Posts

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
 

Pimm's launches weather activated OOH campaign

Diageo, the drinks giant, has launched a digital out-of-home campaign for Pimm’s, which will activate when the weather reaches a temperature of 21 degrees
The campaign features a bottle of Pimm’s along with a jug of the drink ready to be served, alongside the caption, “Best served with sunglasses.” The local temperature is also shown.
When the local temperature hits 21 degrees during peak commuter times the ad will appear and show the variations in temperature for the rest of the period.
The work will run for ten days across 12 Ocean Outdoor screens in London and Birmingham between 12pm and 4pm on Thursdays and Fridays, and between 4pm and 8pm at the weekend. It was planned by Carat and Posterscope.  The real-time element was provided by Liveposter.
Joanna Segesser, a senior brand manager for Pimm’s at Diageo, said: “Pimm’s is known by consumers as being the iconic drink of the Great British summer and consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather.
“We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”

Campo Viejo creates real-time outdoor campaign for Streets of Spain festival

5 May 2015, London. Spanish wine brand Campo Viejo, owned by Pernod Ricard, celebrated its third annual Streets of Spain festival by incorporating user-generated social media content into its digital outdoor advertising, a first-of-its-kind campaign for the company. Held on London’s South Bank, the festival brought the food, wine, art, music and culture of Spain to one of London’s most popular locations for the full bank holiday weekend, from May 1st to 4th.
This year, visitors were encouraged to share their experiences via Twitter and Instagram using the hashtag #StreetsofSpain. For the first time ever, content shared to the #StreetsofSpain hashtag was then used in real-time on digital screens across London as part of Campo Viejo’s digital out-of-home (DOOH) campaign.
The outdoor activity was planned by Posterscope and Havas, and delivered the content to more than 100 digital screens across London using the Liveposter platform.
Samantha Brereton, client director for Posterscope, said: “This is the second time we have supported the Streets of Spain festival. This year we plan to help Campo Viejo build upon last year’s record-breaking success which saw 300,000 visitors join the festival, and are very excited to be using an extremely innovative and interactive outdoor campaign to help drive attendance.
“Using the Liveposter platform, we’re able to source visitors’ own content shared to the #StreetsofSpain hashtag in real-time, giving people across London a little taste of the festival. The festival is all about bringing Spanish life to London over the bank holiday weekend, and using visitors’ genuine experiences is the best way of representing that feeling to a wider audience.”
Lucy Bearman, head of marketing at Pernod Ricard, said: “Streets of Spain has grown from year to year, and we can’t wait to give this year’s visitors a taste of Spanish life this bank holiday weekend. There’s an incredible buzz across the weekend, and we’re delighted that Posterscope is helping us to spread that feeling by using visitors’ own shared experiences on digital screens across London.”

Sample a delicious cooked breakfast the mexican way

Today, Old El Paso and UM London are celebrating ‘Cinco De Mayo’ (the Fifth of May) at London’s Victoria Station. UM has worked closely with Posterscope and psLIVE to mark the popular Mexican celebration day with a live cooking demonstration using Old El Paso products, featuring celebrity chef, Andy Bates.
The event will promote the launch of a new content series of 31 recipe videos, featuring Andy cooking with Old El Paso products. Produced by UM Studios, the series is being hosted on online channel Food Network.
Live at Victoria station, Andy Bates will be  demonstrating how to make some of the dishes from the recipe series. Commuters will be able to sample the results, and experience the tasty and easy dishes you can create with Old El Paso products – and even take away recipe cards to be able to cook up themselves.
Cinco de Mayo commemorates the Mexican army’s victory over France at the Battle of Puebla in 1862, and is observed in the US and Mexico as a celebration of all things Mexican.
The video series is rolling out across the Food Network channels, digital OOH, blogger outreach and social, to showcase the many exciting combinations of Mexican-inspired dishes that you can make with Old El Paso ingredients. The online partnership will also feature articles showcasing Mexican-inspired cuisine and a competition for a chance to win an Old El Paso party pack.
Five new recipe videos will be released each week for seven weeks from Monday 13th  April, with a new theme per week, such as ‘sides’, ‘tacos’ and ‘desserts’.  The street-food inspired recipes include Huevos Rancheros, Pulled Pork Fajitas, and Salted Caramel Tortilla Pie.
UM London will promote the series via social media, working closely with Ogilvy social, whilst Reprise, UM’s specialised search agency, will handle PPC for the launch.
Lauren Hertzenberg from UM London, said: “The Old El Paso audience are constantly seeking food inspiration online and our easy-to-follow recipe videos on Food Network will reach customers at these key moments. We are also excited to be able to bring our content to life in Victoria Station with Andy on Cinco De Mayo, to inspire commuters to make tasty, Mexican-inspired dishes for themselves.”
Rachael Clutton, brand manager of Old El Paso said:
“We’re pleased to be involved in this digital content-led campaign with UM London, which is a new approach for the brand. This activity was all about showcasing the breadth of our products, and creating meal time inspiration. The Cinco de Mayo event in Victoria really brings Old El Paso™ to life. It allows us to take our new and tasty recipes to the streets, for people to try and enjoy, whilst showcasing the exciting range we have and the delicious recipes, which can be so easily made.”
 
