Lego capitalises on new ‘Primespot’ technology

Lego is set to become the first client to capitalise on Primesight’s new ‘Primespot’ technology which takes the traditional ‘gold spot’ advertising seen on-screen before a film into the foyer, maximising exposure to the target audience.
The technology will revolutionise how digital cinema advertising is sold, serving the advert exclusively for 15 minutes in the foyer ahead of a specific feature film. The average cinema goer spends 14 minutes in the foyer ahead of watching their film, which means that ‘Primespot’ minimises wastage and targets the desired audience at a moment when they are most receptive to the message.
Aniskha Fernando, senior client manager at Posterscope, said: “Cinema foyer advertising has always been a great format for us to target LEGO’s audiences, and through Primespot we are now able to be more niche with our targeting and dominate foyer presence during the all-important 15 min lead up to the show.
Lego have purchased 1,750 hours across Primesight’s cinema portfolio of digital 6-sheets, which will run daily before showings of Rogue One: A Star Wars Story, at 120 cinemas in a nationwide campaign. The Lego spots will be served directly before what is set to be this year’s festive blockbuster and will feature Lego’s Star Wars range. As one of the biggest films of 2016, Rogue One is expected to take £80 million at the box office.
Dan Sharp, head of digital at Primesight, commented: “Through Primespot, we hope to reach out to audiences when they are at their most receptive, to build upon brand engagement at the first touchpoint: in the foyer of a cinema. Our first campaign with Lego is one we are very excited about and is the first step in showcasing just what brands and advertisers can creatively do in this space.”
2016 was another record year for UK cinema, which defied expectations to continue to deliver on the impressive growth of 2015. The total UK box office crossed £1bn in record time, hitting the figure by October 8, and beating last year’s record by nearly 3 weeks. Increasing footfall and spend in cinemas around the UK means that engaging audiences in the time they spend before watching the film is even more important, and as a result ‘Primespot’ delivers the maximum ROI for brands using the technology.
 

Crack the Code at Piccadilly Circus

On Friday 9th December, a message written completely in Aurebesh ‘Star War’s language’ was displayed on the large digital billboard in Piccadilly Circus.
Part of a wider brand campaign promoting O2 Priority’s partnership with Disney’s Rouge One: A Star Wars Story, die hard Star Wars fans were encouraged to try and crack the code to win a pair of tickets to an exclusive screening. Within the Aurebesh message the location of where the tickets are hidden is revealed, and then it’s a race to get to them first!
There were four chances throughout the day, and every time a pair of tickets is won, the screen displayed a message telling people when to come back.

Discover the Colonel's Snapchat secret on high streets

UK Snapchat users will now be able to take a selfie with the almost-mythical founder of KFC, Colonel Sanders, in a campaign blending outdoor, digital and mobile.
The out of home advertising campaign planned and executed by Blue449 and Posterscope, with creative by BBH, sees real world ads feature codes that will unlock a specially-branded KFC filter featuring the colonel.
Representing the first time the snap to unlock feature has been used on OOH sites in the UK, the campaign builds upon KFC’s sponsored Geo-filters.
In addition to the code featuring on OOH buys, KFC packaging will also invite Snapchat users to use the filter – with the app serving as a suitable platform to generate buzz among users.
Joshua Benge, KFC social media manager, said: “Our younger fan base spend a huge amount of their media time on their mobile devices when they are outdoors so we looked to combine the two. This is a fun and engaging way for us to extend our previous in-store Snapchat campaign. By unlocking the secret filter, people can have fun with the Colonel and share the moment with their friends.”
Lewis Starnes of Blue 449 added: “Our Snapchat Geofilters have been a great way to reward and entertain our younger consumers and also enhance the in-restaurant experience. As the OOH format most seen by teens across the UK, our kiosk holding is the perfect vehicle to explode usage of our Colonel selfie filter and surprise and delight youth audiences at scale across the UK.”
“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” , Brad Gilbert, strategy Account Director, Posterscope.
 
