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Open Canvas: the best in outdoor (October 2017)

Two experts pick their favourite out of home campaigns and explain why their chosen work makes the most of the medium

Nicky Bullard, chairwoman and chief creative officer, MRM Meteorite

The sound of a smartphone hitting the ground screen-side down is a shattering experience. That’s why O2’s latest “Oops” out of home campaign is literally a cracking use of the medium. Not only is it simple, it made me laugh out loud, which a poster hasn’t done for a very long time. It’s also unexpected: focusing on the “Oops” moment by using apparently broken, cracked-looking billboards makes people do a double take. Posters normally stand neatly on their sites. Yes, we sometimes see the paper peeling off but we rarely see a wonky one.
The idea works well for OOH because of the scale: a poster is an “instant” medium, and this example is pretty darn instant (and huge). I’ve seen other elements of the campaign (eg TV spots, Instagram stories, Snapchat lenses) and none has the impact of OOH. It has achieved in three seconds what the TV ad (for the same message) tried to do in 30. It’s just a shame there weren’t more sites used. I love that lots of people didn’t realise these broken billboards were deliberate, despite the copy explaining it was for O2’s new screen-replacement offer.
One Twitter user tweeted: “It definitely isn’t [deliberate]. You’d never get it past health and safety…” That’s the best response any OOH campaign can have, showing how OOH can bring a creative idea and the brand behind it into my everyday world. I can walk past it. Look up. Take a picture. Tweet it. See it in my routine every day for as long as the campaign runs. I want to see more ads like this, that truly interact with the observer in a clever, humorous and ambitious way. Why not? Creatives love a poster – there shouldn’t be a block.
Sometimes maybe the media is chosen before the idea has come to light. Writing for a poster is a wonderful challenge. Ideally, you have to distil your thinking into three words or fewer and create something that stops people in their tracks. It’s hugely exciting.

Matt Davis, executive creative director, Red Brick Road

Such is the nation’s insatiable appetite for Premier League football that the TV audience is surely low-hanging fruit for the two main players, Sky and BT Sport.
Armchair football fans can’t get enough of the unscripted drama – frenetic, competitive, partisan and fame-filled catnip. But now, entering its third year as the sole other broadcaster, the challenges for BT Sport have, it appears, shifted. It now needs to be synonymous with sport, which means being a stand-alone broadcaster, not just a football-content-providing arm of a telecoms behemoth – because its sports portfolio has been substantially enriched.
BT Sport’s own narrative for the football soap opera clearly needed to be a more nuanced, meaty affair. But in addition to the Premier League, it now broadcasts UEFA Champions League, The Ashes, Aviva Premiership Rugby and UFC. That’s quite a roster, and it has lined up stars from each discipline to front its campaign.
So has it risen to the challenge? Very much so. The successful but blunt messaging and arresting football-focused imagery of the past two years has moved up a gear. Numerous OOH executions all appear under the weighty and memorable, “Where the best go head to head”. Nice bit of metre, nod to the vernacular, and seven words. A solid, idea-infused line.
But the OOH really comes to life with the photography. It’s a simple, almost old-fashioned idea really: two stars from different sports, colliding on a pitch, a merging of their talents. Slick post-production means the eye sees the action take place seamlessly and naturally in one location. My favourite is Saracens lock Maro Itoje attempting a textbook tackle on the twinkle-toed footballer Eden Hazard. Who’ll succumb? Who knows?
That’s the most pulsating of the executions: BT Sport is where the best go head to head, and that’s all we need to know. Two other memorable executions feature Joe Root on the cricket pitch high-fiving Luis Suarez, and Wayne Rooney having been beaten at boxing by Nicola Adams – the ref is about to raise her arm and Wayne’s distraught.
What I really like is the split-second it takes to recognise people, meld the contrasting parts in your mind and create the image. This increases dwell time by a beat, making the OOH campaign cut through, big time.
Gill open canvas 3

Via: Campaign Live

Primesight's advertising contract with BT's payphones in Northern Ireland goes live

