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Jameson's use Locomizer to enable hyper targeted campaign

Posterscope has developed a unique Out of Home (OOH) advertising campaign for Jameson Irish Whiskey that launched in time for the Rugby World Cup.
The campaign is the first of its kind in the UK and will enable Jameson to branch out from focusing simply on physical proximity to bars to ensuring advertising is in the most relevant locations, right across consumers’ lives.
Posterscope will be using Locomizer, an audience discovery engine based on geo-behavioural user interest profiling technology, to enable hyper-targeted advertising – a first for the UK.
Jameson’s campaign will target drinkers throughout their week by looking at places and surroundings where customers tend to spend their time using a new technique of audience discovery and segmentation. This targeting strategy will allow Jameson to reach their audience at multiple touchpoints throughout their day, increasing frequency of message.
Ryan Hedditch, Business Director at Posterscope said: “This is a fantastic evolution of targeted advertising and we, in partnership with Havas Media, are excited to be putting it into action for Jameson. We have analysed modelled and historic data on all of those customers we want to be able to reach. Understanding location behaviour of consumers allows us to identify geographical hotspots where our audiences are likely to congregate at, when they are not at the interest affinity locations.”
Vicky Hoey, Head of Marketing at Jameson said: “We are very excited about this unique campaign, which will enable us to gain increased cut-through and resonance with our audience. This is particularly important during these upcoming sporting occasions where consumers will be inundated with advertising.”
Toby Hawkins, Account Director at Havas Media, said: “This campaign will enable us to target Jameson consumers throughout their week and not just when they are headed to the pub for a drink. Locations and format have been chosen with this in mind.”
Posterscope’s data has also allowed them to improve format targeting. The campaign will utilise location-based digital advertising in partnership with mobile media partner xAd, as well as digital roadside screens in high footfall locations, large format digital screens powered with Dynamic Digital OOH and Underground LCDs.
The campaign launched on the 18th September and will run in bursts across a total of 7 months.

Société Générale's RWC Welcome

Now that one of the world’s greatest sporting events has officially begun at the ‘home of rugby’, passengers travelling through Eurostar UK are being greeted in style by official RWC 2015 sponsor, Société Générale.
Proudly voicing their campaign; ‘We are the bank that believes in team spirit’, Société Générale have completely ‘owned’ the Eurostar terminal with a combination of 3D Hanging Banners, vinyl wrapping of the Departure Lounge Charging Stations and domination of the digital network, throughout both the Departures and Arrivals areas.
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With vibrant artwork showcasing a montage of rugby highlights, rugby statistics and welcome messages from the brand’s ambassador, Jonny Wilkinson, this campaign truly captures the global excitement of this momentous sporting event.
Targeting not only rugby fans, but also Société Générale’s core demographic, the business and finance community, Eurostar is the perfect environment to do just that with 34% of passengers travelling on business.
As one of the gateways to the games, Eurostar is expected to see over 1.5million people passing through its doors during the tournament, each of which will not be able to miss this immersive campaign from the proud sponsors of the #RWC2015.
The campaign has been planned and booked by Posterscope’s international division, PSI, and Carat with JCDecaux Airports

Heineken brings Rugby stars to digital OOH

Heineken, one of the worldwide partners of the Rugby World Cup, is using Motion@Waterloo in its multi-platform OOH campaign. The creative features clips from the TV spot featuring famous Rugby players Jonah Lomu and John Smit.
The campaign was planned and booked by Starcom MediaVest Group and Posterscope.

Storm's Piccadilly screen celebrates100 days until the Rugby World Cup with live Periscope stream

Prince Harry will today mark 100 days to go until the start of the 2015 Rugby World Cup, as he joins England legends Jonny Wilkinson & Will Greenwood for a ceremony live from Twickenham.
Prince Harry will lead a number of short speeches in front of a few hundred fans assembled at Twickenham, before the Webb Ellis Cup is placed into a specially commissioned jeep which will start the UK trophy tour, with Will Greenwood beginning the first leg of the journey to Scotland.
Johnny W and Prince Harry- World Cup
Rugby fans around the world will be able to share in this moment through Periscope & Twitter. Out of Home media owner Clear Channel will also be displaying the 15-20 minute broadcast live on their premium Storm site in Piccadilly. Once the broadcast ends, Tweets will appear on-screen with fans able to send in questions for Jonny Wilkinson using #AskJonny.
This marks the first time a Periscope video stream has been displayed on this scale in the UK, on Storm’s iconic ‘One Piccadilly’.
This will also be the first ever Periscope from the recently launched, official @rugbyworldcup account. Fans should follow @rugbyworldcup on Periscope and Twitter to make sure they don’t miss it.

BlowUP Media Digital Screen Spearhead RFU’s World Cup Ticket Sales Campaign

The English Rugby Football Union, which is hosting next year’s Rugby World Cup, booked two blowUP media digital large format screens in Cardiff and Birmingham, plus a giant poster site in Leeds to promote the opening of ticket sales to the third largest event in world sport.
The campaign is running on sites strategically selected close to key rugby grounds where World Cup games will take place.  The Super Motion digital screens in Cardiff and Birmingham will offer high quality full motion digital content to grab the rugby audience’s attention while the stunning 120 sqm Leeds City Square site directly opposite the train station is perfectly positioned to capture the vehicular and pedestrian rugby audience in Leeds.
With the home teams believed to have a good chance of reaching the final stages of the World Cup, which starts in September 2015, the campaign should stimulate interest among rugby fans in these key areas in an impactful and memorable way.
Posterscope and Zenith booked the campaign.

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