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Interactive Posters Shows How Painless Hair Removal Can Be

Kaya Clinics offer ‘painless’ hair removal for women and hairy men. Saatchi & Saatchi UAE had to tell people in a honest, simple way through a promotion.
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Via: Best Ads on TV

10 Resolutions for Outdoor Advertisers: Nick Halas talks to MediaTel

From making better use of data to learning more about audiences through AI, Posterscope’s Nick Halas says there are 10 things the OOH sector should focus on this year.
Outdoor advertising is evolving faster than ever before. Never has new technology been driving such massive change, not only in how we display ads, but also in how we plan campaigns.
Out-of-home (OOH) is still able to reach audiences at scale as the proliferation of digital infrastructure, planned using big data, now gives advertisers the added opportunity for personalisation and relevance.
People nowadays expect services, in particular communications, to be more tailored to what they are, what they’re doing and what they’re thinking. Unsurprisingly, doing this with OOH tends to drive better outcomes and we are starting to build up a robust body of evidence that validates this.
We’ve found this to be equally true for classic OOH as well as digital. To take full advantage of everything that OOH can offer though, advertisers will need to be sure to stick to a number of commitments, or resolutions if you will:

  1. Make better use of data

Consumers increasingly expect services or messages to be tailored to their personal tastes and preferences. Real-time triggers such as weather and traffic data enable OOH ads to react to the world around them, while mobile data helps advertisers understand the sites and apps people use in particular locations.
Advertisers can now even use social media data to plan campaigns around where relevant conversations are taking place, as demonstrated in a recent campaign we worked on for the hit video game Fallout 4. Advertisers in 2016 need to be using data to increase personalisation and deliver the right message, at the right time, in the right location.

  1. Start treating OOH as the new shop window

The speed and nature of service and brand communication are changing. Starbucks coffee can be pre-ordered before you arrive, so that it’s ready to go, and everything from an Amazon Prime package to a pack of Oreos can be delivered to customers’ desks within an hour.
As customers continue to make orders before being near stores, advertisers need to be treating OOH as they would a shop window, enabling it to act as a real-time trigger for customer appetites.

  1. Get to know programmatic at scale

Programmatic is expected to hit 60 per cent of UK digital billings this year. As the ‘automation of media bookings’ capabilities of programmatic increasingly become the norm in OOH, advertisers need to ensure that as well as faster, more accurate and accountable delivery, solutions also deliver scale.
Platforms need to plug in to digital ‘screen-buying’, which will enable DOOH to have a wider purchase point and syndication into other digital-led screen planning and buying.

  1. Consider digital inventory as a content platform

Brands are increasingly using content-focused social apps like Periscope and Snapchat to communicate with consumers. Adidas is streaming footballers’ practices live, while Red Bull is live-streaming Miami music week events.
Digital inventory and full motion DOOH is in a prime position to become a content platform in and of itself, both for brands to broadcast from and for users to contribute to. We’ve already started to see examples of user-generated content being used, such as Apple’s ‘Shot on iPhone 6’ and Three’s #HolidaySpam campaigns.

  1. Get around ad blockers

As consumers continue to reject advertising across multiple mediums, the increasing threat of ad blockers is causing concern throughout the digital industry. OOH, though, is a medium that can’t be turned off, so advertisers should be considering putting much more emphasis on the medium.
Increasing digital OOH inventory means OOH agencies now need to align closer than ever with digital agencies to provide the strongest possible integration.

  1. Encourage consumers to pay by OOH

2015 saw a huge rise in contactless and mobile payments and advertisers can harness the continued increase in mobile and contactless payments by encouraging a new, larger scale of innovation across the OOH landscape.
Doing so could transform from primarily being a ‘brand awareness’ driver to instead drive real-time purchases. We’ve already seen innovative examples like Clear Channel’s use of contactless totems earlier this year, where consumers were encouraged to tap their card to donate money to Cancer Research UK.

  1. Better measure experiential projects

As the growth in ad blockers shows, consumers are ignoring disruptive advertising that doesn’t provide something valuable to them. As a result experiential campaigns are set to become even more prevalent.
However, the crucial resolution for 2016 is about measurement. Advertisers need to make use of new analytics platforms to better understand the impact of experiential activities by tracking consumer engagement through CRM and their navigation through an event space.

  1. Learn more about OOH audiences with artificial intelligence (AI)

Earlier this year, Posterscope worked with M&C Saatchi and Clear Channel to launch the world’s first AI ad campaign, which rewrote its creative in real-time according to how people reacted to it.
AI provides a new canvas for advertisers to use to learn about consumers and behaviours in a different way. This New Year, advertisers should look to how AI can create stronger location targeting, and how it can increase the relevance of messaging and imagery based on audiences’ real-time emotional engagement.

