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Grocery Store in Romania Allows You to Channel the Force and Shop like a Jedi

The end of 2015 found us surrounded by the Star Wars hysteria, with many marketing campaigns trying hard to feel relevant, although not everyone managed to grab our attention in an authentic way. Carrefour in Romanian certainly did!

“Shop with the Force” was a campaign that was created by Publicis for Carrefour in Romania, teaming up with Star Wars on the opening weekend of Episode VII, in order to give the best gift to all the Star Wars fans. What if you could actually obtain the Force and use it while shopping? Kinect technology made our dreams come true, allowing everyone to try out a brand new experience, changing the idea of shopping at the supermarket. People of all ages gathered around to test their “force” and shop with their newly acquired powers, turning the campaign’s idea into a success in just a few minutes.

Kinect technology is all about motion sensing input devices and it enables users to control and interact with their computer in a very natural way, leading into many impressive cases of gaming during the past years. In this case, an iPad and Kinect SDK were enough to create the illusion that we’ve finally found the force, with all the passers by wanting to try this out. All they had to do was to move the items they wished into the virtual basket, dragging each one of them on their own, with the magical help of the force coming straight from their own hands. Think of it, you play around with the concept while also doing your shopping, since the products that you moved to the basket were waiting for you in the cash register. Of course, there was also the Star Wars merchandise available on the super market, which means that both parties were benefiting from the success of the idea, proving that a campaign has even more chances to be successful when delivered timely and also in an authentic way.

Thus, what we can learn from this campaign is that it’s not just about embracing the Star Wars craze with no context, as this may end out to be boring for the consumer, it’s all about finding the sweet spot between creativity and uniqueness that will manage to win the customers who will be more than willing to spend time (and possibly money) following a brand’s campaign.

Ambient advertising can be very successful, providing that you know your audience in a way that you create a memorable experience that is both enjoyable and successful. It’s all about thinking outside the box, right?

Video below:

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Via: Creative Guerrilla Marketing 

Beck'speriment challenge men to keep their partner in a shop

Shopping, possibly the longest and most excruciating time in a man’s life, especially if its not shopping for them. But would you be able keep your partner inside a clothing store for a whole hour to win a truck full of Beck’s beer?
The experiment was set up by Beck’s to highlight the benefit of compromising in a relationship, the quirky challenge was for men to keep their partner in a women’s designer clothing store for a whole hour. The rules were simple, they weren’t allowed to tell their partner about the challenge and if their partner left the shop before the hour they lost.
It’s a fantastic stunt that shows just what men would do for a truck full of beer and who wears the pants in the relationship.
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Via: PRexamples

eBay Launches 24-Hour Christmas Windows in Australia

In contrast to the traditionally blustery holiday season in the Northern Hemisphere, Christmas in Australia is a sunny experience. Barbecues and fresh seafood replace heavy holiday dinners, and scarlet Christmas bush blooms substitute hearty evergreen trees.
Despite varied climates, the holiday period is prominent retail season in both hemispheres. Inspired by Australia’s unique holiday experience, eBay Australia has deviated from its traditional online model to produce a series of physical, interactive window displays for the 2014 Australian Holiday Season.
eBay’s AU holiday window campaign, entitled “eBay Shoppable Windows” ran from 7:00am on Thursday, December 4th, to 8:00pm on Sunday, December 7th, at the Custom House Forecourt in Sydney. The campaign included four windows that were open for 24 hours each day. Viewers enjoyed the products in each display, browsed product details on a 46-inch installed screen, and purchased items directly via mobile phones.
The window displays were eBay’s response to an internal holiday shopping report, which indicated that 65% of Aussies associate the holiday shopping season with physical cues such as Christmas music and decorations, and 37% get their gift inspirations directly from display windows. With both sensory details (including a snow machine and carol playlist) and mobile capabilities, eBay designed its windows to blend sensory shopping influence with online convenience.
In Australia, December 4-7 was predicted by eBay’s research team to be the year’s busiest period of online shopping. December 7th, the final day of eBay’s campaign, was predicted to be the nation’s busiest online shopping day: eBay expected 2.6 million visitors the AU site, 1.5 million via mobile. The company expected to sell at least 200,000 items through its mobile application, a 48% increase from 2013.
eBay’s physical campaign is the first 24-hour shoppable window display in Australia.
Via: psfk

