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Corona unveils 'beach' at London's Old Street Roundabout

AB InBev brand Corona has created a temporary beach at Old Street Roundabout in east London, which is complete with palm trees and a branded bar.

The activation also features brand ambassadors, who are on-hand to direct passers-by to Hoxton Square Bar and Kitchen, which Corona took-over as part of its ‘find your beach’ campaign in April.
Extra-large 3D Corona bottles, which emerge from billboard panels with a light-reactive mechanic and encourage people to ‘find their beach’, can also be found.
The beach was launched yesterday (12 August) and it will remain in place until Sunday (16 August).
Corona has also launched an outdoor digital campaign, where branded billboards begin a live countdown within one hour of sunset. They then demonstrate the sun setting as the sun itself sets over the horizon.
The billboards have been installed at four locations across London and Manchester – The Torch, Piccadilly One, Digital Gateway 1000 and Trafford Arch, where they will remain until early September.
Corona is working with out-of-home (OOH) specialists Posterscope, who will be assessing the live weather conditions at each location to ensure that the advertisements begin the countdown when sunsets are at their optimal.
Posterscope is behind both the experiential and OOH elements in conjunction with JCDecaux, meanwhile 3-Monkeys Communications is handling the PR.
Steph Okell, marketing manager at Corona, said: “Corona is synonymous with the beach – a unique place to each of us – the place we go to unwind, enjoy ourselves and share amazing experiences with friends.
“We want Corona fans to find their beach anywhere – from Old Street to Manchester, whether through a beach in the city or a live sunset. The idea is to make a truly authentic OOH experience for Corona lovers – helping them to ‘find their beach’ in unexpected places.”
As part of the ‘find your beach’ campaign Corona has been involved in a series of bar takeovers, including Coalition in Brighton, as well as hosted its own music festival this summer.

Source: Event magazine

Old Street EC1 Launches

At a Technology Briefing held for clients and agencies, JCDecaux outlined its vision for ‘Old Street EC1’, a media location owned by Transport for London (TfL). The vision includes a partnership with Tech City UK to enable startup companies to access the newly digitised Old Street Roundabout.
Repositioned as ‘Old Street EC1’, this site will comprise four digital screens and will go live in October 2014. Under the agreement with Tech City UK, JCDecaux will run content from selected digital startups in the area, promoting the future business leaders of tomorrow.
This development supports TfL’s plans to secure income for investment in London’s transport network as part of a wider commercial strategy. It follows the introduction of pop-up shops at Old Street bringing a variety of new and innovative retailers to the station.
Working with Brand Republic, JCDecaux has launched an online Tech Hub to focus on the EC1 area.
Via: JCDecaux

Marvel’s Avengers Live Poster Video Stream

For the launch of the new Avengers Assemble movie, Disney, Posterscope and Carat created a live art experience in London’s Old Street. Over four days, artists painted the eight iconic Marvel characters on to a poster site; with the order dependent upon a public vote via twitter (each character had a unique #tag). The project, broadcast live online, clocked upwards of 1million viewing minutes.
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Peroni cinema billboard

Posterscope, MPG Media Contacts and The Bank created the spectacular ‘Cinema Peroni’, a real cinema open to the public for two weeks at a JCDecaux’s Old Street poster site in London.  Measuring 8 x 6 metres, ‘Cinema Peroni’ seated 20 people in cinema-style  blue seats with a specially commissioned film projected onto a billboard. The cinema was flanked by two other billboards which were fitted with a giant silver reel, spooling blue film.