  1. Make better use of beacons

2016 is set to see OOH become a key driver of beacon usage. Increasingly, beacons will be housed within billboards, and outdoor advertisers should be striving to make better use of beacons to realise hyperlocal campaigns like one we conducted for Pimms last summer.
Using a beacon network and digital out-of-home screens, the number of smartphones at nearby pubs were counted, and used to create a live feed of this data to show consumers where they could still grab an empty seat to enjoy a glass of Pimms.

  1. Consider societal benefits as well as commercial

People are no longer just buying a product, they are buying into the brand and its corporate values as well.
Increasingly agencies will help advertisers make their budgets work harder to create truly innovative media firsts that not only serve advertisers’ interests, but contribute positively to the society they exist within to impact everything from the provision of public infrastructure to live experiences.
That’s just for starters though. Sticking to resolutions is a hard, but crucial task. However, to stay ahead of the game the OOH industry needs to not only meet the above resolutions, but to constantly make new resolutions throughout the year. If they do, they might stand a chance of 2016 being their best ever year.
Nick Halas is head of futures at Posterscope
To see the article in MediaTel click here
 

JetBlue Reward People for Stealing Bus Stop Ads

More than 100 New Yorkers recently took jetBlue up on its offer of free flights and other swag by ripping off 181 bus shelter ads across the five boroughs. They were right there in plain sight—all you had to do was deface public property to get them (though no glass-shattering was required).

It’s tough to be discreet with a poster-sized coupon tucked under your arm, but the locals didn’t seem to care. And for their boldness, they received round-trip flight vouchers, tickets to New York Jets and Brooklyn Nets games, and free scoops from Blue Marble Ice Cream.

The brand plans to repeat the two-day stunt, designed by agency Mullen Lowe, next week under the hashtag #NYCTakeoff. Some nattily dressed flight attendants might even pop up to congratulate winners before sending them off with a chipper “Buh-bye now!”

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Via: Adweek

OOH and Motion activated technology raise awareness of Parkinson’s disease

Using motion activated technology in an OOH setting aimed at raising awareness on benefits of dancing for sufferers of Parkinson’s disease
Motion-activated technology has been put to innovative use in a new outdoor campaign for La Trobe University live in Melbourne this week, aimed at raising awareness about the benefits of dancing for sufferers of Parkinson’s disease.
Created by J. Walter Thompson and JCDecaux, the campaign utilises JCDecaux interactive Innovate panels to showcase breakthrough research being undertaken by La Trobe University into the debilitating disease, and therapy to alleviate symptoms.
Installed at three of Melbourne’s busiest stations, the panels will capture people waiting for public transport or walking by via motion detectors.  They will then be asked by ‘Anne’ (a Parkinson’s sufferer who is featured on the panels) if they’d like to dance.  Once people move in front of the screen, Anne will begin to dance.  After a short time, she thanks the passer-by and information about La Trobe’s research appears on-screen.
“The use of motion activated technology in public places is an exciting way to communicate the importance of our research work, and how it is benefiting individuals in a very personal way,” said La Trobe University’s director, market development Matt Boyd.
The idea and creative platform developed by J. Walter Thompson aims also to reflect La Trobe’s brand essence of ‘Bold thinking with a conscience’.
“La Trobe undertakes a raft of groundbreaking research to benefit the entire community.  Therefore it was important we developed a creative platform that would not only capture the public’s attention, but engage in a one-on-one experience to reinforce the amazing and very real effects its work and therapy can have,” explained J. Walter Thompson creative director Tim Holmes.
“We’re incredibly proud to be part of such an innovative project that not only engages the community, but benefits those suffering symptoms on a daily basis.
Danni Robinson, JCDecaux innovate operations manager, said: “It’s fantastic to see this unique motion sensor technology used in such a creative and beneficial way. OOH is a truly engaging medium and through this campaign, we show that actions really do speak louder than words.”
The campaign is live in Melbourne from 22 September – 5 October 2015 on the Southern Cross Station, Melbourne Central Station and Flinders Street Station concourses.
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Source: Littleblackbook

Strongbow Cloudy Apple Cider engages using OOH and experiential

The launch of Heineken’s new Strongbow cloudy cider, the biggest alcohol launch in 2015, is being supported by a national campaign on OOH, TV, mobile and social media.
As part of the widespread OOH activity, which also includes a Cromwell Road special build and banners as well as traditional formats, there is experiential activity – involving a modern take on the classic fairground ‘buzzer’ game.
A bespoke interactive Strongbow Archer’s lightning bolt will tour around the UK giving participants the opportunity to play the game of guiding a ring down the lightning without touching it to complete the challenge in the quickest time possible. The game play will be connected to existing Digital OOH and bought in screens, and as the player progresses, motions sensors on the lightning bolt trigger relevant content on screen. Tying in with campaign creative we use sound and dynamic content to create the effect of a storm building on screen. As the player reaches the end of the game a crack of lighting shoots across the screen, igniting a glass of the new Strongbow Cloudy Apple cider with life.
A site specific and regional leader board element will also feature, based on time taken to complete the game. Participants will be able to access this remotely via a microsite which can link to social channels.
This campaign, which connects the digital world with real life physical experiences,  not only captures the imagination of consumers, whilst bringing to life the creative concept but it also uses the strengths of OOH to amplify experiences to the mass public.
The campaign was created by psLIVE, Posterscope and SMG.
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Jurassic World isn’t just breaking box office records

To promote the LEGO Jurassic World game, Posterscope Australia launched 10 interactive panels across the country located in close proximity to retail locations where the game could be purchased.  The panels, which formed part of a larger OOH campaign, invited fans to push the button to receive a voucher which enabled them to access special features and game hacks online.
The panels achieved a record of almost 23,000 interactions during the month of June.
 

