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Aviva Asked Waterloo Who They Thought Were Better Drivers in Experiential Campaign

The campaign which ran from the 6-11th January in London’s busy Waterloo station asked members of the public to vote who they think are the better drivers, Women v. Men, under 60’s v. over 60’s, Mums v. Dads etc. The public could cast a vote via Twitter using voting buttons placed on the experiential stand. As a voting button is pressed an automatic tweet is released and the results of the poll are displayed on the digital out of home creative across the UK, including the Waterloo motion screen in front of the stand.
People could visit the site to cast their vote, or join along on Twitter by using the hashtags #over60sdrivesafer or #under60sdrivesafer dependant on their opinion.
The activity generated nearly 2,000 (1,963) votes, which were fed into the Liveposter system and displayed onto the Motion screen. The activity is in partnership with Zenith Optimedia and Liveposter.

Stella Artois brings to life view of Wimbledon perfectionist, Rufus the Hawk

Stella Artois offered tennis fans aerial view of Wimbledon, with 360° and oculus rift technology
To mark its role as the official beer of The Championships Wimbledon, Stella Artois created the ultimate experience for tennis and beer fans alike, which launched to coincide with the start of the nation’s favourite tennis tournament.
Taking inspiration from its new TV commercial starring legendary character Rufus the Hawk, who skilfully protects the perfect courts year after year, Stella Artois brought tennis enthusiasts an unprecedented Rufus-like view of the famous All England Lawn Tennis Club.
Using Oculus Rift and immersive 360° technology, Stella Artois created a series of ways for people to experience one of SW London’s most famous and celebrated views for a full multi-sensorial experience not to be missed as tennis fever grips the country.
One of these was a fully immersive and unusual Wimbledon experience at London Waterloo station where commuters could take part in the Stella Artois Perfect Flight experience.  The pop-up simulator allowed participants to fly like Rufus as they wore headphones and goggles for a fully 360°, multi-sensorial view of Wimbledon’s most famous sights, like the legendary feathered character himself.Captured using cutting-edge drone technology, ‘The Perfect Flight’ experience promised to make participants feel as though they’re spanning their wings and flying over the historic grass courts, past the jubilant crowds, and weaving in and out of some of the greatest tennis matches ever played.
The campaign was created by Posterscope, Vizeum and JCDecaux
Source: AbInBev

Lenovo Launches Interactive Screen at Waterloo

More than 123,000 people interacted with Lenovo’s digital takeover of Waterloo station in London last Thursday (30 October), which was designed to promote the computer technology brand’s new Yoga range.

The marketing event’s main feature was the Motion @ Waterloo digital screen, which let the public add their faces to a series of bodies performing Yoga moves using a dedicated mini-site. Ambassadors from the brand were positioned in the central concourse of the station to demonstrate the company’s new laptop and tablet offerings, while the screen was complemented with static posters on both the Underground and in the main station.
The campaign was further augmented with a morning appearance from Made in Chelsea star Alexandra ‘Binky’ Felstead, who uploaded her selfie to the screen.
Lenovo created the campaign in partnership with Total Media, Media 5, The House Worldwide, Posterscope, Liveposter, JC Decaux and Exterion. Total Media estimated that overall, 34 million people were reached by the campaign.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo, told Event: “We like doing clever things at Lenovo. For instance, if you’re in the vicinity of the area today, you’ll get advertising saying ‘come up to Waterloo and check this out’. That’s something you couldn’t do five years ago. People are amazed that they can be in a real-life advert in less that two minutes.”
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “We’ve seen that more 50% of targeted Zone 1 commuters have seen the message and have been converted. We’re being as targeted as possible to amplify the campaign.
“The guys at Lenovo really want to position themselves as a much more different tech brand. They’re moving towards more unique advertising, doing as much as they can in a more innovative way.”
Etherington added that the stunt forms part of a wider campaign, which the UK team were able to adapt creatively. “Our global team put together this campaign, which is a play on the silhouette using the product in an unusual way,” Etherington added. “We’ve taken that concept and extended it by letting people add their face.
“The global execs love it because we’ve taken what they’ve created and made it bigger and better.”
Via: Event Magazine

Stella Artois Whisks People off to Wimbledon in Waterloo Station Experiential Campaign

Stella Artois, official sponsor of Wimbledon 2014, has launched an OOH campaign that utilises traditional and the latest OOH innovations, to build on their association.
A national 48 and 96 sheet campaign, proximity one off banners, and 6 sheets on the way to the event, will all drive mass coverage of the sponsorship. The highlight of the OOH campaign is the use of JCDecaux’s Motion@Waterloo screen, where Posterscope and JCDecaux have developed 5 templates which bring in social from Instagram and Twitter, real-time copy updates from Wimbledon, as well showcasing branded Stella Artois content.
The screen, which is scheduled to deliver what consumers want, when they want it, fuses connected commuter insight with timetable data, thus making every ad shown relevant to how consumers are thinking and feeling in the station.
On days 5 and 6 there was an exciting twist, where Stella Artois gave away Wimbledon tickets through a centre court experience, delivered by psLIVE and JCDecauxLive.
The campaign was planned and bought by Posterscope and Vizeum with media and production delivered by JCDecaux.
This campaign is another example of Stella Artois pushing the boundaries of digital technology to deliver relevant communications.

Centre Parcs Uses Virtual Reality in New Out of Home Campaign

Holiday park company, Centre Parcs, is set to stage a takeover of Waterloo station, which will use virtual reality technology and digital screens to promote its latest UK village at Woburn Forest in Bedfordshire.
The campaign, which runs from 9-13 June will deliver a 360 degree experience for commuters, who will be invited to use an Oculus Rift headset and be transported to the zip wire and high ropes course through virtual reality footage filmed at the Woburn village.
There will be a second experiential zone demonstrating a take on the archery experience with physical bows firing virtual arrows on to screens with the chance to win £1,000 worth of vouchers for the leader at the end of the week.
Center Parcs will also be displaying consumer-generated tweets and photos on the Motion@Waterloo screen as part of a competition to win a £2,000 family break.
Center Parcs worked with Walker Media, Posterscope, psLIVE, Brothers&Sisters and JCDecaux to develop the campaign.
Via: The Drum

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