Via: Field Marketing and Brand Experience

Emirates targets Heathrow Airport passengers with spectacular OOH site

April 27th 2015: As part of its ‘Hello Tomorrow’ global marketing campaign, Emirates is strengthening its already dominant presence at Heathrow with the launch of a special-build campaign with JCDecaux Airport on the iconic Central Terminal Area Welcome Site.
Occupying the gateway to one of the world’s busiest hubs, the 37.2m by 3.8m illuminated location spans the width of Heathrow’s entrance roundabout, is visible from over 500 metres away, and provides the first brand message for 100% of vehicular traffic as it enters Heathrow from the M4.
Emirates’ creative execution promotes the airlines’ Airbus A380 planes and underlines its position as an enabler of global connectivity and meaningful experiences with the strapline: “Your remarkable journey begins here. Experience the Emirates A380”. In an innovative twist, the special build is designed so that the image of the plane appears to fly off the billboard.
The long-term campaign was planned and booked with JCDecaux Airport by Havas and Posterscope’s international division PSI.
Alan Sullivan, Managing Director of JCDecaux Airport, said: “We are delighted that Emirates has seized the opportunity to ‘own’ Heathrow’s most famous landmark site with a special-build campaign that showcases the unmissable branding potential of this classic Out-of-Home location.”
Natasha Murray, Managing Director at Havas said, “We are absolutely delighted to have secured the iconic Heathrow Welcome Site. This is a prominent site within an excellent location and provides Emirates the opportunity to speak to those travelling through the World’s busiest hubs”.
Robin Hall, Managing Director at PSI, said: “The site is ideal, passengers have a heightened sense of excitement and awareness arriving at the airport. Emirates have created an ownership of that point of the journey, using great creative in an iconic location.”
Jonathan Coen, Retail Director at Heathrow, said: “As the UK’s hub airport, Heathrow sees 73 million passengers pass through its doors every year. This site is a perfect spot for Emirates and we’re delighted with the creative.”
Emirates’ campaign complements its other long-term locations with JCDecaux Airport in the interior and exterior of the airport, including: the new TTS (Train Transit System) location that leads passengers towards Terminal 5’s satellite terminals, and the iconic branded A380 plane situated on the Central Terminal Area roundabout, targeting all vehicular traffic travelling to Terminals 1, 2 and 3.

