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WCRS and Born Free make a splash with DOOH for World Orca Day

International wildlife charity the Born Free Foundation marked World Orca Day on July 14 with an integrated campaign which saw Ocean Outdoor’s spectacular large format full motion out of home screens transformed into virtual tanks.
Conceived by WCRS, a winner of Ocean Outdoor’s annual digital creative competition, #TankFree uses CGI technology and visual effects from The Mill London to create a series of magnificent life size animated orcas which the public were invited to set free from captivity and return to their natural habitats.
Over the course of World Orca Day (July 14), supporters were asked to help free captive orcas by texting a donation to Born Free. Each £5 donation received causes a captive orca to jump out of the DOOH screen and swim through other nearby sites to freedom. Its escape triggers the arrival of another captive orca, which swims into the virtual tank, triggering further donations.
Celebrated actress and Born Free co-founder Virginia McKenna OBE said: “There are currently 62 orcas in the world which are forced to live in cramped conditions and perform unnatural tricks at marine parks and aquariums. This highly visual, dynamic appeal, created for us by WCRS and Ocean, will help in our mission to end the practice of keeping cetaceans in captivity.”
WCRS creative director Steve Hawthorne said: “Sometimes the most powerful way to get a problem across to people is simply to show it to them in a way that’s hard to ignore. Creating life sized orcas, in digital screens the same size as the tanks that many orcas are kept in, allowed us to do just that.”
#TankFree featured for the day across five “hero” city centre locations including Westfield Stratford, London, the Birmingham Media Eyes, Liverpool Media Wall, The Screen @Arndale in Manchester and St Enoch, Glasgow, from where the captive Orcas will be freed. A further six Ocean screens carried supporting graphics to raise awareness and donations on the same day (July 14).
Out of home and experiential activity was supported by prominent Born Free celebrity patron Lady Victoria Hervey, who visited Westfield Stratford to see the campaign for herself on July 14. Born Free promoted the day’s activities widely on social media, using #TankFree to encourage engagement across the country.
Ocean Outdoor head of marketing  Helen Haines said: “Equating the screen size with the size of a tank is a powerful message. This campaign is a beautiful use of creative out of home spaces and it’s nice that the connection, interaction and positive action coincides on one day. This is a worthy winner of Ocean’s digital creative competition which looks to celebrate big, bold new ideas.”

Ocean Outdoor seeks bold ideas for the 8th annual Digital Creative Competition

Ocean has launched its 8th annual competition to discover the best creative ideas in DOOH, using innovative and emerging technology and techniques.
Ocean’s Digital Creative Competition is now inviting submissions for bold new creative ideas which set new boundaries from brands, the creative community, agencies and charities.
Campaigns can be devised for either UK audiences, or to reach much broader global audiences spanning three continents (Europe, North America and Asia).
This year, to encourage simple and effective creativity, there’s a single category of entry, although submissions for charities and commercial brands will be judged and awarded separately by a panel of industry experts.
Entrants that truly raise the bar will win a share of a £650,000 prize fund and the chance for their creative concepts to be showcased across Ocean’s iconic UK DOOH locations, or via The Alliance network to Europe (Madrid), the USA, the Middle East (Dubai) and the Far East (Hong Kong or China).
Announcing the 2017 awards, Ocean CEO Tim Bleakley said: “Ocean’s annual competition has consistently challenged creative thinking within the all screen market, consistently raising the bar for what is possible over the past eight years.
“It has provided a platform for brands to succeed at global awards ceremonies such as the distinguished Cannes Lions, delivering inspired ideas and aligning creative minds to the opportunities digital out of home affords alongside other progressive platforms and content channels.
“Last year’s winners created some show-stopping media moments on a UK and an international scale. Entering the competition is simple but the rewards are multiple. All you need to compete is an idea.”
It is free to enter Ocean’s competition, which is open until August 25. The winners will be announced at a prestigious awards ceremony at the IMAX in London on October 5.
All you need is an idea
In 2017, Ocean celebrates the 8th anniversary of a competition that has consistently educated and helped drive the DOOH success story. The initiative reflects Ocean’s ethos to stimulate technical understanding and creative exploitation of the medium and with it, drive sector growth and brand count.
Last year’s winners included Churchill Car Insurance with Churchie’s Drive-Thru created by WCRS and the spectacular March for Giants, created by 18 Feet & Rising for the charity Space for Giants.
Eight years of supreme creativity
Ocean’s competition has powered global success stories for visionary brands and agencies who have shown the world how DOOH is closely aligned with other progressive technologies in the screen world and fully integrated with capabilities such as wifi, augmented reality, 3D modelling and audience and vehicle recognition.
March for Giants transcended global boundaries broadcasting across three continents via The Alliance
Gold Cannes Lions for Women’s Aid’s Look at Me and MicroLoan’s Pennies for Life campaigns
Top Shop and Twitter presented catwalk trends live as they happened from London Fashion Week
NHS Blood & Transplant used augmented reality to show the transformational power of life saving blood donations
A live broadcast from the Caribbean was powered by British Airways
Powering a digital billboard using human energy and Pavegen technology to promote the Toyota Hybrid
Feeding pigs apples in a farm in Buckinghamshire, in real time, via your mobile phone from Westfield, London
Integrating EEG technology which reads brain waves allowing a game of Mind Pong, controlled by human thought, for The Brain Tumour Charity
Via: Ocean Outdoor
 

