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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

EE to Offer Contactless Mobile Payments for London Travel

EE customers will be able to travel on London’s Underground, DLR and Overground networks using their mobile phones when TfL’s contactless program launches on 16 September.
EE is to become the only UK network provider to offer a contactless payment service, meaning that users will be able to use their mobile phones to pay for London travel instead of an Oyster card.
The service will use EE’s free Cash on Tap mobile contactless payment service app, which is due to be compatible with over 500,000 handsets this year. There will be no added charges for using Cash on Tap to pay for travel, and both daily and weekly caps ensure customers won’t pay any more than they would using an Oyster card.
“Users of the world’s greatest tube network will shortly benefit from the latest in mobile payment technology, allowing them to use their phone to pay for their daily commute,” said Gerry McQuade, chief marketing officer, EE. “As more and more people benefit from the simplicity, convenience and security that mobile contactless payments offer, it’s rapidly becoming clear that the days of the physical wallet are fast becoming numbered.”
Speaking at the IAB’s Mobile Engage conference in May, Weve’s CEO, David Sear, said that 2014 is the year in which there will be a “massive shift” in the way people use their mobile devices and that consumers are at the “tapping point” of contactless payments.
Sear said that the desire for consumers to be able to use their mobile phones for payments – devices that they are “emotionally attached” to – is a natural progression for the relationship between consumers and smartphones.
“We trust our devices – they contain our lives – and payment is a natural extension of that trust.”
Via: MediaTel

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

Play the Game with Turkish Airlines

Turkish Airlines, the official sponsor of the Euroleague Basketball, developed a great Innovate campaign together with IGPDecaux offering people the chance to win a trip to Istanbul.
From the 12th to the 18th of May, a fully wrapped tram filled entirely with basketballs traveled around the busy city center of Milan. A message on the outside of the tram invited people to guess how many basketballs were inside the tram, to have a chance to win a trip to Istanbul. Almost 5,000 people submitted their guess on the dedicated website.
On the last day of the campaign, the tram stopped at Cathedral Square, one of the most famous and busy places in Milan. All the basketballs were given away to passers-by creating a great stir in the area. Near the square, Turkish Airlines also organised a drop-in street basketball event which people could watch or choose to join in.
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Via: JCDecaux One World

British Airways Takes Centre Stage at the Isle of Wight Festival

British Airways provided a stage for emerging talent at the Isle of Wight Festival this year. Ten brand new acts from around the UK and Europe were given the opportunity to play to crowds of up to 55,000 from June 12 -14, 2014 on the #BAmusic Stage during the course of the event.
The acts, selected by British Airways, were chosen to represent some of the short-haul destinations the airline flies to from London Gatwick; bringing together artists from Spain, France, Italy, Croatia and of course the UK to the festival.
The ten acts British Airways is showcasing will include:

  • BAUNZ (Italy) –  Sleek Italian house from Rome
  • DJ TOTTIE (Spain) – Deep house and techno from the clubs of Barcelona
  • HARLEIGH BLU (UK) – Classic soul with a distinctive edge
  • XANDER MILNE (France) – French inspired disco and house
  • CHAMPS (UK) – Alternative indie folk from the Isle of Wight
  • REBECCA CLEMENTS (UK) – A future folk star from Bristol
  • KARYMA ELLIS (UK) – An R&B spin on an alternative pop delivery with jazz soul vocals
  • DJ MIA (Croatia) – Croatian inspired club bangers meets party classics
  • LAUREN ON REPEAT (UK) – Party tunes to make you dance
  • RAYON NELSON (UK) – Reimaging of acoustic and soul

British Airways staff were also on hand with essential items to help keep everyone refreshed and feeling great. Visitors to the #BAmusic stage and readers of Time Out magazine were also given the opportunity to win tickets to see the acts performing in their own country and explore their local music scenes later on in the year.
The event follows the success of last summers ‘#BABeachside’ event on Brighton beach, which saw people strapped in to airline seats and hoisted 100ft above the beach, while being treated to a fine dining experience from a kitchen in the sky.
This campaign was organised by psLIVE and featured in TimeOut London.

In Japan, Passengers Can Pay for Train Rides with Kit Kat Packaging

If you are traveling by train in Northern Japan, you can literally pay your train fare by using the packaging of chocolate wafer bar Kit Kat.

The initiative is part of confectionery brand Nestlé’s innovative efforts to breathe new life into the tourism of the Sanriku region, which was ravaged by a tsunami and earthquake three years ago.
A first for a Japanese rail company, train travelers of the Sanriku Railway network can purchase the special packs of KitKat at a cheaper cost than standard train tickets.
In line with the reconstruction endeavor, Kit Kat has also adorned two trains and two train stations with cherry blossoms paintings symbolizing hope.
Set to launch in Japan this month, the KitKat train tickets will be valid till May 2015.