Primesight have announced that the BT advertising contract in Northern Ireland has gone live today. With over 1,100 payphones and 220 BT6 faces, the inclusion of Northern Ireland into the rest of the UK BT estate is a first for the contract and further cements Primesight’s expansion into new markets and environments. Coupled with the 18,000 payphones and 2,250 BT6 faces on the UK mainland, the addition of the BT advertising contract showcases Primesight’s broad national coverage in small format, generating over 90% coverage of the UK’s population.
Keith Lammie, regional director at Primesight said: ‘this fantastic addition to our every expanding portfolio is hugely exciting for us in a year where we’ve established ourselves as No. 1 for coverage and No. 1 for billboards across the UK. We’ve listened to the market and know that offering clients the static inventory that forms the backbone of their brand building efforts is key to their success.’
Via: Primesight

LinkUK has arrived

LinkUK from BT, supported by digital advertising, will roll out across the capital next year

Londoners will benefit from the fastest free public Wi-Fi available, free phone calls and a range of other free digital services from next year, thanks to a new partnership between BT, Intersection, the urban innovation company behind LinkNYC, and Primesight, a leading UK outdoor advertising company.
A new service, called LinkUK from BT, will see sleek, ultramodern kiosks called Links rolled out to major high streets across the capital. Hundreds of users within range of a Link will be able to access free ultrafast Wi-Fi on the move, with speeds of up to 1Gbps – the fastest free public Wi-Fi service available. Other free premium services available from the Links will include UK landline and mobile phone calls, mobile device charging and access to maps, directions and local services. These services will come at no cost to users or taxpayers as they will be funded by revenues from advertising on the Links’ digital displays.
Rajesh Agrawal, London’s Deputy Mayor for Business, said: “I welcome this exciting new addition to London’s streets. Expanding London’s digital infrastructure is a priority for the Mayor, and LinkUK can play a big part in improving connectivity for Londoners and visitors to our city, while reducing street clutter by upgrading and reducing the number of phone boxes. I look forward to working with BT, Intersection and Primesight to see how we can roll LinkUK across the capital, and to explore its future potential.
“London is already widely regarded as one of the technological capitals of the world but the Mayor is determined to improve connectivity across the city to ensure we maintain that position.”
The rollout also marks the next evolution of BT’s public payphone service as hundreds of BT’s existing phone boxes across the capital will be replaced by the new Links. As well as providing a far greater range of services to the public for free, the Links will bring digital innovation to the streets of London, while helping to reduce the amount of clutter on the street. This is because they take up less space on the pavement and will be installed in smaller numbers than the existing payphones they replace.
Gerry McQuade, CEO, BT Wholesale and Ventures, said: “We’re evolving the phone box to make it relevant in the 21st century by offering people ultrafast Wi-Fi and a range of digital and information services entirely for free. London is one of the greatest cities in the world and it’s entirely fitting that it becomes the first UK city to benefit from the Links. But we will be rolling out many more Links to the other great cities across the UK over the coming months as we look to transform the look and functionality of our public payphones.”
The new Links will also feature sensors, which can capture real-time data relating to the local environment, including for example, air and noise pollution, outdoor temperature and traffic conditions. This could potentially introduce an exciting new range of smart services to local councils and communities based on the Internet of Things.
Up to 100 Links are expected to be installed in the London Borough of Camden – with the first ones due to appear in 2017. At least 750 Links will be installed across central London and in major cities across the UK over the next few years. London is second only to New York in welcoming Links to its streets, which were first installed in January this year as part of LinkNYC.
Councillor Theo Blackwell, Camden Cabinet member for Finance, Technology & Growth, said: “Camden council wants to improve digital connectivity and be at the forefront of change.
“The plans for Link kiosks submitted by LinkUK from BT represent a really exciting step forward. They are proven and popular on the streets of New York City. If approved, will mean that Camden is the first council in the UK to host these innovative services. It will be a further step as Camden council seeks to improve digital access and better serve residents, businesses and visitors alike.”
Dan Doctoroff, Chairman & CEO at Intersection, said: “As a global hub for media and technology, London is the ideal city for Intersection to invest in the expansion of connectivity, digital innovation and our business. LinkUK from BT will bring tremendous benefits to Londoners, visitors, local businesses, and international brands and we look forward to working with our partners, BT and Primesight, to transform this great city’s streetscape.”
As part of the agreement with BT, Primesight will also sell advertising on nearly 17,500 BT payphone kiosks across the UK.
Naren Patel, CEO of Primesight, said: “Link UK from BT represents an incredible opportunity for advertisers to access a unique and world leading digital Out of Home platform across the UK as we work with BT revolutionising their payphones to meet the demands and opportunities of the 21st century. Our partners at Intersection have designed an incredible product that will offer free UK calls, the fastest public Wi-Fi, a mobile charging station as well as tablet which will provide a host of useful information. The Link unit will help transform the streets and lives of the people in the UK.”
Each Link will give users free services including up to 1Gbps Wi-Fi, two USB charging ports, a touchscreen tablet for accessing maps, directions and local services and free UK landline and mobile phone calls.
Links will also have two 55″ (139.7cm) high-definition digital displays, able to display public service announcements, as well as neighbourhood advertising for global and local businesses enabling them to reach customers at the right place and right time.
BT and the LinkUK partners will work with councils and local communities to determine the best location for each Link.
For more information about LinkUK visit: www.linkuk.uk