Coca Cola Wrapping Paper Dispensers

To celebrate Christmas and to ‘give a little happiness’, Coca-Cola created a wrapping paper dispensing 6-sheet which was placed in Bluewater Shopping centre. The activation lasted three days to coincide with the Black Friday weekend (28-30 November). Two brand ambassadors were on site to help dispense the paper to shoppers passing by, and the event was filmed with the intention to use the content in Coca Cola’s upcoming digital campaign. The activation was so successful that additional wrapping paper had to be ordered!
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New Illuminated and Raised Format Brings Innovation to Shopping Centres

Bay Media have moved indoors with their latest product; AirDressing.
AirDressing, which magically looks like its floating in thin air, is Bay Media’s large format illuminated solution for wide open spaces such as the large spaces under glass ceilings in shopping centres and airports.
The displays are 4m wide with over 3,000 LEDs, weighing just 45kg. While they use ultra low-energy lighting, they are twice as bright as a usual billboard, and all attachments are hidden away inside a 1mm frame.
Royal Victoria Place shopping centre in Tunbridge Wells is host to Europe’s first installations where four units are in place.
Via: Outdoor Media Centre

Very.co.uk Leverages Real-Time OOH for Christmas Advent Calendar Campaign

Online department store, Very.co.uk, will promote daily deals in real-time across out-of-home sites as part of an integrated campaign in the lead-up to Christmas.
For two weeks during December, the British public will see the best deals available each day from Very.co.uk through real-time OOH ads using Liveposter technology. The offers will be showcased across a variety of locations including rail, roadside and cinema through an advent calendar creative in keeping with the festive spirit that has been designed by St Lukes.
The activity forms part of the wider Christmas campaign that has been devised and implemented by media agency Vizeum and OOH specialists Posterscope. The aim is to offer Very.co.uk the flexibility to be reactive and deliver the most relevant content possible across different channels. In November, this involved using radio schedules and a flexible template to change messages at short notice.
Jon Owen, retail brands and trading director at Shop Direct, the company behind Very, commented “The countdown to Christmas has begun and following a hugely successful Black Friday we move into our Cyber Week deals where it’s important that we’re able to bring consumers our most up to date offers. We’re delighted to have the opportunity to do this in real time by taking such a flexible and innovative approach. ”
Leia Reuter, Business Director, Posterscope said: “Retail brands are always looking to take greater control of their advertising, delivering the most relevant content possible at the right time. This campaign uses Liveposter’s technology to do just that in the most efficient way possible by allowing Very.co.uk to make sure that consumers are receiving deals on products that are available now.”
Via: The Drum

