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British Gas Hive launches real-time DOOH campaign in Manchester

British Gas’ Hive Active Heating is running a digital out-of-home campaign in Manchester following its successful launch campaign in London last October.  The campaign’s aim is to highlight Hive Active Heating to commuters and travellers heading home to a cold house during the long British winter, reminding them that with Hive they can control their heating and hot water from their phone.
This latest fully-automated, data-driven campaign which features roadside/pedestrian formats and sites within the rail and airport environments, updates every 10 minutes  at each location based on a pre-designed rule set, to ensure each execution is contextually relevant.    The roadside/pedestrian formats, for example, features different creative  copy triggered by 24 local weather conditions (by post code), whilst the airport and rail sites use live flight arrival data at baggage carousels along with local temperature and flight origin temperature, and live train departure data.
Vanessa Lenahan, business director at Posterscope commented “it is always exciting to work with brands like Hive who constantly look to innovate within the OOH medium’

Hive Active Heating Campaign from British Gas Welcomes Brits Home with World-First Flight Data-Driven DOOH Ads

As temperatures across the country drop, the British Gas team behind Hive Active Heating today launches the world’s first digital out-of-home (DOOH) campaign to use flight data to solely target British travellers as they touch down in Britain. The company has partnered with international out-of-home (OOH) agency PSI and DOOH specialists Liveposter to target the 8.8 million UK residents who will return home through London Heathrow (T1, T2 & T4) and London Gatwick this winter.
In deals with media owners JC Decaux and EYE, returning passengers will be welcomed home with bespoke messaging which relates to their holiday destination. For example, passengers returning from Malaga in Spain will be encouraged to ‘Keep the Malaga mood with Hive Active Heating.’ The activity forms part of a national OOH campaign planned by Carat & Posterscope for Hive Active Heating, which enables customers to control their heating and hot water remotely via mobile, tablet or laptop.
The campaign for Hive Active Heating marks the first implementation of a new international hub package from PSI and Liveposter called Liveposter Airports. The package enables brands to exploit the opportunities that dynamic digital creative offers to deliver the right message at the right time and to the right audience. Brands can now create, schedule and publish digital ads to major airport media owner networks across nine global hubs, including London Heathrow, London Gatwick, Dubai, Singapore, Istanbul, New York JFK,  Barcelona, Moscow and Frankfurt.
Liveposter Airports uses flight, time, location and weather data to improve audience targeting for brands. All ads are centrally managed via an easy-to-use online interface, providing complete control of the creative messaging and targeting by audience.
Pamela Brown, head of marketing and insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don’t have a timer and almost a quarter of people that have a timer don’t use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Liz Jones, managing director of PSI, said: “Hive Active Heating is the first of many products that will be using data to be smarter about how to target travellers. Using live flight and campaign planning data from PSI’s Global Planner tool, along with Liveposter’s expertise in DOOH and data, products like Hive Active Heating can now turn international airports into highly targetable, measurable OOH environments. Brands can ensure they engage their target audience with personalised, specific messages via digital screens, and improve the efficacy of national and international campaigns.”
Dan Douglas, founder of LivePoster, said: “We’re really excited to be rolling out our first global product with Liveposter Airports. It’s a unique offering at this scale for advertisers to maximise digital OOH in major airports around the world, enabling them to tailor their messaging for global and local audiences using real time data and dynamic content to ensure maximum impact.”
Sarah Parkes, Managing Director at Eye Airports, said: “Airports are a hotbed of creativity powered by big data. This campaign has showcased the many capabilities of DOOH advertising and through collaboration with our partners we have created a unique, media first campaign to effectively and efficiently reach passengers as they arrive back from holiday”.
Rob Elms, sales director at JCDecaux Airport, said: “It’s fantastic to see Hive Active Heating harness our digital Out-of-Home network at Heathrow in such a dynamic and innovative way. By tapping into the mind-set of passengers who are travelling home, they have taken advantage of the unique opportunity to promote Hive Active Heating using relevant and topical content in areas of high dwell-time at the world’s largest international airport.”

British Gas Targets Commuters with Hive Active Heating DOOH Activity

British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end.
Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.
Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details.
Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders.
“As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.”
Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating.
Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water.
Via: The Drum