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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.
 
 

Posterscope and Blue 449 partner on Project Everyone to deliver the world’s largest ever digital Out-of-Home campaign

Project Everyone ─ the brainchild of filmmaker and comic relief founder Richard Curtis ─ launched on September 26 2015 with the aim of sharing the UN’s Sustainable Development Goals (a series of ambitious targets to put an end to extreme poverty and tackle climate change for everyone by 2030), with seven billion people over seven days across an extensive range of platforms including digital OOH screens.
Out-of-Home communications agency Posterscope and media agency Blue 449 joined forces with their media partners across the globe to deliver the world’s largest ever digital OOH campaign in order to raise awareness of the initiative. Over 125 media partners came on board enabling the ad to be shown on over 146,000 screens in 450 cities, around 28 different countries, in busy central locations including Piccadilly Circus in London, Swanston Street in Melbourne, Bukit Bintang in Kuala Lumpur, Shibuya Crossing and Shinjuku Kabuki-cho in Tokyo and Times Square in New York.
Richard Curtis, founder of Project Everyone, said “The best chance of the UN’s global goals being met is if everyone is aware of them, and that’s where Project Everyone comes in, along with the support of its many partners. I have been overwhelmed by the response of brands, consumers and institutions alike to this initiative. Posterscope and Blue 449 have been instrumental with getting out of home media owners on board to help us get our messages across, to really raise public awareness of the issue at hand. With their help, we have secured sites in the busiest areas of key cities around the world to visualise the global goals and what Project Everyone stands for.”
Annie Rickard, Global CEO of Posterscope, said, “It is a great opportunity to be involved in an initiative like Project Everyone. We are delighted to be able to capitalise on our media network and connections to help raise awareness around the issues at hand and hopefully, slowly but surely, change the way we live and the world we live in.”
Phil Georgiadis, Chairman at Blue 449, said, ”There is no better an opportunity than Project Everyone to demonstrate the power of open source collaboration. Posterscope has secured through their media owner partners an extraordinary level of exposure for the Global Goals and in the process reminded us all of the broadcast impact of the Outdoor Medium”
 
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