Skoda have recently launched a fantastic new campaign, running across DOOH nationwide – including our super premium Storm brand – with Talon, PHD, Fallon and Grand Visual. The campaign is advertising the new Kodiaq seven seater car, which is great for family trips. I’ve decided to write about it because I believe this campaign is a brilliant example of how brands are using dynamic DOOH to drive brand fame, and capture the attention and imagination of their target audiences – in Skoda’s case; families.
The on-screen creative shows stunning shots of four family-friendly holiday destinations: Rye, Wales, the Lakes and Norfolk. Live Google traffic data feeds into each site, and a destination timer shows how long it would take to get to each place if the family set off at that precise moment. The timer varies according to location and traffic data, and the creative updates in real time.
As a company we spend so much of our time talking to our clients about the merits of our digital networks, how super premium digital drives fame metrics for brands*, and how to engage audiences using dynamic creative. This campaign’s creative is visually arresting, it appears on large format super premium digital, uses data, is dynamic and contextual, and speaks to consumers in exactly the way we know makes a more emotional connection with them – holding their attention better and for longer*. That’s why Skoda’s Kodiaq launch is a Campaign I Love!
*Clear Channel Fame Research 2016
*Source: Neuroscience Research, Adshel Live, 2016
Storm Marketing Manager
They’re here. They’ve brought beer!
The famous Bud Light beer recently launched in the UK, tapping in to new trends around moderate alcohol consumption and calorie intake that are important for consumers now. As an integral part of their marketing push, Bud Light made excellent creative use of our Asda portfolio – really grabbing shoppers’ attention and driving purchase consideration.
Asda is a great environment for reaching younger adult women (who don’t necessarily drink beer or might not be as into beer). I love the smart combination of traditional and digital Out of Home to inspire them at the point of sale.
Bud’s easy-going, light hearted message was unmissable on impressive special build billboards outside Asda stores. The use of huge 2D can of Bud Light delivered instant stand-out and cut through. Shoppers were also exposed to bespoke Asda Live screen wraps just before they entered the store – timely, unforgettable prompts to drive consideration and trial.
I think that’s a campaign definitely worth raising a glass to!
Retail Marketing Managaer
Cancer Research UK (CRUK) and Clear Channel have a history of working on innovative Digital Out of Home (DOOH) campaigns, having previously won awards for the ‘Tap to Beat Cancer’ contactless donations at CRUK shopfronts. Our most recent activation is another great milestone, working in partnership with Mediacom, AMV BBDO and Grand Visual to create a bespoke DOOH experience as part of CRUK’s ‘Breath Test’ campaign.
An interactive bus shelter unit in Leeds prompted the public to test their lung capacity, by blowing towards the screen. The longer they blew, the more copy was revealed on screen. It actively encouraged smokers to quit smoking by testing their lung capacity – all while waiting for the bus!
CRUK work tirelessly to prevent cancer and this campaign encourages people on the high street to actively engage with CRUK’s stop smoking messaging.
I love this campaign because it showcases how we can use technology to create a meaningful brand experience and encourage people to make positive changes. Not to mention, it’s a really innovative way to champion the excellent work the CRUK does.
For more information on this campaign, click here.
Child protection charity War Child, which provides assistance to children living in the world’s most dangerous war zones, has a long history of working in partnership with the music industry to raise funds and awareness for their causes.
Most recently, War Child has partnered with O2 for ‘War Child BRITs Week’ – a series of concerts, featuring some of the biggest names in UK music right now, to raise money for children affected by war.
Attendees of a selection of these gigs are being given the opportunity to engage with War Child through music and instantly donate £5 with a tap of their contactless cards on one of our bespoke contactless screens.
The unit, which is touring the War Child BRITs Week concert venues this month, including O2 Shepherd’s Bush Empire, Electric Brixton and the O2 Arena, will allow concert-goers to show their support by leveraging contactless technology and driving donations for War Child throughout the gigs.
I love this seamless integration of emerging tech and digital Out of Home, allowing people to donate in a way that they feel comfortable with. It’s been fantastic to see so many music fans engage with the unit, and with the War Child mission.
Create Project Manager
This Valentine’s Day, Just Eat is encouraging the nation to consider the option of a tasty takeaway in a campaign booked by M/Six and Kinetic.
