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Corona’s dynamic DOOH campaign that reflects the city's sunset

To interrupt Londoners’ often monotonous weekday journeys on the Underground, Corona has set out to inspire and enable people to experience more sunsets in the city – launching a dynamic DOOH campaign that counts down to the sunset on summer evenings with the optimum conditions.
The dynamic creative – running on JCDecaux’s LDN and Rail D6 network – changes depending on the time of day and forecast to reflect the sunset across the city, inviting people come aboveground to enjoy the sunset that day.
The Out-of-Home element supports the wider ‘Aboveground’ campaign initiative from Corona, which will see the beer brand host aspirational events across some of the best rooftops and vistas in London, including The Shard  – to enjoy live music and amazing sunsets, with a Corona in hand.
The campaign was planned and booked through Vizeum, Posterscope and Liveposter.

Twenty One Pilots take over the tube with fan art

Atlantic Records’ twenty one pilots are taking over Wood Green tube station with fan art today, ahead of their headline gigs at Alexandra Palace.
The band’s Facebook page launched a call to action for fans to submit artwork that showcases what twenty one pilots means to them. Their submissions are being used to take over Wood Green Station between November 9-20, with all 109 advertising panels throughout the station reflecting the band’s unique relationship with their fans.
the7stars has overseen the project and is integrating Snapchat geo-filters at the station and the venue to encourage fans to share the campaign with their friends and followers. The activity will use album lyrics and band images to drive awareness across social platforms.
Max Lutkin, Marketing Manager, Atlantic Records, said: “The connection that twenty one pilots have with their fans is a unique phenomenon and has been key to the success of the Blurryface album campaign. The station takeover nurtures fans’ solidarity with the band by giving them a new public platform to showcase their passion and creativity, while also raising awareness for people new to the music. To run this initiative alongside the band’s biggest UK shows to date seems like a fitting way to thank fans.”
Lexie Wilson, the7stars, said: “We designed the campaign to mirror twenty one pilots’ unique relationship with their fans. The activity will make fans and followers an integral part of the campaign and the addition one of the most popular social platforms, Snapchat, will ensure that the Wood Green takeover leaves a strong digital footprint. It’s an opportunity for the band to give something back and celebrate the fans that have joined them on this amazing journey.”

Beatbox Tube Flashmob Performs 'Coughing Chorus' for Lung Cancer Awareness Month

Early morning Jubilee line commuters were treated to a coughing-based beatbox session to raise awareness of lung cancer.
The Beatbox Collective, whose members include a three-time UK beatboxing champion and a Grammy winner, gathered at West Hampstead and borded a train to mark Lung Cancer Awareness Month, which is November.
One person is diagnosed with lung cancer every 15 minutes in the UK.
“We want to make people aware that sometimes a cough is more than ‘just a cough’,” said Lorraine Dallas, who is director of information and support at the Roy Castle Lung Cancer Foundation.
“If you or a loved one has a persistent cough, you should have it checked out by your GP.”
The majority of lung cancer cases are diagnosed after it has spread, according to the charity. The five-year survival rate for those with advanced forms of the disease is as low as six per cent.
She added: “Working with the Beatbox Collective has allowed us to do something a bit different.
“We hope the performance will bring this message to new audiences and help improve UK survival rates.”
Rupert Oldridge of the Beatbox Collective added: “Coughing on the Tube is normally something we all endure and ignore so we decided to use that in our beatbox, along with the fact coughing persistently is one of the main signs of lung cancer.”
Visit the Roy Castle Foundation website to find out more about the signs and symptoms of lung cancer.
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Via: Evening Standard

Exterion Media and Telefónica UK create ground-breaking new partnership for the OOH sector

Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, is today announcing an exclusive partnership with Telefónica UK, one of the world’s biggest telecommunications companies to support the London Underground (LU) Media Estate.
In an ever-more data-driven industry, advertisers increasingly need to produce targeted campaigns to enhance their effectiveness and demonstrate a greater return on investment. This new partnership, using Telefónica’s innovative Smart Steps Solution, gives Exterion Media access to rich audience data allowing it to provide unparalleled insights to LU advertisers that can be used to execute OOH campaigns to maximum effect.
Telefónica Smart Steps uses anonymous data from across their mobile network of 24 million O2 devices. They process only relevant big data events created by a selection of these devices then analyse the trends and patterns within the data to help understand more about audience behaviour and the movement of populations at an aggregated level. Insights garnered from this will include but are not limited to; demographic profiling; where they live, work and visit (inferred journeys); when and how often they visit locations; how they travel; and mobile phone, app and web activity. The outputs are an excellent representation of the macro movements of the London population.
Jason Cotterrell, UK Managing Director of Exterion Media says: “Transport for London (TfL) has outlined its vision to deliver more imaginative experiences for tube passengers and advertising is at the heart of its plans for innovation. Being the sole provider of advertising on the London Underground means Exterion Media has an unrivalled knowledge of its audience and our rich data insights have ensured that the LU is, from an advertising perspective, one of the best monetised metros in the world. Through our partnership with Telefónica UK, we are able to deliver on the vision that TfL has outlined by increasing our understanding of the LU audience even further, and setting new benchmarks for other metros around the world to follow. With a view of LU passengers and their movements across the network that cannot be accessed from anywhere else, we are strengthening our understanding of how best to engage consumers with immersive experiences.”
The partnership begins with the creation of innovative analytics and visualisations of Telefónica’s aggregated mobile data, which will be integrated into Exterion’s planning process, building on the granular insight they have already collected through their work with TfL and Route, and Exterion’s own insight tool work.shop.play. 
Robert Franks, Managing Director of Digital Commerce at Telefónica UK continues: “We’ve gained a unique understanding of the transport sector through our award-winning Smart Steps service – making us an ideal partner for Exterion Media. By sharing the insights we gather, we’re helping Exterion Media and their customers get the right content, to the right people, in the right location at the right time.”
Exterion Media’s partnership with Telefónica will enable:
– A greater understanding of distinct demographic profiles and behaviours of the LU audience
– The ability to highlight certain stations, days, and times by audience affluence and other lifestyle perspectives
– The utilisation of additional layers of insight to more accurately identify key periods when certain demographics are more prevalent at certain stations
– The utilisation of behavioural insights, in addition to recognising the physical landscape surrounding stations, to better enable advertisers to plan OOH campaigns based on the habitual movement of people across London as opposed to specific destinations.
 

Exterion Media DX3 to replace XTP by Q3 2015

Whilst the existing XTP sites have become the colourful wallpaper of our daily commutes, this next-generation digital cross track technology promises to change our experience of the Underground.
The investment in this dynamic product has been made to provide a ‘platform to connect’ for advertisers and their brands with consumers. Route tells us that 76% of people consider looking at advertisements on the Underground to be an activity. State-of-the-art technology provided by NEC  Solutions will transform this activity into one which is more immersive and refined.
Not only have the number of sites reduced, from 126 (XTP) to 60 (DX3), as a drive from quantity to quality, but so have the number of Underground stations where the format can be found. DX3 will fill an increased surface area of 11m2the same size as a 48 sheet, as opposed to the existing 7m2. Again, Route data was used to determine the key locations where young, affluent and hyperconnected consumers are found in abundance, resulting in the selection of stations.
In addition to refining the existing inventory and audience, the overall quality of the consumer experience will be enhanced as they enjoy a premium viewing experience on the platform. As a result of sharper imagery which seamlessly integrates with the surrounding environment, DX3 will provide a premium platform for brands to achieve maximum standout and audience engagement.
DX3 will also allow TV ads to be directly replicated in the digital out-of-home arena, allowing brands to capitalise on the incremental benefits they can achieve when using DOOH to complement TV.
Together with a range of partners such as Adstream, Genero.TV, Seenit, TINT, Monterosa and Crowd Score, DX3 also has the potential to integrate content from a range of platforms in order to enrich the consumer experience and amplify brand conversations.
This bold, dynamic and enhanced product promises to transform such an influential part of any Londoners life, their commute. In doing so, brands will be able to captivate, inform and entertain diverse audiences travelling on the London Underground network.
For more information, contact Exterion Media’s Head of Digital Sales, Tim Cartwright: Tim.Cartwright@exterionmedia.co.uk
Click here to watch the video
Via:Exterion Media
 

London Fashion Week goes Underground

Between 12th and 16th September, London Underground commuters were treated to daily highlights from London Fashion Week across Exterion Media’s XTP network.
Capturing the spirit of London Fashion Week, the exclusive footage opened the doors to one of the world’s largest fashion events, enabling fashion-conscious commuters to catch a piece of the action en route. Viewers were encouraged to share and discuss the event on social media using the hashtag #LFW.
Each day, footage was shot at a variety of runway shows and events, edited overnight and broadcast the next morning.
The activity, sponsored by Maybelline, forms part of Exterion Media’s content partnership with the British Fashion Council.
Via: Exterion Media

