Our affinity for big boxes that give stuff away!
Gordon’s gets commuters in the mood for the weekend with its fantastically refreshing new dynamic campaign.
As a part of its ‘Shall We?’ campaign, the Diageo-owned gin brand has deployed the campaign on roadside 6’s, rail and Underground D6’s, and bars and pubs across the UK, with the creative changing depending on the time of day, weather and location. For example, in the evening the creative may say “It’s 5pm. Shall we?” and if it’s sunny the message will change to say “Hello Sunshine.”
The campaign is playing in the run up to weekends on Thursdays and Fridays from November 3rd to December 12th. It was planned and booked by Carat and Posterscope using the Liveposter platform.
Standard creative will also be deployed on Motion@Waterloo and several large format digital sites.
Kellogg’s has re-branded their Special K cereal line to be more aligned to today’s dietary requirements and become ‘more relevant’ to women, with new messaging focusing of the inner strength of woman and what is required to get them through today’s busy life.
To launch the re-brand, two events were created, one in La Defence in Paris and the second in London’s Waterloo Station. Each event ran for four days and consisted of many exciting elements for those passing through the locations, including an experiential activation where samples of the Special K flavours were distributed and people could get a photo in a designated Instagram booth. Brand ambassadors were tasked with the job of conveying the new brand positioning, and encouraging woman to tweet in their definition of ‘strength’ to a campaign specific hashtag. These tweets were then displayed on digital screens in both locations using the Liveposter platform and appeared on white boards being held by Special K ambassadors, including Katie Piper and Lisa Faulkner.
A photographer was on site to take photos of each displayed individual tweet, to tweet back to the user and personally thank them for taking part in the campaign.
The campaign was planned and executed by Carat UK, Isobar UK, Posterscope UK, Posterscope France, MKTG UK and MKTG France.
3 March 2016: For the past 24-hours visitors to the famous Loch Ness in the Scottish Highlands have been astounded by the appearance of another large shape in the water. The silhouette, with three distinct humps, is reminiscent of photographs purported to show The Loch Ness Monster and has been seen slowly rising out of the water.
Local Loch Ness expert, Nessie hunter and naturalist Adrian Shine commented at the Loch today. Adrian is also the proud leader of the Loch Ness & Morar Project and Loch Ness Exhibition Centre. He has been engaged in fieldwork in the Highlands since 1973 and has seen just about everything on these waters. Apart from this!
Adrian said, “It was an amazing sight today and it’s been a special experience to see something so magical come out of the Loch. Hopefully this will stimulate more interest in this majestic area and conservation of it for wildlife and any beasties that might be down there.” However, it was confirmed today that the shapes aren’t Nessie, but rather three enormous Cadbury Easter Eggs,
“We can only speculate that the Easter Bunny has left these three massive Easter eggs for her friend, Nessie, AKA The Loch Ness Monster,” said Claudia Miceli, Senior Brand Manager for Cadbury Easter. “We were very happy to be called out to investigate and have been inspired whilst here to donate both to the Loch Ness Project and to the local RNLI lifeguard service. Our Joy Team have left baskets of Cadbury goodies at hotels and B&Bs in the area for all the Nessie fans to enjoy.”
The stunt forms part of a wider Cadbury Easter campaign that aims to make Cadbury synonymous with this seasonal time of year, whilst also building on its heritage in Easter egg hunts and its partnership of 15 years with The National Trust. As part of the campaign the brand has also launched a range of egg-cellent new products helping further cement Cadbury’s role in Easter. Claudia Miceli: “For many years Cadbury has always been part of Easter in family homes and this year is no different. In our new advert the Easter bunny is a fluffy deliverer of joy who excites families around the country in the lead up to the Easter egg hunt weekend by playfully hiding eggs everywhere. By teasing the mystery of Loch Ness we’re celebrating the playful magic of Easter time and Nessie herself”
“Be on your look out though” Claudia adds, “We have hidden more eggs in other parts of the country!” Sightings have been reported further afield than Loch Ness; The Easter Bunny has been very busy!
