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JCDecaux launches City Channel in London

JCDecaux has launched City Channel, bringing business-focussed editorial and data to a commuter audience across rail D6 digital screens in the City of London. City Channel will comprise the latest business and financial news curated by PA (Press Association) and live, financial data (currencies, government bonds, precious metals) from Bloomberg, and weather updates – delivered to screens by JCDecaux Dynamic.
City Channel will be shown on weekdays across portrait (D6) screens in London Blackfriars, London Cannon Street, City Thameslink, London Fenchurch Street, London Liverpool Street, London Bridge and London Waterloo stations, across a dedicated content channel, alongside brand advertising.
Chris Collins, Managing Director – Rail at JCDecaux said: “City Channel is part of our strategy to provide the right content at the right time for audiences – keeping people working in the city up-to-speed with the latest business news during their commute, as well as providing a relevant editorial environment for our advertising partners.”
Via: Daily DOOH
 

Ocean Group joins the Branded Content Marketing Association (BCMA)

In a move which marks the emergence of digital out of home as a platform for branded content, premium digital out of home operator Ocean Group is the first UK player to join the Branded Content Marketing Association.
Membership to the industry body propels Ocean’s positioning as a live broadcast and digital medium. The media owner has a growing slate of content deals with the British Olympic Association and Team GB, the British Fashion Council and the BFI.
The move follows Ocean’s decision to become the first OOH operator to join the IAB two years ago. It has joined the body to highlight its branded content ambitions and lead the progressive debate about the transformation of out of home into a responsive, digital medium.
Ocean Group director of marketing Richard Malton said: “Ocean’s already delivered significant milestones in terms of branded content. Our partnership with Team GB allowed us broadcast more than 20,000 hours of exclusive Team GB content, creating a unique national broadcast channel across 98 of Ocean’s digital screens during Rio 2016.
“And our collaboration with the British Fashion Council allowed us to screen London Fashion Week to more than 35 million people across 60 outdoor screens for the first time in its history, powered by Maybelline. Membership of the BCMA marks our medium’s relevance to any branded content  media plan and the importance of DOOH sites of stature in the transmedia story-telling cycle.”
Membership gives Ocean access to the BCMA’s market leading intelligence, training and events as the company continues to upskill and introduce new talent into its business.
Andrew Canter, Global CEO of the BCMA said: “We are delighted to welcome Ocean Outdoor as members of the BCMA. This is an extremely exciting time for digital outdoor and the opportunities for brands and agencies to create innovative and impactful content solutions. We are looking forward to working with Ocean’s team and to developing the best practice guidelines for branded content using digital outdoor.”
Last month, the BOA and Ocean extended their exclusive content partnership up to and including the Olympic Games, Tokyo 2020. The collaboration includes action from the Pyeongchang 2018 Olympic Games.
The enhanced 2020 deal awards Ocean tier one partner designation and, as official Out of Home partner, Ocean will be working closely with Team GB and other content partners to deliver an enhanced, content rich channel for future Games.
Via: Littleblackbook

JCDecaux features Monkey Mischief story on its D6 network

Twenty-two episode children’s story written by Elyssa Campbell-Barr with illustration by Alison Edgson
JCDecaux today begins its second annual festive ‘November Narrative’ by transforming digital screens across its UK-wide network into a captivating illustrated story with Monkey Mischief. Illustrated by Alison Edgson and written by award winning editor and writer, Elyssa Campbell-Barr, JCDecaux’s content division is running the 22-episode narrative playing out day by day across JCDecaux’s entire D6 network including Rail and Mall as well as its London Digital Network until the 11th December.
Set on a frosty Christmas Eve, the story follows the adventures of two children, Ben and Emma, who, whilst waiting at a bus stop on Oxford Street, end up pursuing a cheeky monkey across a host of magical landscapes after he steals Ben’s hat through an enchanted poster screen. A new episode will be shown every weekday, with a reprise every weekend, culminating in the final two instalments on Saturday 10th and Sunday 11th December.
With the hashtag #monkeymischief, Christmas shoppers can tweet about Ben and Emma’s journey across tropical islands, cityscapes and a helter-skelter in the clouds as they befriend a polar bear and eventually make amends with the playful primate. This is the second year JCDecaux’s content division has run the November Narrative, following 2015’s Arni’s Epic Adventures, the story of a baby Norwegian Pine Gros bird who is swept away when his tree is felled.
Janet Guest, Editorial Director of JCDecaux’s content division, said: “We really wanted to build on the success last year of Arni’s Epic Adventures by using our Out-of-Home network to showcase the interactive digital capabilities of JCDecaux’s network that has been such a prominent part of our growth this year. Elyssa’s magical festive tale works excellently with Alison’s beautiful illustrations to really capture the imagination of the public. We hand-picked our locations to maximise on impact and get commuters and Christmas shoppers alike into the festive spirit.”
Alison Edgson, illustrator, said: “This was a dream project for me as I was able to take my own established style of children’s illustration, which I’m used to seeing reproduced in printed book form, and think about how it would work when displayed digitally, on large screens that could be viewed from close up but also from quite a distance. There was lots of action and excitement to depict as the story unfolded and I focused on trying to bring out the atmosphere and maximise the impact of each scene with subtle use of colour, tone and perspective. It’s a first for me – can’t wait to see how it looks on those familiar screens now!”

