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OOH Getting Behind Team GB

On Sunday night billions of people around the world watched the Olympic Closing Ceremony, a sporting competition that continuously delights, entertains and brings the world together.
International Olympic Committee chief Thomas Bach summed up the Rio Olympics perfectly when he said, “These were a marvellous Olympics, in a marvellous city. Over the last 16 days a united Brazil inspired the world, in difficult times for all of us, with its irresistible joy for life.”
In the UK, reflecting on the past few weeks of sporting gold, team GB brought in the highest medal tally at an overseas Olympics – 27 gold medals and a massive 67 medals in total.
Since the London 2012 Olympics, there has been a vast change in communications around the Olympics. More people are now able to catch the coverage as live streaming options have become more advanced, allowing people to tune into special moments across a range of devices when they’re on-the-go.
As for out-of-home, new technology has transformed OOH into an increasingly dynamic, adaptive, innovative and interactive medium that has allowed advertisers to deliver dynamic real-time advertising messages at the same time the audiences are cheering a win. Truly relevant, in the moment messages.
Stand out OOH campaigns for us this year include real-time medal tally posting and up-to-date highlights. Some of the top OOH Olympic Campaigns this year were:
Camelot’s “I am Team GB” Campaign
This campaign, planned and bought by Posterscope, cleverly kept people in the know when out-of-home about the latest Olympics medal count.
The National Lottery is the largest funder of Great Britain’s athletes, supporting over 1,300 athletes across 40 Olympic and Paralympic sports. Therefore the “I am Team GB” integrated campaign celebrates the role the nation plays in Team GB’s success through the support they give elite athletes by playing The National Lottery.
The Dynamic campaign ran during the AM Commuter slot each day to keep commuters informed with the latest medal wins of the previous day and night during the Olympics and will continue during the Paralympics.
Notable and unexpected medal winners were ‘hero-ed’ each day and during days with no new medal wins – the copy referenced Team GB’s overall medal tally.
Camelot was the most talked about British sponsor on Twitter as a result of the overall campaign activity.
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The Olympics Played Out Across DOOH Screens for the First Time
As an official Olympics Media Provider, Ocean launched its Rio 2016 sports coverage across full motion city and roadside out-of-home screens, with highlights of inspirational performances featuring Team GB competitors.
In partnership with Team GB, Ocean scheduled the playout of full motion broadcast coverage of the Games in six minute slots that lasted for 11 hours every day. The short films were also supported by content from Team GB’s Instagram feed.
The sixteen days of coverage featured across 98 screens in seven UK cities. Film vignettes were supported by content from Olympics sponsors including Omega, DFS and Strongbow.
Accompanying exclusive media content was supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.

(Image credit: Ocean Outdoor)
MKTG work with Team GB sponsors Fitness First
Fan zones were erected around London with big screens which streamed live Olympics coverage. As part of MKTG’s sponsorship plan for Fitness First the Fan Zones supported gym sponsorship and Team GB classes. Fitness first, an official Team GB sponsor, provided an actionable chance for people to use a Fitness First gym for free for three days, while they were being inspired by the Olympic action on screen.
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Strongbow the official Cider brand of Team GB
As the official cider sponsors of the Rio Olympics, Strongbow kicked off a six week campaign, ‘Let’s Own It’ on 14 July with a 30-second TV spot that highlighted ‘the tension, excitement and elation of cheering on Team GB’.
As people spend 70% of their time OOH (Target Group Index, 2015), it was a natural fit to include out-of-home advertising in the media plan that ignited the emotions of supporters, featuring the most captivating elements of the games; unity, tension and the thrill of being lost in the moment.
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Samsung: using data to connect with Olympic Fans
Using Olympic themed creative, Samsung invested in high impact and high frequency driving formats in locations with product audience rich environments which were the highest indexing against their core audience.
During the morning commute when the OOH advertising was aired, placement was focused in areas where TV viewing was lightest against Samsung’s audience, to ensure minimum wastage and maximum visibility for the Olympic themed creative.
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JCDecaux dedicate a network of screens for a public channel
In the wake of a recent editorial partnership between JCDecaux and The Press Association during the UEFA Euro 2016 tournament, where people were updated on the latest news and live scores on DOOH screens, JCDecaux and the PA partnered again during the Olympics to bring the latest headlines and medal tables from Rio.
The news and updates, curated by the team at PA, included the biggest stories from Rio each day, athletes’ & teams stats and rankings, and daily medal tallies. The content was broadcast to the public via JCDecaux’s dedicated channel on a network of D6 screens.

(photo credit JCDecaux)
And some overseas campaigns:
Dove #MyBeautyMySay
Although not an official Olympic sponsor, Dove sparked conversation in the US around the portrayal of female athletes with their #MyBeautyMySay campaign. Their OOH ads broadcast sexist comments made by media outlets about female athletes. In the creative execution, initially the comments appear on images of women playing sports, but gradually the athletes in the billboard disappear to emphasise that these women haven’t been seen in their own right as athletes.
Live Stream of Team NL
The Netherlands also had a live stream of their Team NL achievements. Ngage Media streamed Olympic achievements on Train Station DOOH. Meanwhile JCDecaux displayed live medal tallies in Amsterdam, Rotterdam and Utrecht city centres.