Residents of Dover have also seen strange sights!
These activitations was conceived and executed by psLIVE and Carat UK
On Tuesday 24th November Posterscope, in collaboration with Carat and Liveposter, won the award for best digital campaign for their British Gas Hive Activation campaign.
The campaign, which featured live content served in real time, targeted commuters and air travellers heading home (to a cold house) using a variety of digital screens across London train stations, bus stops, office foyers as well as Heathrow airport.
The responsive ads pulled-in live temperature, travel and transport updates tailored to the environments to remind travellers and commuters that with Hive they can control their heating and hot water from their phone. Messages such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood’, as wells as expected bus and train departures and arrivals were served via the Liveposter CMS platform.
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Adidas takes the spotlight on London’s IMAX with an incredible out of home after dark light show designed to mark the launch of its X15 football boot.
Created in house by Adidas with media planning through Carat and Posterscope, the campaign runs exclusively for two weeks on the IMAX, Two Towers West and East and East Face @Westfield London in the run up to the 2015/16 football season which kicks off on August 8th.
Ocean agency sales director Danielle Finch said: “Adidas’s customisation of the IMAX involved the installation of LED ribbon around key parts of the new boot and the “Control Everything” and “Cause Chaos” straplines which are animated to bring these contrasting themes to life.”
Diageo, the drinks giant, has launched a digital out-of-home campaign for Pimm’s, which will activate when the weather reaches a temperature of 21 degrees
The campaign features a bottle of Pimm’s along with a jug of the drink ready to be served, alongside the caption, “Best served with sunglasses.” The local temperature is also shown.
When the local temperature hits 21 degrees during peak commuter times the ad will appear and show the variations in temperature for the rest of the period.
The work will run for ten days across 12 Ocean Outdoor screens in London and Birmingham between 12pm and 4pm on Thursdays and Fridays, and between 4pm and 8pm at the weekend. It was planned by Carat and Posterscope. The real-time element was provided by Liveposter.
Joanna Segesser, a senior brand manager for Pimm’s at Diageo, said: “Pimm’s is known by consumers as being the iconic drink of the Great British summer and consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather.
“We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”
During the first May bank holiday weekend Diageo brand Captain Morgan was involved in a highly engaging, interactive experiential campaign
A photobooth was set up in a bar in Leicester Square on the Friday and Saturday nights where the Captain himself was posing for pictures.. It was a red carpet style event where guests could have photos taken of them, the Captain “and their crew.”
The photos were streamed directly onto One Piccadilly and Coventry House, which were booked for a four-hour duration each night, giving participants their “moment of fame.”
The Campaign was created by Carat, Posterscope, Liveposter and psLIVE.
Global media network, Carat, has published its first forecast for worldwide advertising expenditure in 2016, combined with its latest forecasts for 2015 and actual figures for 2014, with all markets ring-fencing Digital media spending, even when faced with negative economic headwinds.
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global advertising expenditure forecasts show Digital media, with a predicted US$17.1 billion or +15.7% increase in spend in 2015, is outpacing previous Carat predictions from September 2014. Powered by a dramatic rise in Mobile ad spending globally of +50% and Online video of +21.1% predicted in 2015, Carat forecasts that Digital will, for the first time, account for more than a quarter of all advertising spend in 2016 with a market share of 25.9%.
From a global perspective, Carat forecasts that in 2015 advertising spend across all media will increase by US$23.8 billion to reach US$540 billion, accounting for a +4.6% year-on-year increase. Market optimism continues into 2016 with Carat’s first forecast for the year predicting a year-on-year global advertising growth of +5.0%.
