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Starbucks Build a Light Up, Gingerbread Smelling, Tree of Cups

With Halloween out of the way companies turn their attention to Christmas with trees already popping up in department stores nationwide.

Cue the Starbucks red cup, used during the festive period every year although this time they have gone one better than simply changing the cup colour.

Partnering up with Manning Gottlieb OMD, Fuse and Mobile5, they have built a giant tree of red cups in Kings Cross station that not only smells of their famous gingerbread latte but also gradually lights up the more people tweet using #redcup.

The hashtag was also displayed on screens across the station and customers were treated with complimentary gift cards for as long as the tree is standing. On top of that, Twitter have got involved and designer their own ‘red cup’ emoji that appears every time someone tweets using #redcup.

JCDecaux launch graphic arts story for digital screens

The story of a small Norwegian bird called Arni is set to add enchantment to the Christmas rush this year, as digital screens across the UK will be transformed into a giant comic strip, bringing the latest action-packed instalment to the public each day. ‘Arni’s Epic Adventures’ will be broadcast across mall, rail and roadside screens from 2-30 November. Arni will also be tweeting updates via @ArniBird.
This is the first graphic arts story commissioned for digital screens, and features the adventures of Arni, a baby Norwegian Pine Gros who is swept away when his tree is felled. The tale will unfold one day at a time across thousands of digital screens, showing the little bird’s perilous journey clinging on to his tree, via landmarks such as the Angel of the North until he arrives in London in time for Christmas.
The project – the first of its kind – was commissioned by the Editorial division of Outdoor advertising company JCDecaux, working with the award-winning comic book author and illustrator Garen Ewing.
Garen Ewing, whose work, ‘The Rainbow Orchid’ won the British Comic Awards in 2013, created ‘Arni’s Epic Adventures’ specifically for the screen network. Each day’s creative has been designed to be viewed by audiences for 5, 6 or 20 seconds at a time.
Garen Ewing said: “It’s not every day that you get a brief to create a new character, that’s got to be engaging in 5 or 6 second bursts, but doesn’t lose people if they miss one or two installments.  I’m very proud to have created the first comic strip designed for digital screens and as an artist this is a powerful platform for my work. I think Arni is a universal story of endurance and triumph over the odds, which will particularly resonate with the travelling and shopping public during the festive period.”
Russell Gower, Creative Director of JCDecaux’s Content Division explained: “This is a world first – creating a comic strip narrative that develops day-by-day across our digital network.  This is the first comic strip designed to entertain busy people on the move and we are delighted to have secured the talents of artist Garen Ewing.  Because our screens reach 50% of the UK population, we knew we had the opportunity to try something completely new that we hope will capture the imagination of the public.”
The first installment of the story will be on screens on Monday November 2 with a new creative each day throughout November. Fans of Arni can catch up on any missed episodes by checking out Beframeus on Facebook or @Beframeus or by following @Arni.

Costa Uses DOOH to get Consumers in the Christmas Spirit

Costa ran a seven-week competition in the run up to Christmas to engage their audiences online by generating excitement around their festive take-away cups. Customers were tasked with finding or creating pairs of eyes for their cup characters- Santa, Snowman, Rudolph and Elf. Over the duration of the campaign users were set a different challenge designed to prolong excitement around the competition and also to inspire consumers to get creative.

The top entries were fed into a digital-out-of-home advertisement to promote the competition and the return of the festive cups. Graphite Digital created a 10 second animation to reflect the brand’s Christmas look and worked with Liveposter to implement dynamic fields, into which the photo’s would be displayed. These entries were updated regularly to keep the promotion feeling fresh and timely.

A second campaign was run alongside this, which focused on how a trip to Costa can provide relief and respite from the scenarios consumers might find challenging during the build up to Christmas, such as long shopping sessions, waiting for buses and enduring the cold weather.

Graphite Digital created five 3D animated videos to bring Costa’s festive cups to life, placing them in these relatable situations and telling the story of how shoppers can find sanctuary in Costa. These instances were then placed in specific locations to give them contextual relevance such as shopping centers, high street and bus stops.

In addition to this, from 11th November bus supersides, including twinklies, were used to raise awareness of the cups in Central London.

This campaign was planned and booked by Meridian.

London City Airport Sends Christmas Cheer #AcrossTheMiles

Elves have installed a video booth at London City Airport where passengers and crew can record a personal message for their loved ones overseas.
After recording their video in the log cabin, the travelers are given a special code to access and share their video online.
The campaign is being backed on social media with the hashtag #acrossthemiles.
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Via: The Wall Blog

eBay Launches 24-Hour Christmas Windows in Australia

In contrast to the traditionally blustery holiday season in the Northern Hemisphere, Christmas in Australia is a sunny experience. Barbecues and fresh seafood replace heavy holiday dinners, and scarlet Christmas bush blooms substitute hearty evergreen trees.
Despite varied climates, the holiday period is prominent retail season in both hemispheres. Inspired by Australia’s unique holiday experience, eBay Australia has deviated from its traditional online model to produce a series of physical, interactive window displays for the 2014 Australian Holiday Season.
eBay’s AU holiday window campaign, entitled “eBay Shoppable Windows” ran from 7:00am on Thursday, December 4th, to 8:00pm on Sunday, December 7th, at the Custom House Forecourt in Sydney. The campaign included four windows that were open for 24 hours each day. Viewers enjoyed the products in each display, browsed product details on a 46-inch installed screen, and purchased items directly via mobile phones.
The window displays were eBay’s response to an internal holiday shopping report, which indicated that 65% of Aussies associate the holiday shopping season with physical cues such as Christmas music and decorations, and 37% get their gift inspirations directly from display windows. With both sensory details (including a snow machine and carol playlist) and mobile capabilities, eBay designed its windows to blend sensory shopping influence with online convenience.
In Australia, December 4-7 was predicted by eBay’s research team to be the year’s busiest period of online shopping. December 7th, the final day of eBay’s campaign, was predicted to be the nation’s busiest online shopping day: eBay expected 2.6 million visitors the AU site, 1.5 million via mobile. The company expected to sell at least 200,000 items through its mobile application, a 48% increase from 2013.
eBay’s physical campaign is the first 24-hour shoppable window display in Australia.
Via: psfk

Coca Cola Wrapping Paper Dispensers

To celebrate Christmas and to ‘give a little happiness’, Coca-Cola created a wrapping paper dispensing 6-sheet which was placed in Bluewater Shopping centre. The activation lasted three days to coincide with the Black Friday weekend (28-30 November). Two brand ambassadors were on site to help dispense the paper to shoppers passing by, and the event was filmed with the intention to use the content in Coca Cola’s upcoming digital campaign. The activation was so successful that additional wrapping paper had to be ordered!
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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

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