To celebrate the release of their bio:renew collection, Herbal Essences has launched a series of experiential Out of Home (OOH) activations, allowing the public to smell the new range of fragrances with their ‘Let Life In’ campaign.
Two ‘pickable’ billboards have been created, giving people the opportunity to smell the amazing new fragrances for themselves – by pulling scented Herbal Essences bottle postcards directly off billboards in Leeds and Manchester! Being able to directly engage with a massive billboard, and interact with the Herbal Essences brand in a creative new way, is a great example of how traditional OOH can create memorable advertising experiences for the public.
The new fragrances – which include Argan Oil, White Grapefruit and Mosa Mint, Coconut Milk, and Golden Moringa Oil – are also being dispersed in Liverpool, Leeds, Bristol and Brighton at four separate locations at scented bus shelters. The shelters, which have also been wrapped in bespoke Herbal Essences vinyl, feature 6-sheet units designed to dispense short bursts of fragrance at regular intervals – creating moments of magic for people on the high street.
In addition, 15 Sainsbury’s Live digital screens at Sainsbury’s stores nationwide have also been wrapped in branded Herbal Essences vinyl. The screens will display Herbal Essences messaging over a 2-week period, reaching shoppers at point of sale to activate brand consideration and purchase decisions.
Herbal Essences are encouraging people to Let Life In with their delicious new fragrances in the Herbal Essences bio:renew collections – and they’re also engaging the public in some exciting OOH experiential activity this summer! Keep an eye (and nose!) out for your chance to Let Life In…
Animal welfare charity Dogs Trust is on a mission is to bring about the day when all dogs can enjoy a happy life, free from the threat of unnecessary destruction.
Dogs Trust supporters see this in their promise to “never put a healthy dog down’”. It means that once a dog arrives at one of their rehoming centres, he (or she) is safe and can live there until they are rehomed – even if that’s their whole lives.
In order to raise awareness of Dogs Trust, we wanted to create a fun, positive campaign that targeted potential dog owners around the UK, and drove footfall to their rehoming centres, all the while increasing understanding of Dogs Trust’s mission.
Reaching nationwide audiences, Dogs Trust appeared across almost 600 Adshel Live screens on busy high streets across the UK, as well as hundreds of Socialite screens – allowing the brand to reach social audiences in pubs and bars – and Malls Live, inspiring shoppers in some of the country’s leading retail hotspots. In addition, the Dogs Trust campaign ran across our Storm Navigate 10 package: 10 iconic digital Out of Home (DOOH) sites, hand-selected from a national pool of Storm locations, building brand fame on some of the world’s most stunning large format DOOH sites.
The creative, which features a hopeful pup waiting to be re-homed, is entertaining, emotive and truly reflective of the Dogs Trust mission. I was delighted to work with Dogs Trust on this campaign, which stole my heart – but, thankfully, not my socks!
Agency Account Manager
Agency: 7 Stars
Free screen replacements? A campaign that will have no shortage of takers, with Brits damaging their phones roughly ten weeks from purchase*, O2 has really honed in on customer values and benefits, highlighting their new screen replacement service with some fantastic Out of Home executions.
O2’s vision has been brought to life with a focus on simplicity and hard-hitting (pun very much intended) copy on special build billboards in Holland Park Roundabout and Old Street Roundabout in London. Using a simple back-out technique and a 2D cut-out, we were able to achieve a tilted effect with the billboards, making them look like they’d been dropped and cracked. In addition, we’ve installed bespoke spotlights to illuminate the billboards at night for truly stand-out impact.
Both sites are prime locations for high footfall, valuable audiences – maximising the opportunity to create a buzz on the high street with this eye-catching campaign, which is also appearing across Adshel Live and Wrap screens nationwide, as well as Storm in London.
All in all, a great execution for a time-sensitive deal which will encourage consumers to visit their O2 store or, for those considering changing providers, raise awareness of a great perk to motivate them to do so. Having currently had a cracked phone screen for the last 4 months with no intention of spending the cost it takes for a replacement, I would very happily take advantage of this service!
Create Production Executive
Specialist: Ad City
Pepsi Max has just launched a brand-new ginger flavoured variation of the famous ‘Maximum taste. No sugar’ beverage for summer 2017. Adshel posters all over the UK have been transformed to feature bespoke 3D vacuum moulds in order to drive maximum awareness.
Enormous Pepsi Max Ginger cans can be seen bursting out of bus shelters on the high street in key cities nationwide! Reaching people with a (literally) stand-out Adshel campaign, Pepsi Max is ensuring their new ginger flavour stays front of mind for UK audiences with this memorable and refreshing use of Out of Home. I am sure this will entice many a drinker to try some Pepsi Max Ginger
Agency Account Manager
Agency: OMD UK
Launching this month, Warner Bros’ Wonder Woman is coming to cinemas near you – and she’s also over 10 feet tall on our latest 2D Special Build on Holland Park Roundabout!
Wielding a glowing LED lasso and giant backlit shield, Wonder Woman creates instant impact in a key London location with this engaging billboard execution, generating interest on the high street and raising awareness for the super release.
I love this creative use of classic Out of Home – reaching the right people, in the right place, at the right time.
Create Project Manager
Agency: PHD UK
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 Manager
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.