In 2014 all regions reported positive growth, from Western Europe at +2.3%, +4.5% in North America, +5.3% for Asia Pacific and high performing Latin America at +11.4%. Regional confidence is predicted to continue in 2015 with all key markets forecasting positive growth next year except Russia, due to a struggling advertising market and predicted recession. Western Europe is strengthened by a second consecutive year of positive growth driven by strong numbers in the UK and Spain; as well Greece, Ireland, and Portugal returning to positive growth after six consecutive years of ad spend declines. North America continues to grow at a solid pace of +4.5% in 2015 and +4.6% in 2016, with programmatic spending in the US predicted to grow by +137%, reaching spend levels of US$10billion.
By media, whilst Digital is the star performer in terms of growth, achieving higher that predicted levels in 2014 of +17.4% and accounting for 21.7% of market share, TV will continue to command the majority of market share for the foreseeable future, reaching 42.7% in 2014, and is predicted to grow by more than +3% year-on-year in 2015 and 2016. The steady decline in Print is expected to continue, however Out-of-Home is now positioned as the second fastest growth media, behind Digital, with a global market share of spend of 7.1%. For the first time, Out-of-Home is predicted to outpace Magazines global share of advertising spend, with Magazines forecast to achieve 6.9% market share in 2015, and with continuing declines for this media, it is predicted to fall behind Radio for the first time in 2016.
Commenting on the Carat Advertising Expenditure forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said:
“Carat’s latest advertising forecast gives us increased optimism for the outlook for global advertising spending. With harder times behind us, negative growth markets are pleasingly now a minority, and collectively we can look ahead to 2016 with positive growth predicted for all key markets.
“The strength of Digital continues to dominate discussions and the new distribution of spending. With a quarter of the global population now owning and relying on their smartphones daily, they are our second brain in our hands. Mobile dominates the way consumers access information, view content, browse products and purchase goods and this is reflected in the innovative services and approach we are discussing with our clients.”
A real-time DOOH campaign launched on the 16th February for the new Vauxhall Corsa. The campaign – which is the first of its kind for the automotive sector – uses live weather data to trigger special ad creative dependent on the temperature, promoting the new Corsa’s heated product features.
Planned by Posterscope and Carat, the campaign has been designed to target two specific audiences using ROUTE data. When the temperature is low enough, each audience is targeted with creative about the product features that are most likely to interest them.
The bold all-new Corsa campaign ‘A-Z of Corsa’ is currently displaying ads for the new Corsa across a network of digital screens using the Liveposter platform, showing on more than 500 sites nationwide, (including key cities London, Manchester, Birmingham and Glasgow) across shopping centres, cinema, roadside and the London Underground. From today, whenever the temperature drops below 5°C, the creative will switch to highlight the new Corsa’s weather-related product features, such as the heated windscreen, the heated seats and the heated steering wheel.
The ‘A to Z of Corsa’, is an affectionate nod and rebellious take on the Vauxhall Corsa, which has sold over 1.8 million vehicles in its 22 years on the road. The ‘A to Z of Corsa’ accelerates viewers through a whirlwind of alphabetic themed scenes. Illustrating everyday British life and driving scenarios from boxers, cricket and dogs, to quiffs, roundabouts, snogging and tea, the ad follows people through their own personal road trips. The soundtrack, ‘There’s a beast and we all feed it’, by Jake Bugg is used across the campaign.
Chris Hawken, Vauxhall brand marketing director, said: “This is the first time General Motors has implemented a dynamic DOOH campaign. Real-time temperature data enables us to bring some of the new Corsa’s best features to life in a way that will help consumers better identify with the creative. Posterscope and Liveposter have helped us to implement a campaign that reacts to the world around it in a way that will help us to better engage our target audience with an unforgettable out-of-home experience.”
Glen Wilson, managing director at Posterscope, said: “DOOH works best when it’s made to work as hard as possible. By delivering content in real-time, this new Corsa campaign is enabling General Motors to reach its target audience via DOOH in what we call ‘right-time’. The temperature-dependant creative enables them to deliver exactly the right message to the right individual at exactly the right time.”
To view ‘A to Z of Corsa’, visit www.vauxhall.co.uk/newcorsa or search ‘NEW CORSA’ for further information.