Google Outside 2.0, Google - Talon / OMD UK / R/GA London / Grand Visual
Google Outside 2.0 pushed the boundaries to showcase Google’s search technology to millions of Londoners.
The original Google Outside campaign had proved that digital Out of Home (OOH) could change how people felt about the Google Search App. With Google 2.0, the aim was to change how people used it.
Focusing in on the Google Search App’s ability to intuitively provide the right information at just the right time, the campaign sought to change Londoners’ mobile behaviours by demonstrating just how useful the technology can be at the times when they needed it most. Using digital OOH across bus shelters, the Underground and the Rail Network, the campaign engaged with consumers on-the-go.
R/GA London devised a way to generate thousands of pieces of unique, real-time and location-based data drawn dynamically from dozens of Google and third-party sources. This information was stitched together to make unique, real-time and location-based ‘stories.’
Grand Visual distributed each story to digital screens London-wide in vast quantities, ensuring the right information was displayed in the right location at just the right time.
Digital OOH had never worked so hard: displaying hyper-relevant messages across 1,240 screens, in hundreds of different locations, 24 hours a day for 4 weeks.
By delivering highly contextual and relevant content at every location, at any time of the day, the campaign truly cut through and resonated with Londoners. The campaign went one step further, moving beyond merely changing perceptions, but changing people’s behaviour as well.
"Google Outside 2.0 really took context into account, with its use of dynamically screened content and live data. It demonstrated targeting to an enormous level."
Winner: Three - Kinetic / Mindshare
Last summer, Three launched Feel at Home, a campaign that re-wrote the rules of roaming, celebrating the fact that Three customers could use their UK data, texts and minutes abroad at no extra cost.
A three-phased approach was designed to help Three customers celebrate their new-found freedom when using their phones abroad.
The Outbreak stage used PR and social media to alert the nation to the growing #holidayspam epidemic that would undoubtedly be bought about by Three’s new network offering.
With the glut of #holidayspam in full swing, an apology was issued to the nation for clogging their social media feeds. Three were apologising everywhere, including a full page letter in the national press and an explosion of the brand across Out of Home.
Tactical daypart messaging on digital screens meant Three could apologise for #cocktailselfies at 6pm and #sunsets at sundown, while a full suite of travel media connected with those going abroad, including sending SMS messages to consumers when they landed to remind them to please brag responsibly.
Feel at Home was the dominant network campaign of the summer. While Three were professing to being sorry, for all the #hotdoglegs, #planewings and #littlelizards, with a campaign that increased both sales and brand equity, there was certainly nothing to apologise for.
"A great idea - with great results."
Winner: Yoga2, Lenovo - Posterscope / Total Media / EE
In a highly competitive market, Lenovo needed to raise consumer awareness and build emotional connections around the brand, as well as specifically launch its multi-mode Ultrabook, the Yoga 2.
Insight showed the target Millennial audience used their smartphones to visit websites more frequently than any other group, with a high percentage of people completing online research before making their purchase in a physical store.
In light of this information, Out of Home (OOH) ads were placed in virtual tech hotspots – areas where planners knew the target audience would be actively searching for products on their mobiles.
Partnering with EE provided a vast amount of data about customer’s movements and mobile usage by location. By focusing on related technology and retail sites, 22,000 previously unknown and unidentifiable virtual Millennial hotspots were created.
These hotspots were overlaid on current proximity 6-sheets, not only demonstrating where the highest impressions could be delivered against the desired audience.
Point of sale was still important to the campaign and 25% of the 6-sheet frames were moved into Millennial hotspots, achieving a stronger combination of panels distributed to the audience’s behavioural habits.
The results were spectacular and demonstrated the value of using an innovative data approach. The OOH effect (from control vs. test) was tripled in the EE hotspots when looking at key metrics.
"Yoga 2 provided an interesting story with great insight and their application to a physical location and site selection was impressive."
Winner: HP Enterprise, HP - Talon / M2M
This multi-faceted and intricate campaign used multiple Out of Home (OOH) formats in multiple environments to demonstrate to key decision-makers the difference HP could make to their business.
In September 2014, HP launched Make IT Matter to reflect the increased role of technology in business and its shift to board-level consideration.
OOH delivered both brand stature and confident communication, combined with relevant product messaging.
Momentum was built using national backlit billboards and a range of high dwell time formats to drive deeper engagement.
