Posts

Museum undergoing refurbishment uses augmented reality billboards to showcase art so public don't miss out

Up until recently, the Museum of Contemporary Art in Belgrade (MoCAB) had been closed to the public since 2007, due to reconstruction of the main exhibition building, which created a wave of public discontent.
In order to increase public sentiment, we launched free augmented reality app “msu ARt”, turning billboards, posters, and print ads in 15 Serbian cities into works of art from distinguished MoCAB collections. To make the world’s largest virtual exhibition of all time and art available to almost every citizen, we gathered the biggest Serbian advertisers: Telekom Serbia, Ahold Delhaize, Halkbank, Bambi, Coca-Cola, Schweppes, Fanta, BMW, Honda, Mini, Tommy Hilfiger, Replay, Diesel, Liu Jo, and Raiffeisen bank.
[youtube width=”300px” height=”200px”]Og1EsVMpr0o[/youtube]
Via: Guerilla Blog

A new media channel created using the colour magenta

Launching today, the iconic Deutsche Telekom colour magenta has been harnessed to create a new medium for entertainment. Created by Saatchi & Saatchi London and Deutsche Telekom, The Lenz App changes the way content can be viewed, bringing about a new way to consume entertainment and enabling anything magenta to become a viewable screen. The mobile app has been created especially for Telekom Electronic Beats, Deutsche Telekom‘s music and lifestyle program, and will launch with British virtual band Gorillaz.
Across Europe magenta takeovers appeared overnight launching the innovative AR application, The Lenz App. An abandoned building, Potter’s Field Park, an underground pass and even some London taxis have all been christened in a purple and pink hue. In addition, special magenta objects and areas branded with the Magenta Electronic Beats logo, dotted around Europe will trigger even more exciting footage, clips and performances.
Showcasing exclusive Gorillaz content, artwork, videos and new music, the App acts as a portal to a new dimension in music and entertainment. Using Chroma Keying technology, it works by identifying colours in the real world that are similar or match magenta to activate the app and content for the viewer. Whatever the magenta surface – a computer screen, framed image or door – by placing a phone in front of it, it will reveal the exclusive Gorillaz content.
The campaign concept was created using insight garnered by Saatchi & Saatchi London that brand colours have historically been used as the main distinguisher between competitor network providers. Increasingl, these colours have become wallpaper and have declined in relevance. The solution was The Lenz App – to create a stronger customer connection with magenta – the colour of Deutsche Telekom – and to make people look at the colour in a whole new way.
To launch the service and target Deutsche Telekom’s least engaged customer group, Millennials, a partnership was formed with Gorillaz – a band who continue to resonate most with 18-34 year olds. Through the App, the world’s biggest virtual band has become accessible in the real world.
The partnership will see the first ever-live interview with the band using motion capture and composition technology, and exclusive clips from the first ever-live performance of the brand’s new studio album Humanz. This summer Telekom Electronic Beats and Gorillaz will also be holding exclusive gigs across Poland, Hungary and Germany with content from selected shows being streamed live via the App.
Jan Teulingkx, Regional Executive Creative Director at Saatchi & Saatchi said, “A virtual brand can literally pop up anywhere. And we took this very literally…anything magenta is a portal for Gorillaz to come to our world. A post-it note, a magenta t-shirt, an out-of-date strawberry yoghurt… with The Lenz App they are turned into screens for Electronic Beats content. Soon, you’ll be able to see your first live concert on a magazine ad, or discover a new release somewhere on a wall in Warsaw… Anything is possible on magenta from now on.”
“The Lenz App is a great example of how the power of connected mobile technology can be used to unlock a whole new dimension of music,” said Wolfgang Kampbartold, Vice President of International Marketing Communications at Deutsche Telekom. “Innovative new AR applications such as the App allow us to blend one dimension with another to create something entirely new and never seen before, allowing fans to experience a level of depth and discovery previously unimaginable.”
Launching across Europe, The Lenz App is available for free to download from the App store and Google Play. Exclusive Gorillaz content will continue to be released in the lead up to their latest album launch on April 28th with more planned throughout the year.
The digitally-weighted campaign will include a 90” film which will introduce The Lenz App and exclusively feature the first track from the Gorillaz new album, Charger, until the official album launch on April 28th. 20” and three 10” cut downs will also appear on both TV and online.
Fans will also get to experience an innovative online advertising format on their mobile device which will appear as if Murdoch is calling them. If answered, Murdoch will reveal a short message for them to listen to. Other campaign elements will include print, social, OOH, DOOH, PR and an influencer outreach program happening at launch.
The Lenz App is available globally for iOS and Android devices and can be downloaded now for free from the App store and Google Play.
[vimeo width=”300px” height=”200px”]214005055[/vimeo]
For more information, visit www.electronicbeats.net/gorillaz  

