O2 launches 'Make them Giant' dynamic campaign

Waterloo station is playing a key part in the Rugby World Cup as sports fans gather there to make the journey to Twickenham Stadium, so there’s no better way to get them in the mood than with the 40m long full motion digital screen filled with commemorative content.
O2’s dynamic digital campaign on Motion@Waterloo displays supporters’ positive tweets that use the hashtag #WearTheRose.
The creative makes full use of the 40m board with an illustrated England team lined up across it, followed by the message “Make them giants.” The total number of messages being tweeted is also shown.
It was launched at Waterloo prior to its TV campaign and was planned and booked by Media Planning Ltd t/as Havas and Posterscope.
Via: JCDecaux

MasterCard launch “Priceless Surprises" RWC campaign

MasterCard launch their RWC campaign with “Priceless Surprises” today with dominations at Waterloo, Twickenham stations and Cromwell Road.
MasterCard engaged rugby fans at Waterloo Station this morning (18th September), to celebrate the start of Rugby World Cup 2015 and act as a platform for the launch of  ’44 Days of Crazy’ campaign. The activity consisted of an installation that asked fans to sing along with their preferred national anthem in a booth. Their passionate war cries entered them into a competition to win prizes including tickets to the World Cup, free taxi rides and branded scarfs. The activation culminated in a group of selected fans that would be surprised by Dan Carter as they sang their national anthem in the booth. The content was then captured and will be played out on all the digital formats within Waterloo station in the coming weeks.
MasterCard are extending the competition across social media platforms with the tag #44daysofcrazy to encourage people to tweet about how they are “turning their world oval” with pictures of flags and other props as well as objects that look like rugby goalposts.  Great use of OOH with social amplification.

Westfield Launches ‘Christmas Before Christmas’ Campaign

Arena, the media planning and buying agency, has brokered a partnership between retail destination, Westfield, and the Evening Standard, as part of the shopping destination’s major seasonal push, The Christmas before Christmas. The over-arching campaign celebrates the excitement, anticipation, and preparation of the festive period – all the things that make Christmas the best time of year.
Launching in November, the 360 partnership with the Evening Standard includes a weekly in paper promotion, digital/social and video content and supporting editorial,  as well as a Christmas event at Waterloo – one of the UK’s busiest stations – which goes live on the 17th November.
The event will encourage commuters to get into the Christmas spirit and involves band The Hotstie Totsies – part of the Westfield’s Presents programme – playing live in-station, Christmas goodies being handed out and a pop up photobooth, capturing peoples’ ‘Christmas before Christmas’ stories.  The Waterloo Motion, enabled by LIVEPOSTER will amplify activity from the event – counting down to the band playing and publishing consumers photos onto Europe’s largest DOOH screen in real time. The use of LIVEPOSER will also enable Westfield to amplify their social campaign in real time, taking the conversation from Twitter and displaying on The Waterloo Motion throughout the week. 
The activity will be supported by offline and digital promotions which will tap into key questions to reveal London’s interesting and quirky Christmassy behaviour.
In addition to the above activity, the campaign also includes OOH formats to broadcast the Christmas Before Christmas message to busy Londoners, a Time Out partnership, VoD, display, social,  and cinema advertising slots around key Christmas films, to offer a sense of occasion, delivering seasonal cheer.

Lurpak Launches Experiential Campaign for New Cook’s Range

Arla-owned Lurpak launches a fully immersive experiential and digital campaign targeting “passionate cooks” to promote its new Cook’s Range.
Running from 24 to 26 April, the campaign integrates JCDecaux’s advertising screen Motion@Waterloo, with an interactive experiential campaign, where three celebrity food ambassadors, including Lily Vanilli, Tom Sellers and Valentine Warner will be aiming to inspire visitors to “start their food adventure”.
The high-definition screen at London’s Waterloo station will stream live content captured on the food stand throughout the campaign.
Stuart Ibberson, senior director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.”
Around three million visitors are expected to interact with the campaign and will be encouraged to enter competitions on Twitter using the hashtag #foodadventures after trailing the product at the stand.
Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow.
This was a fully integrated campaign involving BD Network, Carat, Posterscope, psLIVE, LIVEPOSTER, Wieden & Kennedy, JCDecaux and JCDecauxLive.
[youtube width=”300px” height=”200px”]bUtgdlll8qE[/youtube]
Via: The Drum

Motion@Waterloo Goes Live

The UK’s largest indoor advertising screen, Motion@Waterloo, goes live for the very first time at London’s Waterloo railway station today.
Motion@Waterloo is a powerful new communications channel at the UK’s busiest station, delivering a captive audience of four million commuters every fortnight. Part of JCDecaux and Network Rail’s vision for the future of rail advertising, it consists of a state-of-the-art, 40 x 3 metre, 6mm pixel, high-definition screen spanning the length of the concourse.
Motion@Waterloo is part of a plan targeting the affluent commuter audience in a progressive way across Waterloo, Euston, Victoria and Charing Cross stations. Reaching an audience of two million highly connected commuters, Motion@Waterloo is a key ‘gateway’ to London and the affluent South East.