Pringles pop user generated content onto DOOH to promote Easter on-pack promotion

Kellogg’s owned snack brand Pringles is launching a UK-wide digital out-of-home (DOOH) campaign to encourage participation in its Easter on-pack promotion “Take a Bite and Win a Flight”.
Players are invited to snap and share a picture of themselves enjoying their favourite Pringles on social media for the chance to win a trip to a European destination every hour throughout every day of the month-long promotion.
The DOOH campaign has been designed to amplify the social media campaign and will harness the real-time capabilities of digital out-of-home by featuring the social photos of each hourly winner in real-time on panels close to point of purchase.
The campaign runs until 16 April on six-sheet digital panels outside key Tesco and Asda stores nationwide. OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by ZEAL.
Emily Dutton, Assistant Brand Manager, UK & I Pringles, said: “Easter is a time for friends and family to get together and celebrate, and Pringles plays a big part in this sharing occasion. Our “Take a Bite and Win a Flight” adds another sharing opportunity into the holiday, and with our winners celebrated on advertising panels close to purchase points, we want to encourage shoppers to grab a tube and get involved.”
Lee Mabey, Agency Strategy Director at Posterscope, added: “Research has shown that people are more likely to enter a competition if they feel that they have a real chance of winning. Our ability to feature real-time, user-generated content from our competition winners on panels right next to purchase points, taps directly into this and will help to drive interest and desire for this fantastic Pringles promotional.”

Mondelēz International dispenses Oreos from interactive OOH game in the Great Oreo Cookie Quest

Oreo, the number one biscuit brand in the world*, has launched an out-of-home (OOH) campaign across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion.
The focal point of the OOH campaign is a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street.  It offers passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site.  The OOH game comes complete with its own bespoke mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and encourage participation in the quest.
The Great Oreo Cookie Quest is an on-pack promotion offering customers the opportunity to win a grand prize of a trip to California along with daily prizes.
The campaign runs two weeks across 245 panels and 10 Transvision screens in rail stations across London, featuring a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.
OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by Liveposter and is part of a wider advertising campaign that includes TV, online and in-store activity and displays.
“We’re kicking off this year in style with a wonder filled activation that offers a great brand experience for consumers,” said Katie Dade, senior brand manager for Oreo. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”
Thomas Mason, planning and buying director at Posterscope, added: ”It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London.  The increasing digitisation of out-of-home means that we can devise ever more innovative and fun elements into OOH campaigns, in this case a great interactive game and Oreo cookie dispenser.”
*Euromonitor 2016

Posterscope fuses the OOH industry currency with OCS

Posterscope fuses advanced OOH industry currency,Route,with OCS, the UK’s most detailed behavioural OOH Survey,to boost campaign reach & effectiveness

Out of Home and location marketing specialist Posterscope has fused its proprietary Out of Home Consumer Survey (OCS) with Route data to enable its planners to plan and buy OOH against a client’s core planning audience.
The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly and easily re-create their clients’ precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.
This new depth of insight within OCS will also enable Posterscope to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.
Russell Smither, Insight Director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights.  By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach.”
This more personalised approach to planning will lead to more accurate and efficient OOH campaigns and mean advertisers are reaching more of the people they most want to talk to.  For example, a rail digital six sheet campaign planned around “moments that matter” using the new OCS Route Fusion audience of “Men 25-64 who look forward to the Easter break” would deliver 40% more GRPs than the more traditional buying audience of Men 25-64.  Similarly, using an OCS Route Fusion audience of “Men 25-64 who get excited around major sporting events”, a rail digital six sheet campaign would deliver 21% more GRPs than the more traditional buying audience of Men 25-64.
About Route
Route (OOH Industry Currency) launched in 2013. The most advanced OOH industry currency in the world where 28,000 GB respondents’ movements are tracked over a nine-day period with sophisticated GPS meters. Route facilitates planning and buying across nearly all OOH environments for classic and DOOH based on key target audiences created using information derived from the Route respondent questionnaire
About OCS
Out of Home Consumer Survey (OCS) is Posterscope’s market leading survey in both the UK and across around 30 international markets. OCS generates in depth understanding on OOH communications by identifying consumer’s attitudes, perceptions and thoughts on different OOH formats, environments and dynamic content opportunities. OCS also identifies consumers’ attitudes towards seasonal events, an understanding of the consumer journey on over 20 product categories with usage and affinity towards 250 brands.

