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KLM Surprises Passengers with Personal Messages from Loved Ones

Saying goodbye at the airport is usually a sad affair, and Dutch airline KLM understands this.
That is why, together with Amsterdam Airport Schiphol, they have created a heart-warming campaign called ‘Cover Greetings’.
In this campaign, the airline gave passengers’ families and friends a chance to leave a personal message on the headrest of their loved ones selected seats.
The heart-warming video below captures the passengers’ reactions as they read their unexpected messages.
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Via: Design Taxi

Lufthansa Claims World First with Augmented Reality App for Premium Economy

Lufthansa will allow prospective travellers to explore its Premium Economy seats and extra legroom with an augmented reality app.
The airline is claiming a world first, since its latest app does not require a specific logo or image to activate it. Most augmented reality (AR) apps, such as Blippar, only work when triggered by a brand logo or shape.
The app was created by digital agency Space and is now available to iPad and iPhone users running iOS 7 or later. Users who download the app will be prompted to grab pen and paper and “draw something that flies” – although any doodle with sufficient contrast will work.
Users can then scan the drawing with their phone to see an AR Premium Economy seat pop on their screens.
The idea is to promote the 50% extra legroom offered with Premium Economy seats, so users can rotate the chair to see different features, and even fill up the extra space with virtual reality objects, such as cricket balls.
Via: Brand Republic 

This Interactive Subway Ad has a Surprising Twist

Earlier this year, we wrote about Apotek’s interactive subway ad in Sweden that showed a woman’s hair being blown by the wind of a moving train.
The viral ad has inspired a similar idea, but instead of selling hair products, this new ad intends to send a “hair-raising message” to commuters for a good cause.
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Via: Design Taxi
 

BlowUP Media Dominated M4 Wealth Corridor with Iconic Large Format Outdoor Site

Large format out of home company blowUP media UK is this week launching its new M4 Outbound site, which at 490sqm, will be the largest outdoor site along the M4 wealth corridor.

The site will be the third largest in London. The location targets traffic heading out of central London towards Heathrow and the affluent counties in the West. It is estimated that 2.7 million vehicles will pass the new site each week.
In addition it is surrounded by motor dealerships such as Mercedes and Audi.

Victoria’s Secret Takes to the Streets with First Bus Wrap

With Victoria Secret consistently growing their store footprint in the UK, they are always looking for exciting and impactful ways to grab consumer’s attention on the high street.  With this in mind, a London bus wrap was used to help launch their new ‘PINK’ range, helping to deliver cut through across the West End and undoubtedly causing a stir across London this autumn.
This campaign was planned and booked by Posterscope and Cream and is live until the 14th December.

OOH is a New Point-of-Sale for Online Retail Brands

Second screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.
According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.
Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’.
KBH On-Train Media conducted research into the mobile behaviour of its 6.3 million monthly travellers. The Dipsticks study revealed 92% of travellers use a smartphone while on the train while 40% of rail users have bought a product or service via a connected device while travelling, compared to just 10% in 2013 (Dipsticks 2014, 2013). This compares favourably to the likes of TV advertising, which is often hailed as the industry’s most effective medium for prompting action, but actually only 30% of viewers are using second screens for programme-related purchases (Arris 2014).
The 50 minute average journey time of train users means that 45% of those who have found out more about products and services advertised on traincards have done so while still on the train. And now it’s easier than ever to purchase. Facebook’s Buy Button keeps the user on the social media platform, so it’s ideal for brands and retailers who may have poor website optimisation. Using the tool means consumers will not even need to open a new browsing window. You don’t even need to have a credit or debit card to hand – once a consumer has entered bank details once, they won’t be asked to do it again.
Twitter’s current shopping formats, the Product Card and Amazon Basket, both require the user to leave the platform to complete the transaction but it won’t be long before you can shop on Twitter without leaving the timeline. Twitter is trialling its own Buy Button in the US, via hand-picked musicians, such as Eminem and Pharrell, and brands Burberry and Home Depot.
Brands and advertisers should take full advantage of this change in consumer behaviour. By combining smart OOH advertising with online retail, there is a real opportunity to use the on-train space to influence what they search for, look and buy.
Via: The Wall Blog

Peugeot Creates Social Poster Campaign to Launch New 108 Model

Peugeot has teamed with designer Adam Pobiak to create 108 limited edition silkscreen posters to push its new 108 model and is offering fans the chance to win one via a new social campaign.
With help from social marketing agency 33seconds, the car marque will use CRM to identify and reach out to new owners of the 108 and ask them to tweet and share a photo of them with their new car, holding up a sign with the hashtag #My108.
The first 108 to take part will win one of the limited edition posters, with other entrants set to receive a digital print.
The campaign aims to promote the personalisation element of the new car: with each poster individually numbered with an abstract interpretation of the creative themes.
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Via: The Drum

TfL Kicks off Pitch for £500m London Bus Shelter Contract

Transport for London has kicked off the £500 million contest to install and operate its street furniture across London in the first of three major tenders.

Clear Channel UK has held the contract since 2005 and maintains more than 30,000 bus shelters and bus stops in the capital. As part of the contract, Clear Channel sells advertising on 5,000 sites.
JCDecaux, which already operates street furniture for a number of London boroughs including Camden, as well as in Manchester and Glasgow, is expected to pitch for the business.
According to a tender document seen by Campaign, the contract is worth £200-500 million, excluding VAT, over an initial five years, with an option to extend the arrangement for an additional three. The tender is divided into eight lots and companies can bid for as many as they wish.
The reduction in the length of the contract from ten years and the division of the tender into lots follow guidelines set out by the Office of Fair Trading in 2012 after a competition investigation into the sector.
After this review, TfL will call a pitch for the £1 billion ten-year ad contract for the London Underground, held by Exterion Media.
TfL is then expected to review its contract to sell ads on the side of buses, which is also handled by Exterion.
Via: Media Week

London Fashion Week goes Underground

Between 12th and 16th September, London Underground commuters were treated to daily highlights from London Fashion Week across Exterion Media’s XTP network.
Capturing the spirit of London Fashion Week, the exclusive footage opened the doors to one of the world’s largest fashion events, enabling fashion-conscious commuters to catch a piece of the action en route. Viewers were encouraged to share and discuss the event on social media using the hashtag #LFW.
Each day, footage was shot at a variety of runway shows and events, edited overnight and broadcast the next morning.
The activity, sponsored by Maybelline, forms part of Exterion Media’s content partnership with the British Fashion Council.
Via: Exterion Media

Barclaycard Unveils Payment Wristband for TfL's Contactless Roll-Out

Barclaycard has launched an exclusive contactless payment wristband to help London commuters speed up their travel and avoid ‘card clash’, as TfL today rolls out contactless across its entire network.
The bPay band allows users to make contactless payments across the London transport network using just a wave of their wrist. Any UK Visa or MasterCard debit holder can link up to the service and Barclaycard is today inviting Londoners to sign up for one of 10,000 free wearable bands.
The band contains a contactless payment chip that enables consumers to ‘touch and pay’ for transactions of up to £20 where contactless payments are accepted – including across the TfL network and selected retail outlets.
The band, which has been launched to tap into the rapid growth of the contactless payment market, was trialled at the Pride in London LGBT celebration in June and the Barclaycard British Summer Time music festival in Hyde Park in July. It is set to be made publicly available next year, Barclaycard said.
Via: Brand Republic