New Outdoor Campaigns in August

British Gas

 
British Gas promotes its smart meter offering with a two-week campaign, running across key cities to show how energy is being used in homes. The image of an ordinary toaster is transformed into a blue wireframe mesh, revealing the energy travelling through the electrical appliance. The printing technique, developed and produced by lenticular specialists Hive Associates, produces a visual transformation on an otherwise static poster by interlacing two images together, flipping between each other as passersby view the poster from different angles. Amy Holland, advertising manager for British Gas, said that the campaign would aim to drive awareness of smart meters and their benefits, to existing customers. Formats and Environments used include: Large Format roadside digital screens, Large format digital in malls (mallvision), Underground DEPs and XTPs, Rail Transvision and Euston Motion, Cinema D6s, Roadside lenticular 6 sheets.

Specialist: Posterscope

Agency: Carat

 

Buxton

 
Buxton natural mineral water promoted its sponsorship of The Ashes using DOOH. The campaign, created by Posterscope for Nestlé Waters UK, aimed to keep fans informed and updated on the latest scores, news and social media conversations during the Test series. The media activity was driven by user-generated content from cricket fans and was broadcast on DOOH screens at rail stations in London and Manchester on match days. The Ashes "chatter" used in the activity was collected and collated by LIVEPOSTER from Buxton's twitter hashtag : #GotTheBottle. The activity ran for two, five-day periods to coincide with the second and third Test matches of The Ashes from 18 to 22 July and 1 to 5 August. Anishka Fernando, a client manager, Posterscope, said: "This is a perfect example of how outdoor is playing an increasingly important role as the key link and driver of consumer engagement and interaction, with brand campaigns from offline to online media channels." Formats and Environments used were: roadside 6s, motorway 6s, rail CTN 6s, underground CTN 6s* & Transvision, roadside, underground, rail, motorway service stations.

Specialist: Posterscope

Agency: Mindshare

 

Coca Cola

 
The Share A Coke campaign has the nation clamouring to find their named bottles and to share with their friends. Coca-Cola wanted to keep the campaign fresh across the summer and give people new reasons to Share a Coke. The best way to do this is to ask…..so pulling on their huge resource of Facebook fans and Twitter followers, they asked the public who they would share a Coke with next. The responses were broadcast across the nation on billboards and real-time activated digital panels, bringing consumer interaction with the promotion to the streets. By using the LIVEPOSTER™ platform to create and manage adverts, Coca Cola are also able to be reactive to events in real time allowing for tactical messaging that is always relevant to its audience. Formats and Environments used include: Bus T-Sides, Roadside 48s/96s, Transvision, Roadside Digital Screens , UG XTPs/LCDs, Westfield LCDs, Roadside, Rail, Underground, Westfield.

Specialist: Posterscope

Agency: Vizeum

 

Converse

 
Iconic trainer brand Converse wanted to publicise its Shoes Are Boring Wear Sneakers campaign. Targeting a music and rock audience across London, they used banners, 48 sheets and 4 sheets across the trendier areas of east and Central London, including the Tube. The campaign included four giant banner sites at Old Street, Brick Lane and Great Eastern Street. Over three days, these banners were used as a canvas for artists to “punk up” Specials were also created with 3D moulds to enhance the studs and zips on the sneakers. Outdoor provided a platform that allowed artists to create a head-turning work of art in the trendiest of urban areas. Formats and Environments used include: London Underground, Banners, 48 sheets, 48 sheet special builds

Specialist: Talon Outdoor

Agency: M2M

 

TURBO

 
To celebrate the upcoming cinema release of TURBO: a high velocity 3-D family comedy about an underdog snail who kicks into overdrive when he miraculously attains the power of super-speed, Twentieth Century Fox and psLIVE built their own racing snail which was unveiled at the spiritual home of all things speedy!
Festival of Speed audiences were able to meet TURBO in the family area at Goodwood Festival of Speed from the 11th to 14th July. Guests were able to rev his engines to trigger the snails amazing light display for the chance to win a ride in the super charged snail.  Turbo also took part in the Hill Climb on Sunday 14th July 2013.

Specialist: Posterscope

Agency: psLIVE

 

Wonga

 
After the Archbishop of Canterbury claimed he would "compete" the payday loan firm "out of existence", Wonga launched a tactical digital OOH campaign to dispel the myths and negativity surrounding the brand.
On Friday 26th July, Wonga promoted its 'Ten Commitments‘ across the London Underground and National Rail network - a play-on-words and an attempt at making a serious point about the reality of its payday loan schemes. The campaign was a great example of reactive planning by Phd & Talon; the campaign was booked just a few hours before it went live during the Friday evening commute. Formats and Environments used include: National Rail Transvision; London Underground DEPs; London Underground XTP.

Specialist: Talon Outdoor

Agency: Phd UK

 
 
*CTN refers to proximity to convenience stores

Case Studies
Listerine

Listerine

Listerine
Listerine13/01/2011

Video


 
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