Posts

Urban Partnerships and Havas team with Braintree for launch of new urban cycle scheme Buzzbike

Urban Partnerships, a division of experiential specialists MKTG, has joined forces with Havas Mediato facilitate the partnership between Buzzbike and Braintree, part of the payments giant PayPal.
Buzzbike offers riders 24/7 use of a high quality single speed bike and rewards them, via an app that connects to their bike, for riding it regularly and parking it on the street during the day. All completely free of charge.
Buzzbike differs from other cycling schemes as it is brand powered. Brands support the scheme by fully branding the striking bikes in localised, targeted areas and can engage directly with riders via a branded app that connects with the bike to track usage and reward the user the more they ride. As well as the opportunity to engage with riders every day using the app, brands can also gain invaluable insight into riders’ usage behaviour through aggregated data collected as riders travel around town.
Braintree is sponsoring an initial launch of 200 bikes, targeting the London tech and start up community with a campaign aptly named Tour de Tech, created in collaboration with Crispin Porter + Bogusky LA.   Inspired by the tech community’s penchant for bikes, connected devices and competition – the scheme is a chance to engage their audience with integrated marketing they’ll actually enjoy.
Havas Media’s “Meaningful Brands” study shows that brands that focus on providing social benefit and on making lives easier and healthier receive higher levels of engagement and trust in return.
An expansion of the scheme to 1,500 bicycles is due in spring 2017 with a goal of 6,000 bikes over the next five years (brand partners to be confirmed).
buzz-bikes
Christopher Nicola, Head of Urban Partnerships, said: “The Buzzbike scheme enables us to gain insight into cyclists’ behavioural patterns, which will provide brand partners with valuable consumer data.  In turn we can also use this data to better plan DOOH media and create hyper-targeted, interactive and responsive campaigns.”
Russell Prie, Managing Partner at Havas Media, added: “Cycling has become a way of life in London and this sponsorship will embed the Braintree brand into the cultural fabric of the area. Over the next six months we hope to learn a lot about the behaviours of developers, entrepreneurs and individuals within the start-up organisations that make up a large proportion of this progressive community. Not only does the scheme help mobilise workers from the tech community in a new and exciting way, it also provides Braintree with a platform to engage in conversation with a very specific audience and help provide a service that is of significant value to their unique way of life.
Our proprietary ‘Meaningful Brands’ research study shows that brands that focus on providing societal, as well as practical benefits and that make a conscious improvement to our quality of life receive higher levels of engagement and trust which, in turn, results in proven improvements in business results. These principles are absolutely reflected in this initiative, so we’re really excited to be supporting the launch of Braintree’s ‘Tour De Tech’.”
buzz-bikes-2
Via: MarketingCommunicationsNews

Emirates targets Heathrow Airport passengers with spectacular OOH site

April 27th 2015: As part of its ‘Hello Tomorrow’ global marketing campaign, Emirates is strengthening its already dominant presence at Heathrow with the launch of a special-build campaign with JCDecaux Airport on the iconic Central Terminal Area Welcome Site.
Occupying the gateway to one of the world’s busiest hubs, the 37.2m by 3.8m illuminated location spans the width of Heathrow’s entrance roundabout, is visible from over 500 metres away, and provides the first brand message for 100% of vehicular traffic as it enters Heathrow from the M4.
Emirates’ creative execution promotes the airlines’ Airbus A380 planes and underlines its position as an enabler of global connectivity and meaningful experiences with the strapline: “Your remarkable journey begins here. Experience the Emirates A380”. In an innovative twist, the special build is designed so that the image of the plane appears to fly off the billboard.
The long-term campaign was planned and booked with JCDecaux Airport by Havas and Posterscope’s international division PSI.
Alan Sullivan, Managing Director of JCDecaux Airport, said: “We are delighted that Emirates has seized the opportunity to ‘own’ Heathrow’s most famous landmark site with a special-build campaign that showcases the unmissable branding potential of this classic Out-of-Home location.”
Natasha Murray, Managing Director at Havas said, “We are absolutely delighted to have secured the iconic Heathrow Welcome Site. This is a prominent site within an excellent location and provides Emirates the opportunity to speak to those travelling through the World’s busiest hubs”.
Robin Hall, Managing Director at PSI, said: “The site is ideal, passengers have a heightened sense of excitement and awareness arriving at the airport. Emirates have created an ownership of that point of the journey, using great creative in an iconic location.”
Jonathan Coen, Retail Director at Heathrow, said: “As the UK’s hub airport, Heathrow sees 73 million passengers pass through its doors every year. This site is a perfect spot for Emirates and we’re delighted with the creative.”
Emirates’ campaign complements its other long-term locations with JCDecaux Airport in the interior and exterior of the airport, including: the new TTS (Train Transit System) location that leads passengers towards Terminal 5’s satellite terminals, and the iconic branded A380 plane situated on the Central Terminal Area roundabout, targeting all vehicular traffic travelling to Terminals 1, 2 and 3.

