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Oreo Creates Moments of Connection in China

Posterscope China were tasked with increasing the relationship between the Oreo brand and their customers as well as increasing the number of subscribers to Oreo’s official Wechat account.
Interactive screens at bus shelters were the main the format used, leading customers to the Oreo Wechat account by scanning QR codes and getting them to make funny faces. Their faces then appeared on the bus shelter LED screen.
Over 8,400 people interacted with the screens with 5,975 people subscribing to the Wechat account.

New York Subway Riders Shop on Amazon whilst on the Underground

Amazon has become the first advertiser to use the large digital kiosks on the New York subway that originally displayed maps of the city’s transit system as digital pop-up stores to drive sales of holiday gifts.

Amazon’s activity is running on 100 digital 47-inch screens in 12 major hubs in New York, including Grand Central Station, Union Square and Brooklyn’s Barclays Center. Collectively, the kiosks target 1.2 million riders per day.

Half of the screens are placed on subway platforms and the other half are near entrances and high-volume areas. Creative content on Amazon’s ads differs between the two areas: Ads in the mezzanine area focus on branding while promos near trains drive sales.

The digital screens are swipe-able and let consumers browse through a curated list of electronic holiday gifts from brands like Samsung, Sony and Belkin. Each item can be tapped on for more information, which also pulls in real-time pricing.

After finding a product they want, riders can scan a QR code or send a text message or email and receive an Amazon.com link, where they can buy the gift from a smartphone once they’re above ground.

Via: Ad Week

Marketing Magazine's Outdoor Campaign of the Month: StubHub

What was the idea?

Two years on from our successful UK launch, we wanted to develop a campaign that moved beyond simply improving brand awareness. The objective was to actively engage fans with content relevant to them. We also wanted it to reflect our summer campaign of getting gig tickets, not #gigenvy. We needed a dynamic campaign that adapted to users in real time, giving details of entertainment at venues relevant to them. It would also need to stretch across April to August.

What was the media strategy?

To reach fans at the right time with the right content across multiple channels, whether through outdoor, mobile, social, paid search or earned media. That means giving fans or potential fans relevant information in different ways to show them that we are the brand to trust when it comes to selling or buying tickets to the events they love.

How are you using outdoor?

We share a live feed of concerts, focusing on Londoners making decisions at the last minute. The campaign is live Wednesday to Friday, between 4pm and 7pm – critical times for weekend planning and commuter hours with high footfall. It runs on Clear Channel’s Connect Mobile Platform, allowing people to use their smartphones to tap or scan the interactive tags via NFC or QR-code technology. This takes them to a mobile-friendly version of our site where they can buy tickets. This allowed us to be seamlessly integrated while giving fans content that was relevant to them – and at the right time.
 
The campaign was planned and bought by carat Manchester and Posterscope Manchester
Via: Marketing Magazine

Cheeky Holiday Ad Only Appears in Wet Weather

This clever campaign sprayed-painted Hong Kong streets advertising a deal to the sunny Philippines so that it only shows up when the pavement is wet.
The quirky advert, from airline Cebu Pacific, announces to dreary commuters: ‘It’s sunny in the Philippines’.
Created to coincide with Hong Kong’s monsoon season, when the city receives just 100 hours of sunshine in a month, the publicity stunt used ingenious technology so that it only shows up in the rain.

A waterproof spray was used to stencil the advert onto the pavements, making them invisible until wet weather hits, when water droplets roll off the sprayed surface, revealing the message.
The sunny advert was also accompanied by a QR code – known in this case as a ‘rain code’ – meaning commuters could scan the ground with their phone and get the latest flight deals to the sunny Philippines.

The advertising agency behind the stunt, Ogilvy & Mathers, said the monsoon season campaign saw 37 per cent more people logging on to the Cebu Pacific website to book discounted flights.

