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Nākd boosts awareness with a tasty experiential OOH event

Natural Balance Foods, makers of the hugely popular wholefood brand Nākd, had fans’ mouths watering this morning (7 September) when it launched a brand-first giant edible advert in the heart of London’s Shepherd’s Bush Westfield shopping centre.
The campaign, created by Nākd’s retained media agency independent shop Total Media, experiential agency psLIVE, social media agency MEC, and creative agency Yolk, will showcase Nākd’s delicious range of wholefood alternative snacks and invite consumers to ‘Find Your Fave’ and discover the delightful world of Nākd for themselves.
As a progression of the 2014 Nākd Love and 2013 Revo-smoosh-on campaigns, which focused on the way Nākd bars are made – just fruit and nuts smooshed together and how this simple truth drives love for the brand – Nākd has evolved the company’s campaign message in 2015 to the next level, encouraging consumers to discover all the flavours available in the range by sampling them, for free, at the edible billboard.
Fiona Martins, Account Director at Total Media, said: “We wanted to create a memorable and impactful campaign which captures the attention of our time-poor audience who are looking for a healthy, convenient snacking solution.
“These hardworking consumers don’t want to be preached to and through the edible billboard execution, we’re able to provide them with the chance to explore the breadth of the fantastic product range, be part of the wholefood revolution and ‘Find Your Fave’. We’re incredibly excited to be a part of this journey with Nākd and help give their consumers something of value and welcome new fans into the world of Nākd!”
The 5mx2m edible billboard was erected at the Westfield Shepherd’s Bush Eat Street site and will be re-stocked at the end of each day until the completion of the campaign.
Supporting the special-build edible billboard will be more traditional advertising with London Underground 48 sheet posters appearing in high-footfall London tube stations for two weeks as of September 7th carrying messages and images inspired by the ‘Find Your Fave’ billboard including: Find Your FaveDelightfully Different and Nature’s Nibbles. Planned and bought by Posterscope,
Advertising will also run in high-reaching consumer publications including Stylist, Evening Standard Magazine, Guardian Weekend Magazine and across the Time Inc. titles LOOK, Now and Marie Claire.
Social media will support the launch in a number of ways, primarily by taking the offline experience online, enabling Nākd fans across the UK to take advantage of ‘finding their favourite’. Timelapse video footage of the billboard being created will roll out across twitter, Facebook and Instagram, alongside the hashtag #FindYourFave, which will be promoted across Facebook, twitter and Instagram during the week.
Marina Love, Marketing Director at Natural Balance Foods, said of the campaign: “We’re focused on the wholefood revolution, improving lives by encouraging more people to eat wholefoods more often. We have run successful awareness and trial campaigns previously, however this year we wanted to get more people – existing and new fans – involved in our campaign; surprising and delighting them as they discover our extensive range of yummy flavours.”
This integrated marketing campaign including press advertising, experiential, underground 48 sheets, digital display, PR and social media, totals an investment of £300,000.

Lenovo, Posterscope and Total Media win best use of Data and Insight at Clear Channel Awards

Posterscopeand Total Media’s OOH campaign for Lenovo won the Best Use of Data and Insight category at the Clear Channel Planning Awards which took place on April 28th 2015.
The judges said of the campaign “Yoga 2 provided an interesting story with great insight and their application to a physical location and site selection was impressive.”
Campaign entry summary
In a highly competitive market, Lenovo needed to raise consumer awareness and build emotional connections around the brand, as well as specifically launch its multi-mode Ultrabook, the Yoga 2.
Insight showed the target Millennial audience used their smartphones to visit websites more frequently than any other group, with a high percentage of people completing online research before making their purchase in a physical store.
In light of this information, Out of Home (OOH) ads were placed in virtual tech hotspots – areas where planners knew the target audience would be actively searching for products on their mobiles.
Partnering with EE provided a vast amount of data about customer’s movements and mobile usage by location. By focusing on related technology and retail sites, 22,000 previously unknown and unidentifiable virtual Millennial hotspots were created.
These hotspots were overlaid on current proximity 6-sheets, not only demonstrating where the highest impressions could be delivered against the desired audience.
Point of sale was still important to the campaign and 25% of the 6-sheet frames were moved into Millennial hotspots, achieving a stronger combination of panels distributed to the audience’s behavioural habits.
Results
The results were spectacular and demonstrated the value of using an innovative data approach. The OOH effect (from control vs. test) was tripled in the EE hotspots when looking at key metrics.