Ocean Outdoor reveal finding from its second annual survey

Automated new technologies like Vehicle Recognition Technology and its play-out reports have boosted trust among media agencies in digital out of home as a reliable, transparent and powerful advertising channel.
According to an industry study published by premium out of home owner Ocean Outdoor, digital out of home (DOOH) continues to outstrip mobile and video on demand as the channel with the greatest growth potential.
Ocean conducted its second annual survey of senior managers in media agencies and specialists to assess the role of DOOH in the current media landscape and identify the impact of new research, data and trading initiatives.
Key findings from the study reveal:
DOOH maintains its lead as the media channel with the biggest growth potential, scoring 88 per cent compared to mobile (70 per cent) and video on demand (64 per cent) and every other media channel.
DOOH is perceived as a being more tech savvy (83 per cent) and a better creative channel (83 per cent) compared to mobile (which scores 42 per cent for creativity) and online (which scores 47 per cent for creativity)
Digital out of home also scores higher than any other media channel for offering dynamic (94 per cent, up from 83 per cent year on year), exciting (70 per cent, up from 69 per cent year on year) and modern (87 per cent, up from 82 per cent year on year) advertising environments.
Respondents also said their trust in digital out of home as a delivery mechanism had risen by 17 per cent over the year, that sentiment driven by DOOH’s transparency which outperforms every other media channel by 10 per cent.
Ocean Outdoor marketing director Richard Malton said : “Digital Out of home’s evolution as a sector which is driven by data and real time creative opportunities allowing brands to trade by audiences, dayparts and hyperlocal environments.
“It is these innovations which are driving the industry’s positive emotional response to digital out of home which is increasingly regarded as a glamorous, powerful and reliable environment for brands.”
Cost and flexibility continue to be issues respondents highlighted as issues to be addressed.
“Over the past 12 months, we’ve made significant advances with bespoke interfaces, new ecosystems and delivery platforms which are designed to unlock the inherent capabilities DOOH as a central component to any media plan.”
Via : Ocean

Ocean unveils Piccadilly Lights transformation

Piccadilly Lights, the world’s number one advertising location, is to undergo a complete transformation.
Ocean has won the contract to operate the central London landmark as part of a milestone upgrade of the iconic location to be undertaken by its owner, Land Securities.
Construction, which commences in January 2017, will see the current patchwork of screens replaced with a single state-of-the-art LED digital screen and live technology hub.
The 4K, 790 square metre screen, which will be the largest of its kind in Europe, will divide into six full and subtle motion segments, preserving the Lights’ famous mosaic appearance.
The new Lights will have fast speed wifi, audience and car recognition technology and will become fully responsive to the environment (ie the weather, audiences, traffic), deploying a dedicated leased fibre line to enable for interactivity, moderated broadcast quality streaming and various social feeds.
Coca-Cola, which has been present at the location since 1954, and fellow incumbent Samsung, have confirmed their long standing commitments to the new Lights.
For the first time in its existence, contracts for four other positions on the Lights are available, representing a huge opportunity for global brands that were previously locked out of this world famous location.
The new Piccadilly Lights are scheduled to relaunch in autumn 2017. Whilst works are underway, a static, illuminated banner featuring the signed brands will be in place.
Ocean is showcasing the transformation of the Lights with a print ad campaign including the Financial Times, Wired magazine and Campaign.
Vasiliki Arvaniti, portfolio manager at Land Securities, said: “This is a unique milestone for Piccadilly Lights, which has provided a visual home for much-loved brands for over a century. London is one of the world leaders for digital and technological innovation, and Piccadilly Lights is leading the way, engaging with global brands, global citizens and above all the local community.”
Ocean Outdoor CEO Tim Bleakley said: “Ocean won this tender because we fully understand the need to protect the status of the Lights, but also the need to transform them to maintain that iconic status. The solution we have developed retains the innovative nature of the Lights. Ocean also becomes the first OOH operator to introduce a one screen solution which ticks all the boxes in terms of fully responsive technology.
“Piccadilly Lights is one of the world’s most sought-after advertising sites, and this transformation takes it to the next level. Going forward we will work with all of the stakeholders to ensure the Lights remain a testament to London’s global reputation for defining invention and innovation.”
Aedamar Howlett, Coca-Cola Great Britain and Ireland marketing director, said:  “At a time when there are more advertising opportunities for brands than ever before, there are only a handful of advertising spaces in the world that are as iconic and unique as the Piccadilly Lights. The new technology will allow us to be more creative with how we use the space, providing new opportunities to tailor our messages in real time and engage consumers directly with our content.”
Russell Taylor, chief marketing officer, Samsung UK & Ireland, said: ““Samsung has had the privilege of being associated with Piccadilly Lights, one of London’s most iconic landmarks, for over two decades.  We look forward to the redevelopment of the site, as will the millions global consumers that pass by it every day.”
The current format of four incumbent advertisers and two available screens (called One Piccadilly and The Curve) will be replaced with 790 square metres of screen. This will be divided into two large format full motion landscape segments and four smaller subtle motion squares. Six advertisers, each with two creative approaches, will periodically rotate their subtle and full motion content across each of the six segments. At the end of each 30 minute loop, one single advertiser will take full domination of the complete space.

