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Ocean Group joins the Branded Content Marketing Association (BCMA)

In a move which marks the emergence of digital out of home as a platform for branded content, premium digital out of home operator Ocean Group is the first UK player to join the Branded Content Marketing Association.
Membership to the industry body propels Ocean’s positioning as a live broadcast and digital medium. The media owner has a growing slate of content deals with the British Olympic Association and Team GB, the British Fashion Council and the BFI.
The move follows Ocean’s decision to become the first OOH operator to join the IAB two years ago. It has joined the body to highlight its branded content ambitions and lead the progressive debate about the transformation of out of home into a responsive, digital medium.
Ocean Group director of marketing Richard Malton said: “Ocean’s already delivered significant milestones in terms of branded content. Our partnership with Team GB allowed us broadcast more than 20,000 hours of exclusive Team GB content, creating a unique national broadcast channel across 98 of Ocean’s digital screens during Rio 2016.
“And our collaboration with the British Fashion Council allowed us to screen London Fashion Week to more than 35 million people across 60 outdoor screens for the first time in its history, powered by Maybelline. Membership of the BCMA marks our medium’s relevance to any branded content  media plan and the importance of DOOH sites of stature in the transmedia story-telling cycle.”
Membership gives Ocean access to the BCMA’s market leading intelligence, training and events as the company continues to upskill and introduce new talent into its business.
Andrew Canter, Global CEO of the BCMA said: “We are delighted to welcome Ocean Outdoor as members of the BCMA. This is an extremely exciting time for digital outdoor and the opportunities for brands and agencies to create innovative and impactful content solutions. We are looking forward to working with Ocean’s team and to developing the best practice guidelines for branded content using digital outdoor.”
Last month, the BOA and Ocean extended their exclusive content partnership up to and including the Olympic Games, Tokyo 2020. The collaboration includes action from the Pyeongchang 2018 Olympic Games.
The enhanced 2020 deal awards Ocean tier one partner designation and, as official Out of Home partner, Ocean will be working closely with Team GB and other content partners to deliver an enhanced, content rich channel for future Games.
Via: Littleblackbook

JCDecaux features Monkey Mischief story on its D6 network

Twenty-two episode children’s story written by Elyssa Campbell-Barr with illustration by Alison Edgson
JCDecaux today begins its second annual festive ‘November Narrative’ by transforming digital screens across its UK-wide network into a captivating illustrated story with Monkey Mischief. Illustrated by Alison Edgson and written by award winning editor and writer, Elyssa Campbell-Barr, JCDecaux’s content division is running the 22-episode narrative playing out day by day across JCDecaux’s entire D6 network including Rail and Mall as well as its London Digital Network until the 11th December.
Set on a frosty Christmas Eve, the story follows the adventures of two children, Ben and Emma, who, whilst waiting at a bus stop on Oxford Street, end up pursuing a cheeky monkey across a host of magical landscapes after he steals Ben’s hat through an enchanted poster screen. A new episode will be shown every weekday, with a reprise every weekend, culminating in the final two instalments on Saturday 10th and Sunday 11th December.
With the hashtag #monkeymischief, Christmas shoppers can tweet about Ben and Emma’s journey across tropical islands, cityscapes and a helter-skelter in the clouds as they befriend a polar bear and eventually make amends with the playful primate. This is the second year JCDecaux’s content division has run the November Narrative, following 2015’s Arni’s Epic Adventures, the story of a baby Norwegian Pine Gros bird who is swept away when his tree is felled.
Janet Guest, Editorial Director of JCDecaux’s content division, said: “We really wanted to build on the success last year of Arni’s Epic Adventures by using our Out-of-Home network to showcase the interactive digital capabilities of JCDecaux’s network that has been such a prominent part of our growth this year. Elyssa’s magical festive tale works excellently with Alison’s beautiful illustrations to really capture the imagination of the public. We hand-picked our locations to maximise on impact and get commuters and Christmas shoppers alike into the festive spirit.”
Alison Edgson, illustrator, said: “This was a dream project for me as I was able to take my own established style of children’s illustration, which I’m used to seeing reproduced in printed book form, and think about how it would work when displayed digitally, on large screens that could be viewed from close up but also from quite a distance. There was lots of action and excitement to depict as the story unfolded and I focused on trying to bring out the atmosphere and maximise the impact of each scene with subtle use of colour, tone and perspective. It’s a first for me – can’t wait to see how it looks on those familiar screens now!”

‘Nude’ Baristas Serve Up Coffee To Promote Nestlé’s All-Natural Creame

360i launched a new digital campaign promoting Nestlé’s Coffee-Mate Natural Bliss with footage culled from a nude barista takeover in New York for the spot “Surprisingly Natural.”
The takeover in question was at Irving Farm Coffee Roasters in New York on April 24, when the agency took over the shop with baristas seemingly wearing nothing but body paint. “Surprisingly Natural” opens with the question (and corny pun), “How would you react if your typical morning coffee was anything butt?” before showing surprised patrons entering the store. The baristas explain that they are in the nude to emphasize the “all natural” nature of Nestlé’s Coffee-Mate Natural Bliss, although some customers are too distracted to follow along. 360i chose the footage from several hours of video of customers’ reactions to the stunt and edited it into digital spots ranging from 30 seconds to just over 90.
The ads made their debut online yesterday with promotion through social channels such as Facebook and YouTube. Paid promotions ads will begin within the next few weeks and run through September. There’s also a social component aimed at millenials, built around the hashtag NaturalBlissCafé.
“Nobody really sits around and thinks about coffee creamer,” Michael Nuzzo, group creative director at 360i told Adweek. “But when they do, they kind of go, ‘Hmmm.’ It was fantastic how gung ho the [store] customers were about the product.”
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Source: Adweek

Client controlled screen content

OMD, Posterscope and The Cloud and Compass produced Channel 4’s live campaign on CBS’ Cross Track Projection network promoting the flagship 7pm Channel 4 News bulletin, highlighting and updating key headlines that will feature on that night’s show, combined with tweets and blogs from the news presenters.
Click here to view the video 

 
 

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