Following the consumer journey from home to desk, taxis were used to target multiple technology events, while carefully placed digital screens in company lobbies gave HP the opportunity to talk to a relevant audience on a more intimate basis.
The IP Expo at ExCel London featured a bespoke domination and two station takeovers, while business travellers were targeted with a Heathrow Express domination and digital screens throughout terminal business lounges.
The campaign also sought to engage HP’s 17,000 employees using a takeover of Waterloo, a key area for HP’s head office. A domination was created making use of the Waterloo Motion screen.
The campaign was deemed a real success for HP. A simple concept to bring multiple OOH touchpoints and formats together helped drive both key brand engagement metrics and internal employee engagement.
"This entry felt like a leadership piece. Wonderfully integrated across all the formats with a creative approach that was very brave."
Highly Commended: Walls, Unilever - Kinetic / Mindshare
Walls sought to tap into the basic human truth that sometimes life can be just too busy and serious. Combining OOH, mobile and social media ‘Goodbye serious, hello joy’ was launched, featuring playful characters based around the nation’s favourite ice creams and perfectly capturing that spontaneous and shared moment of joy that comes from treating yourself to an ice-cream in the sun.
Winner: Specsavers - Talon / MGOMD
Specsavers is Britain’s best-known optician, famed for their iconic ‘Should’ve Gone to Specsavers’ (SHGTS) branding.
Historically, TV had dominated ad spend, however, four years ago it became clear that a more integrated advertising approach was required to communicate individual offers and keep the brand front of mind.
Long term holdings on large format Out of Home (OOH) developed an unmissable presence. Specsavers were able to equalise coverage at TV region level using geo-targeted billboards and soon demand for new sites and formats outstripped supply.
The next phase aimed to increase general awareness and incorporate localised planning to drive footfall in-store. Using bespoke online tool ‘LabPlus’, store partners were able to select individual panels and formats, combining the precision and reactivity of local planning with the scale and efficiency of the long-term holdings.
Building on the success of the long term OOH strategy at both a national and local level, the ‘Best Possible Panel Principle’ was introduced to add rigour to the planning process.
Using Route, planners were able to group every Specsavers store into a catchment area and analyse all surrounding OOH sites against audience data. Each panel was then hand-selected as the best, rather than just the closest to store.
The savings generated by the ‘Best Possible Panel Principle’ meant planners were able to expand the role of OOH even further, using digital to build the Specsavers brand by publicising SHGTS moments.
Specsavers has one of the most visible outdoor presences in the UK and OOH has helped sales grow to their highest levels ever. The brand continues to go from strength to strength with sales and profits increasing. Multiple creative executions are now widening the appeal and consciousness of the brand across the country.
"A solid strong entry, demonstrating a strategic use of the medium, hitting the required coverage target. This campaign said the judges, showcased a good use of formats and told a great story."
Highly Commended: Always On, Sky - Rapport / Mediacom
Always On harnessed the power of big data to produce ground-breaking segmentation that offered a precisely targeted OOH campaign that reinforced Sky’s brand positioning as ‘king of content’ and retain its mass-market dominance.
Winner: ESPN FC, ESPN - tpf-london
ESPN sought to leverage the 2014 World Cup to drive awareness and talkability of the ESPN FC brand in the United Kingdom.
Through partnership with Transport for London, ESPN super-served sports fans in one of the few places in the UK where they can’t follow the game – by bringing World Cup updates to the London Underground.
In a media first, ESPN delivered live scores and breaking news on the overhead dot matrix indicators (DMIs) on train platforms at more than 140 stations on the Central, Bakerloo, Northern and Jubilee lines, plus on more than 700 electronic service update boards (ESUBs) in station concourses across the Underground network.
The campaign targeted UK football fans like never before, with England legend John Barnes recording an announcement that a good service was running on all lines at Southwark station and live commentary of the World Cup Final being hosted over the PA system at Waterloo.
Competitions were run on the DMIs and ESUBs across the city, as well as a branded takeover of TfL.gov.uk’s Journey Planner and homepage.
ESPN’s campaign brought sports fans updates from the FIFA World Cup in a way they and the industry had never seen before. The campaign produced truly disruptive levels of brand exposure and provided a unique new service that enhanced the experience of sports fans across the capital.
“The winning entry was really smart with great use of matrix display.”
The 2015 Gallery
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