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Currys PC World Create Giant Fan to Cool Down Commuters

Leading electrical retailer Currys PC World has teamed up with Dyson, to create a giant fan installation, in the hope to cool down commuters in London Victoria train station.
The installation went live on the 3rd August and will be there for two days, it contains 88 Dyson fans, with 16 located in the floor.
Simon Dornan, head of customer PR at Dixons Carphone, said ”trains are notoriously hot places for commuters, so we came up with the idea of creating a giant fan to cool down commuters.” Although the UK is currently experiencing one of the worst summers on record, at least with this installation we can pretend to be having a fantastic summer!
#TheBigChill is part of Currys PC World’s wider marketing campaign this summer, in aid to promote its cooling products including freezers, fridges and fans.
This fun campaign is sure to catch commuters attention and provides the perfect selfie opportunity. I’m sure commuters will have a ‘gale’ of a time.

Via: PR Examples 

St. Pancras Turns Digital

JCDecaux announces the next step in its digital rail expansion by unveiling the first ever 80” state-of-the-art digital screens at London’s St. Pancras International Station.
Eight new screens will provide advertisers with digital Out-of-Home opportunities in key locations throughout the station’s retail space and concourse.
St. Pancras will be the first station to benefit from JCDecaux’s new 80” digital screens.
The screens are situated in close proximity to high-end retailers and will complement the two Transvision large-format digital landscape screens that are positioned either side of the departures board.
In addition to Eurostar services, East Midlands Trains, Thameslink and Southeastern are serviced by St. Pancras.
Via: JCDecaux

Doddle Transforms 27 UK Rail Stations in First Ever Outdoor Campaign

Doddle, the new parcel collection, returning and sending service located in and around train stations across Britain, has launched a major nationwide Outdoor campaign. It is designed to drive awareness of the innovative service which offers added convenience and choice to consumers allowing them to choose exactly how, when and where they receive and return online purchases.
The campaign will be live in 27 of the UK’s busiest stations, and is set to dominate major commuter stations including: Waterloo, Victoria and Cannon Street. It has been planned and booked with JCDecaux by Walker Media and Posterscope and will be running throughout the Christmas period on a variety of digital, static and ambient media, including the famous Motion@Waterloo screen.
Paddy Earnshaw, Chief Marketing Officer at Doddle, commented: “We are turning these stations ‘Doddle purple’ with great creative aimed at raising awareness and interaction with our new brand. Maximising exposure to our core audience of commuters is funademental; after all they will be the ones benefitting from the convenience of the service.”
Catherine O’Leary, Senior Client Manager at Posterscope, commented: “This is a great example of location-specific OOH that reaches the target audience at the right place and at the right time. Doddle’s collection and returns points are located in close proximity to the media making the campaign contextually relevant to when consumers are most likely to need their services.”
Glenn Iceton, Group Business Director at JCDecaux, said: “Doddle’s campaign is a fantastic example of a brand using digital, wraps and banners to create an immersive experience for time-pressed commuters and visitors at rail stations throughout the UK. We are delighted that they have chosen to launch their first Outdoor campaign with us, driving awareness of their service just in time for Christmas.”

This Interactive Subway Ad has a Surprising Twist

Earlier this year, we wrote about Apotek’s interactive subway ad in Sweden that showed a woman’s hair being blown by the wind of a moving train.
The viral ad has inspired a similar idea, but instead of selling hair products, this new ad intends to send a “hair-raising message” to commuters for a good cause.
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Via: Design Taxi
 

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

Stella Artois is the Launch Partner on JCDecaux's Motion@LiverpoolStreet

Four full-motion, digital landscape screens unveiled at Liverpool Street Station.
Stella Artois has been announced as the launch advertiser on Motion@LiverpoolStreet, four state-of-the-art, full-motion digital landscape screens and a powerful new communications’ channel for brands, at Liverpool Street Station from Monday 22nd September.
Part of JCDecaux and Network Rail’s vision for the future of rail advertising, Motion@LiverpoolStreet dominates the length of the concourse, offering Stella Artois engagement with the highly-connected, affluent audiences in London’s financial district.
The Stella Artois creative will display branding and directional messages to commuters, inviting them to pick up a Stella Artois Chalice in the station, with the creative changing later in the week, displaying a departure board guiding consumers to premium outlets serving Stella Artois in and around Liverpool Street Station.
This activity was planned and booked by Posterscope. As part of the wider campaign, rail and roadside formats will also be used, including the first time that all three JCDecaux motion products including Waterloo, and Euston, are utilised by a brand.
Phil Pick, Marketing Manager for Stella Artois said: “This activity is a perfect fit for Stella Artois, reaching our target audience in a unique and engaging way through the advertising screens, but also enabling consumers to take home their very own beautifully designed Stella Artois Chalice.”
Spencer Berwin, Managing Director – Sales at JCDecaux UK, said: “This is the exciting expansion of JCDecaux’s Motion Portfolio and we are delighted that Stella Artois is our Motion@LiverpoolStreet launch partner. Motion@LiverpoolStreet is a powerful new digital communications’ channel in the heart of London’s financial district, ideal for brands who want to engage the affluent, style-conscious audiences working and socialising in the city – and follows the digital investment in Motion@Waterloo and Motion@Euston”.
Leia Reuter, Business Director at Posterscope, said: “As an innovative brand, the launch of Motion@LiverpoolStreet provides the perfect opportunity for Stella Artois to reach the affluent ABC1 audience passing through the station. Using real-time arrival and departure data, Stella Artois will target specific commuter groups with promotional and location-based messages. As launch partner, Stella Artois stands out as an innovator in the field, using this fantastic platform to engage the right audience at the right time.”
Via: JCDecaux

In Japan, Passengers Can Pay for Train Rides with Kit Kat Packaging

If you are traveling by train in Northern Japan, you can literally pay your train fare by using the packaging of chocolate wafer bar Kit Kat.

The initiative is part of confectionery brand Nestlé’s innovative efforts to breathe new life into the tourism of the Sanriku region, which was ravaged by a tsunami and earthquake three years ago.
A first for a Japanese rail company, train travelers of the Sanriku Railway network can purchase the special packs of KitKat at a cheaper cost than standard train tickets.
In line with the reconstruction endeavor, Kit Kat has also adorned two trains and two train stations with cherry blossoms paintings symbolizing hope.
Set to launch in Japan this month, the KitKat train tickets will be valid till May 2015.

JCDecaux Expands Transvision Network with Second Screen at Victoria Station

JCDecaux is expanding its Transvision network with the launch of a second screen at London Victoria Station. Part of JCDecaux’s investment in premium digital Outdoor, this second Transvision screen will strengthen their London rail portfolio, underlining the importance of the South-East commuter audience to brands.
Delivering a weekly footfall of over 1.7 million, Victoria Station is the second busiest rail station in the UK and operates as two separate termini.  The new screen will be located on the eastern side of the concourse, directly in front of a second experiential zone in the Station, facilitating campaigns that link screens to space.
The addition will bring JCDecaux’s Transvision network to 23 premium screens in 17 stations in the UK, delivering a powerful communications channel for brands to access the affluent, connected commuter audience.
The addition is part of a planned network of 26 Transvision screens in the UK.