Ocean study reveals synergy between DOOH and smartphone users

DOOH switches light TV viewers on to branded content
They may be ditching the old fashioned TV box in the corner for smaller, smarter, mobile screens. But research shows that light TV viewers are increasingly switching on to the broadcast power of DOOH which is growing as a conduit to deliver live, broadcast content which connects them to brands via mobile search.
This news is evidenced by a new Ocean study which reveals how a powerful and growing synergy between DOOH and smartphone users is improving brand-building opportunities and boosting campaign effectiveness.
People classified as light TV viewers tend to be younger (aged 25 to 44 years old) with high purchasing power (ABC1).
These people have a close and emotional attachment to their phone and mobile is their medium of choice to connect and look for information.
Ocean has already established through our Neuroscience study that large format DOOH primes mobile campaigns. And in an age of snapping, searching, sharing and shopping, DOOH is also the only digital medium which can’t be avoided through the use of adblockers.
Research shows that 17% of UK ABC1 adults have used an adblocker on their smartphone. The younger groups are even more likely to install adblockers, with 24% of 25-34s and 21% of 35-44s claiming to have used adblockers on their mobiles.
MediaTel has surveyed more than 2,000 light TV viewers to discover how this multi-screening group interacts and consumes DOOH content when they are out and about.
This was a continuous survey with fieldwork in three bursts from May to August 2015, September to December 2015 and January to June 2016.
The study offers six key takeaways which show why brands should be streaming content via DOOH:
#1 – Light TV viewers in London are 228% more likely to watch interesting live content that they can’t access anywhere else at that time, an increase of 34 points from 2015 W2.
#2 – On average, 76% more say they notice large digital screens whilst out shopping, compared to the UK general public.
#3 – Light TV viewers in London are 344% more likely to respond to an offer from a digital screen using their mobile or tablet, an increase of 109 points from 2015 W2.
#4 – On average, 34% more say relevant content on DOOH screens encourages them to visit a store.
#5 – That response rises to 110% in London.
#6 – On average, 77% in London more say relevant content on DOOH screens encourages them to visit a website.
Big news then for brands who want to connect with light TV viewers with broadcast style content at crucial moments in the see now, buy now customer cycle.
Via: Ocean Talks