Read All About it on Paper Towels

To drive more people to its website, Mexican free newspaper Mas Por Mas rigged some paper towel dispensers to print out the latest real-time news.
Working together with agency FCB Mexico, they installed printers inside selected paper towel dispensers, and connected them via WiFi to the paper’s daily newsfeed.
Each time the dispensers detected a person’s hand, they would print out the latest news on the paper towels. Using special powered ink, the printed news won’t leave any stains on the person’s hands.
On each print-out is also a QR code that directs people to the newspaper’s website. According to the video below, the campaign was a success; unique visitors to the website increased by 37% in the first two weeks.
[youtube width=”300px” height=”200px”]sfjFgFYBEmA[/youtube]
Via: Design Taxi

Centro Extends Bus Shelter Contract with Clear Channel Until 2016

Clear Channel has announced it will continue to sell advertising on bus shelters in the West Midlands until June 2016 after Centro, the body responsible for delivering public transport in the region, extended its contract by two years.
Clear Channel will upgrade more than 1,000 bus shelters to become part of their global Connect Mobile Platform, which launched last month. This upgrade will let people tap or scan these panels with their smartphones using Near Field Communication (NFC) or QR code technology to access exclusive content, including videos, games and vouchers. Centro will also work with Clear Channel to explore installing digital screens on the busiest high streets.

Clear Channel Outdoor Launches ‘Connect’, the First Global OOH Mobile Interactive Advertising Platform

– Platform will initially reach 175 million consumers each month across 23 countries on 5 continents – creating the largest network of its kind
– 75,000 sites worldwide will be equipped with NFC, QR and/or SMS capabilities
– Global launch builds on success of UK Mobile Platform
– Clear Channel UK to more than double existing platform to 25,000 locations
In a world first, Clear Channel Outdoor (CCO), is rolling out Connect, its interactive mobile advertising platform globally, generating more opportunities for consumers and brands to connect.
Advertising panels on CCO’s pedestrian-accessible sites across the globe will be turned into mobile launch pads, enabling consumers to access interactive content from advertisers via their smartphones. Connect creates seamless integration between out-of-home and mobile, driving deeper brand engagement with consumers when they are out and about.
The Global launch builds on the success of UK Mobile Platform which launched with 10,000 sites in urban areas across the country in March 2013.
In the UK, Clear Channel has announced plans to expand their existing Mobile Platform to an additional 15,000 sites, bringing the platform to every urban area in the UK with a population in excess of over 100,000.
The UK deployment with see Clear Channel’s distinctive Mobile Platform tags appear in new environments, including shopping malls and on the Socialite network of digital screens in urban pubs and bars.
By June 2014, CCO will:
– Create a mobile network reaching 175 million consumers monthly across 23 countries on 5 continents
– Be able to offer marketers the biggest out-of-home/mobile interactive platform from any media owner and the only one with a global scale
– Over 75,000 outdoor sites fitted with Connect tags enabled for Near Field Communication (NFC), QR code and, in Latin America, SMS capabilities
Consumers simply tap or scan their smartphone over Connect’s NFC tag or QR code to instantly open a gateway to an online brand experience. In CCO’s Latin American markets, the platform will also run with the addition of SMS capability; a tailored SMS code will appear on the outdoor advert.
Advertisers can enhance the Connect user experience by offering a range of consumer benefits, which can be grouped into 4 main categories:
– Information – search, maps, location-relevant, utility
– Shopping – transactional, discounts / vouchering
– Entertainment – gaming, video, photos, apps
– Community – social media, text / IM, sharing
Advertisers and planners will also benefit from the rich data and metrics captured by Connect, including date, time, location, conversion of click-thru’s, and even which kinds of device were used – all allowing for campaign optimisation, performance review and delivery of ROI.
CCO will be showcasing Connect and its full capabilities at the forthcoming Festival of Media Global event (6-8 April) in Rome, where Clear Channel Communications’ CEO Bob Pittman, will also be one of the event’s key speakers.
CCO first launched its mobile platform in the UK with a nationwide rollout in 2013 that included 10,000 mobile-enabled sites in urban areas right across the country.  CCO’s mobile platform has since been launched in Belgium, Finland, Ireland, the Netherlands and Singapore. The global roll-out of Connect will see additional platforms planned for completion by June 2014 in: Brazil, Denmark, Estonia, France, Italy, Latvia, Lithuania, Mexico, Peru, Poland, Spain, Sweden, Switzerland, Turkey and the USA.
Via: Clear Channel

