Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.
The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.
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The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.
James McEwan, deputy MD, at PSI said: “We are delighted to have been able to secure this sponsorship opportunity and add a targeted element to Visa’s wider campaign for its China Merchant Bank card. By supporting the provision of wifi in key hotels frequented by Chinese visitors to London, we are able to put the brand directly into the hands of the target audience at a time when they are relaxing and open to receiving brand messages.”
A spokesperson for Starcom UK, added: “The sponsorship of guest wifi is an exciting addition to our campaign for the China Merchant Bank card. The ability to reach these travellers in their own language as they arrive in London, and be associated with such a highly valued service as guest wifi is a great manifestation of Visa’s brand desire to be ‘everywhere you want to be’.”

Posterscope launches SanPellegrino Weather Triggered #DOOH campaign

SanPellegrino have launched a locally targeted, weather-triggered, dynamic out-of-home campaign to bring the picture perfect Italian lifestyle to high streets across the United Kingdom.
Deployed by location marketing specialist Posterscope and media agency Zenith, the campaign for SanPellegrino’s sparkling fruit beverages uses real time data feeds to dynamically deliver relevant creative executions based on weather temperature, location and time of day.
Anitha Ilangovan, Client Director at Posterscope told us “This campaign uses location-marketing expertise to ad-serve relevant creative to audiences at the right time, in the right place. Using real-time weather data from both the UK and Italy, along with location based data and dynamic creative, SanPellegrino is able to bring a taste and flavour of Italy to consumers in an engaging way.”
The campaign portrays “The Life Deliziosa’, SanPellegrino’s manifesto to live surrounded by beauty, under a warm sun and the wonderful Italian setting. When the temperature falls or clouds appear, Posterscope’s Liveposter platform serves creative executions featuring the current temperature in SanPellegrino’s home town of Sicily and encourages viewers to imagine themselves in Italy. When the sun shines and temperatures rise, the messaging encourages people to soak up the sun in their specific location.
Olivia van Vredenburch, Brand Manager, International Brands, Nestlé Waters (UK), was quoted as saying “SanPellegrino sparkling fruit beverages capture the flavours, smells and sensations of Italy. We wanted to bring “The Life Delizosa” manifesto to the UK in a captivating way and by tapping into real-time weather and location data, we’ve been able to do just that – celebrating when the UK weather is good and sharing the Sicilian weather when it’s not so great.”
The campaign appears on Adshel Live and large format iconic digital sites in key UK cities until the end of July.

Charlotte Tilbury continues OOH innovation with a dynamic digital campaign featuring user-generated content #GlowMo

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Charlotte Tilbury Beauty has launched a dynamic, digital OOH campaign featuring user-generated content and a weather-triggered activation to launch their new #GLOWMO collection.
Devised by out-of-home (OOH) and location marketing specialist Posterscope and media agency Cream UK, delivered through the Liveposter platform, the campaign comprises two creative executions highlighting the performance of the #GLOWMO products, one triggered by weather conditions (high temperatures, low temperatures and rain), and the other featuring a real-time stream of beauty shots from people showing off their use of the Charlotte Tilbury make-up range.
The campaign is appearing nationally on a wide range of digital out-of-home screens including Ocean’s large digital formats, LCDs and mall digital six screens on weekends throughout May, June and July.
Neil Cunningham, MD of Cream UK, said: “As one of the first ever beauty brands to do dynamic outdoor Charlotte Tilbury Beauty is keen to continue innovating in the category with the #GLOWMO campaign. Achieving a glow moment is possible whatever the weather, so in order to inspire our perfect glow consumer to visit nearby stores and join the ongoing social conversation we launched this dynamic creative in hyper-relevant spaces explicitly designed to adapt to weather and temperature.”
Dan Carey, Business Director at Posterscope, added: “By linking weather data directly to the benefits of the #GLOWMO product range, we have been able to create a smart, engaging DOOH campaign for Charlotte Tilbury.  In addition, displaying real-time user-generated content on screens will increase engagement further by bringing endorsement directly from users, which should help to drive both consideration and purchase among existing and potential customers.”

