Posts

OLYMPUS Stratford, the UK’s largest commercial advertising banner now available

Bohn Associates Ltd is delighted to announce it has been granted consent to display advertising on the NW elevation of Morgan House, a 14 storey commercial block in the centre of Stratford.
The location has not been available for advertising since the London Olympics in summer 2012 & this represents the first time it’s accessible to non-Olympic brands to book. In recognition of the association with London 2012 the site has been named OLYMPUS.
Many will remember this location from the London Olympics where BMW wrapped all 4 sides of the building, but given the major investment in the development of Stratford since the Games in 2012, with adjacent residential towers, we are wrapping the main elevation facing NW towards the transport hub, Olympic Park & Westfield.
A lot has happened at Stratford since London 2012.
The Olympics kick started the redevelopment of this area creating a ‘Lasting legacy for London’, the title of a supplement published in the London Evening Standard recently & there have been many follow up articles since.
The area has seen a massive programme of residential development, shifting the focus of London eastwards & attracting a new younger professional audience to one of London’s most diverse Boroughs.
The Olympic Park has a tech hub Here East & International Quarter attracting a range of businesses (eg Ford & BT Sport), Universities (UCL & London College of Fashion) & major cultural oranisations (Sadlers Wells & the V&A Museum).
Westfield Stratford has become established as one of London’s main malls with 46 million visitors pa, matching their White City centre in the west & the Olympic Stadium continues to attract big events like last year’s IAAF London Championships & Para Athletics, as well as regular Premier League football with West Ham.
Stratford Centre, the established local mall which sits below the site has 24 million visitors pa.
The Stratford transport interchange handles over 105 million journeys pa (excluding the bus station).
Ian Bohn commented ‘This is a location we expect will appeal to major brands with big things to say in 2018. This is the biggest site in the UK & in a location that is a flagship for the expansion of London to the east in terms of population, business, retail, leisure & culture, in London’s most diverse Borough. We hope to see our first advertiser in situ during Q1.
Via: FEPE

Ocean and Team GB Inspire the Country to Believe in Extraordinary

Ocean is inviting bids for the Team GB dream jar, part of a unique art installation developed by Entertainment One, VisitLondon and The Roald Dahl Literary Estate to celebrate the release of the fantasy adventure, The BFG.
The art project features a trail of 50 individually designed dream jars located across different parts of the UK. All of them will be auctioned to raise money for Save the Children.
As Team GB’s exclusive out of home media provider, Ocean is working with to connect the nation around the team’s “Believe in extraordinary” motto as the Olympic Games play out in Rio.
Team GB’s BFG dream jar is located in London’s Trafalgar Square. It is designed to represent the childhood dreams of Team GB athletes, giving Londoners and visitors a glimpse of those individual aspirations as they turn to reality in Brazil.
So far the dream jar has collected six medals, with that tally set to rise as Britain’s track and field athletes prepare for their events. Every glorious moment in Rio is celebrated by adding medals to the Team GB and Ocean dream jar.
All 50 jars featured in The BFG art installation will be auctioned in support of the valuable work that Save the Children does in giving children across the world a chance to dream big.
You can bid for Team GB’s dream jar by visitingwww.paddle8.com/bfg
The auction closes on August 31st.
Via: Ocean Outdoor

