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Proxama Brings Beacon Technology to BlowUP Media

Proxama PLC announce an exclusive partnership with blowUP media UK that will extend the reach of The Proxama Network in the UK.

Proxama PLC, the leading mobile proximity marketing experts and provider of end-to-end payment solutions for card issuers, today announce an exclusive partnership with blowUP media UK that will extend the reach of The Proxama Network in the UK.
Proxama will install the technology on blowUP media’s East London Giant Poster network, which has a unique ability to reach young, technologically super-literate millennials, who are usually early adopters and style leaders to their peers.
The beacon-enabled Giant Posters will offer brands the ability to deliver in-the-moment contextual messaging to consumers’ smartphones, as they come within close proximity of the large-scale outdoor advertising displays. The beacons enhance a brand’s in-app consumer experience, delivering campaign data and analytics that relates to specific locations and a measurable end-to-end customer journey.
blowUP media’s East London network has attracted a wide range of advertisers keen to reach the young early adopters around London’s Tech City, a high-powered centre of innovation, fashion, design and social entertainment. blowUP media also has the largest network of Giant Posters in Europe, along with digital screens in top city centre locations, delivering impactful advertising for major brands.
The Proxama Network is a network of Bluetooth Low Energy (BLE) beacons that has rapidly expanded over the last 6 months. Recent partnerships with Exterion Media, Ubiquitous and Eye Airports have led to beacon-enablement of buses, taxis and airport media sites; transforming them into intelligent in-the-moment, proximity mobile marketing channels for brands to utilise as part of their mobile strategies.
Jon Worley, CEO of the Proxama Marketing division said:
“This new partnership hits another exciting milestone for The Proxama Network. By applying beacon technology to an already impactful advertising channel, brands will have an opportunity to deliver contextually relevant and campaign specific messaging to people moving in and around this very tech savvy area of London. What’s more, brands using these Giant Posters, can use the beacons to help gather data and analytics to inform and complement their consumer mobile marketing strategy. Incorporating beacons in to a billboard advertising campaign will add a valuable listening tool that will help to shape the success of future advertising campaigns.”

Simon Russell, Sales Director of blowUP media said:
“Applying beacons to our network of Giant Posters around East London where there is a high concentration of early adopters and smartphone penetration, will offer an exciting new advertising platform for brands to connect the physical and digital. This technology, either used as stand alone or in conjunction with the iconic poster sites will allow advertisers to affect how and when passers-by pay attention to the displays and, when integrated into campaign strategy, has the potential to raise the engagement levels even further.
The beacon-enabled East London pack will reach audiences on Great Eastern Street, Old Street, Kingsland Road and Brick Lane.
The Giant Posters will be ready for the first beacon-enabled campaigns from November 2015.
Via: Outsmart

Microsoft Target Tech Audiences with OOH Campaign

Microsoft are highlighting the sophistication and functionality of the Lumia phone personal assistant app Cortana with a special build giant poster on blowUP media’s Old St/Rivington St site in the heart of Tech City in East London.
The standard 123 sqm banner is being augmented by an eye catching digital light element demonstrating the different emotions shown by Cortana, with the green circle on the phone lighting up with LED panels. This banner will be the largest of all the specials that Microsoft is using for its OOH campaign.
The location of the site is perfect for reaching the young, technologically-literate audiences, who research has found, are the early adopters and influential to their peers. The giant poster will reach more than 1.2 million people during the two weeks it will be up.
Planning and buying is by the OOH team within Dentsu Aegis network.
Via: Outdoor Media Centre

BlowUP Media Digital Screen Spearhead RFU’s World Cup Ticket Sales Campaign

The English Rugby Football Union, which is hosting next year’s Rugby World Cup, booked two blowUP media digital large format screens in Cardiff and Birmingham, plus a giant poster site in Leeds to promote the opening of ticket sales to the third largest event in world sport.
The campaign is running on sites strategically selected close to key rugby grounds where World Cup games will take place.  The Super Motion digital screens in Cardiff and Birmingham will offer high quality full motion digital content to grab the rugby audience’s attention while the stunning 120 sqm Leeds City Square site directly opposite the train station is perfectly positioned to capture the vehicular and pedestrian rugby audience in Leeds.
With the home teams believed to have a good chance of reaching the final stages of the World Cup, which starts in September 2015, the campaign should stimulate interest among rugby fans in these key areas in an impactful and memorable way.
Posterscope and Zenith booked the campaign.

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.

blowUP Media to Unveil the Glasgow XX Towers

blowUP media, Europe’s biggest giant poster network, has secured two prime sites which will dominate the Glasgow skyline during the Commonwealth Games this summer.
The Glasgow XX Towers will provide advertisers with unrivaled opportunities to reach an audience of more than 1.4 million plus the third of the world’s population watching the Games on TV.
At 20 m by 40 m each, together they will total an area of 1,600 metres and so will be viewed every day by Games Crowds, the Glasgow population and the viewing audience.
Key venue viewing points include Sir Chris Hoy Velodrome, Emirates Arena and Celtic Park. The key arterial viewing points which feed into the Games areas include the M74, A74 (London Road) and A728 (Clyde Junction).
The Games run from July 23rd to August 3rd but the Towers will be available to advertisers for six weeks across the games.