The Olympic Legacy?

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Nailing down a tangible Olympic legacy is about as easy as stapling jelly to a javelin – with politicians, sports stars, charities and cultural commentators all disagreeing about the extent to which this summer’s Games have changed the character (and the waistlines) of our proud and podgy nation.

But although the full impact on our collective sporting consciousness is yet to be agreed, one distinct legacy might be starting to emerge – in the world of outdoor advertising.

Back in August, I wrote about how some of the major Olympic sponsors were making their (not inconsiderable) marketing heft count, by “dominating” entire outdoor spaces. Of course this “domination” is nothing new – but it was interesting to see that brands who’d spent big on Olympic sponsorship were also thinking big in out-of-home terms.

I spoke to Janet Guest at JCDecaux, who reminded me that during the games we also saw Heineken taking over all of the media space at Charing Cross and EDF doing something similar at Waterloo. If memory serves, McDonalds also took over Euston station with quite a striking set of ads.

Heineken @ Charing Cross

Heineken @ Charing Cross

But more recently we’ve seen Nivea take over Euston and EE (who I last wrote about here) spend some serious dollar at Victoria Station (both via JCDecaux). Check out the video here.

For brands that have enough muscle (and exciting enough products) total domination of a railway station or similar transport hub makes a pretty unequivocal statement about their ambition.

It’s a trend that seems to be accelerating since the summer – and I guess we’ll know by this time next year if it’s just a marketing flash in the pan, or a real Olympic legacy.

PB

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Got something interesting to share from the world of outdoor? Get in touch with me directly on iamposterboy27@gmail.com …

The OMC Website is at http://www.outdoormediacentre.org.uk/

Follow OMC on twitter @OutdoorMC

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Elevating Outdoor

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Yours truly last wrote about ads on lifts about twelve months ago. Back then it was just a few weeks to Jesus’s birthday and I, totally unprepared, was stumbling desperately around Westfield in Stratford, in the vain hope of buying enough tat to keep my grasping family quiet for another Christmas.

Fast forward a year and I’m preparing to make the same pilgrimage to the Church of Shopping – along with hundreds of thousands of others desperate to get their hands on this year’s best tat gifts.

The increased footfall in shopping centres during November and December makes them an especially attractive place for brands. Mall advertising specialist Limited Space has a range shopping centre products designed to grab that young, wealthy, mobile OOH audience – including ‘AdLift’. As the name suggests, AdLift is a way of branding lifts – which have high dwell time in an environment full of people just desperate to spend their dollar.

Earlier this month Ford joined a growing number of automotive advertisers in the mall environment to choose Limited Space’s Adlift format. The aim was to create awareness of the launch of the new Ford B-Max and drive online search to the Ford website:

It’s a cool creative, which reached 6 million shoppers in two weeks – and with crowds of badly organised men like me about to hit the shops, now’s a great time to use an elevator to give your brand… a bit of a lift!*

Until next time,
PB

* Pulitzer Pun Prize nominations to the usual address..

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Got something interesting to share from the world of outdoor? Get in touch with me directly on iamposterboy27@gmail.com …

The OMC Website is at http://www.outdoormediacentre.org.uk/

Follow OMC on twitter @OutdoorMC

Join OMC’s LinkedIn group

And see what planners have to say on OMC’s YouTube channel

No Surface, All Feeling

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Microsoft launched their iPad bothering “Surface” this week: a tablet-cum-computer aimed at chipping away at Apple’s dominance of, well, pretty much everything.

The Surface combines one of those touch screen things that you’ve probably been struggling with, and a keyboard – an actual keyboard – like the one Bill Wilson first started typing on all the way back in 1852:

“It was no Surface but all feeling*…”

For the launch, Microsoft have used some nicely customised outdoor sites – including an Outdoor Plus one in Clerkenwell:

It’s an ad and a product in keeping with the area – which is renowned for its nightlife, warehouse based design agencies, architects, and exclusive flats for unbearable twenty-something social media consultants called Jasper.**

The  wall was prepared by operatives working off an access platform who first applied a protective coat followed by the full colour paint and design (which will  be removed by high pressure water cleaning in a couple of weeks).

But that’s not before the movers and shakers of EC1 have had a chance to take a good look at the new Surface – painted directly onto an old one.

Have a good weekend,

Poster Boy

PS For another snap of the Surface billboards (but this time in Shoreditch) click here

* Not getting the musical reference? Try this

** I know, I know. They don’t deserve to live.

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Got something interesting to share from the world of outdoor? Get in touch with me directly on iamposterboy27@gmail.com …

The OMC Website is at http://www.outdoormediacentre.org.uk/

Follow OMC on twitter @OutdoorMC

Join OMC’s LinkedIn group

And see what planners have to say on OMC’s YouTube channel

Everything, Everywhere

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Phone network Everything Everywhere launched the UK’s first 4G service a few days back – promising to bring the sort of lightning fast mobile internet which means nobody will ever be more than 0.5 seconds from a blog, Tweet or freshly Instagrammed cupcake.*

For reasons known only to their marketing team, they chose to spend some moolah on press ads**a bit of online, but a serious amount of dough on outdoor. Which, if you’re a brand in a hurry to get noticed by the right consumers, is always a good call.

The guys and gals over at Media Week report an Everything Everywhere spokesman as saying the campaign would “dominate every single DOOH site in the UK … with special bespoke city dominations in the 4G launch cities across banner sites, rail, roadside and digital formats”

Everything Everywhere: a more accurate description of their outdoor ads than their network coverage…but points for effort.

All pretty nifty.

The ads, which were created by Saatchi & Saatchi, feature the strapline: “The new network for your digital life” with MEC buying the media for the campaign.

When the rest of the mobile networks catch up with EE, it will be interesting to see if there’s the same scramble for the UK’s DOOH space…or whether, by going hard and outdoor, EE have stolen a march on their competitors.

Have a good week,
PB

* Ask your kids, Grandad

** Ask your Grandad, kids

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Got something interesting to share from the world of outdoor? Get in touch with me directly on iamposterboy27@gmail.com …

The OMC Website is at http://www.outdoormediacentre.org.uk/

Follow OMC on twitter @OutdoorMC

Join OMC’s LinkedIn group

And see what planners have to say on OMC’s YouTube channel