OOH Getting Behind Team GB

On Sunday night billions of people around the world watched the Olympic Closing Ceremony, a sporting competition that continuously delights, entertains and brings the world together.
International Olympic Committee chief Thomas Bach summed up the Rio Olympics perfectly when he said, “These were a marvellous Olympics, in a marvellous city. Over the last 16 days a united Brazil inspired the world, in difficult times for all of us, with its irresistible joy for life.”
In the UK, reflecting on the past few weeks of sporting gold, team GB brought in the highest medal tally at an overseas Olympics – 27 gold medals and a massive 67 medals in total.
Since the London 2012 Olympics, there has been a vast change in communications around the Olympics. More people are now able to catch the coverage as live streaming options have become more advanced, allowing people to tune into special moments across a range of devices when they’re on-the-go.
As for out-of-home, new technology has transformed OOH into an increasingly dynamic, adaptive, innovative and interactive medium that has allowed advertisers to deliver dynamic real-time advertising messages at the same time the audiences are cheering a win. Truly relevant, in the moment messages.
Stand out OOH campaigns for us this year include real-time medal tally posting and up-to-date highlights. Some of the top OOH Olympic Campaigns this year were:
Camelot’s “I am Team GB” Campaign
This campaign, planned and bought by Posterscope, cleverly kept people in the know when out-of-home about the latest Olympics medal count.
The National Lottery is the largest funder of Great Britain’s athletes, supporting over 1,300 athletes across 40 Olympic and Paralympic sports. Therefore the “I am Team GB” integrated campaign celebrates the role the nation plays in Team GB’s success through the support they give elite athletes by playing The National Lottery.
The Dynamic campaign ran during the AM Commuter slot each day to keep commuters informed with the latest medal wins of the previous day and night during the Olympics and will continue during the Paralympics.
Notable and unexpected medal winners were ‘hero-ed’ each day and during days with no new medal wins – the copy referenced Team GB’s overall medal tally.
Camelot was the most talked about British sponsor on Twitter as a result of the overall campaign activity.
camelot
The Olympics Played Out Across DOOH Screens for the First Time
As an official Olympics Media Provider, Ocean launched its Rio 2016 sports coverage across full motion city and roadside out-of-home screens, with highlights of inspirational performances featuring Team GB competitors.
In partnership with Team GB, Ocean scheduled the playout of full motion broadcast coverage of the Games in six minute slots that lasted for 11 hours every day. The short films were also supported by content from Team GB’s Instagram feed.
The sixteen days of coverage featured across 98 screens in seven UK cities. Film vignettes were supported by content from Olympics sponsors including Omega, DFS and Strongbow.
Accompanying exclusive media content was supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.

(Image credit: Ocean Outdoor)
MKTG work with Team GB sponsors Fitness First
Fan zones were erected around London with big screens which streamed live Olympics coverage. As part of MKTG’s sponsorship plan for Fitness First the Fan Zones supported gym sponsorship and Team GB classes. Fitness first, an official Team GB sponsor, provided an actionable chance for people to use a Fitness First gym for free for three days, while they were being inspired by the Olympic action on screen.
fanzone fitnessfirst
Strongbow the official Cider brand of Team GB
As the official cider sponsors of the Rio Olympics, Strongbow kicked off a six week campaign, ‘Let’s Own It’ on 14 July with a 30-second TV spot that highlighted ‘the tension, excitement and elation of cheering on Team GB’.
As people spend 70% of their time OOH (Target Group Index, 2015), it was a natural fit to include out-of-home advertising in the media plan that ignited the emotions of supporters, featuring the most captivating elements of the games; unity, tension and the thrill of being lost in the moment.
Strongbow_180716_BoroughHighStreet_London
Samsung: using data to connect with Olympic Fans
Using Olympic themed creative, Samsung invested in high impact and high frequency driving formats in locations with product audience rich environments which were the highest indexing against their core audience.
During the morning commute when the OOH advertising was aired, placement was focused in areas where TV viewing was lightest against Samsung’s audience, to ensure minimum wastage and maximum visibility for the Olympic themed creative.
samsung
JCDecaux dedicate a network of screens for a public channel
In the wake of a recent editorial partnership between JCDecaux and The Press Association during the UEFA Euro 2016 tournament, where people were updated on the latest news and live scores on DOOH screens, JCDecaux and the PA partnered again during the Olympics to bring the latest headlines and medal tables from Rio.
The news and updates, curated by the team at PA, included the biggest stories from Rio each day, athletes’ & teams stats and rankings, and daily medal tallies. The content was broadcast to the public via JCDecaux’s dedicated channel on a network of D6 screens.

(photo credit JCDecaux)
And some overseas campaigns:
Dove #MyBeautyMySay
Although not an official Olympic sponsor, Dove sparked conversation in the US around the portrayal of female athletes with their #MyBeautyMySay campaign. Their OOH ads broadcast sexist comments made by media outlets about female athletes. In the creative execution, initially the comments appear on images of women playing sports, but gradually the athletes in the billboard disappear to emphasise that these women haven’t been seen in their own right as athletes.
Live Stream of Team NL
The Netherlands also had a live stream of their Team NL achievements. Ngage Media streamed Olympic achievements on Train Station DOOH. Meanwhile JCDecaux displayed live medal tallies in Amsterdam, Rotterdam and Utrecht city centres.