M&C Saatchi, Posterscope and Clear Channel unveil the first Artificial Intelligence poster Campaign

London. 23 July 2015.  M&C Saatchi has created the first ever artificially intelligent poster campaign in the world, which evolves unique ads based on how people react to it. The pioneering project has been undertaken in partnership with Posterscope and Clear Channel UK.
The technology works by using a genetic algorithm that tests different executions based on the strength of their various features or ‘genes’, such as copy, layout, font and image. By installing a camera on the posters, M&C Saatchi is able to measure engagement of passers-by based on whether they look happy, sad or neutral.
Genes (or ads) which fail to trigger an engagement will be ‘killed off’, whereas those which prompt an engaged reaction will be reproduced in future executions, leading to a Darwinian approach to advertising whereby only the strongest creative executions survive. Not only that, but a small amount of these genes will mutate at random, meaning that the next generation has a chance to naturally improve over time.
David Cox, Chief Innovation Officer at M&C Saatchi, said: “This innovation is breaking new ground in the industry because it’s the first time a poster has been let loose to entirely write itself, based on what works, rather than just what a person thinks may work. We are not suggesting a diminished role for creative but we know technology will be playing a greater part in what we do.”
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Glen Wilson, Managing Director of Posterscope, said: “This pioneering campaign demonstrates what the evolving capabilities and unique agility of the digital out-of-home medium can offer advertisers. DOOH campaigns can already tweak creative as they go, using real-time technologies that adapt based on factors like temperature, weather, travel info, location and time of day. However, this experiment goes one step further, evolving beyond a pure reliance on environmental factors to add emotional engagement as a measurable trigger, to ensure campaigns achieve maximum relevance. It’s a bold, pioneering move that could change the course of the digital out-of-home medium, and we’re very proud to have played our part in bringing this campaign to life.”
Neil Chapman, Head of Create at Clear Channel, said “This is a world-first in the use of artificial intelligence and digital out of home, and we’re proud to be launching this innovation with M&C Saatchi and Posterscope. We know that this is merely scratching the surface of the potential for artificial intelligence in the digital out of home arena and are very much looking forward to exploring the possibilities this kind of technology presents for advertisers in the near future.”
The artificially intelligent ads will run at bus shelters on Oxford Street and Clapham Common until 24th July and 10th – 21st August respectively

Chapman is calling…

Orange is the New Black is a Netflix sensation! The show revolves around Piper Chapman, a girl from “a good family” who ends up at the Litchfield prison for carrying a suitcase full of drug money. Accompanied with a group of inmates, each more magnetic than the next, Piper tries to find her way in this new environment.
For the launch of the third season of her adventures, Netflix wanted to create a disruptive campaign that swells the ranks of the series.
In this campaign, created by brand experience agency Biborg, Paris, they asked the main character to share her daily life at the Litchfield prison.
Through an interactive activation setting up at Les 4temps mall – Paris, France – they connected a phone booth equipped with a camera to a huge and epic 360° screen of 250 sqm named the Digital Dream.
Never used for this purpose up until now, the Digital Dream gave the opportunity for participants to be in contact with the heroine of Orange is the New Black but also reflects users’ reaction while immersing them into the universe of the show.
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Source: Biborg

Great Escape’ for Graubünden Ferien

Jung von Matt/Limmat AG found a unique way to capture the attention of busy Zurich commuters for Graubünden tourism organization Graubünden Ferien.
The agency launched an interactive digital OOH campaign for the organization in which stressed out city dwellers were greeted by a resident of the small mountain village Vrin. He spoke directly to commuters, extending an invitation to come visit him in the mountains (and even printing a train ticket) as an antidote to stressful city life. The man even offered to speak with bosses and professors to excuse their absences. Launched with the insight, derived from the 2014 Job-Stress Index, that stress is a growing problem for city dwellers, the campaign shows commuters a peaceful alternative, even if just for a day trip.
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Source: Adweek
 
 

Unsuspecting public given Disney surprise as Mickey and Co. set up shop

This is a great example of a low budget but engaging stunt, released this week to promote Disney Sides, a series of original Disney-inspired films created by teens.  In it, Mickey, Minnie and a host of other Disney characters surprise and mirror shoppers. Simple premise, works really well.
The video has had more than 54 million views on the Micky Mouse Facebook page and 3 million on YouTube.
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Via: PRexamples