Turning clichéd food expectations on their head and reminding people that the food they really want is just a tap away, Just Eat is appearing on over 260 of our Adshel Live screens, delivering an incredible 1 million impressions across three days, in order to effectively land their ‘Find your flavour’ message.
Reaching target audiences in Birmingham, Bristol, Glasgow, Leeds, Liverpool and Newcastle, Just Eat is activating their campaign through tactical Valentine’s Day messaging and engaging, colourful creative. That’s an Out of Home delivery I can fall in love with.
Relax everybody, the bat is back! In cinemas from 10th February, The Lego Batman movie is making a big impression in London with an unmissable creative execution on one of our special build billboards just next to Westfield White City.
While the size and stature of billboards creates instant impact for brands, the use of an impressive 2D cut-out of Lego Batman – the eyes of which glow blue in the night – gives this Out of Home campaign serious creative cut-through.
Raising awareness and drumming up excitement with this playful billboard, Warner Bros have ensured The Lego Batman Movie is reaching valuable audiences with engaging advertising fit for a hero.
Creative Development Manager
Agency: PHD UK
In August, Asda launched their Summer Drinks campaign and brilliantly utilised the tactical and dynamic capabilities of our digital Adshel Live network throughout key Asda heartland areas, engaging their target audiences and activating purchase consideration nationwide.
I love this campaign because it is very simple and effective. Using two different pieces of copy, Asda were able to promote their summer drinks offerings contextually, depending on local weather conditions. The copy, which used eye-catching subtle motion, would change to reflect the sunshine or the rain depending on the inconsistent British weather each day, by region.
One of the core objectives was to run this digital Out of Home (DOOH) activity alongside Asda’s wider media plan. The flexibility of Adshel Live was a huge enabler to this being able to work outside of the traditional 2 week Out of Home cycle.
The beauty of this campaign was that it was clever, creative DOOH at scale. Executed over 232 Adshel Live sites across key Asda heartland areas including Leeds, Liverpool, Birmingham and Sheffield. This geographical targeting, combined with contextual display, executed in a very simple way, is an excellent example of the possibilities in DOOH that may not have been possible just a couple of years ago.
Agency Account Manager
Agency: Carat Leeds
Specialist: Kinetic/Zone North
For their hotly anticipated sequel to the hugely successful Finding Nemo, Disney has been making a big splash in the Out of Home ocean. The summer launch of Finding Dory has seen sites across the country – including the famous Storm Cromination London – totally transformed into aquatic backdrops featuring Dory and her co-stars.
My favourite Finding Dory activation took place in Birmingham, where we turned one of our 96-sheet billboards into a huge fish tank highlighting two of the main characters, Dory and Hank the octopus. A giant 2D cut-out of Hank sat atop the billboard, seemingly climbing out of the fish tank, and brought the entire creative to life in a simple and fun way; raising awareness of the film’s release and creating massive impact.
Senior Creative Development Manager
Heineken and i2c are getting creative with their latest Out of Home campaign for Amstel, which celebrates the 300ml bottle stocked in Sainsbury’s, using some eye-catching Adshel panels.
The Adshel each feature a bespoke vacuum mould with high detailed vinyl labelling to create giant 3D Amstel bottles up and down the high street in close proximity to Sainsbury’s stores. As we draw closer to summer, Heineken and i2c have ensured Amstel stays front of mind – particularly as commuters wait for the bus home or head towards Sainsbury’s!
This is an incredibly simple yet creative way to harness the reach of Adshel and the power of Out of Home for immediate impact.
Specials Account Manager
Document destruction company Shred-it has made fantastic use of our estate recently with a nationwide campaign spanning 6 weeks, generating an incredible 60 million impacts. In order to raise awareness for their products and services among small and medium-sized enterprises (SMEs), Shred-it has been appearing on Clear Channel billboards, including our digital billboard; Wrap, and our iconic 6-sheet brand, Adshel.
Targeting local businesses in London, Birmingham and Manchester, Shred-it is using a combination of both traditional and digital Out of Home in order to showcase the importance of shredding and document disposal for SMEs. Coupled with an introductory shredding discount, Shred-it has created an Out of Home campaign that is reaching a massive audience with the right message.
Business Development Manager