‘Nude’ Baristas Serve Up Coffee To Promote Nestlé’s All-Natural Creame

360i launched a new digital campaign promoting Nestlé’s Coffee-Mate Natural Bliss with footage culled from a nude barista takeover in New York for the spot “Surprisingly Natural.”
The takeover in question was at Irving Farm Coffee Roasters in New York on April 24, when the agency took over the shop with baristas seemingly wearing nothing but body paint. “Surprisingly Natural” opens with the question (and corny pun), “How would you react if your typical morning coffee was anything butt?” before showing surprised patrons entering the store. The baristas explain that they are in the nude to emphasize the “all natural” nature of Nestlé’s Coffee-Mate Natural Bliss, although some customers are too distracted to follow along. 360i chose the footage from several hours of video of customers’ reactions to the stunt and edited it into digital spots ranging from 30 seconds to just over 90.
The ads made their debut online yesterday with promotion through social channels such as Facebook and YouTube. Paid promotions ads will begin within the next few weeks and run through September. There’s also a social component aimed at millenials, built around the hashtag NaturalBlissCafé.
“Nobody really sits around and thinks about coffee creamer,” Michael Nuzzo, group creative director at 360i told Adweek. “But when they do, they kind of go, ‘Hmmm.’ It was fantastic how gung ho the [store] customers were about the product.”
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Source: Adweek

Should Outdoor Companies Create Content Divisions?

JCDecaux is testing the content waters. But is the ‘eight-second medium’ the right environment, David Benady asks
The decision by JC­Decaux to jump on the content bandwagon with the launch of a dedicated division for its digital billboards demanded attention last week.
The unit has already created a campaign featuring photos of members of the public who are “snappy dressers” to tie in with London Fashion Week. Further activity during National Curry Week featured pictures of chefs on outdoor digital screens. In future, brands will be able to work with the division to create their own branded content.
But are digital billboards the right medium for running editorial-style campaigns? Posters used to be known as the “eight-second medium”: the average time people spend looking at them. Go big and keep it simple is how many approach it, often with powerful effectiveness. So, does hosting more content – branded or otherwise – risk distracting the public and upstaging ad campaigns?
Janet Guest, the editorial director of JCDecaux’s new unit, points out that the company already offers editorial content, running Sky News updates on digital billboards at rail stations.
“Launching a content division makes sense for us because we have national scale and it is giving something back to customers. We are bringing something different that complements advertising on our screens,” she says.
JCDecaux has 1,500 screens across roadside, rail and retail, and its digital sites are seen by 40 per cent of the UK adult population. Guest says that this makes JCDecaux the equivalent to the fifth-biggest “TV station”, after ITV2.
The success of the venture will in part depend on the quality of the campaigns. People will need to learn to see posters as more than simple advertising; there could be an element of confusion on seeing billboards bearing editorial content.
This sums up the challenge for every medium as hybrids between editorial and advertising are explored.
It is still unclear quite what the public make of branded content or how effective it is at giving brands a boost. The industry can’t seem to agree on the implications either, as the responses to the above question show.

No: Mungo Knott, marketing and insight director, Primesight

“Outdoor ads are consumed in bite-size moments, attracting the eye of the audience. Our focus should be on helping the client to create the most effective use of the screen, not trying to trump their ad with a media owner’s own content.”

MAYBE: Clare Hill, managing director, Content Marketing Association

“One thing is critical to success: producing good content, which requires certain skills, whether in video, editorial or illustration. There’s no reason why an outdoor business can’t compete, so long as it applies the right principles.”

YES: Mick Mahoney, executive creative director, RKCR/Y&R

“If they do a great job, then it will stimulate what is already a creative environment. In theory, they should look to push their own boundaries. However, it appears that their starting position is conservative and possibly a little predictable.”

MAYBE: Clare Broadbent, chief executive, Cedar

“Engaging stories can live anywhere, and that includes OOH. But with consumers hit by a blizzard of 3,000-plus messages a day, it’s the brands creating customer-centric ideas across a range of channels that will win hearts (and wallets).”
Via: Campaign

JCDecaux Launches Content Division

JCDecaux has launched a content division, appointing Janet Guest as the editorial director and Russell Gower as the creative content director.
The company claims to be the first UK outdoor company to launch a dedicated content department. The division will focus on putting the audience at the heart of its digital screens.
JCDecaux has created a “beframeus” brand identity for the content on its screens, which will be complemented by a Facebook page.
Guest was previously the director of corporate communications at JCDecaux. Gower was the group design manager.
Recent content created for the new initiative has included a campaign featuring keen curry cooks during National Curry Week last month.
Another campaign featured pictures of “snappy dressers” for the fashion strand StreetStyle to coincide with London Fashion Week.
Guest said: “Our digital screens reach almost 40 per cent of the population so we have the opportunity to do something new and completely different.”
“We’re going to set up an editorial calendar that will bring engaging content to our audiences as well as providing completely new opportunities for brands, whether that is through sponsorship or advertorial.”
The content team will liaise with the newly created futures and content division, comprising Stacey Knight as the director of futures and content, and Lauren Baines as the business director. They will develop commercial opportunities, where appropriate.
David McEvoy, the marketing director at JCDecaux, said: “Content is set to play an increasingly important part of our business, capitalising upon our national digital footprint to create an engaging editorial schedule that also invites audiences to participate and ‘beframous’.”
Via: Campaign Live

 

Client controlled screen content

OMD, Posterscope and The Cloud and Compass produced Channel 4’s live campaign on CBS’ Cross Track Projection network promoting the flagship 7pm Channel 4 News bulletin, highlighting and updating key headlines that will feature on that night’s show, combined with tweets and blogs from the news presenters.
Click here to view the video 

 
 

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