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Corona’s dynamic DOOH campaign that reflects the city's sunset

To interrupt Londoners’ often monotonous weekday journeys on the Underground, Corona has set out to inspire and enable people to experience more sunsets in the city – launching a dynamic DOOH campaign that counts down to the sunset on summer evenings with the optimum conditions.
The dynamic creative – running on JCDecaux’s LDN and Rail D6 network – changes depending on the time of day and forecast to reflect the sunset across the city, inviting people come aboveground to enjoy the sunset that day.
The Out-of-Home element supports the wider ‘Aboveground’ campaign initiative from Corona, which will see the beer brand host aspirational events across some of the best rooftops and vistas in London, including The Shard  – to enjoy live music and amazing sunsets, with a Corona in hand.
The campaign was planned and booked through Vizeum, Posterscope and Liveposter.

Twenty One Pilots take over the tube with fan art

Atlantic Records’ twenty one pilots are taking over Wood Green tube station with fan art today, ahead of their headline gigs at Alexandra Palace.
The band’s Facebook page launched a call to action for fans to submit artwork that showcases what twenty one pilots means to them. Their submissions are being used to take over Wood Green Station between November 9-20, with all 109 advertising panels throughout the station reflecting the band’s unique relationship with their fans.
the7stars has overseen the project and is integrating Snapchat geo-filters at the station and the venue to encourage fans to share the campaign with their friends and followers. The activity will use album lyrics and band images to drive awareness across social platforms.
Max Lutkin, Marketing Manager, Atlantic Records, said: “The connection that twenty one pilots have with their fans is a unique phenomenon and has been key to the success of the Blurryface album campaign. The station takeover nurtures fans’ solidarity with the band by giving them a new public platform to showcase their passion and creativity, while also raising awareness for people new to the music. To run this initiative alongside the band’s biggest UK shows to date seems like a fitting way to thank fans.”
Lexie Wilson, the7stars, said: “We designed the campaign to mirror twenty one pilots’ unique relationship with their fans. The activity will make fans and followers an integral part of the campaign and the addition one of the most popular social platforms, Snapchat, will ensure that the Wood Green takeover leaves a strong digital footprint. It’s an opportunity for the band to give something back and celebrate the fans that have joined them on this amazing journey.”

#LondonIsOpen greets Canary Wharf passengers on largest ever tube screens

As part of a strategy to generate vital new revenue for the modernisation of London’s transport system, Transport for London (TfL) and Exterion Media today launched two 7.2m x 4m, double-sided screens inside Canary Wharf Tube station.
The screens, which went live with an artwork by Mark Titchner as part of the Mayor’s #Londonisopen campaign, are the first example of what the new media partnership between TfL and Exterion Media will be delivering across TfL’s Tube and rail network.
Designed in collaboration with the original Canary Wharf station architects Foster and Partners, the screens – which support full motion video – suspend from the ceiling in the main ticket hall providing the opportunity for advertisers to connect with more than one million people who pass through each week.
London Is Open imagery will run on the screens until 30 October. From 31 October, the screens will feature six, ten-second slots for commercial advertising.
Known as Hello London, the eight-year media partnership between TfL and Exterion Media aims to excite and engage the customers that make more than a billion journeys on TfL’s Underground and rail services each year. Hello London will be bringing investment and innovation to the outdoor media market, installing improved digital screens and offering brands new opportunities in sponsorship, pop-up retail and experiential marketing. The partnership is expected to generate £1.1bn in revenue to reinvest in the transport system.
The Mayor of London Sadiq Khan said: ‎”These new screens are a key part of an innovative media contract that will not only be a great opportunity for advertisers, but will help us to generate more than a billion pounds to reinvest into our transport network. I’m delighted that they’ve chosen to mark this exciting new partnership by screening our message that London ‎is Open, and we hope these screens will soon be sought after.”
Graeme Craig, Director of Commercial Development at TfL, said: “Hello London will change the face of advertising in Underground and Overground stations, giving advertisers new and dynamic ways of interacting with our customers.
“The screens in Canary Wharf will enable advertisers to reach more than 54 million people every year and are the first of a number of new digital assets to be introduced. Making the best use of our advertising estate is part of a wider commercial approach to generate £3.4bn of non-fare revenue by 2023/24, ensuring we can help the Mayor deliver a modern and affordable transport network.”
Shaun Gregory, CEO of Exterion said: “We’ve launched a new way of engaging consumers in the Capital through our new media proposition, Hello London. We’ve put the consumer at the centre of our thinking. Working as one team with TfL we’re upgrading all digital displays across the network and introducing our new Hello London Icons programme, which starts with today’s unveiling of these high-impact screens at Canary Wharf. The launch of the Canary Wharf screens marks the latest stage in our drive to enhance the customer experience through delivering a truly world class estate.”

