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Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

UK High Streets Set for Digital Transformation with Clear Channel

Clear Channel UK is developing ambitious plans to transform urban spaces across the UK following the acquisition of Arqiva’s payphone business.
The deal will see Clear Channel launch a major programme of development which will see existing phone boxes removed and replaced with hundreds of state-of-the-art kiosks.
With integrated daylight-visible Adshel Live digital screens and a distinctive modern design, the new kiosks will quickly become a familiar sight on UK high streets and alongside key routes around towns and cities.
The project will start a nationwide roll-out from July 2016 and will see the majority of kiosks installed in central London. All kiosks will be situated in high footfall areas and will be positioned for optimum visibility from both pedestrian and vehicular audiences.  The screens will be powered by Play iQ, Clear Channel’s intelligent content and inventory management system – offering advertisers the ability to deliver and optimise real time, contextually relevant content.
Alongside voice and data, the kiosks have the potential to offer a host of other benefits to both advertisers and the public, including Beacons, Wi-Fi, mobile data services and interactive journey planners.
Clear Channel’s CEO Justin Cochrane said. “Clear Channel is transforming both our business and UK Out of Home. We are building a next-generation estate based on a detailed understanding of advertisers, consumers, technology and cities. This acquisition is the kind of bold, innovative move that characterises Clear Channel’s approach in 2016.
Not only will this deal deliver hundreds of world-class sites for advertisers it will provide fantastic services for the public while enhancing the urban environment right at the heart of London and other major cities.”
The deal is part of Clear Channel’s wider digital transformation project that has seen the organisation invest heavily in a state of the art digital portfolio. This investment includes the nationwide expansion of the Adshel Live digital 6-sheet, ongoing investment in the Storm portfolio of super premium digital sites, and the extension of the Wrap network of digital billboards to 15 major UK towns and cities.

Clear Channel UK Upfronts 2016

Last night, Clear Channel UK held their annual Upfronts event in London. CEO Justin Cochrane and Commercial Director Chris Pelekanou presented Clear Channel UK’s strategy for 2016 and updated our partners on how we have progressed on the areas we promised to deliver on in 2015.
Clear Channel used the event to reiterate their commitment to the famous Adshel brand, as well as the digital transformation of their estate.
Key highlights:
–          The nationwide expansion of 600 Adshel Live digital 6-sheets is underway with screens now live in 12 cities across the UK.
–          The launch of a beacon platform as part of the Adshel Live network. The natural evolution of Clear Channel’s  Connect mobile platform, the  beacon platform is now live and Clear Channel are seeking partners to work with as they trial the platform between now and February 2016.
–          The nationwide expansion of Storm continues, with the launch of a new site in Liverpool in December followed by Leeds and Manchester.
–          Last month saw the launch of Storm’s 21st site, Storm Cromination London – the transformation of Clear Channel’s iconic Cromwell Road site into one of the longest digital Out of Home sites in Europe, complete with the retention of the site’s famous special build capabilities.
–          Play iQ – Clear Channel’s intelligent content and inventory management system is now live. As part of a wider strategy to open Play iQ up to our partners, Clear Channel will offer live availability of our digital inventory to key clients by the end of the year.
–          The opening of the 2016 Outdoor Planning Awards, in partnership with Campaign. This year we celebrate the 10th anniversary of the awards.
Clear Channel’s CEO Justin Cochrane said, “Last year we gathered the Out of Home industry together to reveal our plans for 2015, and I am thrilled that we have delivered on each of our promises and we are continuing to build on these successes with fresh announcements made this year.
Adshel Live’s ongoing nationwide expansion, the introduction of our beacon platform, our plans to Wrap 15 of the UK’s key cities, and the UK- wide expansion of our premium Storm brand, are massively exciting developments for us, as well as the sector as a whole.
We will continue to work with our partners and customers to deliver on these projects, helping us to Create the Future of Media, Out of Home.”
Videos here:
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