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.
This was an amazing campaign from Kia Motors that saw them light up the streets of London for their illuminating ‘Power’ campaign.
Booked through Havas and AdCity this campaign was showcased on two LED special-build backlight large format billboards.
Located in Brixton and Billingsgate, the campaign drove awareness of the new Kia Eco range and illustrated to the public that you can have just as much power as a petrol motor with an eco-vehicle, but with far less harmful emissions. The two premium sites in areas with high levels of both pedestrian and vehicular traffic were perfect for targeting a wide range of audiences, as well as those potentially in the market for a new car.
In order to achieve this “power of surprise”, Clear Channel’s imaginative Create team put together two special build sites that used LED lighting to light up the word “POWER”, as well as the 12 headlights on the other Kia cars. This creative and imaginative campaign truly stood out on the roadside landscape – the lit up site cleverly drawing attention to the campaign’s message of “POWER”.
It was great to see Sanka De Silva, Kia Motor’s Head of Dealer & Direct Motoring, say:
“The LED specials look great. Well done and great job everyone!”
Agency Account Manager
Specsavers, in partnership with the Royal National Institute of Blind People (RNIB) launched an ambitious, multi-channel, reactive campaign to raise awareness of the importance of eye health and encourage people to have regular eye tests.
The campaign harnessed the reach, creativity, and flexibility of OOH to launch its ‘More Important Than’ campaign, running on classic Adshel and large format, as well as our digital Adshel Live and Storm screens. This was planned and bought by Talon Outdoor.
Conceived and executed by Specsavers, their in-house Creative Team and Manning Gottlieb OMD, ‘More Important Than’ created impact at scale by raising the priority level of a regular eye tests, building on Specsavers heritage as one of the UK’s most successful reactive advertisers. The campaign responded to daily moments in news and conversation juxtaposing an issue of real importance with everyday topics of cultural interest in unmissable related environments, encouraging the UK public to act.
This is a great example of how our digital portfolio can be harnessed to create dynamic and contextually relevant campaigns that connect with audiences and encourage people to make positive changes. As a glasses-wearer who tends to treat eye check-ups as a rare necessity, it certainly made me see the benefits of regular eye tests more clearly.
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