Emirates Promotes New Aircrafts Targeting Gatwick Passengers

In early June Emirates became the first carrier to regularly fly A380s into Gatwick; we created a campaign that promoted the additional capacity of these aircrafts and the expanded destinations flown.
The two-week campaign which runs until the 22nd June, spans across OOH, press and online and reinforces the perception that Emirates is a modern brand, leading the way in aviation. The campaign messaging allows us to shout about the ‘new news’ that Emirates regularly fly A380s into Gatwick, whilst also serving to leverage market share drivers such as safety and modernity.
In order to promote Emirates new aircraft flying out of Gatwick, Posterscope executed a location-specific campaign featuring over 97 different pieces of copy across numerous different OOH formats and environments. The campaign features regional OOH across large formats in order to raise awareness in an impactful way. By overlaying our mapping tools onto the Gatwick catchment, and utilising postcode data, we were able to identify the highest populated areas within a 60 minute drive of Gatwick. This ensures we target the most relevant areas. Using ‘Planner,’ our proprietary algorithm based optimiser app, data was combined for planning the most relevant formats in the market and audience delivery was reported through Route data.
A Victoria Station Domination is also being used to provide significant standout in the hub station for Gatwick airport. This key commuter station targets anyone heading towards Gatwick, with over three million potential passengers passing through it each fortnight.
In addition to this, geo-targeted press titles and online placements as well as digital activity are being used to support OOH.
This campaign was planned and booked with Posterscope and Havas, with creatives by Geometry.

Cheeky Holiday Ad Only Appears in Wet Weather

This clever campaign sprayed-painted Hong Kong streets advertising a deal to the sunny Philippines so that it only shows up when the pavement is wet.
The quirky advert, from airline Cebu Pacific, announces to dreary commuters: ‘It’s sunny in the Philippines’.
Created to coincide with Hong Kong’s monsoon season, when the city receives just 100 hours of sunshine in a month, the publicity stunt used ingenious technology so that it only shows up in the rain.

A waterproof spray was used to stencil the advert onto the pavements, making them invisible until wet weather hits, when water droplets roll off the sprayed surface, revealing the message.
The sunny advert was also accompanied by a QR code – known in this case as a ‘rain code’ – meaning commuters could scan the ground with their phone and get the latest flight deals to the sunny Philippines.

The advertising agency behind the stunt, Ogilvy & Mathers, said the monsoon season campaign saw 37 per cent more people logging on to the Cebu Pacific website to book discounted flights.

Nescafe Keeps Sleepy Drivers Alert in Mexico

People in Mexico are often half asleep when they have to go to work early in the morning and sometimes miss red lights. In order to combat this, Nescafé synchronised a 6-sheet with some traffic lights overhead. The 6-sheet illuminated the road green, orange or red, making the traffic lights much more obvious to bleary-eyed drivers.
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Via: Ads of the World

Air New Zealand on reLAX Tour

Air New Zealand launched the AirNZreLAX tour to showcase its innovative Economy Skycouch and Premium Economy Spaceseat seats to travel agents and consumers across the UK.
The airline, which flies daily from London Heathrow to Los Angeles and onto Auckland, toured through Edinburgh Glasgow, Preston, Sale, Manchester, Chester, Liverpool, London, Brighton, Oxford, Cheltenham and Bristol.
Bringing the in-flight experience to the road, the transparent tour truck housed Air New Zealand’s revolutionary Economy Skycouch and Premium Economy Spaceseat products which ensure Air New Zealand customers arrive LA ready.
The Economy Skycouch, made up of three economy seats which convert into a flat space, is the first of its kind in Economy, offering passengers the freedom to spread out and get comfortable. The Premium Economy Spaceseat is famous for its futuristic hard shell design which allows customers to recline without encroaching on the space of others. The seat comes in two variants to cater for customers wanting to relax with a travelling companion as well as those who prefer privacy during a flight. Air New Zealand’s revolutionary seating, along with in-flight entertainment and award-winning food and wine mean customers in every cabin arrive refreshed and ready to enjoy the delights of LA.
At each city stop, Air New Zealand invited local residents to step onboard to meet the cabin crew, try out the award-winning seats for themselves and share their experiences on social media.
Air New Zealand also launched the nationwide #AirNZreLAX competition giving people the chance to win return Economy flights for two with Economy Skycouch upgrades from London to LA. Competition entrants simply need to submit a photo of their best “reLAX” pose; whether reclining on the couch at home or unwinding on holiday in a hammock, via Twitter, Facebook, Instagram or online at www.airnz.co.uk/relax.
The experiential campaign was planned by psLIVE.
Via: FMBX