This August the NHS Leeds Clinical Commissioning Group (CCG) ran a month-long Out of Home campaign across our network in Leeds, including a unique 96 sheet billboard site hand-painted by a local artist.
The campaign, booked through UMPF Limited, ran health associated messages across our Adshel Live network, with each creative being tailored to that morning’s forecast. For example, high UV warnings would trigger a sunscreen and cover-up message, and high pollen counts would trigger allergy medication advice. This campaign was part of the NHS’s big summer health push, which aimed to raise the public’s awareness of weather-related conditions that can affect people during hot summer months.
The digital campaign was also supported by a unique 96 sheet billboard that was live painted by local Leeds artist Emma Hardaker. The unique artwork, similar to the rest of the campaign, was designed to reflect that day’s weather conditions and consequent health messaging.
Dr Bryan Power, a local GP and Clinical Lead for Long-Term Conditions at NHS Leeds CCG, said: “This campaign is not about reminding the public about the weather, which we can all check on our phones and computers, it’s a public health initiative designed to make us all a little more aware. It’s also important that we keep an eye out for our vulnerable neighbours during spells of extreme weather.
“I’m hoping that this innovative approach will encourage people to take greater responsibility of their health and as a result reduce the pressure on our frontline NHS staff.”
It was great to be able to help co-ordinate such a creative campaign that not only looked fantastic and had that extra flourish of creativity, but also carried an important public health message.
Last month Cunard launched their nationwide campaign utilising social media influencer content to promote its Arctic Circle cruise aboard their newest cruise ship, the Queen Elizabeth. For this campaign, in a media first, Clear Channel partnered with the team at indaHash to integrate social media posts with digital Out of Home. The media for the campaign was booked in through PHD UK & Talon Outdoor.
Running across our digital network of mall screens, Cunard’s campaign went live for one week – across ten shopping malls nationwide. Using indaHash’s platform, social media influencers aboard the cruise were able to upload approved Instagram content which was then shared directly across the mall screens creating multiple creatives.
With the social content beautifully documenting the Norwegian coastline and dramatic Arctic Circle, the campaign successfully drove awareness of the Cunard brand and captured audience’s attention with unique content showcasing life on-board the cruise and exciting new destinations.
The CEO of indaHash, Barbara Sołtysińska, commented “This immersive experience brings Cunard cruises to life through strategic use of creative technology, DOOH and influencer marketing, allowing customers to experience the brand in a fun and memorable way. This partnership allows us to both effectively reach today’s hyper connected consumer and extends the life of the campaign to audiences online and in shopping malls across the UK.”
It was fantastic to work on this innovative and first of its kind campaign, which was not only hugely successful, but also perfectly demonstrated the true potential and flexibility of digital Out of Home.
Creative Partnerships Account Manager
In anticipation of this summer’s World Cup, Curry’s PC World are encouraging football fans to “Go Big” with their latest 48-sheet special builds, designed to look like oversized TV boxes.
Research conducted earlier this year by our Research & Insight team showed that a potential 3.4million people were considering upgrading their home entertainment and electricals ahead of the football tournament. This simple, yet effective special build perfectly targets this huge audience in a unique way.
Concepted by AMV BBDO and bought to life by Clear Channel’s Create team, the special installations are made from a stud metal frame, clad with diabond panels. The printed vinyl is then installed onto the outside of the box.
Pete Fennell, Head of Advertising for Dixons Carphone, said: “As we’re encouraging fans to go big for the big games, we required an Out of Home execution, which captures the excitement ahead of summer in an equally big and impactful way. Our goal with the sites is to stop people in their tracks in a highly creative way. I think the special build sites do just that and help to really set us apart this summer.”
I love this World Cup special build from Curry’s PC World – such clever way to get people excited about buying a new TV without actually showing it! We’re really proud to have worked on this and brought it to life on our classic 48-sheets.
The takeover, from the UK’s largest electrical retailer, runs for a total of four weeks, across two key London sites: 21st May-4th June: Newington Causeway, and 4th June-18th June: Brixton Road.
This campaign was booked in partnership with Posterscope, Blue 449 and AMV BBDO
These two dynamic campaigns from Paddy Power utilised the creativity and flexibility of our digital Socialite network, delivering timely, highly relevant messages to resonate with their core target audience and engage horse racing fans.
Paddy Power, traditionally a print media advertiser, is increasingly using Digital Out of Home to tap in to the growing popularity of mobile and online betting. These two campaigns were booked to coincide with this year’s Cheltenham and Grand National races, with dynamic copy continuously being updated with the latest odds and race events.