QR Codes Are Alive and Well and Living in China

In China, those checkerboard-like codes are enjoying a renaissance.
That’s thanks to WeChat, Tencent’s hot mobile app, which has 272 million monthly active users and features a QR code scanner. WeChat blends elements of Facebook, Instagram and WhatsApp, and it’s branching into e-commerce.
QR codes – which let people scan a code using their smartphone to enter contests, connect with brands on social media or buy products — have long been prominent in Japan and South Korea.
When WeChat started pushing QR codes in China, suddenly a technology dating back to 1990s Japan had new potential, and some wondered if Western advertisers had missed something.
“We’re always pursuing new technologies, but we shouldn’t be so dismissive of old ones – sometimes all we need is to find a new use for those technologies to give them a new lease of life,” said Kestrel Lee, executive creative director of Zeno Asia, who points out that RFID or radio frequency identity technology now used in tagging retail goods was first used during World War II to identify aircraft.
One likely reason for QR codes’ success in China, the world’s No. 1 smartphone market, is that many consumers are more accustomed to mobile internet than desktop computers. To them, using a phone to scan a code comes more naturally than typing a web address.
Numbers on usage are hard to come by, but mobile coupon company Imageco tallied 113.6 million QR codes scanned in China in October 2013, up more than 38% from the month before.
Some in China use personal QR codes to identify themselves on social media. The codes are also at the heart of a price-comparison app called Wochacha, with 140 million users.
Western brands feature them prominently. Shanghai car lovers scanned a QR code for a chance to test drive an Audi Q3; runners use them to join a Nike+ running club in their area.
We-Chat’s rival, e-commerce giant Alibaba, turned to QR codes to encourage offline-to-online shopping during a mega-sale on Nov. 11. People visited brick-and-mortar stores, selected purchases and scanned QRs code to stash items in their online shopping cart ahead of the sale.
A month later, during a Dec. 12 shopping event, Alibaba’s Taobao marketplace put a QR code on its website. Shoppers scanned the code 200,000 times in just one minute to try to win a lottery ticket, Alibaba said.
As in the West, QR codes don’t work unless the creative is good and people have an incentive to scan them. Sticking a QR code onto an ad isn’t enough.
More sophisticated augmented reality technologies might break through in China. But as long as WeChat backs QR codes they are here to stay, and there are efforts to beautify them.
Israel-based Visualead, which has a heavy China focus and won a startup competition here, lets businesses and designers blend QR codes with photos or art. It also can integrate QR codes into videos or animation for digital screens.
“Visual QR codes don’t have to be static, they can be animated — or even embedded in a video — to include a visual call to action, like someone inviting you to scan or an avatar winking at you,” said Oded Israeli, Visualead’s VP for marketing. “Animation is very popular in China, and we think it will bring another edge to QR codes.”
Via: AdAge

QR code alternative turns printed content into a library of links

Imaging and electronics company, Ricoh, have created a new technology called ‘Clickable Paper’ which could change the way we interact with OOH advertising.
The technology lets you click on an image without zooming in on a code or logo first, after which you’re directed to a range of options, such as an Amazon link, a YouTube video or a website…you can also tweet or share the information on Facebook.
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Via: psfk

Very.co.uk hijacks the high street with digital 'window shop'

Online fashion retailer, Very.co.uk, has launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One.
The ‘window shop’ incorporates both NFC and QR code functionality which allows passers-by with smartphones or tablets to be able to scan and shop the collections on the Very.co.uk website.  Purchases ordered before 9pm can also be delivered for free the following day.
The windows will feature three of Very.co.uk’s key festive trends,  Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which have been specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the etailer.
The campaign, in place until 6th of January 2013, was planned and bought by Posterscope and Carat.