Birds Eye freezes real cash in giant ice billboard stunt

People on the Southbank in London yesterday were able to pick out cash from a giant frozen billboard erected by Birds Eye in a PR stunt to promote frozen food.
The food brand, best known for its fish fingers and peas, created a giant 20ft ice block with coins and notes frozen inside to raise awareness of food waste and encourage consumers to use their freezers.
The four-tonne ice block, which took over one month to freeze and eight days to build, contained £700 cash – the amount Birds Eye claims consumers would save if they froze surplus food instead of binning it.
Passers-by were able to pluck out the cash as the ice melted in the sun.
The activity was designed to launch Birds Eye’s new marketing campaign -iFreeze, iSave, which aims to show people they can save money by freezing food. The brand has created a digital hub with freezer tips and a TVC will run until May.
“We’re incredibly excited by this campaign as we understand the pressures families are under to save money,” said MD Andy Weston-Webb.
“Reducing food waste by making the most of the freezer will not only help families to do so but it will also help the UK to become more sustainable and resourceful, something we’re very proud to be a part of.”
The campaign was created by Havas Worldwide, Havas Media, Mischief PR, Live & Breathe and Jam
Via: Marketing Magazine

OMC appoints Mark Craze as chairman

The Outdoor Media Centre, the outdoor media trade body, has appointed Mark Craze, the former chief executive of Havas Media UK, as its chairman, replacing Naren Patel.
Craze comes to the chairmanship at a crucial time for the body. Earlier this month JCDecaux, one of the OMC’s four council members, pulled out of the OMC.
The outdoor industry has commissioned Craze to conduct a review of OMC’s business in October 2014, to look at the “role, activity and direction” of the organisation.Craze presented his report to the OMC board in late 2014, but his appointment and the review were considered independently, Campaign understands.
It is the first time the body’s chair has not been an executive within the industry. Patel is the chief executive of Primesight.
He said: “Our media sector is poised to take a great step forwards. When I was appointed chairman I realised that we needed to reinvigorate the OMC and Mark’s experience will be invaluable in helping demonstrate the potential to advertisers, brands and media and creative agencies.
“He has the gravitas, the clout and the contacts to really help raise the OMC to another level.”
Craze left his role as the group chief executive of Havas Media UK in February 2014. He joined Havas Media as managing partner in 2005 and was promoted to group chief executive in 2008.
Prior to Havas, Craze was at Aegis Media UK for 15 years, latterly as the chief executive from 2002 to 2004.
Craze said: “The out of home industry is at the most exciting point in its history, and I have been massively impressed with the commitment and energy of all the contractors supporting the OMC.
“On the back of huge investment, new technology and improved audience insights, out of home (OOH) has enjoyed spectacular success over the last ten years, and is now passing the billion pound mark in ad revenue.
“Our ambition is to unleash the full innovative potential of OOH and work even more harmoniously with advertisers, agencies and the Specialists.
“Our single minded goal is to further drive growth and enhance our position as the most innovative, engaging and influential form of advertising.”
The OMC’s chief executive, Mike Baker, announced his intention to step down in October and expects to complete work in March. He rebranded the group as OMC and ushered the group through a new marketing-led approach.

