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Tesco introduces 'Tannoy Takeover' for Father's Day

In time for Father’s Day, Tesco helped to deliver genuine messages around a special occasion by kicking off it’s ‘Tannoy Takeover’ campaign, airing a series of messages in-store to dads from their children.

Via: PR Examples
 

Growing the Medium in Ireland…..literally!

In order to highlight the natural and Irish origin of Tesco beef products, PML in Dublin produced a very different type of OOH campaign. In a media first in Ireland, naturally grown grass was placed on 48 Sheets, 96 Sheets and bus shelter 6 Sheets. Various seeds of grass that are used by Irish farmers were also used for the billboards and when the grass was grown it was attached to the panels using a mesh. The grass continues to grow as normal while on display and so requires daily watering. The grass will be replanted after the campaign.
PML worked with Initiative Media and Rothco creative agency on the campaign.

Tesco Pranks Customers for Halloween Campaign

Tesco has released an online film of its staff playing Halloween pranks on customers in stores.
Black Sheep Studios, Bartle Bogle Hegarty’s in-house production studio, created the online ad, which is set in a Tesco supermarket and filmed with hidden cameras.
The cameras catch the reactions of customers as they come across “haunted” trolleys and Tesco staff wearing Halloween costumes, including a ghost-faced woman who hides behind stack of kitchen rolls.
This Is Money reported on 24 October that Halloween had overtaken Valentine’s Day to become the third biggest retail event in the UK calendar, after Christmas and Easter, with people spending between £300 million and £400 million on items connected with the day.
Tesco’s newest TV campaign debuted on 18 October and reintroduced the concept of a “Tesco Family” and the store’s “every little helps” slogan.
In addition to the prankvertising lead film, Tesco’s Halloween campaign includes four instructional online videos that demonstrate how to create scary costumes.
The new work was created by Kate Murphy at BBH and directed by Dave Stoddart through Black Sheep Studios.
Video below:
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Via: Brand Republic

Stella Artois Turn Tesco Smart Screens on when the Weather is Hot

We mined 3 years of met office weather and Stella Artois sales data and highlighted that the weather has a significant impact on sales.  Sales actually increase by 15% when the temperature goes above the norm for that month.
This provided us with the perfect activation insight to be live at a moment of heightened consideration.  In July this trigger is 23 degrees.  As such, we built and plugged in a bespoke platform to 400 Tesco smart screens across the UK which turn on Stella Artois Cidre advertising, across TV areas on days when this temperature  trigger is met.
The campaign which runs from the 30th June – 31st July will only display Stella Artois messaging at a point of heightened consideration, maximising relevance and minimising wastage.
Stella Artois are the first brand to use the network in this innovative way, leading the way in OOH communications.
 
 

Amscreen Hopes to Harness Online Transparency with Launch of Audience Assured Advertising

Amscreen has launched Audience Assured Advertising (AAA) across its digital out-of-home network, a metric it hopes will become a new standard in digital out-of-home accountability.
Amscreen claims that the AAA application is a response to the demand for more accountability and transparency from outdoor media, and that it leverages the new levels of customer information gathered by Amscreen’s digital screens.
The triple-A campaigns offer advertisers the chance to purchase against several different demographics  – more akin to TV or online ads – with the four main segments being All Adults, Men, 15-34s and 35-64s. Each audience is traded purely on impacts, with fixed cost per thousands for each.
Once a campaign is live, it can receive regular AAA Health Checks; if the initial audience predictions are correct, the campaign is left untouched. Should the campaign fall behind schedule, additional locations or hours can be added to ensure full campaign delivery.
Amscreen’s new AAA application also promises full post-campaign analysis to help planners and marketers access the campaign and optimise future activity.
The AAA application is possible because of Amscreen’s cameras in its screens, which have a viewing distance of 4.5 metres. It is claimed that they are capable of tracking up to 150 individuals at any one time.
Amscreen also claims that individuals are only registered as one view if they are calculated to have looked directly at the screen, with the promise “OptimEyes registers viewers, not looks”.
The company already includes screens in 450 Tesco petrol stations, with a weekly reach of more than five million adults.
Via: Brand Republic

JCDecaux to Trade on Audience Insight for New SmartScreen

JCDecaux has unveiled SmartScreen, its new insight-driven digital network of six-sheet screens, which will launch across 400 Tesco stores nationwide on 7 April.
The scheduling system, called JCDecaux CAPTAIn, will be powered by dunnhumby insight to help brands schedule advertising messages to shoppers across the UK.
It will automatically increase or reduce the frequency of display according to audience insight in order to show creatives at optimal times.
Chris Felton, the head of agency marketing at JCDecaux, said: “There may be certain times of the day or month when product sales are at their highest. So we can work with brands to figure out when this is and we can then target relevant groups of shoppers based on those findings.”
The outdoor industry has long talked about moving away from trading posters and digital sites on a panel basis and JCDecaux hopes that SmartScreen will be part of a move towards delivering campaigns based on a clients’ target audience.
SmartScreen research found the sales uplift by digital screens is nine per cent higher than non-digital posters at supermarkets.
Via: Brand Republic

Tesco’s subway virtual store

Tesco Homeplus created virtual stores in South Korea subways by allowing people to scan QR codes printed on a poster to add items to their shopping baskets which were then delivered directly to their homes.
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via: adverblog