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In Toronto, an Interactive Mattel Ad Plays Pictionary with Passersby

At Mattel Games, they believe that “anytime is game time,”—even at the unlikeliest of places and in the most unconventional way.
An interactive display was set up in the middle of a shopping mall in Toronto, Canada that showed a man asking passersby if they wanted to play Pictionary. Most people in the crowd appeared to be skeptical of the stunt until a young boy approached the board and started “playing” with it.
Participants who managed to guess the picture correctly were even further surprised when they were presented with gifts by hidden Mattel staff.
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Via: Design Taxi

IKEA’s ‘Motivational Mirror’ Compliments Shoppers as they Walk by

According to IKEA UK, over two-thirds of Britons are plagued with image insecurity and self-doubt.
To give them a much needed morale boost, the furniture giant installed a ‘Motivational Mirror’ in one of its stores.
As shoppers walked past, the mirror would pay them personalized compliments, which helped brighten their day and lift their spirits.
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Via: Design Taxi

Victoria’s Secret Takes to the Streets with First Bus Wrap

With Victoria Secret consistently growing their store footprint in the UK, they are always looking for exciting and impactful ways to grab consumer’s attention on the high street.  With this in mind, a London bus wrap was used to help launch their new ‘PINK’ range, helping to deliver cut through across the West End and undoubtedly causing a stir across London this autumn.
This campaign was planned and booked by Posterscope and Cream and is live until the 14th December.

Amscreen Works with Age UK to supply 150 Shops with Digital Signage

Amscreen is supplying Age UK with digital screens across 150 of its charity shops. The digital screens will display live, up to the minute news and weather, as well as content highlighting the variety of services and products available through Age UK.
By introducing screens to selected Age UK stores, customers and donors will be able to keep up-to-date with new products and services from the charity.  Initial trials have received positive feedback from customers who found the range of information displayed helpful and informative.
Via: Outdoor Media Centre

Talking Window Display tells Stories, Interacts with Passersby

Creative technology agency Knit has created a fun window display for UK raw denim brand Hiut Denim Co that ‘talks’ and interacts with passers-by.
Installed at the Rivet and Hide store in London’s Fitzrovia neighborhood, the display uses bare conductive paint to tell stories about the history of Hiut and its products.
A random audio sample broadcast through transducer speakers on the window is triggered when people walk past the store, encouraging them to interact by touching the display.
Icons painted with conductive ink on the inside of the window are linked to various parts of a pair of jeans, which are fitted with “various Arduino microcontroller units to control the audio samples and triggers”, according to the agency.
The conductive ink is able to detect when passers-by touch specific icons, triggering the circuit to play the relevant audio recording.
According to Hiut, this is the first time conductive ink has been used through glass and as part of an in-store display.
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Via: Design Taxi

Clarks Weekend ‘Style Sessions’ in Partnership with Elle magazine

Clarks are currently running an AW campaign in which OOH is the lead medium. As part of this campaign Posterscope has worked closely with Havas Media to develop Street Style events across the country. Working with the Press team, Posterscope leveraged Havas’s relationship with Elle magazine, gaining access to Elle photographers. These photographers will be present at Clarks stores in key malls across London, Manchester and Birmingham. Selected members of the public are able to model footwear and have the opportunity for their picture to appear on the digital portrait screens within the mall in real-time.The events will take place at the Clarks stores, taking advantage of Clarks owned media.
Liveposter delivered a template built to share this activity across DOOH screens.
This activity was planned and booked by Posterscope and Havas Media with Liveposter.

OOH is a New Point-of-Sale for Online Retail Brands

Second screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.
According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.
Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’.
KBH On-Train Media conducted research into the mobile behaviour of its 6.3 million monthly travellers. The Dipsticks study revealed 92% of travellers use a smartphone while on the train while 40% of rail users have bought a product or service via a connected device while travelling, compared to just 10% in 2013 (Dipsticks 2014, 2013). This compares favourably to the likes of TV advertising, which is often hailed as the industry’s most effective medium for prompting action, but actually only 30% of viewers are using second screens for programme-related purchases (Arris 2014).
The 50 minute average journey time of train users means that 45% of those who have found out more about products and services advertised on traincards have done so while still on the train. And now it’s easier than ever to purchase. Facebook’s Buy Button keeps the user on the social media platform, so it’s ideal for brands and retailers who may have poor website optimisation. Using the tool means consumers will not even need to open a new browsing window. You don’t even need to have a credit or debit card to hand – once a consumer has entered bank details once, they won’t be asked to do it again.
Twitter’s current shopping formats, the Product Card and Amazon Basket, both require the user to leave the platform to complete the transaction but it won’t be long before you can shop on Twitter without leaving the timeline. Twitter is trialling its own Buy Button in the US, via hand-picked musicians, such as Eminem and Pharrell, and brands Burberry and Home Depot.
Brands and advertisers should take full advantage of this change in consumer behaviour. By combining smart OOH advertising with online retail, there is a real opportunity to use the on-train space to influence what they search for, look and buy.
Via: The Wall Blog

