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MINI Targets Motorists on the Days They Are Considering a New Set of Wheels

In a media first with Ocean, MINI, Posterscope and Vizeum have launched a dynamic campaign that uses live traffic data to trigger different content to be played out. The content is specific to whether traffic is heavy, medium or light.
The innovative campaign is running from the end of May and throughout June across seven key sites in Liverpool, Manchester and London from Mondays to Wednesdays when research suggests motorists are considering a new vehicle.
The campaign is in line with MINI’s innovative and playful branding using good-humored copy, which resonates with its audience’s situation.
This campaign was also Ocean Outdoor’s Campaign of the Month in May.

Posterscope Steals the Show at the Clear Channel Outdoor Planning Awards 2014

OgilvyOne and Posterscope have won the Grand Prize for the #lookup campaign for British Airways at this year’s Clear Channel Outdoor Planning Awards, held in association with Brand Republic.
The campaign also won the Best use of Innovation in outdoor.
Posterscope also took awards in Best Use of Outdoor in Multimedia for the ‘Skyfall’ DVD release with Vizeum, and Best Use of Continuity with Coca-Cola’s #shareacoke campaign, with Vizeum, MediaCom and Liveposter.
Chris Pelekanou, commercial director at Clear Channel UK, said: “It’s been another great year for outdoor advertising, which was full of fantastic innovation and creativity. This year’s winners really were the best-of-the-best. By putting brilliant planning at the front end of their campaigns, they reached the right people in the right places at the right moments.”
Philip Smith, head of content solutions and studio at Brand Republic, who chaired the judging, commented: “Every year the entries push the boundaries further in terms of scope and innovation. The huge advances in the opportunities that outdoor and DOOH offer have led to planners really thinking creatively and coming up with some fantastic, well-executed campaigns.”
 

Best use of outdoor in multimedia

Fox Home Entertainment, Skyfall, “Skyfall DVD” by Posterscope and Vizeum
Highly commended: #scrabblechallenge for Mattel by Posterscope, Carat, Liveposter and Oakwood

Best use of digital

Highly commended: Mini, “Mini not normal” by Posterscope, Vizeum, Iris, Liveposter and Koffeecup

Best use of innovation in outdoor

British Airways “#lookup” by OgilvyOne and Posterscope

Best use of continuity in outdoor

Coca-Cola, “#shareacoke” by Posterscope, Vizeum, MediaCom and Liveposter
Highly commended: BT, BT Sport, “channel launch” by Posterscope and Liveposter

Grand prize winner

British Airways “#lookup” by OgilvyOne and Posterscope
 
​For the full list of winners and commended entries, visit www.clearchannel.co.uk/planningawards.

Posterscope Rolls Out Innovative Data-Driven Outdoor Ad Campaign for MINI Hatch

As part of its ‘New and Original’ out-of-home (OOH) advertising campaign, MINI Hatch is leveraging revolutionary outdoor audience insights to track and strategically reach its target customers at the most optimal times of their daily commute.
Posterscope used Route to identify environments where MINI Hatch’s audiences are most likely to visit and, in partnership with Vizeum, iris and LIVEPOSTER, has incorporated this data into planning an industry-first, immersive three-tiered outdoor campaign covering a Wonderwall, a full cross-track domination, at London’s Liverpool Street Station, traditional posters and digital OOH elements.
The campaign kicks off across a Wonderwall at Liverpool Street Station, which displays interchanging outdoor creative to highlight the ‘New and Original’ components of the car, and cross-track projections (XTPs) using LIVEPOSTER technology. The innovative capabilities of the LIVEPOSTER platform will bring to life the new ConnectedDrive in-car internet system feature of the MINI Hatch, by announcing live tweets and Facebook updates throughout the day. This campaign celebrates the first time LIVEPOSTER has been used within a Wonderwall.
As part of the wider strategy, the activity will also run across stand alone iconic UK landmark OOH sites including London’s Old Street and Wandsworth Roundabouts, Trafford Arch in Manchester and the M5 Tower in Birmingham and the Glasgow Tower. Digital media communications will then be used to demonstrate the distinct product features of the new MINI Hatch across high frequency, small format digital OOH sites.
Francesca Blair, Client Manager, Posterscope, said: “By devising a three-pronged approach, we are able to reach audiences where they are in the most innovative and striking ways possible. By using unrivalled industry insight, we can generate mass awareness and emotional appeal of the MINI Hatch’s ‘New and Original’ messages, which when distributed across a Wonderwall, will deliver a truly immersive experience. This highly targeted data-driven campaign allows us to deliver efficiencies and true business value for the client.”
Richard Morris, Managing Director, Vizeum said: “We wanted MINI to be celebrated not just for its iconic status in British society, but for how it encapsulates technological advancements in driving. Liverpool Street Station’s Wonderwall represents the ideal, immersive space to bring the benefits and distinctiveness of MINI to life.”

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