Havas's Paul Frampton on the Impact of Programmatic Advertising on the OOH Sector

Havas Media chief executive Paul Frampton offers his own views on the impact that the rise of programmatic advertising can have on the out of home (OOH) sector.
Much of the talk in the world of programmatic trading is around the inevitable expansion beyond digital into other media such as TV, radio and OOH. The latter is particularly interesting as digital inventory already accounts for almost 25 per cent of OOH ad spend and this will probably double within three years.
But ‘programmatic’ is probably at best a misleading term, given its very specific digital heritage, and at worst a misnomer. With OOH being fundamentally a broadcast medium with a ‘mass’ audience much of the value is not instantaneous and cannot be absolutely personalised to an individual. And of course performance is not driven by clicks on ads, but it is probably the best shorthand available for what is a hugely exciting future opportunity in OOH.
 So what will the OOH ‘programmatic’ future look like?
Well firstly it will not be a case of attempting to replicate the online programmatic model. Instead selected aspects of online will be translated into the closest equivalents for the physical world.
Secondly any form of programmatic OOH will need to add value to advertisers allowing them to access and optimise the medium in ways that have been historically prohibitive to achieve at scale.
So it will allow existing advertisers to minimise wastage, to target better (overall and by creative message), and to change copy more dynamically.  It will allow new advertisers to enter the medium at lower cost, with less risk, and with more demonstrable results to bring them back again and again.
Value will be added through:
Automated real time buying will give advertisers maximum agility and the application of new, often real time data to complement Route. Havas and Posterscope have already been utilising mobile data from EE for clients such as Nationwide and Emirates, and we will become increasingly reliant on such multi-source data when creating value through programmatic OOH deployment.
Audience based trading  bringing OOH in line with other media (OOH is still traded on an anachronistic cost per panel basis).
Dynamic, often data driven content as exemplified by Eurostar’s Outdoor Planning Award Grand Prix winning campaign from our sister agency, Arena, and our own Low Cost Holidays activity.
Site and creative optimisation throughout the lifecycle of an OOH campaign. Key to this is the real-time analysis of how OOH activity is influencing mobile internet behaviours.
All of this also provides the basis for an auction mechanic where demand can be the driver of price – media owners may be wary of this, but we believe it is inevitable, and that a collaborative approach can find a solution that benefits all.
Consequently I believe that there will be some splintering of the OOH market that separates the above approaches to those that are primarily about driving traditional brand metrics whereby OOH is bought in a more upfront or continuous manner.
Clearly the availability and application of data becomes more important as OOH becomes somewhat programmatic and the winners will be agencies that are best equipped in this respect. Agencies need to exploit datasets arising from 3g, 4G and wi-fi usage, traffic, environmental sensors, social, e/m-commerce, wearable tech…the list goes on and much of the success will be linked to the extent to which agencies engage their in-house resources in the planning of OOH.
With the dynamic creative opportunity referenced earlier, agencies ability to better connect media and creative become imperative and I believe that a long term commitment is needed to achieve this for our clients.
Whilst some of the emerging automation models for OOH are to be applauded, this really isn’t what I see the future as – there is no real-time buying, there is no dynamic targeting, and the ability to serve different creative messages in an ‘adserving’ manner is something that exists already.
I believe the programmatic future for OOH as a much bigger and more exciting opportunity.
There is an enormous advantage to be gained by bringing aspects of programmatic technology and thinking to the OOH medium and that ‘acting in real time’ is the key, helping advertisers obtain maximum value and effectiveness.  This will bring a distinct and game-changing edge to OOH planning and deployment.
Via: The Drum