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

Ocean Digital Creative Competition announce winners

WCRS, Kinetic Active and 18 Feet & Rising will have their concept ads for Churchill, McVitie’s, Warner Brothers and Born Free brought to life after winning in Ocean Outdoor and Campaign’s creative contest.
The results were announced to a 500-strong audience at London’s IMAX last week
The digital out-of-home ads will now be developed and share in a £650,000 prize pot to fund their appearance on Ocean screens in the UK and in New York and Hong Kong over the next 12 months.
First prize in the Creative Techniques UK category was awarded to WCRS’ campaign for Churchill. “Churchie’s Drive-Thru Car Insurance” uses Ocean’s vehicle recognition technology to allow “Churchie” to serve passing drivers with cheeky, personalised messages about their cars, as if from a retro American drive-through diner’s serving hatch. The aim is to reflect the brand’s fast, dependable service, with a cheeky twist.
An interactive robot that conducts dunking experiments to discover what biscuit has the most staying power is at the centre of Kinetic Active’s campaign for McVitie’s, which triumphed in the Interactive UK section.
The public control D.U.N.C.A.N. (above) with an iPhone or iPad, to choose which biscuit to dunk. The player with the highest dunk record will win a year’s supply of their best biscuit.
Two international prizes were awarded for the first time this year. 18 Feet and Rising’s idea to mobilise support to stop the slaughter of African elephants for their ivory trampled on the competition to take the Creative Techniques prize for Space for Giants.
In “March for Giants”, the public and companies are invited to generate personalised baby elephants and branded adult ones, respectively, who will join a virtual march across out-of-home screens internationally.
The international prize in Interactive was plucked by a game featuring people pulling Excalibur from the stone by Kinetic Active to mark the release of client Warner Brothers’ film King Arthur by Guy Richie. Both international winning campaigns will run across screens in London, New York and Hong Kong.
Runners-up were:
Creative Techniques UK second prize – WCRS’ “Free me from this poster” for the Born Free Foundation
Creative Techniques UK third prize – the7stars’ “Magic, bringing guilt-free happiness to life” for Bauer Media
Interactive UK second prize – WCRS’ “Save the Bees” for the Bumblebee Conservation Trust
Interactive UK third prize – 23red’s “One You Active 10” for Public Health England.
The seventh annual contest drew a record number of 81 entries. Claire Beale, Campaign’s global editor-in-chief and one of the judges, said: “Plenty of the entries into this year’s awards demonstrated a real understanding of the potential for digital out-of-home screens to be the screens of the future, using technology to help engage our emotions on a new level and tell stories in ways that would simply have been unthinkable in the era of bucket and paste posters.
“For all of those reasons, judging the submissions this year was a genuinely exciting experience. Many congratulations to the visionary winners.”
Ocean chief executive Tim Bleakley said the “growth of entry numbers and the scale of the ideas reflect the pace at which digital out-of-home is evolving as a medium of stature and impact.”
Previous winning campaigns include WCRS’ “Look at me” ad for Women’s Aid and MicroLoans “Pennies for Life”, which both generated global PR and went on to win Cannes Lions.
Via: Campaignlive
For more on the 2016 winning campaigns, see Campaign’s 21 October issue and visit oceanoutdoor.com.

Team GB and Ocean Extend Exclusive Partnership to Olympic Games, Tokyo 2020

Team GB and premium out of home media owner Ocean have extended their exclusive content partnership up to and including the Olympic Games, Tokyo 2020. The collaboration includes action from the Pyeongchang 2018 Olympic Games.
During Rio 2016, Ocean broadcast more than 20,000 hours of exclusive Team GB content, creating a unique national broadcast channel across 98 of Ocean’s digital screens.
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.
The partnership includes DOOH screens operated by Ocean and its sister company, Signature Outdoor, in Birmingham and Manchester.
To seal the deal, Team GB taekwondo star Lutalo Muhammad, who won a silver medal at Rio 2016, joined Ocean CEO Tim Bleakley and Team GB CEO Bill Sweeney at Ocean’s Eat Street location in Westfield, London
British Olympic Association CEO, Bill Sweeney said: “We enjoyed a hugely successful partnership with Ocean Outdoor during Rio 2016 and this is a significant opportunity to build on this momentum and success to date. Renewing now allows us to ensure that Ocean form part of our marketing strategy and play an integral role, not only during forthcoming Summer and Winter Games, but during the four-year Olympic cycle as a whole.”
Tim Bleakley said: “Team GB’s success is built on innovation, dedication and hard work. Working with Team GB on bringing Rio 2016 back to the nation was a milestone moment for Ocean and digital out of home. Exclusive content from the Olympics is key in such high impact environments with full broadcast capabilities.
“This extended partnership not only gives us access to real time Olympics action from Games to come as it happens, but compelling collateral from the Olympics archive.”

Ocean Outdoor Appointed Sales, Marketing and Advisory Partner for The Piccadilly Lights

Ocean Outdoor has been appointed as the sales, marketing and advisory partner for one of the world’s most iconic advertising locations, The Piccadilly Lights, London. Land Securities will be building on the long term heritage of The Piccadilly Lights by working with Ocean and all stakeholders to create an innovative and exciting global technology hub for London.
Ocean has also been appointed to operate “The Curve @ Piccadilly Circus” in the short term until the end of December 2016.

Ocean Outdoor Launch The Monument, Newcastle

First full-motion digital external screen at the heart of Newcastle’s retail centre.
Full-motion digital screen targeting the most affluent area in Newcastle, gives access to North East affluent shoppers and commuters.
Located at the main entrance of intu Eldon Square shopping centre, overlooking Grey’s monument, adjacent to the Monument Metro station and close to the Monument mall, this premium full-motion screen fully covers the city’s retail and financial districts.
Unique screen in Newcastle integrated with facial recognition and high-speed WI-FI technology.
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Via: Ocean Outdoor