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

Using OOH this Black Friday

As the UK prepares for the one of the biggest shopping days of the year, Posterscope‘s Glen Wilson looks at how retailers can use out-of-home to really reap the rewards.
Black Friday is the biggest online shopping day of the festive season. What started as a US phenomenon in which retailers across the country slashed prices the day after Thanksgiving, Black Friday was brought over to the UK by e-commerce giant Amazon in 2010.
Now firmly a fixture in the UK’s Christmas retail firmament, a recent report by Visa Europe forecast that British shoppers will spend more than £1 million every three minutes this year. That’s £360,000 every minute, or £6,000 every second, as consumers race to take advantage of the widespread discounts.
Given that UK consumers are set to exceed the £200 million spent on Black Friday last year, it’s understandable that retailers across the nation are keen to capitalise on the event this time around.
However, as easy as it is to get swept up in the Black Friday buzz, what’s really important for retailers is that the day kicks off a particular retail sales pattern that holds true until Christmas. It helps open up consumer wallets in a way that no other day of the year does, and if retailers are smart about how they advertise, they can ensure those wallets stay open right through to the New Year.
Nowadays everyone has a smartphone in their pocket, which means the landscape has changed for out-of-home advertisers. In November and December 2013, mobile sales reached 35.6 per cent of all online sales (tablets accounting for 22 per cent and smartphones 13.6 per cent). Mobile also accounted for almost half (47.3 per cent) of all online traffic (smartphones accounting for 25.2 per cent and tablets 22.1 per cent).
The rise in 3G and 4G, coupled with smartphone penetration reaching over 70 per cent of people in the UK, means there is little to no distinction in online or offline – consumers are now always on.
A recent study by Deloitte reveals that some 40 per cent of physical shop sales will be digitally influenced, meaning consumers will use some form of digital technology to inform or facilitate their purchase. As consumer connectedness increases, marketeers need their advertising to become more responsive to consumers’ needs, preferences and behaviour, especially during big events such as Black Friday where deals can be changed every few minutes. It’s an urgent day with limited time to make an impact.
However, planning for Black Friday and the Christmas period isn’t so much about real-time advertising than it is about “right-time” advertising. Mondays are often the most popular day for online sales, Saturdays for smartphone sales, weekdays are best for PC sales as people tend to buy things whilst they are at work, and evenings see the most tablet usage and therefore ultimately sales.
So advertisers looking to inspire online sales could offer specific online discounts for customers via out-of-home (OOH) on their commute to work on Monday mornings, or try and coax people into stores on Saturdays with location-specific deals.
Of course, real-time does still have a role to play. Where it can be most effective is in being used to influence particular types of sales at the best possible times of day, and helping retailers track a sale to better understand and influence the consumer’s path to purchase. In Black Friday terms, this could be tracked by the amount of people being influenced by the individual ‘limited time’ deals that are offered throughout the day.
For real-time to work properly it needs to be part of a strategy, and offers need to be informed by data to stimulate sales behaviour. Location, weather and social media data can all help advertisers tailor ads and placement via particular criteria, and can also help to tailor in store deals to make them both more personal and more relevant.
There are several big players involved in Black Friday in the UK space, including John Lewis, Asda and Amazon. Asda, owned by America’s biggest retailer Walmart, last year ran flash promotions within stores, leading to chaotic scenes as consumers rushed to pick up products for “earth shattering prices”.
Amazon this year announced it would be running deals from as early as Monday 24 November to build momentum and customer loyalty before D-Day, including discounts as high as £1,000 off cameras. John Lewis is said to be offering proactive deals, as opposed to price matching, for the first time ever.
There is a huge opportunity for OOH to help support campaigns like this in a more reactive way that better relates to the way in which people spend. OOH now has the infrastructure in place to produce more effective advertising campaigns than ever before, and no sales period is more measurable or more lucrative than the Christmas period Black Friday kicks off.
Data can inform smarter, better, more effective campaigns planned around how, when and where their target audience want to buy. By embracing the power of the new OOH infrastructure and the data that informs it to plan themselves around consumer behaviour, retailers can help ensure that their Black Friday activity kicks off their biggest Christmas ever.
Via: Media Tel

Old Navy Unveils a Machine that Creates Selfies with Balloons

In celebration of its 20th birthday, fashion retailer Old Navy has unveiled a ‘#Selfiebration Machine’, an ingenious apparatus that creates selfies with balloons.
One machine will be displayed in New York City’s Times Square on 22 October 2014, and the other in Los Angeles’ Hollywood & Highland Center on 25 October 2014.
To get a selfie ‘blown up’, people simply have to tweet a picture of themselves with the hashtag #Selfiebration, and then head down to the designated venue to watch it go on display.
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Via: Design Taxi
 

John Lewis Eyes Oculus Rift Opportunities to Unite VR and In-Store Experiences

John Lewis has started looking at what virtual reality (VR) technologies such as Oculus Rift could bring to the in-store experience.
Speaking at IAB Engage 2014 event in London, the retailer’s head of online marketing, Lloyd Page, revealed that it has started investigating the area predicting that “the VR and the in-store experience will collide”.
He said that it could be used in a situation where an in-store customer shopping within the furniture department can use the headset in order to visualise how it might look in their living room.
Page also discussed some initial ideas to have come out of the new partnership with iBeacon start-up Localz, which recently won £100,000 investment throughthe JLab scheme.
In the latest issue of The Drum magazine industry insiders debated the commercial opportunies for brands on virtual reality platfroms, revealing new advertising products they could potentially pitch to clients.
Via: The Drum