Oreo Launches 'Feats of Wonder' Experience

For two days, Oreo ‘Feats of Wonder’ came to the Sydney shores to celebrate its partnership with The Australian Olympic team.
Oreo and SapientNitro Melbourne gave the Australian public the chance to experience the amazing things our athletes achieve, with an Oreo twist.
To see video click here 
Via: Campaign brief 

Camelot's "I am Team GB" Campaign Promotes Latest Medal Wins

The National Lottery’s  “I am Team GB” campaign celebrates the role the nation plays in Team GB’s success through the support they give elite athletes by playing The National Lottery.
TNL is largest funder of Great Britain’s athletes, supporting over 1,300 of them across 40 Olympic and Paralympic sports. That helps them focus on their sport full time and receive world class coaching, facilities and equipment. By playing you’ve helped propel Team GB from winning just one gold medal at the 1996 Olympics to finishing third in the medal table in 2012 with 29 gold medals – so all players are an important part of Team GB!
The Dynamic campaign runs during the AM Commuter slot each day across National Rail (D6s & Transvision) & Roadside (Primetime LEDs & Iconic Roadside) to respond to the previous day/nights results during the Olympics &  Paralympics. During the weekend the hours display extends to 4pm with M-Vision & D6s within Malls running. Notable/surprise athletes will be heroed each day should there be a medal win. In the days where there are no medal winners to update – the copy will reference the number of medals Team GB have currently won.

Posterscope Brazil Host OOH Day 2016 for 2016 Olympic Sponsors and Agencies

OOH Communications agency Posterscope Brazil hosted a summit – OOH Day 2016 – for the Rio 2016 Olympics sponsors (and their advertising agencies) featuring presentations from Posterscope and the major media owners in Brazil e.g. Clear Channel, JC Decaux, Otima, Eletromidia, etc.  This  would be one of the last chances for them to present the array of OOH opportunities available to the sponsors.
At the summit Posterscope Brazil introduced two new technologies that will revolutionize the relationship between brands and the public in OOH media in Brazil.  The innovations coming to the domestic OOH market are Liveposter and Viuing.
Otto Frossard, strategy director of Posterscope Brazil, explained that proprietary content management system, Liveposter, will enable a number of digital media features in Out Of Home. Among them stand out in real time and multimarket different digital media, interaction with mobile,  social media amplification, and use of data and metrics to segment the target and generate the best possible experience with the consumer. “The most important thing behind all this is the ability to customize according to each challenge that needs to be answered,” he says. Frossard believes that the ideal to get the most out of this tool is to plan together with the global development team Liveposter platform in order to reach the best solution for the brand. “We can reach a solution never before performed by the tool,” adds the executive Posterscope.
Viuing, in turn, is a new device designed to allow spectators, fans and followers to experience 100% the events and ensure that they don’t miss out on any of those great moments that will go down in history.
Based on TV technology, Viuing, a portable device similar in size to a video game control with a full HD screen,  retransmits everything that happens at the event in real time and without delays on your screen, so that you see absolutely everything. It has buttons that allow the fans to choose which camera you want to track and which sport, all in real time.
The Viuing device does not need Wi-Fi connection, 3G or 4G, as the transmission is done using radio frequency, through a partnership with an official TV station that provides the attraction/event. In addition, the device allows you to serve a series of exclusive content to the viewer, such as advertising, relevant information on the competition, event highlights and exclusive camera angles, among other possibilities that will promote a unique experience to the public, and even approaching more consumer brands. “Now we seek a partnership with one of the official TV stations that are broadcasting the Games to have your content inside Viuing,” Frossard added.

Ocean Turn the Nation Red, White and Blue for Team GB During Rio 2016

Team GB has revealed details of its exclusive content partnership with digital out of home owner Ocean as it unites the nation behind the team prior to, during and after Rio 2016.
The deal will see Ocean turn the nation red, white and blue with “as live” sporting images are carried across its 180 premium screen digital portfolio in nine UK cities as the Games play out. The partnership extends content across those screens operated by Ocean’s sister company, Signature Outdoor.
Team GB is predicting another strong performance from the squad in 2016 – and every medal win will be relayed as it happens.
Ocean’s screens – including the colossal IMAX banner in London’s Waterloo – will turn from white to either bronze, silver or gold as the medal tally rises.  Accompanying exclusive media content will be supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.
Team GB commercial director Simon Massie-Taylor said:  “This is the first time the British Olympic Association has partnered with an out of home media owner. Unique content, news, insight and updates generated from within the Team GB camp will keep the British public right in the centre of the Games experience in Rio across Ocean’s platform.”
Ocean marketing director Richard Malton said: “Being recognised as a true, live streaming platform is a real watershed moment for DOOH and exclusive content will be key in such high impact environments.
“Naturally we’re delighted to be working with Team GB in helping to recreate the excitement we all experienced in 2012 for the British Olympic team competing in Rio next year.”
Via: Outsmart 

Russian Olympic Committee Creates a Social Heat Lamp That Shares the Warmth

What’s one way to get warm during the winter? By participating in this fun social heat lamp!
The Russian Olympic Committee partnered with MOST Creative Club and placed 10 of these unique heating lamps throughout Russia and challenged people to walk up and be active. When a person decided to take the challenge, they are directed to do various activities such as jogging in place. Once completed, it provides warmth at another heating lamp in Russia, passing heat to complete strangers. The lamp also takes a photo of the participant and sends it to the stranger who receives the warms, putting a very fun social spin on it!
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Video here:
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Via: Creative Guerrilla Marketing

Giant pinboard facade lets fans become the face of the Olympics

London-based architect Asif Khan’s ‘MegaFaces’ structure will display the faces of Sochi Winter Olympics spectators as rotating 3D portraits. Photo booths within the pavilion and in MegaFon retail stores across Russia will capture five images of the visitor’s face simultaneously from different angles.
Their faces will then be displayed on the facade for 20 seconds each as an eight-metre image, offering an innovative way to let thousands of fans become the face of the Olympic Games. The facade is designed to function like a huge pin screen and is made up of over 10,000 actuators which transform the building’s skin into a 3D portrait of each visitor’s face.
Via: psfk

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