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Welcome to Vanchester

A ‘Welcome to Vanchester’ banner in central Manchester through BlowUp has been installed to greet United’s new manager. In conjunction with Posterscope and the Arena team, Betfair launched the PR stunt without any branding. The banner, emblazoned with the welcome message beneath a picture of the Dutchman, parodies the one put up on Deansgate by City to welcome Carlos Tevez after the former Reds striker defected to the Blues in 2009.
The original, which taunted ‘Welcome to Manchester’ across a picture of the Argentinian celebrating a goal, was paid for by supporters of the Blues and was seen as a swipe at the fact United are based in Trafford rather than Manchester, like City. Fans of the Reds got their own back two years later with a billboard poking fun at Tevez’s rift with Roberto Mancini. The digital poster showed a picture of the player – who had been suspended and was later fined after refusing to come on as a sub in a Champions League match against Bayern Munich – sitting on the bench with the slogan ‘Welcome to Carlos Manchester’.
This new taunt has sparked a tremendous amount of conversation globally. In under 24 hours there have been 8,210 twitter mentions by 7,397 people with an estimated 16.4 million impression spanning across 104 countries. This activity marks the second campaign booked this year with Betfair around tactical messaging as they continue to push the boundaries.

Arena Media and Posterscope Launch Integrated Mobile and OOH Campaign for Westfield

From the 28th July until the 10th August, Arena Media and Posterscope will be launching an integrated mobile and Out-of-Home campaign for Westfield. This campaign builds on the success of our recent integrated mobile and OOH media recommendations for the brand.
The campaign, which is targeted at families and young professionals and spans across the summer holidays, aims to build awareness of Westfield’s retail and leisure offering, as well as highlighting their live events and entertainment programme. The objective of the campaign is to position Westfield as ‘the place to be’ during this period; increasing footfall, driving turnover for retailers and increasing customer dwell time.
The campaign features a “Best of London” theme which focuses on film, fashion, food, art, music and theatre, with relevant offers being highlighted across both OOH and mobile display media.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s target postal sectors for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile display media has the role to amplify 6 sheet posters.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media.

Westfield Launches Integrated Mobile and OOH Campaign Using xAd

Westfield has launched an innovative integrated mobile and Out-Of-Home campaign, with the aim of positioning the shopping centres as the place to be for entertainment.
The campaign, planned by Arena, showcases the breadth of offer available for the full day out experience at both Westfield Shepherd’s Bush and Stratford.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s performance data for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile not only amplifies 6 sheet posters, but plugs gaps in the OOH media plan where OOH infrastructure does not exist or is not available.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media as well as the analysis of Westfield store performance data.
Planned and bought by Arena and Posterscope, with creative by Portas, the integrated campaign will run for two weeks from today (2nd June).
Ryan Hedditch, Integration Client Director, Posterscope, said: “This campaign is particularly innovative as it connects both OOH media and hyper-local mobile display targeting with xAd. The analysis of Westfield’s performance data played a key part in establishing a role for mobile display media on this plan – providing the opportunity to plug the gaps in our OOH recommendation as well as amplifying OOH media locations.”