Oreo Launches 'Feats of Wonder' Experience

For two days, Oreo ‘Feats of Wonder’ came to the Sydney shores to celebrate its partnership with The Australian Olympic team.
Oreo and SapientNitro Melbourne gave the Australian public the chance to experience the amazing things our athletes achieve, with an Oreo twist.
To see video click here 
Via: Campaign brief 

JCDecaux Show Rio 2016 News on DOOH

JCDecaux and PA (the Press Association) have teamed up to bring the public the latest headlines and medals’ tables from Rio 2016.  Powered by live data from PA, the updates are delivered dynamically to digital screens in rail, retail and roadside environments across the UK. This follows the success of a recent editorial partnership around the UEFA Euro 2016 tournament that kept fans updated with news and live scores across JCDecaux’s digital network.
JCDecaux is bringing the public a selection of stories pictures and stats covering the sports and leading athletes. The news and updates, curated by the team at PA, includes the biggest stories from Rio each day, athletes’ & teams stats and rankings, and daily medal tallies. The content is broadcast to the public via JCDecaux’s dedicated channel on a network of D6 screens.
Ashley Broadley, Sports Editor at the Press Association, said: “The Rio Olympics is creating some of the biggest talking points in the sporting calendar, and PA have a front seat for all the action. We cover the Games from every angle – from the biggest headlines and what’s trending on social media, to all the data related to participating teams and athletes – and worked closely with JCDecaux to tailor the information to their individual requirements.”
Alex Matthews, Managing Director of JCDecaux Dynamic said: “As we saw during the Euros and the World Cup, Outdoor plays a key part in celebrating big international events. Four years on from London 2012, our screens have become a national digital network, powered by live data, delivering dynamic content via our SmartContent platform. This partnership with PA means we can bring the excitement of Rio to people commuting, socialising and shopping, reaching over 52% of the population with the latest news from the Games and Team GB.” 
Locations where the editorial is shown includes leading shopping malls and major rail hubs UK-wide.
Via: JCDecaux 

Olympics 2016 Play Out Across DOOH Screens for the First Time

Ocean has launched its Rio 2016 sports coverage across its full motion city and roadside out of home screens with highlights of inspirational performances featuring Team GB competitors.
In partnership with Team GB, Ocean has scheduled the playout of full motion broadcast coverage in exclusive six minute slots 11 hours every day as the Games play out. The short films are supported by content from Team GB’s Instagram feed.
Sixteen days of coverage of will feature across 98 screens in seven UK cities including The Loop, Signature Outdoor’s city centre network and key full motion retail locations in The Grid, the UK’s first full motion city centre large format network. The film vignettes are supported by content from Olympics sponsors including Omega, DFS and Strongbow.

Ocean CEO Tim Bleakley said: “Working with Team GB and being recognised as a live streaming platform is a milestone moment for Ocean and digital out of home. Exclusive content from the Olympics in such high impact environments with full broadcast capabilities transforms the way brands are using our medium to reach wider audiences.”
Team GB is hoping for another strong performance from its squad at Rio 2016. Every medal win, starting with the first Gold Medal for 21-year-old swimmer Adam Peaty, is relayed as it happens across the Ocean portfolio.

Ocean’s large format screens are turning either bronze, silver or gold as the medal tally rises. Accompanying exclusive media content is supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.
Via: Ocean 

Camelot's "I am Team GB" Campaign Promotes Latest Medal Wins

The National Lottery’s  “I am Team GB” campaign celebrates the role the nation plays in Team GB’s success through the support they give elite athletes by playing The National Lottery.
TNL is largest funder of Great Britain’s athletes, supporting over 1,300 of them across 40 Olympic and Paralympic sports. That helps them focus on their sport full time and receive world class coaching, facilities and equipment. By playing you’ve helped propel Team GB from winning just one gold medal at the 1996 Olympics to finishing third in the medal table in 2012 with 29 gold medals – so all players are an important part of Team GB!
The Dynamic campaign runs during the AM Commuter slot each day across National Rail (D6s & Transvision) & Roadside (Primetime LEDs & Iconic Roadside) to respond to the previous day/nights results during the Olympics &  Paralympics. During the weekend the hours display extends to 4pm with M-Vision & D6s within Malls running. Notable/surprise athletes will be heroed each day should there be a medal win. In the days where there are no medal winners to update – the copy will reference the number of medals Team GB have currently won.

