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Posterscope shortlisted in Data Storytelling awards

For 2015, Marketing Week’s annual celebration of the great and good in the data industry is reborn. The new name, Data Storytelling Awards, is not just a rebadging exercise decided on a whim; it is a reflection of the changing nature of how brands are using data to drive business success.
Data is being utilised to transform businesses, processes and most importantly, sales performance. In just a few years, the conversation is no longer about why data is going to change marketing, it’s about how it is bringing brands’ stories to life.
This year’s shortlist crystalises this journey perfectly. Whether it is how brands are successfully harnessing the new possibilities real time automation presents to create engaging and highly effective campaigns or the increasingly canny exploitation of data to drive results via ‘traditional’ channels such as direct marketing, the shortlist is all encompassing.
Looking over the shortlisted entries, it is rewarding to find that although data is the fuel for an array of platforms, tools and channels, the measures of success are generally the same: they generated impressive return on investment. All those shortlisted were clear in their description of the success against objectives.
Posterscope has been shortlisted in the Customer Experience category with their campaign for Lenovo.
For the full list of shortlisted campaigns click here
 

Lenovo, Posterscope and Total Media win best use of Data and Insight at Clear Channel Awards

Posterscopeand Total Media’s OOH campaign for Lenovo won the Best Use of Data and Insight category at the Clear Channel Planning Awards which took place on April 28th 2015.
The judges said of the campaign “Yoga 2 provided an interesting story with great insight and their application to a physical location and site selection was impressive.”
Campaign entry summary
In a highly competitive market, Lenovo needed to raise consumer awareness and build emotional connections around the brand, as well as specifically launch its multi-mode Ultrabook, the Yoga 2.
Insight showed the target Millennial audience used their smartphones to visit websites more frequently than any other group, with a high percentage of people completing online research before making their purchase in a physical store.
In light of this information, Out of Home (OOH) ads were placed in virtual tech hotspots – areas where planners knew the target audience would be actively searching for products on their mobiles.
Partnering with EE provided a vast amount of data about customer’s movements and mobile usage by location. By focusing on related technology and retail sites, 22,000 previously unknown and unidentifiable virtual Millennial hotspots were created.
These hotspots were overlaid on current proximity 6-sheets, not only demonstrating where the highest impressions could be delivered against the desired audience.
Point of sale was still important to the campaign and 25% of the 6-sheet frames were moved into Millennial hotspots, achieving a stronger combination of panels distributed to the audience’s behavioural habits.
Results
The results were spectacular and demonstrated the value of using an innovative data approach. The OOH effect (from control vs. test) was tripled in the EE hotspots when looking at key metrics.

Mediatel announce Connected Consumer 2015 awards shortlist

Known as ‘The Connies’, the awards are now in their third year and are held in celebration of those pioneering new advertising, technological and commercial opportunities in the connected industry.
Aimed at organisations that are devising and powering connected strategies, the shortlist represents a wide variety of media focused businesses – including media owners, agencies, consultancies and technology providers.
Posterscope and Total Media’s campaign for Lenovo was shortlisted under ‘Best use of Connected Data’ category.
Chaired by media consultant Graham Lovelace, the nominees were placed in the safe hands of a number of hand-picked media experts – including Richard Marks, managing director, Research the Media; Stacey Anklam, vice president of client solutions, AutoGraph inc; Rupert Staines, managing director, RadiumOne; Mark Cross, director, Chartroom; and David Pidgeon, editor, Mediatel Newsline.
Commenting on the shortlist, Lovelace, director at Lovelace Consulting, a convergent media specialist, said: “This year’s Connies are the biggest and best. As the shortlist shows, we had entries from right across the industry, and the judges were impressed with the incredibly high quality.
“It reflects the many ways that ‘connectedness’ is making an impact in the way that media owners, agencies and brands target and reach connected consumers, and how technology breakthroughs are making it all possible.
“There’s plenty to learn from these players, and there’ll be plenty to celebrate at The Connies on April 23!”
This year’s awards will be followed by Mediatel’s annual Connected Consumer Conference in June – an all-day event that will see a number of key industry players discuss and debate the current state of the industry.
For more information on how you can attend the awards, please visit Mediatel’s events site.

Lenovo Launches Interactive Screen at Waterloo

More than 123,000 people interacted with Lenovo’s digital takeover of Waterloo station in London last Thursday (30 October), which was designed to promote the computer technology brand’s new Yoga range.

The marketing event’s main feature was the Motion @ Waterloo digital screen, which let the public add their faces to a series of bodies performing Yoga moves using a dedicated mini-site. Ambassadors from the brand were positioned in the central concourse of the station to demonstrate the company’s new laptop and tablet offerings, while the screen was complemented with static posters on both the Underground and in the main station.
The campaign was further augmented with a morning appearance from Made in Chelsea star Alexandra ‘Binky’ Felstead, who uploaded her selfie to the screen.
Lenovo created the campaign in partnership with Total Media, Media 5, The House Worldwide, Posterscope, Liveposter, JC Decaux and Exterion. Total Media estimated that overall, 34 million people were reached by the campaign.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo, told Event: “We like doing clever things at Lenovo. For instance, if you’re in the vicinity of the area today, you’ll get advertising saying ‘come up to Waterloo and check this out’. That’s something you couldn’t do five years ago. People are amazed that they can be in a real-life advert in less that two minutes.”
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “We’ve seen that more 50% of targeted Zone 1 commuters have seen the message and have been converted. We’re being as targeted as possible to amplify the campaign.
“The guys at Lenovo really want to position themselves as a much more different tech brand. They’re moving towards more unique advertising, doing as much as they can in a more innovative way.”
Etherington added that the stunt forms part of a wider campaign, which the UK team were able to adapt creatively. “Our global team put together this campaign, which is a play on the silhouette using the product in an unusual way,” Etherington added. “We’ve taken that concept and extended it by letting people add their face.
“The global execs love it because we’ve taken what they’ve created and made it bigger and better.”
Via: Event Magazine