Augmented Reality Extending the Potential of Out-of-Home

In anticipation of the August 19 release of Nine Lives in cinemas and encourage consumer engagement, Posterscope, Exterion Media and MKTG executed a consumer experience that included a competition to win Nine Lives soft-toys, further promoting the film release.
The activation took place in a Pokémon Go hot-spot and Pokémon hunters arrived in multitudes, looking for their latest catch.
Once arriving at the activation site, with Nine Lives branded Mr. Fuzzypants soft toys, movie popcorn and eye-catching OOH creative, participants were welcomed by brand ambassadors.
When they caught their Pokémon, consumers could enter the competition by capturing a photo of their Pokémon with the OOH creative in the background and uploading their photo to Twitter with the hashtag #GOTTACATCHTHECAT
Over 3,000 consumers took part in the activity, with 100 people entering the competition, in an experience that was a fun day out for the whole family.
The determination to catch Pokémon was high, with some participants spending up to half an hour battling Pokémon in the square to win the prize!
DSC_8158_resized
 
Michael Scammell, Deputy Head of Marketing, Lionsgate UK “The Pokémon Go craze has continued to grow and grow, so with this partnership we wanted to stretch the boundaries to explore what this could mean for our OOH and tactical experiential activity promoting our upcoming release of Nine Lives.
“Combining the popular Pokémon game and the charming “Mr Fuzzypants” from Nine Lives provided a stand-out interactive experience for our consumers that allowed us to engage with them on a different level.”
Jason Cotterrell, Managing Director of Exterion Media UK “It’s fantastic to see Lionsgate linking our premium large-format screen at Westfield Stratford to the experiential space underneath – shoppers in an active mind-set weren’t able to miss this brilliant campaign, and they also had the opportunity to catch a Pokémon too!”
Glen Wilson, Managing Director, Posterscope UK “This campaign takes location based marketing to a new level, leveraging the power of location and consumer trends, we have combined DOOH, experiential and the latest consumer mobile behaviour to make for a reactive element to this cinema release campaign.
“We don’t know how long Pokémon Go will remain a popular hit but we knew this weekend was the one to leverage its novelty in the UK. Combining the popularity of this new location-based craze with the reactive capabilities of DOOH, we customised our OOH space – branding the experiential space and adapting the screen copy to incorporate Pokémon-esque language.”

Action Shots for Allegiant go Beyond the Wall

For the third installment in the blockbuster Divergent series franchise, eOne Films ran a promotion in Dundrum Centre with Spin 1038 where people were able to recreate the film poster by participating in a climbing challenge, specifically scaling a vertical wall with a rope. The whole activation was amplified by an outside broadcast of Spin Hits in the Centre. From over 170 pictures posted to Spin’s Facebook page, four winners were selected, which PML then coordinated with Exterion Media to be displayed in rotation on dPods.
Shauna McCafferty of ZenithOptimedia gives some background on the strategy and genesis of the multi-media campaign “We were challenged with Allegiant as the primary target audience is 15-24s and this age group is consuming less and less traditional media. We wanted to target them in a more memorable and engaging way by encouraging sharing of Allegiant content on their own social platforms to influence their friends and peers.”
allient

CES 2016: Advertisers can expect more from immersive experiences and connected objects