Beatbox Tube Flashmob Performs 'Coughing Chorus' for Lung Cancer Awareness Month

Early morning Jubilee line commuters were treated to a coughing-based beatbox session to raise awareness of lung cancer.
The Beatbox Collective, whose members include a three-time UK beatboxing champion and a Grammy winner, gathered at West Hampstead and borded a train to mark Lung Cancer Awareness Month, which is November.
One person is diagnosed with lung cancer every 15 minutes in the UK.
“We want to make people aware that sometimes a cough is more than ‘just a cough’,” said Lorraine Dallas, who is director of information and support at the Roy Castle Lung Cancer Foundation.
“If you or a loved one has a persistent cough, you should have it checked out by your GP.”
The majority of lung cancer cases are diagnosed after it has spread, according to the charity. The five-year survival rate for those with advanced forms of the disease is as low as six per cent.
She added: “Working with the Beatbox Collective has allowed us to do something a bit different.
“We hope the performance will bring this message to new audiences and help improve UK survival rates.”
Rupert Oldridge of the Beatbox Collective added: “Coughing on the Tube is normally something we all endure and ignore so we decided to use that in our beatbox, along with the fact coughing persistently is one of the main signs of lung cancer.”
Visit the Roy Castle Foundation website to find out more about the signs and symptoms of lung cancer.
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Via: Evening Standard

Exterion Media and Telefónica UK create ground-breaking new partnership for the OOH sector

Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, is today announcing an exclusive partnership with Telefónica UK, one of the world’s biggest telecommunications companies to support the London Underground (LU) Media Estate.
In an ever-more data-driven industry, advertisers increasingly need to produce targeted campaigns to enhance their effectiveness and demonstrate a greater return on investment. This new partnership, using Telefónica’s innovative Smart Steps Solution, gives Exterion Media access to rich audience data allowing it to provide unparalleled insights to LU advertisers that can be used to execute OOH campaigns to maximum effect.
Telefónica Smart Steps uses anonymous data from across their mobile network of 24 million O2 devices. They process only relevant big data events created by a selection of these devices then analyse the trends and patterns within the data to help understand more about audience behaviour and the movement of populations at an aggregated level. Insights garnered from this will include but are not limited to; demographic profiling; where they live, work and visit (inferred journeys); when and how often they visit locations; how they travel; and mobile phone, app and web activity. The outputs are an excellent representation of the macro movements of the London population.
Jason Cotterrell, UK Managing Director of Exterion Media says: “Transport for London (TfL) has outlined its vision to deliver more imaginative experiences for tube passengers and advertising is at the heart of its plans for innovation. Being the sole provider of advertising on the London Underground means Exterion Media has an unrivalled knowledge of its audience and our rich data insights have ensured that the LU is, from an advertising perspective, one of the best monetised metros in the world. Through our partnership with Telefónica UK, we are able to deliver on the vision that TfL has outlined by increasing our understanding of the LU audience even further, and setting new benchmarks for other metros around the world to follow. With a view of LU passengers and their movements across the network that cannot be accessed from anywhere else, we are strengthening our understanding of how best to engage consumers with immersive experiences.”
The partnership begins with the creation of innovative analytics and visualisations of Telefónica’s aggregated mobile data, which will be integrated into Exterion’s planning process, building on the granular insight they have already collected through their work with TfL and Route, and Exterion’s own insight tool work.shop.play. 
Robert Franks, Managing Director of Digital Commerce at Telefónica UK continues: “We’ve gained a unique understanding of the transport sector through our award-winning Smart Steps service – making us an ideal partner for Exterion Media. By sharing the insights we gather, we’re helping Exterion Media and their customers get the right content, to the right people, in the right location at the right time.”
Exterion Media’s partnership with Telefónica will enable:
– A greater understanding of distinct demographic profiles and behaviours of the LU audience
– The ability to highlight certain stations, days, and times by audience affluence and other lifestyle perspectives
– The utilisation of additional layers of insight to more accurately identify key periods when certain demographics are more prevalent at certain stations
– The utilisation of behavioural insights, in addition to recognising the physical landscape surrounding stations, to better enable advertisers to plan OOH campaigns based on the habitual movement of people across London as opposed to specific destinations.
 

