the First Virtual Catwalk in the Netherlands

Marks & Spencer and JCDecaux Netherlands created a virtual catwalk in The Hague showcasing the new spring collection with an interactive bus shelter – the very first interactive campaign in the Netherlands to use the swipe technology. Using the interactive screen, passersby were able to swipe through the entire collection very easily, and when they selected a garment a catwalk clip was live streamed helping them to better visualize how it looked in reality. Every single garment from the collection had its own catwalk clip.
Passersby were encouraged to interact with the screen, and while swiping through the available outfits they could see the actual prices. All outfits on display were available for customers to order via the Marks & Spencer’s Dutch website and in their new flagship store near the bus shelter.
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Via: JCDecaux One World

Lingerie Brand’s Smoking Hot Ad Literally Sets Billboard On Fire

To show that their lingerie is too hot to handle, German lingerie company Blush set a billboard on fire, literally.
Created by Berlin-based ad agency Glow to advertise Blush’s winter sale, the billboard comprised of a 20-meter-long fuse in the shape of a woman and the brand’s logo made from 2,543 matchsticks, with the words ‘hot sale’ below it.
While the actual burning was over relatively quickly, it was a creative way of promoting the brand’s lingerie and no doubt attracted the attention of passersby. 

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Via: Design Taxi

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