Posterscope host its latest 'The Pioneers' event featuring Richard Reed

On the morning of the 28th April, Posterscope welcomed the media industry to the second in the series of its ‘The Pioneers’ events which took place at the Soho Hotel.  Our speaker was Richard Reed, co-founder of Innocent Drinks, Jam Jar and Art Everywhere.
Over 45 minutes Richard entertained his audience by detailing his path to success, starting with how, at the age of 16 and working in a dog food factory, he decided to become an entrepreneur, but not before setting up a lawn mowing business and a stint at ad agency BMP.
Richard gave invaluable advice to succeeding in business including the importance of having a product that is better than its competitors and that consumers want, the value of building a great team of like-minded people that have complementary skills and embody the vision and values of the company, the need to really listen to what consumer want, feel and care about, and how business can be a force for change and benefit as well as a wealth generator.
To hear this and a lot more…watch the video below
[vimeo width=”300px” height=”200px”]127809363[/vimeo]
 

Fashion Targets breast cancer

Posterscope and the UK Out-of-Home Media owners have been working with Breakthrough Cancer providing pro-bono media space across the UK for their Fashion Targets Breast Cancer campain
Grammy Award-winning musician Foxes, model and presenter Abbey Clancy, Victoria’s Secret Angel Lily Donaldson and model and musician Alice Dellal take the lead for Fashion Targets Breast Cancer in 2015, the UK’s most stylish charity fashion campaign. This year’s poster campaign is shot by globally renowned photographer Simon Emmett.
Representing the best and brightest of British talent, this year’s coterie of cover girls are the ones to watch in 2015. Already successful in their fields in the UK and internationally, each star brings their own unique look to the campaign, inspiring women across the UK to showcase their style and wear their support in the fight against breast cancer.
They follow in the footsteps of Fashion Targets Breast Cancer alumni Kylie Minogue, Kate Moss and Naomi Campbell, Emeli Sandé and Jessica Ennis-Hill.

High street favourites

High street favourites M&S, River Island, Warehouse, Topshop, Laura Ashley, Debenhams, Superga, Baukjen and The Cambridge Satchel Company have produced beautiful, unique pieces for the collection. From striking spring tops to dreamy summer dresses, and with prices ranging from just £2.50 to £189, there’s something for everyone. Each carries a minimum 30% donation to our work.
International fashion designer Ralph Lauren set up Fashion Targets Breast Cancer in 1994 after losing a close friend to the disease. He was inspired to use fashion to help breast cancer charities across the globe. Since launching in the UK in 1996, Fashion Targets Breast Cancer has raised more than £13.5 million to support ground-breaking breast cancer research.

Let's get Ready to Rumble – The industry's view on Posterscope's Adweek session.

Let’s get Ready to Rumble’ was a one-off battle-of-the-brands event hosted by Posterscope to find the creative agency best able to exploit mobile & digital OOH media, fully realising the power and potential to target consumers out of the home. Three agencies, VCCP, Adam&Eve/DDB and M&C Saatchi had ten minutes to pitch their creative digital-out-of-home ideas for the client brand of their choice….and it was the audience that decided the eventual winner was to be Adam&Eve/DDB.
Folowing the session we asked the OOH industry what they thought…
[vimeo width=”300px” height=”200px”]123972937[/vimeo]
 

The Real World April 2015

The Real World is Posterscope’s monthly market update and features the latest market facts and figures, new industry developments and some great OOH campaigns.
Please click here to read it

Tinder, Toy Story and total stupidity – My first visit to Advertising Week Europe by Dan Carey

