Posts

Cookware brand proves nothing sticks to their non-stick pans using 'unstickable' posters

To show the effectiveness of the Starflon non-stick technology on their cookware, Tramontina set up a shooting range to show that nothing sticks to their non-stick pans. Internet celebrities, Tramontina customers and an Olympic shooting medalist were invited to use toy guns to shoot various sauces at posters that had been layered with the same Starflon non-stick coating. The sauces slipped off the non-stick targets and all over the poster’s border to create a one off piece of art.
The posters were signed and used as P.O.S, while customers won discounts on Tramontina cookware.
Nothing stuck to the posters, but they created an idea that would stick in people’s mind.
[vimeo width=”300px” height=”200px”]220706372[/vimeo]
Via: Best Ads on TV
 

We asked 100,000 consumers worldwide…about OOH

Megin Gauntlett, Senior Insight Executive at Posterscope delves into our planning tool OCS, giving insight on how we understand our global audience and plan resonating campaigns.
OCS – The largest global OOH survey in the world
OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.
OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.
The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.
OCS identifies OOH nuances between markets
In practice, OCS allows us to identify key trends over multiple markets, and to understand the various idiosyncrasies and differences when it comes to consumer opinions and behaviours around the world. This can range from looking at day-to-day actions that we take for granted, such as how we commute to work, to more individually-determined actions, such as where we’re more likely to search online whilst out of the home. These differences help us to personalise planning for each audience across each market.
ocs by country
Universal trends in OOH – Location, Location, Location
OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.
But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.
ocs types of message
In the UK, location-based messages resonate even more with consumers, and this becomes even further pronounced amongst specific audiences. For instance, 90% of London fashion consumers (“Londoners who are passionate about shopping in store to buy fashion items”) are interested in location-based DOOH content. This type of insight helps to inform and plan successful OOH campaigns, such as Timberland’s recent campaign which ran across shopping malls and high streets in London. Based on the viewer’s location, suggestions were made to visit a local store or landmark, along with relevant statistics such as distance, number of steps required, and calories burned, whilst promoting the unique comfort of the new Sensorflex product.
timberland
Société Générale used a similar idea in rail stations and airports across France – letting consumers know how long until their train or plane departs and reminding them that they have plenty of time to log on to the app and complete a few transactions whilst in transit.
The success of this kind of location-based marketing is not to say that the consumer is uninterested in any other relevant messaging displayed on DOOH screens. As the chart above illustrates, global consumers are similarly interested in a variety of contextual messaging as detailed in OCS, and, in some cases, confounding national stereotypes such as the British being more inclined to care about the weather, when in fact they actually ranked 8% lower than the average of all countries evaluated!
Multiple Messages engage consumers
Combining multiple contextual messages, when relevant, helps to further engage the consumer. santander v2Across all markets, campaigns which feature multiple contextual messages are proven to have greater consumer impact – Santander Cycles being a casing example. Santander Cycles identified two key audiences for its product – leisure users and commuters, and, using the Liveposter platform, encouraged them to hire a cycle for their next journey. As well as using location and local nearby attractions as inspiration, the campaign also utilised time of day (when to deliver the ads) and weather data (letting people know if the weather is going to be good for a day outdoors). Research demonstrated that consumers who saw the DOOH Liveposter campaign were 20% more likely to spontaneously recall seeing advertising for Santander when asked “which, if any, high street banks or building societies have you seen, heard or read advertising for in the last 2 weeks?”  proving that contextually relevant DOOH content delivers strong advertising cut-through for brands.
Similar success has also been enjoyed by Fanduel, an online and app-based fantasy sports league based in the USA, who utilised relevant contextual messaging consisting of both time of day and location, in a drive to recruit more members and get them playing more games.
fandual
In summary, OCS helps us to understand the lives, opinions and OOH habits of more than 100,000 consumers in over 30 different markets. With the rapid development of DOOH inventory with real-time capabilities across the globe, OCS ensures that we can capture which tailored, contextual messages (and triggers) our audiences actually want to see and where, enabling us to deliver relevant real-time campaigns that truly resonate and drive results.

A pub's brilliantly 'lazy' poster ad has become a viral hit

A warning to clients: Be careful what you text to a designer. It might end up in one of his designs. Or the texts might end up being the entire ad.
That was the general sentiment after a British ad—created by designer Dave Blackhurst for the Friars pub in Bridgnorth—went viral this week and was celebrated as a genius bit of brilliantly lazy design.
But it’s not the whole story.
This much is true: Blackhurst, a copy editor and proofreader, was asked by a friend, Tom Hughes, who owns the Friars, to design a poster advertising the nightly entertainment there. Seemed like a straightforward assignment if ever there was one.
And the resulting ad was amazing indeed. It appeared that Blackhurst had taken an unaltered image of text messages between him and Hughes and made it into the ad. Undeniably clever, a nice framed photo of it (it was placed next to the pub’s front door) went viral on Twitter and shot to the front page of Reddit.
But in fact—and this doesn’t necessarily diminish Blackhurst’s accomplishment—there was no text exchange at all. A local paper, the Shropshire Star, caught up with Blackhurst, 61, who admits he doesn’t even own an iPhone.
“I was thinking about [the assignment], walking around town, whether to do a ’60s style, a ’30s style, but I thought it has all been done before. That’s when I came up with the idea to imagine the conversation between me and Tom,” Blackhurst tells the paper.
“The irony is I don’t have a smartphone, I have a Nokia C2, so it took me about three minutes to come up with the idea but a few hours to put it together with an online message generator and Photoshop.”
Some might be disappointed that the ad isn’t quite as lazy as advertised. But in some ways, it’s just as clever, if not more so, that Blackhurst dreamed up the idea out of thin air.
Hughes, meanwhile, is obviously thrilled at the attention the ad has been getting, both locally and globally.
“I thought it was something a little different, I didn’t know it would go down as well as it has,” he says. “I’ve seen people stopping and having a look at it, so it has been quite effective. I had a message on Monday saying it has gone viral and it had about 3,000 likes on Facebook. And on Tuesday it just went crazy. We’ve had lots and lots of people messaging us as well and the website views have gone up. It has really done a good job.”
Via: Ad Week 
 