Jeff Tan, VP Strategy Posterscope USA reports to Campaign Magazine
If there’s one thing that differentiated CES 2016 from other years, it is the scale. CES 2016 was by far the biggest to date; 180,000 attendees and 20,000 new products launched by 3,600 exhibitors.
For advertisers, the explosion of connected devices at this year’s CES shows the potential power of data mining at scale, which gives out-of-home advertisers more opportunity to develop rich, immersive and more personal experiences for consumers.
Here are just a few CES tech categories of particular relevance to advertisers:
Wearable technology
Wearable tech is a category that is exploding, with 20 per cent compound annual growth expected over the next five years. Often using a smartphone as a central intelligence hub, wearables are becoming more affordable, reliable and relevant.
Intel’s new Curie chip (named after Marie Curie) is a tiny processor the size of a button that’s cheap enough to be mass produced and embedded in just about any consumer item. Additionally, the Intel Memory Mirror is a device that could transform the instore shopping experience, letting consumers step in front of the mirror, see themselves in 360°, try on clothes, and see previous try-ons without having to redress.
Samsung demonstrated a new watch that doesn’t require a phone as it has its own connectivity, while other high-end smart wearables from Fossil, Swarovski and Tag Heuer also showed that wearable tech can be fashionable.
This boom in wearables means a major increase in richer data, which can improve both classic OOH and digital campaigns. Richer data delivers better results, and here at Posterscope we have seen spectacular increases of up to 200 per cent for brand KPIs vs. control areas.
Video recording devices?
Consumer recording devices are becoming cheaper, more mobile and better quality. GoPro disrupted Polaroid, and now Polaroid is disrupting GoPro.
The Polaroid Cube is a 35mm HD camera that is water proof, durable, high quality, light weight and can be mounted to almost anything.
Ricoh launched the Theta S 360 Camera the size of a small TV remote control that contains two fish eye cameras. Early adopters now have the ability to easily create 360° HD content.
These new devices could offer advertisers an amazing source of high quality user generated content that can be contextualised and curated for any screen including mobile, digital and OOH. Digital inventory and full motion DOOH is in a prime position to become a content platform in and of itself, both for brands to broadcast from and for users to contribute to.
Immersive experiences: VR and AR
New virtual reality and augmented reality products now offer brands and experiential marketers in particular the opportunity to provide truly immersive experiences for consumers.
At the lower end of the market, the Samsung Galaxy VR offers an affordable introduction to the world of VR. The Oculus Rift is finally launching this year, along with new products such as Leap Motion, and the augmented reality giants Magic Leap and Microsoft HoloLens.
This tech enables brands and experiential marketers to provide interactive, immersive storytelling. It’s already happening, for example, Posterscope’s experiential agency psLIVE used Oculus Rift at Waterloo station to transport commuters to the zip line and high wire courses at a newly opened Center Parcs in Woburn Forest, extending the impact of the wider ad campaign in a fun, enjoyable and tactile way.
Smart cars
Nine automotive OEMs exhibited at CES showcasing their range of semi-autonomous cars. Advertisers need to start regarding the car as another digital media format – a connected device for collecting behavioural data, and delivering information and media.
Smart displays with LTE connectivity and personalised content were a staple of the cars on display at CES.
Groupon and Chevrolet have partnered to provide Chevrolet drivers access to Groupon’s entire marketplace of location-specific deals available through OnStar, the brand’s navigation and connectivity service.
As cars begin to produce more data, advertisers will increasingly be able to increase personalisation and improve the targeting of campaigns, particular in roadside OOH.
Implications for advertisers
CES highlights three broad implications for the OOH industry. First, consumers are expecting high quality experiences everywhere, both in and out of home.
Advertisers need to continue to up their game with producing high quality, immersive, content-rich experiences, and VR is poised to become an important part of the OOH ecosystem by delivering quality consumer experiences.
Second, wearables will provide a bigger variety of data points that advertisers can tap into. Finally, digital media will not just be in the formats we’ve come to expect. Anything will be a digitally immersive experience, from cars to changing rooms.
Advertisers need to think beyond conventional formats and treat any connected device as an opportunity to connect with a human.
Jeff Tan is vice president of strategy for Posterscope
To read the article in Campaign click here