In a media first, for these campaigns our team created a bespoke online advertising portal, which gave Paddy Power the flexibility to remotely upload and serve multiple dynamic creative across the network and tactically tweak their messaging. The tailored creatives had a clear call-to-action and were immediately recognisable. Running across pubs and bars nationwide, the campaign was extremely effective at targeting Paddy Power’s core target audience of 18-44 men, as well as consumers interested in having a flutter at the famous events.
This was a great project to be involved in, with all members of team, from the sales & planning side to the technical delivery side, working together to create a unique and successful campaign. The client was extremely happy with the campaign and we received feedback that they were extremely impressed with the ease of use and control they had of pushing new content out.
The two campaigns were booked in partnership Kinetic UK, MediaCom, and DOOH.com.
Retail Marketing Manager
This month, Clear Channel UK was proud to support Help Refugees with their latest #ChooseLove campaign that ran across our digital Wrap and Storm network.
This was a cause extremely close to me, as 18 years ago my own family had made the journey to the UK as refugees from the Afghan conflict. Having made the journey on the back of container ships and lorries, through the Czech Republic, Germany, and finally Calais to Dover, I am always in a state of retrospection of how things might have turned out. I felt very proud to have helped organise this campaign; as media owners we are in a very privileged position to influence and shape public opinion for togetherness at a time where otherness and difference may prevail. The #ChooseLove message aims to raise awareness and empathy towards all refugees globally.
The amazing subtle motion creative running across the screens was designed by Iranian refugee artist Majid Adin, whose short film “The Journey” is the theme for the overall campaign.
The Out of Home element of the campaign, booked in partnership with UGCA agency, was led by Clear Channel UK.
It was fantastic to also receive great feedback on the campaign from the client who said: “When Clear Channel and UGCA approached us about collaborating on a socially driven campaign, we were over the moon. It’s incredibly exciting to see what’s possible when agencies, media, technology and charities work together for the greater good.”
Clear Channel is an enthusiastic supporter of many different charities but personally it makes me very proud to see Clear Channel take such a pivotal stance on broadcasting a message of love and welcoming to those seeking refuge.
Create Production Executive
O2 are running their second national burst of their Choose campaign with the launch of the fantastically creative “Stuck” special build billboards, promoting their yearly upgrade.
The tongue-in-cheek special builds were created exclusively by Clear Channel’s Create team and play on the visuals and copy of the creative. These also ran alongside campaign bookings on our roadside digital Storm and Adshel Live sites. These were booked in AdCity, Havas UK, and VCCP.
The selection of 96 and 48 sheet billboards are situated in prime metropolitan locations and have been manually stripped back to their chipboard base. The printed creative was then casually applied on top, as if it’s been physically stuck to the panel using masking tape – the same as used to write the tag line.
The miniature one-sheet billboard has also been specially built for this campaign. The highly recognisable creative gets its very own bespoke frame and is comically stuck in-between two 48-sheet billboards.
The campaign, running from February 26th, are accompanied by the return of the “Oops” ‘broken’ billboards, built in a number of key prime locations. Oops ‘broken’ billboards received much attention toward the end of 2017 – a simple and effective visual by VCCP, given an additional Out of Home creative twist by a number of special builds around the UK. Campaign named it their number one outdoor ad of 2017!
This was a great project to be involved in, with the Create Team working closely with the rest of the Clear Channel team, as well as the specialists, agency, and creative agency. Not only are the “Stuck” special builds incredibly creative and original in their own right, it is fantastic to be adding another Out of Home twist to an already fantastic campaign.
Trading Account Executive
Bam the Ram, star of Volkswagen’s “Born Confident” campaign, is brought to life by Clear Channel UK’s Create Team.
Located in Brixton, South London, this impressive special-build features a life-sized Bam the Ram atop the billboard, breaking through the ad and billboard frame.
The already successful TV campaign sees a confident Bam the Ram smashing his way through barn walls, leading a flock of sheep and facing off against a bull, until he encounters the VW T-Roc SUV and realises he has met his match. It’s no different for this special billboard – Bam meets the T-Roc again, this time deciding to make a break for it, through the front of the 48-sheet.
In the same way that the creative agency went to extraordinary lengths to create the realistic and playful animated animal, the team have also gone to great efforts to ensure the life-sized model is as realistic and effective as possible.
Placing a temporary panel over the selected 48 sheet billboard, our team created a realistic rip that looks as if Bam the Ram has burst through. Built by prop builders Russell Signs, the physical model was based on the original animation and VFX files used for the TV ad. It was hand-crafted in foam and fibreglass, and finished in synthetic fur.
Running for two weeks, the campaign illustrates the power of out of home – the most traditional media – to deliver impactful brand fame underpinned through creativity.