Adexo Portugal's "The Fat Stencil"

We know fast food has fat in it. But we have no idea how much. In order to impact people in the streets and raise awareness, ADEXO Lisbon printed large posters using oil from a single pizza.
Video below
[youtube width=”300px” height=”200px”]8GV1MF_TBkw[/youtube]
Via: Best Ads on TV

Quebec City Magic Festival Creates Stunning Invisible Posters

The agency lg2 teamed up with the Quebéc City Magic Festival to create a rather crafty way of promoting the event. A fair amount of posters were placed around cities, featuring only a white background, a black top hat and a small text below it asking the passerby to take a photo of the poster with flash, revealing a secret message – and of course, the secret message is the festival itself.
[youtube width=”300px” height=”200px”]TzDPNnMx8SM[/youtube]
Via: Creative Guerrilla Marketing
 

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.
[youtube width=”300px” height=”200px”]Ef7zb6CaW6A[/youtube]
Via: Best Ads on TV

Microsoft's personal response to local's cricket put-down

Microsoft has delivered a personal riposte to a Glasgow tweeter who pointed out that its recent ad campaign mentioning cricket was out of place in the city’s East End.
The original bus stop poster showed Microsoft’s mobile voice-activated assistant, Cortana, announcing a reminder about playing cricket at the weekend. One local commented on the lack of popularity of the sport in Glasgow’s East End by tweeting a photo of the ad with the caption: “Said nobody in the east End of Glasgow ever.”
Cortana tweet 1
Chris’s tweet garnered a lot of attention and was retweeted 4283 times. Now Microsoft UK has responded directly to Chris with a tweet which said they weren’t kidding that Cortana was personal. The response included a photo of the same bus stop with a new poster which reads: “Cortana, next time I speak with Chris, remind me not to mention the cricket.”
cortana tweet 2
The ad was created by McCann London / M:United, and seems to have gone down well with its recipient.  The campaign was planned and executed by Dentsu Aegis Network and Liveposter.
cortana tweet 3
Source: The Drum

Billboard Made Of Clothes Pops Up In Sydney

GPY&R and oOh!media have created a billboard made from washing, for LG Electronics Australia. All 71 items were washed in a single load in the LG ultra large capacity washing machine and then assembled on the billboard at oOh’s fabrication warehouse.
The billboard, located on Qantas Drive near Sydney International Terminal, measured 12m x 3m and comprised of five bed sheets, twelve bath towels, five tablecloths, eight shirts, nine t-shirts, ten pillow cases, nine pairs of underwear, six washcloths and seven handkerchiefs.
Lambro Skropidis, general manager of marketing at LG Electronics said: “One of the most powerful tools in advertising is the product demo. This one is simple, impactful and sure to resonate with busy Aussie families for whom laundry can be a part of their daily routine.”
[youtube width=”300px” height=”200px”]4EG-zQ5e95I[/youtube]
Via: Bandt

Giant billboards in 3-D, no glasses needed

Engineers in Austria have created a giant laser system that sends beams in different directions, which makes them visible from many different angles. The angular resolution is so fine that the left eye is presented a different picture than the right one, creating a 3D effect.
In 2013, the start-up company TriLite Technologies had the idea to develop this new kind of display, which sends beams of light directly to the viewers’ eyes.
To experience the 3-D effect, the viewer must be positioned in a certain distance range from the screen. If the distance is too large, both eyes receive the same image and only a normal 2D picture can be seen. The range in which the 3D effect can be experienced can be tuned according to the local requirements.
The newly developed display, can present hundreds of pictures. Walking by the display, one can get a view of the displayed object from different sides, just like passing a real object. For this, however, a new videoformat is required, which has already been developed by the researchers.
The technology has now been patented and presented in several scientific publications. The second prototype should be finished by the middle of the year, the commercial launch is scheduled for 2016.
Via: Science 2.0
 

The ‘Biggest Design Poster Ever Made’ is 3-Dimensional and Interactive

Stockholm-based creative agency SNASK has created a fantastic poster for the Malmö Festival 2014—it is made up of gigantic, brightly colored, three-dimensional letters, numbers and shapes.
Instead of existing just in print and on screens, this eye-catching poster takes up an entire physical area—put together by hand, this epic design took “900 hours, 14 people, 175 liters of paint, 280 plywood boards and 10,000 nails” to complete.
In addition to appearing on the festival poster, this delightful creation will be installed at the Central Park in Malmö, where visitors will be able to climb, sit on and take pictures with the “biggest design poster ever made”.
To photograph this poster, one would have to do so from a crane, 30 meters up in the air.
Via: Design Taxi