AXA Uses EE Mobile Data to Microtarget Outdoor Ads

AXA is using multiple strands of location-based data alongside EE’s data on outdoor smartphone usage to microtarget ads to potential consumers.
The insurance firm says the “game-changing” approach to planning out-of-home advertising will reach decision makers for SMEs, a typically difficult group to reach, by identifying ‘hotspots’ of mobile usage near poster sites.
Brands including Lenovo and British Gas have been trialing the technique since the start of the year in partnership with Posterscope in an attempt to understand how mobile devices can pep up the performance of outdoor campaigns. AXA’s effort, which uses multiple location based data, is being served at scale.
Target areas are initially being established by merging AXA’s own postcode records of SMEs together with industry statistics sourced from the Inter Departmental Business Register to form a map of potential areas. It is then overlaid with insights from Posterscope’s audience panel, data from industry planning tool Route and EE’s mData unit – which tracks the mobile usage habits of audience groups – to identify the most relevant locations before skewing ad placements to mobile hotspots.
AXA says the approach opens the opportunity to identify target audiences through the business contracts EE hold – where by there is less than 10 contacts on the contract – allowing them to infer it’s an SME. Additionally, it can now drill further down into evaluating metrics such as awareness building and sales.
Chris Jones, head of brand and online at AXA UK, says the Havas-planned initiative is part of a wider play to adopt more innovative ways of targeting consumers through data and insight.
It brings into sharp focus a paradigm shift across the outdoor advertising industry whereby brands are using data to target people more effectively by proximity in real-time.
Lenovo ran a two-week promotion for its Yoga Pro 2 tablet in March to reach people in areas where they were actively researching gadget purchases on their smarpthones. Outdoor ads pushed to those hotspots sparked a 200 per cent increase in both ad awareness and purchases consideration, Lenovo claims. Online searches jumped by 150 per cent, the business adds.
Via: Marketing Week

Emirates Promotes New Aircrafts Targeting Gatwick Passengers

In early June Emirates became the first carrier to regularly fly A380s into Gatwick; we created a campaign that promoted the additional capacity of these aircrafts and the expanded destinations flown.
The two-week campaign which runs until the 22nd June, spans across OOH, press and online and reinforces the perception that Emirates is a modern brand, leading the way in aviation. The campaign messaging allows us to shout about the ‘new news’ that Emirates regularly fly A380s into Gatwick, whilst also serving to leverage market share drivers such as safety and modernity.
In order to promote Emirates new aircraft flying out of Gatwick, Posterscope executed a location-specific campaign featuring over 97 different pieces of copy across numerous different OOH formats and environments. The campaign features regional OOH across large formats in order to raise awareness in an impactful way. By overlaying our mapping tools onto the Gatwick catchment, and utilising postcode data, we were able to identify the highest populated areas within a 60 minute drive of Gatwick. This ensures we target the most relevant areas. Using ‘Planner,’ our proprietary algorithm based optimiser app, data was combined for planning the most relevant formats in the market and audience delivery was reported through Route data.
A Victoria Station Domination is also being used to provide significant standout in the hub station for Gatwick airport. This key commuter station targets anyone heading towards Gatwick, with over three million potential passengers passing through it each fortnight.
In addition to this, geo-targeted press titles and online placements as well as digital activity are being used to support OOH.
This campaign was planned and booked with Posterscope and Havas, with creatives by Geometry.

Lemon T Takes Over Busy Glasgow and Edinburgh Hotspots with Scented Campaign

Tennent’s new offering Lemon T is taking over Buchanan Street subway and Edinburgh’s Princes Street over the next two weeks with two specially commissioned lemon scented advertising panels.
The panels, strategically placed by Posterscope in each city, aim to provide commuters with a refreshing change to their journey.
“Lemon T is all about bringing a refreshing change to consumers, so we thought we should extend this to commuters as well,” said Paul Condron, marketing director at Tennent Caledonian.
“These panels have proved a big hit and we’ve had many positive comments from commuters about the refreshing new scent in each city. We think it’s a bit more fun than your average advertising campaign and will raise a smile for those passing through the Subway or bus stop on their way to and from work.”
Discount vouchers will also be distributed in each city near to the poster locations, giving consumers the chance to try Lemon T for themselves.
Via: The Drum