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Clear Channel Drops Out of Tube Contest

Clear Channel has pulled out of the race for Transport for London’s £1 billion outdoor advertising contract for the Underground.
It will now be a shoot-out between Exterion Media, the incumbent, and JCDecaux for Europe’s most valuable outdoor ad real estate. A decision is expected next month.
Clear Channel would not comment on “specific tenders” but said it only pursues business if it will benefit clients and “drive profitable revenue”.
TfL’s eight-year contract is worth about £150 million a year, but observers said it could hit £250 million by 2024 thanks to digital and mobile growth.
Clear Channel lost TfL’s bus shelters last year to JC Decaux but pointed out it has acquired Arqiva’s payphone business and retained Sainsbury’s out-of-home ad sales.
TfL declined to comment.

Exterion Media DX3 to replace XTP by Q3 2015

Whilst the existing XTP sites have become the colourful wallpaper of our daily commutes, this next-generation digital cross track technology promises to change our experience of the Underground.
The investment in this dynamic product has been made to provide a ‘platform to connect’ for advertisers and their brands with consumers. Route tells us that 76% of people consider looking at advertisements on the Underground to be an activity. State-of-the-art technology provided by NEC  Solutions will transform this activity into one which is more immersive and refined.
Not only have the number of sites reduced, from 126 (XTP) to 60 (DX3), as a drive from quantity to quality, but so have the number of Underground stations where the format can be found. DX3 will fill an increased surface area of 11m2the same size as a 48 sheet, as opposed to the existing 7m2. Again, Route data was used to determine the key locations where young, affluent and hyperconnected consumers are found in abundance, resulting in the selection of stations.
In addition to refining the existing inventory and audience, the overall quality of the consumer experience will be enhanced as they enjoy a premium viewing experience on the platform. As a result of sharper imagery which seamlessly integrates with the surrounding environment, DX3 will provide a premium platform for brands to achieve maximum standout and audience engagement.
DX3 will also allow TV ads to be directly replicated in the digital out-of-home arena, allowing brands to capitalise on the incremental benefits they can achieve when using DOOH to complement TV.
Together with a range of partners such as Adstream, Genero.TV, Seenit, TINT, Monterosa and Crowd Score, DX3 also has the potential to integrate content from a range of platforms in order to enrich the consumer experience and amplify brand conversations.
This bold, dynamic and enhanced product promises to transform such an influential part of any Londoners life, their commute. In doing so, brands will be able to captivate, inform and entertain diverse audiences travelling on the London Underground network.
For more information, contact Exterion Media’s Head of Digital Sales, Tim Cartwright: Tim.Cartwright@exterionmedia.co.uk
Click here to watch the video
Via:Exterion Media
 

Fully Knitted 7up Bus Tours Streets of London

7up has undergone a revamp with a brand new visual identity and global campaign all centered around the idea that “it feels good to be you”.
The campaign seeks to celebrate uniqueness by aligning the brand with individuals who are ‘truly original everyday personalities.” The first television ad features Magda Sayeg, also known as the Urban Knitter, who takes to the streets with her knitting needles and giant balls of yarn to bring color to an empty square. Sayeg has also knitted a winter sweater for a London Routemaster bus, which will be travelling across the city as a visual testament to 7up’s new identity of promoting originality.
Via: psfk

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.”

Lenovo Launches Interactive Screen at Waterloo

More than 123,000 people interacted with Lenovo’s digital takeover of Waterloo station in London last Thursday (30 October), which was designed to promote the computer technology brand’s new Yoga range.

The marketing event’s main feature was the Motion @ Waterloo digital screen, which let the public add their faces to a series of bodies performing Yoga moves using a dedicated mini-site. Ambassadors from the brand were positioned in the central concourse of the station to demonstrate the company’s new laptop and tablet offerings, while the screen was complemented with static posters on both the Underground and in the main station.
The campaign was further augmented with a morning appearance from Made in Chelsea star Alexandra ‘Binky’ Felstead, who uploaded her selfie to the screen.
Lenovo created the campaign in partnership with Total Media, Media 5, The House Worldwide, Posterscope, Liveposter, JC Decaux and Exterion. Total Media estimated that overall, 34 million people were reached by the campaign.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo, told Event: “We like doing clever things at Lenovo. For instance, if you’re in the vicinity of the area today, you’ll get advertising saying ‘come up to Waterloo and check this out’. That’s something you couldn’t do five years ago. People are amazed that they can be in a real-life advert in less that two minutes.”
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “We’ve seen that more 50% of targeted Zone 1 commuters have seen the message and have been converted. We’re being as targeted as possible to amplify the campaign.
“The guys at Lenovo really want to position themselves as a much more different tech brand. They’re moving towards more unique advertising, doing as much as they can in a more innovative way.”
Etherington added that the stunt forms part of a wider campaign, which the UK team were able to adapt creatively. “Our global team put together this campaign, which is a play on the silhouette using the product in an unusual way,” Etherington added. “We’ve taken that concept and extended it by letting people add their face.
“The global execs love it because we’ve taken what they’ve created and made it bigger and better.”
Via: Event Magazine

Lufthansa Claims World First with Augmented Reality App for Premium Economy

Lufthansa will allow prospective travellers to explore its Premium Economy seats and extra legroom with an augmented reality app.
The airline is claiming a world first, since its latest app does not require a specific logo or image to activate it. Most augmented reality (AR) apps, such as Blippar, only work when triggered by a brand logo or shape.
The app was created by digital agency Space and is now available to iPad and iPhone users running iOS 7 or later. Users who download the app will be prompted to grab pen and paper and “draw something that flies” – although any doodle with sufficient contrast will work.
Users can then scan the drawing with their phone to see an AR Premium Economy seat pop on their screens.
The idea is to promote the 50% extra legroom offered with Premium Economy seats, so users can rotate the chair to see different features, and even fill up the extra space with virtual reality objects, such as cricket balls.
Via: Brand Republic 

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.
[youtube width=”300px” height=”200px”]064ipuBiWDg[/youtube]
Via: Design Taxi
 

BlowUP Media Dominated M4 Wealth Corridor with Iconic Large Format Outdoor Site

Large format out of home company blowUP media UK is this week launching its new M4 Outbound site, which at 490sqm, will be the largest outdoor site along the M4 wealth corridor.

The site will be the third largest in London. The location targets traffic heading out of central London towards Heathrow and the affluent counties in the West. It is estimated that 2.7 million vehicles will pass the new site each week.
In addition it is surrounded by motor dealerships such as Mercedes and Audi.

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.

Clear Channel UK Launches its First Solar-Powered Advertising Bus Shelter in London

Clear Channel UK has launched its first solar-powered advertising bus shelter on Waterloo Bridge, London using a specially manufactured solar LED lighting kit from Zeta Specialist Lighting.
Four solar panels have been installed onto Transport for London’s (TfL) bus stop, converting sunlight into battery power. They allow Clear Channel to light up the courtesy light and advertising panel when it’s dark using renewable energy.
The solar-powered bus shelter is equipped with an energy management system that knows how much power it has generated. This allows it to automatically dim the lights if power is running low or in daylight.
Leon Daniels, TfL’s Managing Director of Surface Transport, said: “As part of the Year of the Bus we are not only celebrating what London’s extensive bus network offers to passengers now, but also what the future may hold. This technology trial demonstrates both innovation and sustainability and I hope it will be the start of something that could spread across our network.”
Via: Clear Channel

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