New Campaign Shows Benefits of Being a BT Customer

BT ran an multi-format, multi environment campaign showcasing the benefits of being a BT Customer. This was to help ensure BT Customers that despite an annual price rise, there would be multiple benefits & reasons to believe that they would be getting more (see Reasons to Believe in brief).
The first burst was to launch the message across 48s and 6s to drive awareness and add stature with premium BL’s and iconic digital formats. We also included Rail and London Underground to target the commuter audiences with Rail D6s and LU LCDs. The second burst was ensure frequency of message was sustained with a heavy weight of 6s and impact was still delivered across the key cities with 96s and B96s. The campaign also utilized the new LDN network.
Haden Circus (4)Priory QWay os BM towards Masshouse (4)
 

Jo Brand’s Hell of a Walk Supported by @Primesight

Primesight is supporting comedienne Jo Brand as she undertakes her BT Sport Relief Challenges: Jo Brand’s Hell of a Walk, by sharing live tweets via its digital Network of roadside billboards as she progresses on her journey.
The cross-country hike, taking place from January 22-28, will see Jo Brandwalk the breadth of the UK in a bid to raise awareness for mental health issues. Money raised will be used to help transform the lives of some of the most disadvantaged people in the UK and overseas.
Primesight is donating media space within its national portfolio of digital roadside 48-sheet billboards, Network, to follow Brand as she makes the 150-mile trip – Primesight’s billboards in Leeds, Sheffield, Manchester and Liverpool will rally support by pulling and displaying the tweets, while increasing visibility for Brand.
Andrew Goldsmith, Sales Director at Primesight, told us “We’re thrilled to support Jo Brand’s challenge. Our growing Network is proving to be a major asset for our clients and it’s definitely even more rewarding when it can help to connect people for a great cause.”
Rosie Baker, Senior Marketing Executive at Comic Relief, said: “We’re delighted to be working with Primesight and LivePoster to help amplify Jo Brand’s incredible challenge for Sport Relief 2016, as she walks from the Humber Bridge to Liverpool. A big part of our strategy is to engage local audiences and the flexibility of Primesight’s digital network has really allowed us to do this, hand-picking the sites that are closest to Jo’s walking route.
“Not only that, but the ability to update the creative on these panels in real time to showcase tweets of support from the public will enable us to bring the Jo Brand challenge to life.”
Last year Primesight’s Network of digital roadside 48-sheets reached 50 billboards across the UK, making it the UK’s broadest-reaching DOOH network for the best value of its kind.
Via: Daily DOOH

BT Bring to Life the Power of 4G and Wifi with Special Build

BT has created two special build installations that will bring to life the combined power of the strongest 4G & Wifi network by recreating the infamous Tesla balls from their latest television commercial starring Willem Defoe. The first site is located on Shoreditch High St, next door to tech city, with the second situated in Sandpits Parade, Birmingham.
The installations consisting of 3D moulds and special LED Tesla lighting effects form part of a national Out-of-Home (OOH) campaign which includes digital activity on Transvision screens in the UK’s busiest rail Termini,  screens in malls, the Motion@Waterloo, along with static and digital large format billboards and high street 6 sheets.
The OOH, planned and bought by OOH communications agency Posterscope will be live for 4 weeks from the 2nd  November, whilst  the innovative special build installations created by experiential agency psLIVE go live on 10 November.