Outdoor Planning Awards 2013

Grand prize winner

'Eurostar Live' by Posterscope, Arena Media, The Cloud and Compass and LIVEPOSTER

The challenge for Eurostar was to increase consideration and change travel habits, giving consumers a reason to choose Eurostar over cheap air travel. Eurostar also needed to promote its new route between London and Amsterdam. The strategy was to target the young and upwardly mobile, building meaningful connections and engaging with them in a social way. Digital Out of Home (OOH) was the perfect medium to deliver real-time conversations and shared experiences whilst communicating with the right people, at the right times.

The campaign displayed consumer generated content, experiences and business data in real time on hundreds of digital OOH screens published at different times a day, several times a day. Content included updates from Eurostar’s Facebook page and Twitter feed, displaying conversation in real time, interactive competitions, live countdown clocks to the next trains and utilising bloggers images of ‘secret gems’ from Amsterdam, all targeted and displayed within seconds.

Results

The campaign saw increased interaction on Twitter and Facebook with lots of shared consumer generated content. Web traffic increased dramatically and most importantly the campaign resulted in a significant uplift in bookings.

"We’ve learnt a lot from this great piece of brand marketing. The campaign really points the way for the future use of digital outdoor. It’s a behaviour changing campaign."

Best use of continuity in outdoor

Winner: 'Eurostar Live' by Posterscope, Arena Media, The Cloud and Compass and LIVEPOSTER

The challenge for Eurostar was to increase consideration and change travel habits, giving consumers a reason to choose Eurostar over cheap air travel. Eurostar also needed to promote its new route between London and Amsterdam. The strategy was to target the young and upwardly mobile, building meaningful connections and engaging with them in a social way. Digital OOH was the perfect medium to deliver real-time conversations and shared experiences whilst communicating with the right people, at the right times.

Results

Highly Commended: Camelot Instants 'Socialising Scratchcards' by Havas Media, Posterscope and psLIVE

In order to broaden their customer base and cut through people who do not traditionally notice Scratchcards, Camelot needed to break away from their TV-focused strategy, which was keeping the brand ‘indoors’. Through a series of live ‘Instants’ events held in shopping malls, the experience was brought out into the open, and further extended by broadcasting the winners’ reactions on digital networks nationally. As well as taking revenue at the events themselves, with sales on an upward trend throughout the summer, tracking data proves that the campaign demonstrated the fun element of Scratchcards.

Best use of outdoor in a multimedia campaign

Winner: Channel 4 'Paralympics' by OMD, Posterscope and LIVEPOSTER

"Very clever creative with careful and thoughtful planning. A beautiful piece of work all round, it enabled a cultural shift and changed people's perceptions."

Highly Commended: Greggs the Baker 'Taste Rescue Centre' entered by Carat Manchester and Posterscope

Greggs worked with Carat Manchester and Posterscope to drive additional footfall into their stores by promoting their breakfast range with a multimedia campaign. While radio and press were used to build awareness amongst a morning audience, Out of Home was used as the vital ‘decision influencer’ on the high street. A tightly plotted proximity campaign was used to drive customers into the stores, and further extended through geo- and daypart targeting. In addition, coffee and bacon-scented special builds were installed at key city centres to drive action through sensory targeting. The campaign delivered both short term ROI and longer term gains in terms of a change in purchasing behaviour.

Best use of innovation in outdoor

Winner: Unilever 'Marmite Gold' entered by Kinetic, Mindshare and Grand Visual

Marmite needed to stimulate interest and excitement for its limited edition Christmas Marmite Gold product, creating a buzz around the brand and engaging both lovers and haters of Marmite. The strategy was to use the Oxford Street Christmas lights in a totally new way, giving consumers the chance to be part of the lights themselves. An interactive 6-sheet was turned into a photo booth on Oxford Street and shoppers were encourage to have their picture taken and see their face go up on the lights within three minutes.

Reaching a wider national audience, the Marmite Facebook page had an app which allowed fans to have their picture taken and sent directly to the lights. To drive engagement Marmite gave the ‘haters’ a chance to get the lights turned off earlier than planned; for every new 100 likes on the ‘hate it’ Facebook page, the switch off time would be brought forward 30 minutes.