Hawes & Curtis, House of Fraser and Bentalls Install Beacon-Enabled Mannequins

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the retail industry.
Created by Iconeme, a technology and design company, the VMBeacon mannequins enable customers to receive details via their smartphone about the clothes on display and let retailers engage directly with consumers who are shopping in, or passing by, a store.
To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in one of the participating retailers.
When a customer with the app is within a 50m range of a VMBeacon-enabled mannequin, they will receive an automatic alert about the content they can access.
This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store.
Shoppers can also see more detailed photos and descriptions of the products plus save looks for later, share with friends and access additional offers and rewards.
The technology allows Hawes & Curtis to choose what information is made available, plus also gives access to analytic reports to gain customer insight and help improve service and sales.
As the brand begins to collect consumer data it may begin to experiment with tailoring offers it makes available through the mannequins.
Shoppers using the app have the ability to choose which of their details are made available, via their own privacy settings.
House of Fraser will use the VMBeacon mannequins at its online store in Aberdeen where customers can view product ranges, collect their online purchases and shop the department store’s website via iPads and terminals.
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Via: The Drum

NET-A-PORTER.COM Showcases Live Trending Global Designer Sales

From August 11 – 23 2014 NET-A-PORTER.COM, the world’s premier online luxury retailer, will unveil its first outdoor marketing campaign, showcasing the hottest trending purchases as they happen in real-time.  The campaign brings to life the ‘NET-A-PORTER Live’ element of the site which shows the products women are buying globally, as and when they purchase them. The digital out-of-home campaign incorporates this live feed, showing the exact  pieces, as well as the specific country the purchase is taking place in,  on screen in real-time.
NET-A-PORTER.COM’s creative concept has been developed by PSI with Havas Media International, who have managed the execution of the creative and overall campaign collaboration with Liveposter. The campaign features exclusively on Ocean Outdoor’s The Screen @Canary Wharf; the concept for the campaign was a winning entry in the Digital Techniques category of Ocean Outdoor’s annual digital out-of-home creative competition in 2013.
Lisa Bridgett, Global Sales and Marketing Director at NET-A-PORTER.COM said,
“This is an exciting campaign for NET-A-PORTER.COM, marking our first foray into using live content and digital out-of-home. The concept is extremely innovative and showcases our reach as an online shopping destination in the luxury womenswear market.”
Leila Ratnani, International Account Director, Havas Media said: “Since its launch last year, NET-A-PORTER Live has set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. Being able to further bring this campaign to life via digital out-of-home is a great opportunity for the NET-A-PORTER brand and its followers alike.”
Liz Jones, MD PSI said: “This campaign will prove to be an excellent example of what can be achieved with a great brand and one of the most sophisticated digital out-of-home screens in London. Ocean Outdoor have fantastic inventory, and this campaign is sure to have a great impact on NET-A-PORTER’s audience, as well as the admiration of media and advertising professionals.”
Ocean’s The Art of Outdoor Digital Competition 2014 is now open for entries.
To find out more visit www.playwithourpixels.com

Arena Media and Posterscope Launch Integrated Mobile and OOH Campaign for Westfield

From the 28th July until the 10th August, Arena Media and Posterscope will be launching an integrated mobile and Out-of-Home campaign for Westfield. This campaign builds on the success of our recent integrated mobile and OOH media recommendations for the brand.
The campaign, which is targeted at families and young professionals and spans across the summer holidays, aims to build awareness of Westfield’s retail and leisure offering, as well as highlighting their live events and entertainment programme. The objective of the campaign is to position Westfield as ‘the place to be’ during this period; increasing footfall, driving turnover for retailers and increasing customer dwell time.
The campaign features a “Best of London” theme which focuses on film, fashion, food, art, music and theatre, with relevant offers being highlighted across both OOH and mobile display media.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s target postal sectors for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile display media has the role to amplify 6 sheet posters.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media.