Vauxhall Motors launch new Insignia Grand Sport using real-time traffic data to reach motorists with digital OOH campaign

Posterscope and Carat have launched a dynamic, digital OOH campaign for Vauxhall Motors as part of a nationwide campaign to launch the company’s new flagship vehicle, the new Vauxhall Insignia Grand Sport.
The campaign launches this week and uses real-time traffic data to deliver contextual ads to motorists stuck in traffic jams. Whenever car-speeds go below the appropriate threshold, tailored creative executions are deployed to highlight the innovative range of technology solutions available in the new Vauxhall Insignia. More generic creative will play-out when car flow is moving normally. Liveposter will create poster templates to automate the scheduling of copy changes which will be pre-agreed and supplied via a content matrix.
Using the Liveposter platform and traffic data supplied by INRIX Traffic, the campaign will be seen on 16 digital 48 sheet sites and 10 large digital format screens on key arterial routes in Birmingham, Leeds, Manchester, Bristol and London until the end of the month.
Andy Biernacki, Head of Brand at Vauxhall Motors, said: “With all the innovative game changing tech in the new Insignia, we wanted to ensure that our media placements leverage the same data capabilities and connectivity to highlight the car’s premium features in an engaging way for our audience.”
Michael Bartrop, senior client manager, at Posterscope, added: “This is first time we’ve delivered a national level campaign triggered by traffic data. By delivering this tailored content in real-time, in reaction to traffic behaviour, we are able to reach Vauxhall’s target audience with the right messages, in the right place, at the right time to capture their attention.”
The campaign is supported by static 48 sheet formats across the UK, and by TV, digital paid social and print advertising.  Creative is by McCann and MRM.

GORE-TEX® brings 5D experience to Westfield London

Outdoor apparel brand GORE-TEX® staged a 5D experience this weekend (8th-9th April) at The Atrium in Westfield London . The multi-dimensional brand experience, created and produced by MKTG, allowed visitors to test the range of resistances and efficiencies of the revolutionary GORE-TEX® fabric in some incredible environments.
The GORE-TEX® Brand 5D Experience kitted out visitors with GORE-TEX®  footwear and then exposed them to the elements, including wind & rain, as they experienced 5D simulations of some of the UK’s most stunning natural beauty spots.
The first location was Henrhyd Falls, the tallest waterfall in southern Wales, boasting a spectacular 90-foot drop over the edge of a rugged rock formation. Visitors could also experience the historic beauty spot of Malham Cove in North Yorkshire, with a chance to see the amazing panoramic views from the clifftop, standing at around 260-feet high.
GORE-TEX®  also ran  a competition throughout the activation, giving away a pair of men’s, women’s & children shoes every day.
An online hub will deliver rich content for outdoor enthusiasts, with a dedicated area for the experiential activation, while a paid social and earned media campaign will take the experience into the digital world.
The GORE-TEX® 5D Experience was activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.
Murray Macadam, Marketing Associate at GORE-TEX®, said: “We wanted consumers to interact with our brand in a meaningful way, and make it their brand.  Adding the experiential element into a predominantly digital campaign made that more likely and provided a hub around which all the channels, with their respective roles, could orbit.”
Luke Wretham, Senior Client Executive at MKTG, added: “The GORE-TEX® 5D Experience is a perfect example of an integrated and collaborative campaign where all digital communications are built around the activation, which sits at the heart of the media.  This is GORE-TEX® first foray into experiential and is testament to the efforts of all partners involved to execute such an original and exciting media campaign.”

OOH campaign for new Power Rangers movie lets UK fans snap to unlock exclusive character filters

Lionsgate UK has launched an OOH campaign for the new SABANS Power Rangers movie featuring Snapchat’s Snap to Unlock feature on the posters, the first time a film advertiser in the UK has done so.  The campaign has been planned and executed by Carat and Posterscope.
Running on London Underground sites with wifi, the campaign will allow the 10 million daily Snapchatters to unlock exclusive SABANS Power Rangers Movie filters.
Snapchatters can snap a unique Snapcode on the poster using their camera to unlock an exclusive Power Rangers character filter which they can use to take a selfie and send to friends. They can also unlock the Snapcodes on TV and online advertising to access the exclusive Snapchat filter.
Rachel Masuku, Senior Digital Marketing Manager at Lionsgate, said, “Integration is at the heart of Lionsgate UK’s marketing matrix. Snapchat was one of our key partners on this film and one that truly embraces the integration of digital into all platforms. Snapchat provides a fun and engaging way for fans to have fun with the characters and share their passion for the Power Rangers franchise. We placed our Snapcode on our TV, VOD, Print and Outdoor, giving Power Rangers fans the opportunity to interact with the posters and access the exclusive Snapchat filters via the Snap to Unlock feature throughout their daily routines.”
Anishka Fernando, Senior Client Manager, Posterscope, added: “Touchpoints shows us that 99% of smartphone owners use the internet on their phone while OOH during the week, so this campaign taps into current user behaviours. Moreover we know from our past campaigns and Outsmart research that OOH boosts mobile performance so this campaign will take an interesting look specifically at OOH’s effect on social performance.”
Snapchat Filters are art overlays placed on Snaps. Snapcodes are scannable images that link directly to Snapchat. They can be used to add friends, unlock special features like lenses and filters, connect to and subscribe to Publisher Stories and Shows, and link to other content via a URL.
The new Power Rangers Movie hit cinemas in the UK on March 24, 2017.
Via: MarComm News
 