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
 

TfL Launches £30m Ad Tender

Transport for London (TfL) has launched a tender worth an estimated £30m over eight years for its roadside advertising estate.
The contract grants a licence to one or more companies to manage approximately 200 advertising panels on TfL’s 580km road network.
Graeme Craig, director of commercial development at TfL, said: “The contract presents a fantastic opportunity for advertising companies to join us in enhancing London’s out of home landscape, and we are seeking a partner to support our vision to transform our advertising estate, through modernising existing sites, increasing digital advertising and introducing a small number of new high value sites.”
TfL’s transport network, including its roadside advertising estate, is responsible for 21 per cent of UK out of home advertising.
The organisation’s bus shelter advertising contract is also currently being tendered.
Via: The Drum

London Fashion Week goes Underground

Between 12th and 16th September, London Underground commuters were treated to daily highlights from London Fashion Week across Exterion Media’s XTP network.
Capturing the spirit of London Fashion Week, the exclusive footage opened the doors to one of the world’s largest fashion events, enabling fashion-conscious commuters to catch a piece of the action en route. Viewers were encouraged to share and discuss the event on social media using the hashtag #LFW.
Each day, footage was shot at a variety of runway shows and events, edited overnight and broadcast the next morning.
The activity, sponsored by Maybelline, forms part of Exterion Media’s content partnership with the British Fashion Council.
Via: Exterion Media

EE to Offer Contactless Mobile Payments for London Travel

EE customers will be able to travel on London’s Underground, DLR and Overground networks using their mobile phones when TfL’s contactless program launches on 16 September.
EE is to become the only UK network provider to offer a contactless payment service, meaning that users will be able to use their mobile phones to pay for London travel instead of an Oyster card.
The service will use EE’s free Cash on Tap mobile contactless payment service app, which is due to be compatible with over 500,000 handsets this year. There will be no added charges for using Cash on Tap to pay for travel, and both daily and weekly caps ensure customers won’t pay any more than they would using an Oyster card.
“Users of the world’s greatest tube network will shortly benefit from the latest in mobile payment technology, allowing them to use their phone to pay for their daily commute,” said Gerry McQuade, chief marketing officer, EE. “As more and more people benefit from the simplicity, convenience and security that mobile contactless payments offer, it’s rapidly becoming clear that the days of the physical wallet are fast becoming numbered.”
Speaking at the IAB’s Mobile Engage conference in May, Weve’s CEO, David Sear, said that 2014 is the year in which there will be a “massive shift” in the way people use their mobile devices and that consumers are at the “tapping point” of contactless payments.
Sear said that the desire for consumers to be able to use their mobile phones for payments – devices that they are “emotionally attached” to – is a natural progression for the relationship between consumers and smartphones.
“We trust our devices – they contain our lives – and payment is a natural extension of that trust.”
Via: MediaTel

Evian to Help Travellers Beat the Underground Heat in 3 Year Deal with TfL

Evian has inked a three-year deal with Transport for London to give flustered travellers on the London Underground free bottles of water during the warm summer months.
The brand has offered 250,000 bottles of Evian water to TfL to hand out at some of the busiest stations this summer, as the network pushes its ongoing Beat the Heat and Travel Better London campaigns.
The campaigns aims to raise awareness of how passengers can help to reduce delays by making small changes to their travel habits.
Sophie Brooks, Evian senior brand manager, said: “We are delighted to have teamed up with Tfl to give overheated commuters some Live Young refreshment. It is really important to stay hydrated during the hot weather so it is great to have the chance to help Londoners keep cool.”
Phil Hufton, London Underground’s chief operating officer, said it was “grateful to Danone [owner of the Evian brand] for supplying customers with water” while it works towards its 2016 target of having 40 per cent of the network served by air conditioned trains.
Via: The Drum