With the Adweek Europe festival being a bit like the advertising industry’s Glastonbury, I approached my first ever visit in the same way I’m sure many people will approach that hallowed field in Somerset this June; no not drunk and furious about Kanye West’s inability to play a guitar or wear tweed, but excited about what was about to happen and perplexed about how on earth I was going to see everything I wanted to.
It didn’t start well.  On Monday I had at least four sessions I was determined to attend.  However, after seeing Posterscope – the agency I work for – present an excellent and innovative DOOH pitch battle on Monday morning, the workload back at the ranch compelled me to return to my desk and declare to myself that the sooner programmatic buying came into the world of OOH the better – even if we only ever switched it on during AdWeek.
The ‘Let’s get ready to rumble’ pitch battle was my first taste of Adweek and despite my disappointment that Ant and Dec were nowhere to be seen, I must say seeing three top creative agencies in the form of VCCP, adam&eveDDB and M&C Saatchi deliver three unique ideas that were a mixture of the heroic, the humbling and the hilarious was a brilliant introduction for what was to come.  However the fact I missed the rest of the day left me hungry for more.
My next visit didn’t initially go to plan either.  Being a massive Disney/Pixar fan and having previously worked on their business, I turned up to the Disney Animation Studios Storytelling session on Wednesday full of childish excitement.  This excitement was somewhat quelled however when I was confronted by, and then turned away from, a queue that a festival toilet would have been proud of.
I blame myself really.  I turned up late and I guess I should have known there’d be a large queue as a talk from the guys behind the likes of Toy Story was always going to generate massive amounts of err Buzz….
(Yes that pun did just happen and no you can’t unsee it).
Not put off, I marched on to the local coffee shop and bought a grande frappe squiggly wiggly – a.k.a some mediocre drink I didn’t quite understand – in order to access the free Wi-Fi so I could stream it live.  Unfortunately the internet seemed to be suffering a mid afternoon drought and the stream had pretty much dried up, so I downed the rest of my mocha flocka choca blocka latte and returned back to the streets to get in the queue for Outdoor Plus’s ‘Exploring Outdoor Space’ session with the legend that is Brian Cox.
This time my luck was in.  After doing some rather unsubtle queue jumping (sorry, I blame the caffeine), I managed to squeeze into the room and over the next 45 minutes Brian (first name terms) delivered a talk about our solar system that was fascinating, thought provoking and absolutely inspiring.  If you get the chance to watch the session online then do it, you won’t be disappointed.
I guess the one question could be is what does a talk on the solar system have to do with advertising?  Well other than the fact I was once genuinely asked by a client if it was possible to do a projection on to the moon, probably not a lot.  However that thirst for knowledge, desire for exploration and passion for making new discoveries are three traits that I don’t think any industry, especially creative industries like advertising, could survive without.
After Brian Cox’s brilliant talk I then went on the best roll I’ve seen since Madonna did her backwards stage dive at the Brits, attending great session after great session after great session.  This included Marketing Weeks excellent panel discussion ‘Innovation: A Start Up Frame Of Mind’ where I heard one of my favourite quotes of the week as Huib van Bockel, ex Marketing Director of Red Bull declared that Brand Marketing was becoming like tinder, with people deciding almost instantly whether to engage with your brand or move on to the next one vying for your attention.
I couldn’t agree more.  As consumers become increasingly promiscuous and their brand loyalty continues to aggressively be tested by the flirtations of seemingly younger, sexier, more in your face competitors, it’s vital for brands to constantly evolve in order to survive.  Otherwise they run the risk of thinking they’ve found “the one”, only to discover five minutes later that their presumed life partner has actually just run off with some new brand they’ve flirted with on Facebook.
The excellent sessions just kept on coming after that and my final one I’m going to mention was around creativity and titled ‘Redefining Bravery’.  I think as a starting point I am going to say that I always feel uncomfortable about the term bravery when used in the context of advertising.  I totally accept that some work can be deemed as risk taking, but unless you’re using a rolled up press ad to fend off a terrorist attack, whilst catching a falling baby using a 48 sheet as a crash mat, linking advertising to bravery just makes me feel uneasy.
With that being said, this was still another interesting, original and consistently funny session.  A particular highlight was Ben Tollett, joint Executive Director of adam&eveDDB, who talked about the importance of being stupid in the creative process, advising how stupidity means you’ll take more risks, go with your instincts before your logical brain takes over and makes you far less afraid to fail.  It was an interesting spin on an area that I find particularly fascinating and personally I think he’s right, but then maybe that’s because I’m a bit stupid myself.  As for being brave, well I did once outrun a mugger because his far too baggy trousers fell down, but I’m not sure that counts.
So there you have it, my first visit to the Adweek Europe Festival done and I have to say it was a brilliant experience and one that I would urge anyone to attend if they get the chance, especially those new to the industry.  In fact, it actually made me realize how lucky we all are to work in the industry we do and although I’ll be watching a lot of the bits I missed online, my one regret was that I didn’t get to see more of it live!  Oh and that pun about Buzz Lightyear I said earlier, I regret that too.
As for Kanye, well he was nowhere to be seen either, so let’s just say Adweek 1 Glastonbury 0 and leave it at that.
 Roll on 2016.