Countdown to a Millionaire in dynamic DOOH first

In an Irish media first, Posterscope’s Irish office PML Group has delivered dynamic Digital Out of Home at scale in a campaign using its proprietary Dynamic platform.
Working in conjunction with Starcom and creative agency, Rothco, PML Group rolled out its new capabilities with a National Lottery campaign which encompassed a live countdown clock to the Millionaire Raffle which took place on New Year’s Eve. The winning €1 Million ticket was sold in Wexford.
The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
The live countdown clock featured on the Clear Channel’s new Tesco Live screens, the city centre street side Orbscreen network, and mall digital encompassing Exterion Media’s dPods and JCDecaux’s iVision. Supplementing the dynamic digital was a heavyweight national 6 Sheet campaign comprising Bus Shelters, Adshel and Adboxes.
Speaking of the campaign, PML Group’s Managing Director Geoff Lyons said, “Our proprietary Dynamic platform allows us to deliver contextually relevant advertising at scale and in real time across multiple DOOH networks for our clients using a multitude of scheduling and content triggers. This technology is the perfect tool enabling us to deliver on brief for the National Lottery driving excitement and awareness at screen right through to purchase. This campaign encompassed advertising across the entire OOH sphere using an array of formats in classic and digital whilst cleverly utilising our Dynamic platform allowing for live content served across a variety of digital screens at the right time and in the right place. “

Smirnoff celebrates inclusivity with "Free to be" campaign on the Piccadilly Lights

Smirnoff celebrated inclusivity in nightlife culture for the next chapter of their “We’re Open” campaign on the Piccadilly Lights, over the festive period.
The campaign ran on Ocean Outdoor’s iconic Piccadilly Lights during the festive period between 25th – 31st December, and also included a countdown to New Year’s, where huge crowds gathered during the night in Piccadilly Circus to join the celebrations.
In addition to positioning Smirnoff as the drink to enjoy responsibly during the occasion, the campaign ran alongside the Mayor of London’s gender-equality campaign once the clock struck midnight, making it the perfect platform for Smirnoff to push gender inclusivity, raise awareness and shift perceptions of the non-binary community on an unmissable scale.
[vimeo width=”300px” height=”200px”]249402245[/vimeo]

02's 'Oops' voted as Campaign's number one outdoor ad of 2017

Campaign magazine have released their Top 10 outdoor ads of 2017, with 02’s cracked screen clinching the number one spot. The campaign was executed by Posterscope in collaboration with VCCP. Also on the list are Mother’s inflatable breast and Tourism Ireland’s medieval tapestry.
The full shortlist can be seen on Campaign.

Guinness continues out-of-home innovation using behavioural data to locate and reach draught enthusiasts

Guinness has launched a highly targeted, out-of-home campaign for its iconic draught stout that uses data to reach Guinness fans based on their location, behaviour and affinity to the brand.
The campaign draws mobile data from apps, Instagram and Twitter to identify a bespoke audience demonstrating a passion for sports and pubs, combined with self-confessed Guinness drinkers, and pinpoint locations with a high concentration of these individuals. In a media first, Instagram data has been included in the OOH planning to help locate the Guinness audience based on the photos they are posting
Guinness messaging will appear on roadside digital six-sheets skewed towards these Guinness “behavioural hotspots” and be supported with a wider out-of-home campaign running on Adshel Live, LDN and Tesco SmartScreen networks and other retail POS sites in close proximity to on and off-trade stockists to stimulate consideration and purchase.
Planned by Carat and Posterscope, in partnership with Locomizer, the campaign is a continuation of the ‘always on’ strategy that Guinness deploy in OOH, ensuring a presence throughout the year and during key cultural moments. Creative is by AMV.
Alexa Wolff, Guinness Senior Brand Manager, said: “Guinness has always invested in out-of-home because of the rich creative canvas and brand building opportunities it offers, but the innovation we are seeing in the medium means it can offer even more.  Now we can use multiple data sources to optimise our campaigns and reach audiences with a genuine interest in our brand, close to our stockists, increasing effectiveness”.
Alexandra Porritt, Senior Client Strategy Manager at Posterscope said: “This campaign marks the next phase in Posterscope’s location analytics for Guinness, evolving from research previously done in collaboration with Data2Decisons which identified the important role of Roadside 6 Sheets to maximise ROI for Guinness.  The addition of driving “pint appeal” in the virtual proximity allows us to prime consumers in not only drinking locations but also in locations with a high affinity to the Guinness brand.”