EE to Offer Contactless Mobile Payments for London Travel

EE customers will be able to travel on London’s Underground, DLR and Overground networks using their mobile phones when TfL’s contactless program launches on 16 September.
EE is to become the only UK network provider to offer a contactless payment service, meaning that users will be able to use their mobile phones to pay for London travel instead of an Oyster card.
The service will use EE’s free Cash on Tap mobile contactless payment service app, which is due to be compatible with over 500,000 handsets this year. There will be no added charges for using Cash on Tap to pay for travel, and both daily and weekly caps ensure customers won’t pay any more than they would using an Oyster card.
“Users of the world’s greatest tube network will shortly benefit from the latest in mobile payment technology, allowing them to use their phone to pay for their daily commute,” said Gerry McQuade, chief marketing officer, EE. “As more and more people benefit from the simplicity, convenience and security that mobile contactless payments offer, it’s rapidly becoming clear that the days of the physical wallet are fast becoming numbered.”
Speaking at the IAB’s Mobile Engage conference in May, Weve’s CEO, David Sear, said that 2014 is the year in which there will be a “massive shift” in the way people use their mobile devices and that consumers are at the “tapping point” of contactless payments.
Sear said that the desire for consumers to be able to use their mobile phones for payments – devices that they are “emotionally attached” to – is a natural progression for the relationship between consumers and smartphones.
“We trust our devices – they contain our lives – and payment is a natural extension of that trust.”
Via: MediaTel

Evian to Help Travellers Beat the Underground Heat in 3 Year Deal with TfL

Evian has inked a three-year deal with Transport for London to give flustered travellers on the London Underground free bottles of water during the warm summer months.
The brand has offered 250,000 bottles of Evian water to TfL to hand out at some of the busiest stations this summer, as the network pushes its ongoing Beat the Heat and Travel Better London campaigns.
The campaigns aims to raise awareness of how passengers can help to reduce delays by making small changes to their travel habits.
Sophie Brooks, Evian senior brand manager, said: “We are delighted to have teamed up with Tfl to give overheated commuters some Live Young refreshment. It is really important to stay hydrated during the hot weather so it is great to have the chance to help Londoners keep cool.”
Phil Hufton, London Underground’s chief operating officer, said it was “grateful to Danone [owner of the Evian brand] for supplying customers with water” while it works towards its 2016 target of having 40 per cent of the network served by air conditioned trains.
Via: The Drum

Subways Target Commuter-Consumers

In a bid to tap into the huge, and growing, market of consumers in transit, new initiatives in both London and New York are set to introduce retail spaces into underground railway stations.
In London, transport organisation Transport For London has teamed up with UK pop-up specialists Appear Here – a group that facilitates connections between temporary locations and retail brands – to open up unused station space to retailers keen to launch pop-up shops.
Appear Here will be curating the seasonally themed spaces at different sites across London Underground’s network, changing the theme around every 12 weeks. With a similar strategy to London’s BoxPark pop-up mall,participating brands will be given a white box-shaped space to work with.
Old Street, Piccadilly Circus and Baker Street are among the first stations earmarked in the programme, with spaces being advertised to retailers from the end of April 2014.
In New York, transport organisation the Metropolitan Transit Authority has announced a project dubbed TurnStyle that will bring retail spaces into the city’s underground network.
The first site planned for renovation is the subway station at 59th Street – Columbus Circle, where 30,000 sq ft will be transformed into an underground shopping mall of 30 stores. The space will target the 90,000 commuters who use the station every day, and will open in 2015. Participating retailers are yet to be revealed. Meanwhile, a rollout of smaller TurnStyle kiosks will be installed in other stations.
Via: Stylus

Exterion Media UK Launches 'Culture Mondays' Initiative'

Exterion Media UK has announced the launch of “Culture Mondays,” a London-wide initiative that aims to bring the arts to Londoners. The campaign will promote weekly, hand-picked offers directly to consumers via adverts on the London Underground.Culture Mondays offers will be broadcast on London Underground digital screens, every Monday, while commuters wait for their train. Displayed at the likes of Oxford Circus and Bond Street, discounts and offers will include top cultural attractions from around the Capital, such as theatre tickets, museum entries and gallery openings.The first edition was broadcast on Monday 17th March and featured deals such as 2 for 1 entry to the Churchill War Rooms and a prosecco offer at the Royal Academy of Arts. Commuters are encouraged sign up to the offers at the Culture Mondays website, found at www.culturemondays.co.uk.

For more information visit www.exterionmedia.co.uk