Xbox Launches Sunset Overdrive with Augmented Reality Experiential Event in Canary Wharf

Xbox is using augmented reality digital out of home in a global campaign to promote the launch of new open world game, Sunset Overdrive.Conceived by Xbox and Dentsu Aegis, and produced by digital out of home specialist Grand Visual, the campaign will see an augmented reality (AR) execution installed as part of an experiential event at Canary Wharf in London. The activation forms part of the international campaign that also features AR activity in San Francisco and Melbourne during the week of the game’s worldwide launch.
Available exclusively on the Xbox One, Sunset Overdrive is an open world third-person shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to tackle legions of mutants — created when people consumed a new energy drink called Overcharge Delirium XT — and team up with other survivors to escape the city.
The creative for the campaign draws on key aspects of Sunset Overdrive’s story and gameplay to create a digital out of home AR experience that conveys the dynamism and excitement of the game. Each of the three international activations is based on a similar concept, but creative has been tailored to the specific country, location, and screen environment.
In the UK, the activity will take place at Canary Wharf where Grand Visual is working with Dentsu Aegis, JCDecauxLive, and Russell Signs to create a special build site that incorporates a large LCD screen into a purpose built crate. Creative for the Canary Wharf activation features four different augmented reality concepts played in a loop.
Members of the public will be presented with an immersive experience in which hordes of mutants will appear to come to life in front of their eyes. Creative will also feature an image of the Overcharge Delirium XT energy drink, the game poster, and game release date information. The UK activity started on the 27th October and continues until 31st.
Lydia Osborne, Dentsu Aegis said of the UK event:

“Xbox has pushed the boundaries with this unique execution. We are breaking the conventions of Canary Wharf, a key London business hub, by surprising commuters with the action and excitement of Sunset Overdrive. Bringing the characters to life by pushing the limits of augmented reality and merging Sunset Overdrive into the real world. We are incredibly proud and excited to be developing such ambitious and market leading campaigns with Microsoft on a global scale, while incorporating a local approach in the UK.”
Activity in San Francisco and Melbourne will also use interactive screens and augmented reality to create scenes in which crazed mutants appear to swarm streets and rail stations. The San Francisco activity begins 27th October and will run for four weeks. The Melbourne activation will run from 30th October through to 3rd November.
Speaking about the global campaign, Dan Dawson, Creative Technology Director of Grand Visual, said:

“What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home campaigns. This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality. The result is multiple immersive activations, born from a single concept, that will be experienced by people on three continents simultaneously.”
Via: OMC

XBOX Launches Sunset Overdrive with Augmented Reality DOOH campaign

Xbox is using augmented reality digital out of home in a global campaign to promote the launch of new open world game, Sunset Overdrive.
Conceived by Xbox and Empowering Media, and produced by Grand Visual, the campaign sees augmented reality (AR) DOOH executions taking place in San Francisco, London, and Melbourne during the week of the game’s worldwide launch.
Available exclusively on Xbox One, Sunset Overdrive is a stylised open-world shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to transform the open-world into their tactical playground by grinding, vaulting and wall-running across the city while using a devastating, unconventional arsenal to save Sunset City starting 28th October.
The creative for the campaign draws on key aspects of Sunset Overdrive’s story and gameplay to create a digital out of home AR experience that conveys the dynamism and excitement of the game. Each of the three international activations is based on a similar concept, but creative has been tailored to the specific country, location, and screen environment.
The San Francisco activity — launched on 27th October and active for four weeks — appears on ten of Clear Channel Outdoor’s touch-screen equipped bus shelters. One screen features an augmented reality activation that shows mutants appearing to run amok in the street. Bus travellers are drawn into the world of the game as hordes of mutants appear to jump off the rooftops and out of the windows onto the sidewalk adjacent to the bus shelter. Creative also features an image of energy drink Overcharge Delirium XT (a key element of the game’s backstory), the game poster, and release date information.
The remaining nine San Francisco sites are touch screen sites displaying exclusive game content. Users are able to interact with the screen to select the content they wish to see.
“The Xbox team was thrilled with the opportunity to provide a truly immersive experience for our fans, bringing the open world of Sunset City into the real world in a unique, compelling and memorable way,” said Julie Lowe, Xbox Group Marketing Manager, Global MarCom.
In the UK, activity is taking place at Canary Wharf where Grand Visual has worked with Dentsu Aegis Network (Carat and Posterscope), JCDecauxLive, and Russell Signs to create a special build site that incorporates a large LCD screen into a purpose built crate. Creative for the UK activity features four different augmented reality concepts played in a loop. Much like the San Francisco AR activation, members of the public are presented with an immersive experience in which game characters appear to come to life in front of their eyes. The UK activity started 27th October and continues until 31st October.
The Australian element of the campaign will feature a single augmented reality DOOH execution on a JCDecaux Innovate screen situated in Melbourne’s Southern Cross Station. Again, the creative will feature the mutant horde, but this time members of the public will think they are looking through a window and witnessing the mutant mob overrun the station. That activity will run from 30th October through to 3rd November, coinciding with the popular gaming Penny Arcade Expo (PAX) at the Melbourne Convention Centre.
Speaking about the global campaign, Dan Dawson, Creative Technology Director of Grand Visual, said:

What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home campaigns. This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality. The result is multiple immersive activations, born from a single concept, that will be experienced by people on three continents simultaneously.

Lufthansa Claims World First with Augmented Reality App for Premium Economy

Lufthansa will allow prospective travellers to explore its Premium Economy seats and extra legroom with an augmented reality app.
The airline is claiming a world first, since its latest app does not require a specific logo or image to activate it. Most augmented reality (AR) apps, such as Blippar, only work when triggered by a brand logo or shape.
The app was created by digital agency Space and is now available to iPad and iPhone users running iOS 7 or later. Users who download the app will be prompted to grab pen and paper and “draw something that flies” – although any doodle with sufficient contrast will work.
Users can then scan the drawing with their phone to see an AR Premium Economy seat pop on their screens.
The idea is to promote the 50% extra legroom offered with Premium Economy seats, so users can rotate the chair to see different features, and even fill up the extra space with virtual reality objects, such as cricket balls.
Via: Brand Republic 

Oasis Re-releases (What's the Story) Morning Glory with Augmented Reality

Oasis’ label, Big Brother Recordings, has breathed new life into the band’s best-selling album, (What’s the Story) Morning Glory, by adding augmented reality content.

The label has reissued the album as part of a special series and partnered with augmented reality app Blippar to give fans access to extra features.
The record was originally released in 1995 and propelled Oasis into the mainstream, featuring “Wonderwall” and “Don’t Look Back in Anger”.
Fans won’t actually need to buy a copy of the reissued album to access the extra content.
Those that download the Blippar app to their smartphones can scan an image of the album cover, whether that’s from Google or their own copy.
They can also scan the Berwick Street sign, where the album cover was famously shot.
That will activate the extra features, giving fans the chance to recreate the album cover with their smartphone cameras.
They can also watch a 15-minute chat with Noel Gallagher, enter a competition to win the album box set, and buy the whole Oasis back catalogue through iTunes.
Via: Brand Republic

On the Edge: Augmented Reality Bus Shelter

AFA JCDecaux Denmark has made great creative use of OOH advertising and augmented reality by running a prank campaign for On the Edge, a Danish movie based around the popular theme of illegal racing.
To set up the prank, AFA JCDecaux placed a 2m² digital screen on the interior face of a bus shelter and hid a full HD camera on its exterior face. The camera streamed the live street scene onto the internal face of the bus shelter, so it appeared to people waiting for the bus like they were looking through a glass panel into the street.
The  ad creative showed an out of control car hurtling towards them, flipping over and crashing into the bus shelter!
After the shock and to the relief of the startled travellers, two of the main characters from the movie showed up giving out free cinema tickets to watch the movie.
[youtube width=”300px” height=”200px”]GqqMGzWW1qw[/youtube]
Via: JCDecaux One World