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Very.co.uk Leverages Real-Time OOH for Christmas Advent Calendar Campaign

Online department store, Very.co.uk, will promote daily deals in real-time across out-of-home sites as part of an integrated campaign in the lead-up to Christmas.
For two weeks during December, the British public will see the best deals available each day from Very.co.uk through real-time OOH ads using Liveposter technology. The offers will be showcased across a variety of locations including rail, roadside and cinema through an advent calendar creative in keeping with the festive spirit that has been designed by St Lukes.
The activity forms part of the wider Christmas campaign that has been devised and implemented by media agency Vizeum and OOH specialists Posterscope. The aim is to offer Very.co.uk the flexibility to be reactive and deliver the most relevant content possible across different channels. In November, this involved using radio schedules and a flexible template to change messages at short notice.
Jon Owen, retail brands and trading director at Shop Direct, the company behind Very, commented “The countdown to Christmas has begun and following a hugely successful Black Friday we move into our Cyber Week deals where it’s important that we’re able to bring consumers our most up to date offers. We’re delighted to have the opportunity to do this in real time by taking such a flexible and innovative approach. ”
Leia Reuter, Business Director, Posterscope said: “Retail brands are always looking to take greater control of their advertising, delivering the most relevant content possible at the right time. This campaign uses Liveposter’s technology to do just that in the most efficient way possible by allowing Very.co.uk to make sure that consumers are receiving deals on products that are available now.”
Via: The Drum

Very.co.uk captures ‘getting ready’ moment with makeover bus tour campaign

Online fashion and beauty retailer Very.co.uk has launched a £600,000 Very Beauty Bus tour campaign, which has been designed, planned and executed by Posterscope, PSLive, Vizeum and Liveposter. The tour visits Liverpool, Leeds and Birmingham during the first two weeks in September, offering mini-makeovers in a transparent, branded bus to help local residents capture and share their ‘getting ready’ moments. It combines both experiential marketing and digital out-of-home (DOOH) so consumers can share their post-makeover pictures to DOOH screens.
Consumers are invited on board the 8m long and 3m high transparent bus to receive free mini-makeovers. They will showcase the beauty offerings on the fashion site, which is owned by multi-brand digital retailer Shop Direct. Products being showcased include those from Babyliss, Illamasqua, Nails Inc, Max Factor, Murad, Real Techniques and Bourjois. The Very Beauty bus will also have an Instagram photo booth installed, where people can share photos of their makeover and print them out directly from the social network.
Using the hashtag #VeryBeautyTour and the Twitter handle @VeryNetwork, consumers will be encouraged to tweet and share their pictures for the opportunity to win a £1,000 Very beauty bundle. A selection of these will be published alongside professional post-makeover photos to digital screens. These will be delivered via DOOH specialist Liveposter, which will strategically place and time each screen’s display to maximise the campaign’s impact in each city. 10,000 goodie bags will also be handed out along the route, and people will be encouraged to try to win prizes via a bespoke Very iPad game, developed by PSLive.
Sophie Parfitt, senior marketing executive at Shop Direct said: “More than 69% of UK women want to look elegant when they go out, so we wanted to position Very.co.uk as a brand which at the heart of this “getting ready” moment. Preparation is key to feeling good and this activity, which takes place at key locations for the brand across the UK. The campaign that Posterscope, PSLive and Vizeum have put together gives us the opportunity to communicate with the consumer across a number of channels using a truly innovative experiential event.”
Kate McAllister, Account Director, Vizeum said: “We identified the ‘getting ready’ moment as a key time for Very.co.uk’s audience, when the beauty products that they use will be front-of-mind. Using this simple but pivotal insight, we’ve worked with Posterscope and PSLive to develop an experience that brings a number of elements, including social and display together with OOH. This activity firmly establishes the brand within this key moment and allows women to share and indulge in the excitement that comes before a night out.”

Very.co.uk hijacks the high street with digital 'window shop'

Online fashion retailer, Very.co.uk, has launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One.
The ‘window shop’ incorporates both NFC and QR code functionality which allows passers-by with smartphones or tablets to be able to scan and shop the collections on the Very.co.uk website.  Purchases ordered before 9pm can also be delivered for free the following day.
The windows will feature three of Very.co.uk’s key festive trends,  Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which have been specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the etailer.
The campaign, in place until 6th of January 2013, was planned and bought by Posterscope and Carat.
 

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