 

Gordon's Gets Weekend Ready

Gordon’s gets commuters in the mood for the weekend with its fantastically refreshing new dynamic campaign.
As a part of its ‘Shall We?’ campaign, the Diageo-owned gin brand has deployed the campaign on roadside 6’s, rail and Underground D6’s, and bars and pubs across the UK, with the creative changing depending on the time of day, weather and location. For example, in the evening the creative may say “It’s 5pm. Shall we?” and if it’s sunny the message will change to say “Hello Sunshine.”
The campaign is playing in the run up to weekends on Thursdays and Fridays from November 3rd to December 12th. It was planned and booked by Carat and Posterscope using the Liveposter platform.
Standard creative will also be deployed on Motion@Waterloo and several large format digital sites.

Kellogg’s UK launched a dynamic tweet to screen campaign #Strengthis

Kellogg’s has re-branded their Special K cereal line to be more aligned to today’s dietary requirements and become ‘more relevant’ to women, with new messaging focusing of the inner strength of woman and what is required to get them through today’s busy life.
To launch the re-brand, two events were created, one in La Defence in Paris and the second in London’s Waterloo Station. Each event ran for four days and consisted of many exciting elements for those passing through the locations, including an experiential activation where samples of the Special K flavours were distributed and people could get a photo in a designated Instagram booth. Brand ambassadors were tasked with the job of conveying the new brand positioning, and encouraging woman to tweet in their definition of ‘strength’ to a campaign specific hashtag. These tweets were then displayed on digital screens in both locations using the Liveposter platform and appeared on white boards being held by Special K ambassadors, including Katie Piper and Lisa Faulkner.
A photographer was on site to take photos of each displayed individual tweet, to tweet back to the user and personally thank them for taking part in the campaign.
The campaign was planned and executed by Carat UK, Isobar UK, Posterscope UK, Posterscope France, MKTG UK and MKTG France.
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Timberland inspires urban adventures with dynamic digital OOH first

Posterscope and Vizeum have launched a dynamic, digital OOH advertising campaign for Timberland as part of a nationwide campaign to promote the company’s new Sensorflex comfort system.
The campaign is the first time that the brand has used dynamic digital outdoor advertising.  Posters on digital sites and bus T-sides in transport hubs and high footfall retail environments across the UK targeted Outdoor Lifestylers throughout October.
Designed to inspire urban adventures, the campaign creative was dynamically updated, by Posterscope’s technology platform Liveposter, to highlight local places of interest along with proximity to store information, distance in steps and metres, estimated walking time and calories burned.
Mark Waddell, client director at Posterscope, said: “Timberland want to inspire people to have urban adventures using their new Sensorflex collection.  Liveposter’s ability to deliver customised content across multiple networks enables us to target these individuals in the right place at the right time, with creative that not only captures the imagination but also provides practical information on local attractions and store locations.”
Stacey Leonard, business director at Vizeum added: “Out of home is a natural fit for the brand and its target audience. However, we worked with Posterscope to develop an OOH strategy that would enable us to target our audience in a sophisticated way by using data to provide relevant and inspiring content. This type of execution is likely to become a standard for future campaigns”
Andrea Kengelbacher, marketing coordinator, from Timberland commented: “Our new Sensorflex technology provides all day comfort whatever the terrain so it is ideal for urban adventurers.  Using the latest technology in OOH we can promote the collections directly to people with an interest in outdoor lifestyles, and inspire them to explore new destinations and our stores.”

O2 launches innovative code-breaking competition only for the tech-savvy

 
Last week O2 ran an innovative code-breaking competition only for the tech-savvy.  Customers had four days to crack a code hidden within an O2 poster to claim a free OnePlus 3
The tricky formula was displayed on a O2 billboard opposite the Ace Hotel in London’s Shoreditch. The first person to crack the code every day won a brand new OnePlus 3.
Once broken, the code detailed a secret location and password for players to claim their free device. Each day those changed, to see who had what it takes to decipher the new location and password in a challenge of wit and speed. The campaign was created by creative agency VCCP in collaboration with media agency Forward Media and OOH communications agency Posterscope using their Liveposter technology platform.
 