Mediatel announce Connected Consumer 2015 awards shortlist

Known as ‘The Connies’, the awards are now in their third year and are held in celebration of those pioneering new advertising, technological and commercial opportunities in the connected industry.
Aimed at organisations that are devising and powering connected strategies, the shortlist represents a wide variety of media focused businesses – including media owners, agencies, consultancies and technology providers.
Posterscope and Total Media’s campaign for Lenovo was shortlisted under ‘Best use of Connected Data’ category.
Chaired by media consultant Graham Lovelace, the nominees were placed in the safe hands of a number of hand-picked media experts – including Richard Marks, managing director, Research the Media; Stacey Anklam, vice president of client solutions, AutoGraph inc; Rupert Staines, managing director, RadiumOne; Mark Cross, director, Chartroom; and David Pidgeon, editor, Mediatel Newsline.
Commenting on the shortlist, Lovelace, director at Lovelace Consulting, a convergent media specialist, said: “This year’s Connies are the biggest and best. As the shortlist shows, we had entries from right across the industry, and the judges were impressed with the incredibly high quality.
“It reflects the many ways that ‘connectedness’ is making an impact in the way that media owners, agencies and brands target and reach connected consumers, and how technology breakthroughs are making it all possible.
“There’s plenty to learn from these players, and there’ll be plenty to celebrate at The Connies on April 23!”
This year’s awards will be followed by Mediatel’s annual Connected Consumer Conference in June – an all-day event that will see a number of key industry players discuss and debate the current state of the industry.
For more information on how you can attend the awards, please visit Mediatel’s events site.

Cinema-goers receive a chilling shock

Arrow Film’s gave those visiting Vue cinemas on the 15th March a chilling shock when they placed a fridge in the cinema foyer which contained a live head to promote their new  release ‘The Voices’.
This innovative OOH activation, which brought to life the key themes of the film,  formed part of a larger campaign which involved traditional OOH − 1,000 phone kiosks − TV, social media, student-focused targeting, postcards and press.
Jon Sadler, Arrow Marketing Director said;  “We were very excited about the proposal and wanted to add in an experiential element to the campaign and create some theatre around the release and found the unique concept and the cinema foyer setting to be very compelling” Jon Sadler.
Gabby Masters, planner at Posterscope added; “For a dark and original comedy like ‘The Voices’, we felt that there was a real opportunity for OOH to deliver a solution that was completely unique in the OOH space and something that would drive increased engagement for our social media savvy, 15-24 year old audience.  Tapping into some of the key themes and scenes from the film, the ‘fridge’ experiential stunt – which took place in Cinema foyers – did just that, delivering a surprising and hilarious interaction with our core demographic that would undoubtedly help to create additional buzz in the social space.
The campaign was planned and executed by Target Media, Posterscope and psLIVE.   Following the activation, the fridge will be re- positioned at the Hackney Picture House (sans actress) for two weeks with film memorabilia inside.
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Macmillan Use Lenticular Posters in a Media First for Publishers

To celebrate the launch of Peter James’ new novel ‘Want You Dead’, Posterscope and Total Media have produced an innovative lenticular campaign designed to create interest and intrigue around the new book release.
In a media first for a publisher, a series of lenticular flip-posters for 4-sheets, developed by Posterscope’s Hyperspace division, will feature in Brighton station, King’s Cross, Clapham Junction and London Bridge.
The creative brings to life the pyromaniac nature of one of the book’s characters, displaying a normal-looking house from one angle and then showing it on fire from another.
The ads have been placed in train stations as the train environment was found to be key for reaching the target audience. Moreover, there has been a special emphasis on placement in Brighton as the novel is set there and the author hails from the city too. Placement in Brighton commemorates the local talent, while the customisations posted in London termini stations that offer routes to Brighton reinforce the links with the city.
This activity, planned by Total Media and booked by Posterscope for Pan Macmillan, is running on rail OOH sites for two weeks in June.
Lemeece Shepherd, Total Media: We are excited to be using lenticular technology for this campaign. The way the creative works means it’s a great vehicle to really make the storyline come alive and a wonderful way to pique the audience’s interest. The finished product will deliver something new and different for audiences and make the campaign stand out against its competitors.”

Tate Britain Art Campaign Adjusts to the Weather

Tate Britain is running a digital outdoor campaign featuring art that reflects the current weather and road conditions.
Tate will use real-time data to display travel conditions on Ocean’s Two Towers West, the two seven-metre high digital screens on the elevated section of the A4 Hammersmith Flyover. Images such as Turner’s ‘The Storm’ will be used to accompany Met Office forecasts of inclement weather.
The campaign, which was created by Liveposter in collaboration with Total Media and Posterscope, won the Creative Techniques category of Ocean’s annual The Art of Outdoor Digital competition, in association with Brand Republic.
Martin McCully was the art director behind the campaign and Christina Edwards and Emma Lamden were the copywriters. All work at the real-time outdoor specialist Liveposter.
Jesse Ringham, the digital communications manager at Tate, said: “Tate Britain’s showcase is a data driven campaign using hundreds of images from our extensive collection to re-engage with Londoners, visitors and international tourists.
“Different paintings, drawn from more than 500 years of British art, are automatically triggered across the two screens according to specific events or conditions such as the time of day, the traffic flow, the weather and flight arrivals.”
Dan Douglas, founder of Liveposter, added: “This campaign is a great example of a brand using data sets to create the most relevant copy for the moment and maximise their chance of engaging the audience.”
Ocean’s Art of Outdoor competition entries were judged by a panel of industry experts for their innovative approaches, including layering, augmented reality and data streaming.
The 2014 Art of Outdoor Digital competition opens for entries on 30 June.
Tim Bleakley, the chief executive at Ocean Outdoor, said: “This campaign is striking. The link between our screens as a live canvas to showcase the Gallery’s spectacular art collection reflects the dynamic capability of digital out of home.
“The matching of artworks to the out of home environment as it changes across the day is a fantastic concept.”
Via: Brand Republic