Seiko target passengers bound for Baselworld

Premium watch brand Seiko have begun a unique digital campaign at Heathrow Airport targeting passengers flying to Baselworld, the most important marketplace and trendsetting show for the world’s watch and jewellery industry.
Utilising JCDecaux’s SmartCONTENT system, Seiko are able to specify exactly where and when their advertisement is displayed across Heathrow’s gateroom digital network based on live data. Using Heathrow’s API data feed, SmartCONTENT will identify the precise time of day and exact gate-room location of flights departing to Basel and Zurich, only displaying the content once the gates are open for boarding. This smart campaign will allow Seiko to precisely target the industry experts and potential customers flying out to Switzerland for Baselworld, without the wastage of a full gate-room digital campaign.
Seiko’s digital campaign will run for 2 weeks across Heathrow Terminal 2 and 5 and was booked by PSI through JCDecaux Airport.
Via: JCDecaux
 

6 Nations viewers found the right pub at the right time with a little help from Guinness

For this year’s RBS 6 Nations, Guinness ran a locally targeted, dynamic Out-of-Home campaign that celebrated the brand’s status as the official beer of the tournament.
Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign sought to capture the attention of Guinness fans and direct to them to pubs nearby where they could watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite.
The campaign’s dynamic creative element was automatically ad-served as a match approached to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captured footfall data and, based on capacity levels, triggered real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.
Elliot Duncan, Guinness Marketing Manager Europe, said: “Guinness is a beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners. This campaign gave audiences upcoming match information and also let’s passers-by know where there was an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.”
Alexandra Porritt, Client Manager at Posterscope said: “This campaign used location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting, and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.”
Via: JCDecaux 
 

Hockney’s LA Garden receives premiere on DOOH across the UK

In a digital out of home first, Ocean Outdoor and Posterscope are collaborating with Tate to broadcast artist David Hockney’s iPad paintings across city and roadside out of home screens in seven UK cities.
For seven days from Thursday, February 9 up to 20 million people across the UK will see animated clips of Hockney’s brushstrokes, building to reveal a painting in the artist’s inimitable style.
The work – Untitled, 382 – depicts Hockney’s garden in Los Angeles and this will be its European premiere.
The campaign coincides with the public opening of the Tate Britain exhibition David Hockney on Thursday, February 9. Ocean will broadcast the creative clip across Signature’s The Loop in Manchester and Birmingham, The Grid city network and Ocean’s roadside Collections. The biggest canvas of all will be the Birmingham Media Eyes. The other cities are London, Edinburgh, Glasgow, Leeds and Newcastle.
Hockney has written a call-to-action that will appear at the end of the clip: Keep Calm and Carry On Drawing.
Hockney wholeheartedly embraces new technology and has painted with iPads since 2010. These works will be the focus of the final room of David Hockney – the most extensive retrospective of Hockney to date.
David Hockney said: “It is a very exciting moment to see this painting of my garden revealed for the first time in Europe, and on its biggest ever canvas. When I created this work I always imagined it would look rather good on a large scale, and I’m delighted that people from across the UK will see this picture come to life. I encourage everyone to keep calm and carry on drawing – and to come see my show at Tate Britain.”
Ocean Group marketing director Richard Malton said: “Being invited to premiere a work which David Hockney has generated in a digital format has to be the purest form of content. This is a highly anticipated retrospective and the fact that we can share it across the UK with 20 million people is an incredible honour.”
Posterscope UK managing director Glen Wilson added: “As an organisation that embodies creativity and innovation, Tate Britain was looking for a unique way to premiere David Hockney’s amazing digital work and its new Hockney exhibition.  This campaign takes advantage of the high impact, real-time, broadcast attributes of digital out of home and we are excited to be part of this DOOH media first.”
Alex Farquharson, director of Tate Britain, said: “We are so pleased to share the brilliant artistry of David Hockney with the country in such an impactful, innovative way. It will be fantastic to see the painting build on these huge screens. I am sure the size will amplify the nuances of Hockney’s working process. I hope that people will be inspired to try new ways of drawing and to visit the exhibition at Tate Britain to see 60 years of Hockney’s creativity first hand.”
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Via: Ocean Outdoor