PSI forges strategic partnership with ForwardKeys

PSI, Posterscope’s international division, has signed a multi-year strategic partnership to power its media planning system with ForwardKeys’ unique and unrivalled travel data.

ForwardKeys draws data from all major global air reservation systems and selected airlines and tour operators to analyse more than 17m booking transactions daily.  This information is enhanced with further independent data sets plus data science to paint a picture of who is travelling where and when, and to predict future travel patterns.
When overlaid with PSI’s unique Outdoor Consumer Survey insight, plus location heat-mapping across 48 of the most prominent global cities, PSI is able to advise partners on the best solutions to target business and leisure audiences as they fly between, and spend time in, the world’s busiest urban centres.
James McEwan, Deputy Managing Director at PSI, said: “We are very excited to be joining forces with ForwardKeys, a company that shares our cultural values and our passion for understanding global travel trends.  Access to this real-time, actionable and future-facing information will enable us to advance our strategic planning capabilities and further increase the effectiveness of client campaigns.”
Olivier Jager, CEO, ForwardKeys, added: “We are delighted to be collaborating with PSI. As the world’s largest international OOH specialist, PSI’s use of ForwardKeys’ insight within its sophisticated location-marketing planning provides strong endorsement of the quality of ForwardKeys’ data.”
Via: OutSmart

Tourism Ireland creates 'Doors of Thrones' from trees blown down in filming location

For over 6 years Northern Ireland has been the home to the filming and production of the HBO series Game of Thrones®. It has become a part of Northern Irish culture and it’s landscape.
On January 2016, the Game of Thrones® filming location, and 400-year-old tourist attraction The Dark Hedges, was hit hard by Storm Gertrude.
Over ten weeks, Publicis worked with Tourism Ireland to transform the trees that fell that day into 10 beautifully crafted, bespoke doors that celebrate Northern Ireland’s heritage and craft. Each depicting an episode from Game of Thrones® season 6 and designed to celebrate the country’s connection with the award winning show.
Each week a new door was installed at the beating heart of a Northern Irish community – the local pub of a Game of Thrones® filming location.
Together the doors now form a pub-crawl through season 6 that spans the length and breadth of the country.
[youtube width=”300px” height=”200px”]wbdN8FFQI3Y[/youtube]
Via: Publicis Ireland
 

Corona’s dynamic DOOH campaign that reflects the city's sunset

To interrupt Londoners’ often monotonous weekday journeys on the Underground, Corona has set out to inspire and enable people to experience more sunsets in the city – launching a dynamic DOOH campaign that counts down to the sunset on summer evenings with the optimum conditions.
The dynamic creative – running on JCDecaux’s LDN and Rail D6 network – changes depending on the time of day and forecast to reflect the sunset across the city, inviting people come aboveground to enjoy the sunset that day.
The Out-of-Home element supports the wider ‘Aboveground’ campaign initiative from Corona, which will see the beer brand host aspirational events across some of the best rooftops and vistas in London, including The Shard  – to enjoy live music and amazing sunsets, with a Corona in hand.
The campaign was planned and booked through Vizeum, Posterscope and Liveposter.