Results

The Marmite lights captured people’s imagination. It achieved hundreds of pieces of national press coverage and provoked massive interaction on social media including facebook and Twitter conversations.

Highly Commended: Ryder Cup Sky Tweets for Paddy Power by M2M and Curb

To gain a place at the heart of the conversation surrounding the Ryder Cup and reinforce Paddy Power’s ‘We Hear You’ campaign, M2M and Curb worked together to deliver a campaign which gave power to the punter, arguably driving one of the biggest sporting comebacks in history.Through a multimedia campaign, Paddy Power encouraged the UK audience to tweet their messages of support to Team Europe, which were then delivered by means of five stunt planes flying 10,000 feet above the Ryder Cup course. As well as reaching the intended targets of the players themselves, the activity resulted in an enormous amount of press coverage and social media mentions, delivering 18 million impressions on Twitter.

Best use of multiple formats in outdoor

Winner: Olympic Delivery Authority & TFL 'Travel Demand Management' entered by Walker Media and Posterscope

As the Olympics approached, TfL and the ODA faced the enormous task of getting 10 million Londoners to change their behaviour in order to ensure the Games were perceived as a success. Out of Home (OOH) was chosen as the lead medium in a campaign as it offered the three attributes necessary to tell a story over time (journey, place and time), encouraging commuters to ‘get ahead of the games’.

The plan worked in four stages. The first stage was to announce the impeding travel phenomenon on core transport medium, and the second was to communicate the four R’s together (re-route, re-time, re-mode and reduce) across entire journeys, e.g. on consecutive tube car panels. For stage three a sense of urgency was created while the last stage was about keeping the message current, through digital and re-posting.

Results

During the Games public transport carried record numbers of people yet there was minimal disruption in London or nationally. The number of people who changed their travel far exceeded targets and the campaign was deemed a huge success by stakeholders and the public alike.

Highly Commended: '2012 Relaunch' for London Southend Airport by Kinetic and RPI

With the necessary infrastructure coming together to support Southend Airport’s aim to become London’s fifth airport, Southend needed to grow its customer base and compete against well-established rivals with a clear and distinctive offering. OOH was allocated a disproportionately high share of the spend, and target audiences were identified as Essex residents within 60 minutes’ drive time, Essex commuters and London residents within travelling time of the airport. Roadside worked alongside rail media and taxis to reach the key audiences, upweighted in key areas. As an immediate result of the campaign, bookings increased threefold, with a twelve-fold increase year on year.

Best use of continuity in outdoor

Winner: Lastminute.com, entered by MGOMD and Posterscope

The challenge for lastminute.com was to recapture the brand’s ‘last-minuteness’ to become the definitive last-minute specialist, providing inspiration and relevant information to busy working Londoners. Out of Home (OOH) was chosen as the lead medium for launch, ahead of press and online, as it was best positioned to cut through to Londoners on their monotonous daily commute.

In addition, the possibilities offered by digital OOH had not yet been exploited and could be used to communicate real-time ‘last minute’ updates. An initial ‘fame’ burst was planned to hero the brand expertise and position lastminute.com as a thought-leader in ‘acting at the last minute’. Following this, an ambitious long-term holding ran on various digital OOH sites across 18 Fridays. Dynamic copy– including top deals and social content –ensured each site worked as hard as possible, and was tailored to suit different audiences throughout the day.

Results

The ROI across the solus OOH investment fully justified the strategy, with an increase in bookings as well as driving online search, Facebook activity and share of voice.

Highly Commended: Sky Long Term Holding for BSkyB by Rapport and MediaCom

While Sky has effectively run a long-term holding for the past three years, it needed to evolve it to deliver a more specific marketing challenge: to grow the customer base through focusing on the quality of programming on the standard and new James Bond channel. It used digital OOH to influence same-day TV viewing habits by creating an an appointment to view, showcasing what could be seen on Sky in the next few hours, and generate continual dialogue with consumers over the long term. 37 different show were promoted through multiple pieces of day-part copy which changed daily across different OOH environments. The campaign resulted in large shifts in consideration and a reduction in churn. The investment in digital OOH continues.