Dynamic, digital out-of-home, multiple language campaign targets flight arrivals for O2

PSI, Posterscope’s international division, has launched a unique digital out-of-home (DOOH) campaign for O2 using the Liveposter Platform, to promote the company’s International Sim.
The campaign is targeting travellers from Eastern Europe and Ireland as they arrive at Gatwick, Stansted and Manchester airports and is running on DOOH screens in the baggage reclaim and digital 6-sheet screens in arrival halls throughout October and November.
In what is a media first, the campaign  is using a combination of flight arrival data, dwell time data and baggage reclaim data which triggers dynamic messaging not only to the appropriate individual carousels and screens, but also in the native language of flights as they land from Poland, Ireland, Bulgaria, Romania, Hungary and Slovakia.
The DOOH campaign is part of a wider advertising campaign, including Social and Display planned and bought by Forward Media, with creative by VCCP.
O2’s International Sim offers UK calls to international mobiles and landlines in over 200 countries with no connection charges or hidden fees and comes complete with O2 minutes, O2 texts and data.
Miriam Buireu, Account Director, at PSI said: “The baggage reclaim data now available to us means we can create and deliver even more highly targeted campaigns in airport locations.  This campaign for O2 will not only reach the right people, at the right time, but will also show creative executions in their own language.  What could be more relevant and more engaging?”
Jenni Gabbarelli, OOH Director, Havas Media Group added: “O2 was looking for an exciting and dynamic campaign to promote its International Sim to visitors from Eastern Europe and Ireland.  The ability to reach these travellers as they arrive at the airport and speak to them in their own language as they wait at the carousels in highly innovative and we are excited to see the results.”

Mastercard offers free travel on London transport to promote Android Pay partnership

Posterscope is this week launching Mastercard’s first locally targeted digital OOH advertising campaign in support of the technology company’s partnership with Android Pay.
Mastercard is offering pay-as-you-go passengers the opportunity to travel for free on the TfL network for four consecutive Mondays in October, when they tap in with their Mastercard in Android Pay.  The offer will be promoted each week across London Underground digital OOH screens and escalator panels, plus platform information screens, PA announcements and social media activity on the TFL Twitter account.
As part of the promotion, Mastercard has also teamed up with Caffe Nero to offer free tea or coffee to customers that pay using Mastercard in Android Pay.  Posterscope has deployed digital OOH screens within 500m of Caffe Nero stores across the UK.  Dynamic creative will update in real-time on the digital screens during the partnership, showing messages including directions to the nearest store from the screen location and details of how to redeem the free hot drink.
The free travel and coffee promotion will run until the 24th October, supported by a wider advertising campaign running across print, digital display and social media, planned and bought by Carat, with creative by McCann.
Marc Bartholomew, business director at Posterscope said: “Mastercard’s first dynamic digital OOH campaign capitalises on the full benefits of the medium.  It uses both location targeting and dynamic creative to provide useful information about the offer to customers in close proximity to a store where they can redeem their free hot drink.”
Mark Barnett, president of Mastercard UK & Ireland said: “Our ‘fare free’ days across London’s transport network have been a big hit with our cardholders, but we wanted to go one step further. By also offering a free coffee at Caffè Nero, we hope that the Monday morning commute becomes a little more enjoyable in more ways than one.”

HEX shows the time advantage to passengers

To demonstrate the time advantage gained by taking the Heathrow Express (HEX) to Heathrow Airport compared to other forms of transport such as tube and car, HEX executed a dynamic OOH campaign that showed the length of time taken from any given location.
The aim was to remind existing customers of the efficiency and ease of travelling by HEX whilst also attracting new customers to the network who may not have considered or been aware of the time benefit, whether for their current journey to Heathrow or subsequent journeys.
Using TfL API data and Google travel data the campaign demonstrated the time it would take to travel from each specific location to Heathrow Airport at that particular moment by different modes of transport.  HEX data was also integrated to ensure that accurate information, including any disruptions, was factored into the CMS platform.
The campaign, created by Posterscope, Carat and Liveposter, is appearing on ECN screens, Rail D6s and Euston and Liverpool Street Motion and Rail Transvision screens until the end of October.