Posterscope Brazil Host OOH Day 2016 for 2016 Olympic Sponsors and Agencies

OOH Communications agency Posterscope Brazil hosted a summit – OOH Day 2016 – for the Rio 2016 Olympics sponsors (and their advertising agencies) featuring presentations from Posterscope and the major media owners in Brazil e.g. Clear Channel, JC Decaux, Otima, Eletromidia, etc.  This  would be one of the last chances for them to present the array of OOH opportunities available to the sponsors.
At the summit Posterscope Brazil introduced two new technologies that will revolutionize the relationship between brands and the public in OOH media in Brazil.  The innovations coming to the domestic OOH market are Liveposter and Viuing.
Otto Frossard, strategy director of Posterscope Brazil, explained that proprietary content management system, Liveposter, will enable a number of digital media features in Out Of Home. Among them stand out in real time and multimarket different digital media, interaction with mobile,  social media amplification, and use of data and metrics to segment the target and generate the best possible experience with the consumer. “The most important thing behind all this is the ability to customize according to each challenge that needs to be answered,” he says. Frossard believes that the ideal to get the most out of this tool is to plan together with the global development team Liveposter platform in order to reach the best solution for the brand. “We can reach a solution never before performed by the tool,” adds the executive Posterscope.
Viuing, in turn, is a new device designed to allow spectators, fans and followers to experience 100% the events and ensure that they don’t miss out on any of those great moments that will go down in history.
Based on TV technology, Viuing, a portable device similar in size to a video game control with a full HD screen,  retransmits everything that happens at the event in real time and without delays on your screen, so that you see absolutely everything. It has buttons that allow the fans to choose which camera you want to track and which sport, all in real time.
The Viuing device does not need Wi-Fi connection, 3G or 4G, as the transmission is done using radio frequency, through a partnership with an official TV station that provides the attraction/event. In addition, the device allows you to serve a series of exclusive content to the viewer, such as advertising, relevant information on the competition, event highlights and exclusive camera angles, among other possibilities that will promote a unique experience to the public, and even approaching more consumer brands. “Now we seek a partnership with one of the official TV stations that are broadcasting the Games to have your content inside Viuing,” Frossard added.

Ocean Turn the Nation Red, White and Blue for Team GB During Rio 2016

Team GB has revealed details of its exclusive content partnership with digital out of home owner Ocean as it unites the nation behind the team prior to, during and after Rio 2016.
The deal will see Ocean turn the nation red, white and blue with “as live” sporting images are carried across its 180 premium screen digital portfolio in nine UK cities as the Games play out. The partnership extends content across those screens operated by Ocean’s sister company, Signature Outdoor.
Team GB is predicting another strong performance from the squad in 2016 – and every medal win will be relayed as it happens.
Ocean’s screens – including the colossal IMAX banner in London’s Waterloo – will turn from white to either bronze, silver or gold as the medal tally rises.  Accompanying exclusive media content will be supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.
Team GB commercial director Simon Massie-Taylor said:  “This is the first time the British Olympic Association has partnered with an out of home media owner. Unique content, news, insight and updates generated from within the Team GB camp will keep the British public right in the centre of the Games experience in Rio across Ocean’s platform.”
Ocean marketing director Richard Malton said: “Being recognised as a true, live streaming platform is a real watershed moment for DOOH and exclusive content will be key in such high impact environments.
“Naturally we’re delighted to be working with Team GB in helping to recreate the excitement we all experienced in 2012 for the British Olympic team competing in Rio next year.”
Via: Outsmart 

Russian Olympic Committee Creates a Social Heat Lamp That Shares the Warmth

What’s one way to get warm during the winter? By participating in this fun social heat lamp!
The Russian Olympic Committee partnered with MOST Creative Club and placed 10 of these unique heating lamps throughout Russia and challenged people to walk up and be active. When a person decided to take the challenge, they are directed to do various activities such as jogging in place. Once completed, it provides warmth at another heating lamp in Russia, passing heat to complete strangers. The lamp also takes a photo of the participant and sends it to the stranger who receives the warms, putting a very fun social spin on it!
russia3
 
russia2
Video here:
[youtube width=”300px” height=”200px”]VfWbXdsqztk[/youtube]
Via: Creative Guerrilla Marketing