This was a great project to work on and it’s amazing to see how a powerful campaign can be amplified with a simple extra touch of creativity from out of home.
Our Creative Director Louise Stubbings says, “The ‘Born Confident’ TV ads have introduced us to a wonderfully bold and charming character in Bam the Ram, who is a metaphor for the Volkswagen T-Roc’s compactness and flair. We’re really proud to bring a physical version of him into the real world. Here in the Create team at Clear Channel UK we are all about bringing ideas to life, and this project is the perfect embodiment of that”.
The clients were also thrilled with the final execution and I’m already hearing that all of the agencies involved are asking to re-home Bam in their offices after the campaign ends.
Clear Channel UK worked closely with Talon, PHD, and Adam & Eve/DDB for the special build, booked as part of the national Volkswagen T-Roc “Born Confident” campaign. The national campaign booked included premium large format digital, Wrap and Storm, delivering Reach, Activation and Fame to large urban audiences across the country.
Create Project Manager
Let it snow, let it snow, let it snow…
This festive O2 campaign saw the launch of the world’s first Popcorn Snow Globe. Located in Meadowhall and Manchester Arndale malls, these magical special build sites drew in the crowds, raising awareness of O2’s friends & family cinema pass offer.
After the success of the award winning “Oops” campaign, O2 was extremely eager to continue this streak of creativity with a brand new interactive and original idea for their friends and family cinema pass deal.
Working closely with the creative agency, our Create team put together a magical and innovative special build idea that combined a seasonal festive theme with popcorn – the snack of choice for cinema goers of all ages.
The bespoke free-standing unit was designed to resemble a traditional snow globe but with festive music and lights, with an O2 replica phone, snowy trees, and a golden ticket placed inside. However, rather than snow, when a passer-by hit the illuminated button, the globe would blow around popcorn like it was snowing.
This unique creation was amplified by also having a tantalising popcorn scent released at the same time which, combined with enthusiastic O2 ambassadors encouraging passers-by to interact, created a magical draw that enticed large numbers of shoppers to take notice.
It’s one of the most unique special builds Create have ever made. Don’t believe me? Check the Popcorn Snow Globe below:
I loved working on this because not only did we create a successful campaign that fulfilled O2’s objectives of raising awareness and driving people to stores, we also created a magical media first that lots of families and shoppers loved and were excited to interact with.
It’s also always nice to receive feedback. Adcity were extremely impressed with the final execution, saying how they “can always trust you and your team to deliver”,
O2 loved it too, saying that the campaign looked “ace” and they hoped the customers “enjoy it as much as we do”.
This campaign was booked in partnership with Adcity, Forward Media, VCCP and O2.
Creative Delivery Manager
Winter Blues? Book a holiday!
This Black Friday Thomas Cook campaign highlighted the flexibility and range of our digital out of home network to target customers at various points along the consumer journey. With the idea pitched on the Monday, and the campaign live by Friday, the client was extremely impressed with how quick and easy it was to execute a digital out of home campaign at such short notice.
The idea was initially born from a presentation by our Agency Team in Manchester. Our Agency Leader, Russell Levin, and Agency Account Manager, Jade English arranged to meet the Thomas Cook comms planning team at Carat at the start of the week. Running through our digital inventory, the team described how our various formats could be utilised to target specific audiences, in key areas, at strategic times. This assured the client’s message would be received and re-enforced at each touch point along the consumer journey. The idea received great feedback, which resulted in a chunky brief for Thomas Cook’s Black Friday campaign from Posterscope.
Working closely with our Campaign Planning, Retail, and Sales Support teams, we set out to put together an impressive multi-format digital campaign. The campaign used our network of Adshel Live and Malls Live screens to drive footfall into stores – where 70% of Thomas Cook holidays are still booked. Additionally, our roadside network of digital billboard Wrap screens were included to reach commuters travelling to and from work, whilst continuing to build anticipation for Black Friday. Brand Fame was delivered through our premium Storm sites and new Mall XL screens, that gave the campaign a premium feel. Finally, the campaign was live across multiple Socialite screens. Located nation-wide in bustling pubs and bars, during the typically busy winter season, the campaign would reach large numbers of consumers, building a buzz and creating talking points – “Mexico or Italy?”
The whole process eventually bought in a sizable booking, which went live on the Friday and looked fantastic across our top-of-the-range digital network. I love this campaign because it was a representation of how reactive, easy and effective a digital out of home campaign can be. The campaign was the result of great team work and it was amazing to see such a positive response from the client – a perfect example of how our expanding digital portfolio allows us to offer advertisers the opportunity to book incredible campaigns at short notice.