At Cannes this year we saw more awards in the expanded Digital Outdoor section with 5 new Cannes Lions up for grabs.
In previous Cannes festivals the DOOH awards were typically given for digital stunts and one offs, those that turn heads but have little scalable application. This year was different. Two of our campaigns, one for Curry’s PC World and the other for Pimms both scooped Silver Lions.
CURRYS PC WORLD
CANNES LION SILVER 2016
CURRYS PC WORLD
SILVER : BEST USE OF MULTI MEDIA
This campaign enabled individuals to share their Christmas wish-lists on DOOH screens in their vicinity and in places their loved ones might view them. The ambitious project – working nationwide across a wide variety of outdoor sites in conjunction with radio, paid social and CRM – succeeded in creating mass personalization on a nationwide scale.
“GRAB A SEAT”
CANNES LION SILVER 2016
SILVER : BEST USE OF NEW TECHNOLOGY
The campaign used iBeacon technology in pubs to register footfall and relayed that data to individuals on the street and in nearby tube stations, so they could make informed decisions on where to drink. Combined with weather data it made finding a seat to enjoy your drink in the sun that much easier for London’s commutersSo, a good day at the office and congratulations all round. But, of course, mainly thanks to our clients for being brave enough to join us in trying new things in the digital space.
LIVEPOSTER SHOW REEL 2016
ROADSIDE POSTER TECHNOLOGY
Camera technology is evolving and getting smarter. In 2016 we’ve seen a progression in the innovative use of cameras in the DOOH space. Back in May, General Motors promoted their Chevy Malibu car in the U.S by using cameras that were able to recognise car makes by their grille.
For example: once a Camry is identified the poster creative can be adjusted so the driver can look up and read exactly why the Malibu is superior to his/her Camry. It’s experimental right now but it’s heading in the right direction, getting smarter.
In June this year Cloudian, along with Dentsu, Quanta Cloud Technology and Smart Insight Corporation took this to the next level in Japan by launching vehicle-recognising billboards. Currently at the proof of concept stage this technology should be able to recognise hundreds of makes of car. If successful, this will pave the way for a whole new kind of targeted roadside advertising.
The scale opportunity in this space, as we see it, is the feedback on dwell time. If poster sites can be sensitive to the level of traffic at any given time then advertisers can vary the length of ad copy accordingly, displaying short one/two word copy when the traffic is moving fast, and full sentences for peak times when traffic slows to a crawl.
Digital Out of Home continues to provide the advertiser with a more intelligent, more appropriate way to advertise, one that is tailored to the conditions of the exact moment the ad is airing.
Been there, done that…
This was something we pioneered to some extent with our campaign for Tate Britain back in 2013. Using multiple data sets including traffic flow statistics for each poster site, we were able to vary the creative posted at any given point to target commuters in an intelligent way – that campaign produced approximately 14,400 executions over a 2 week period and won first prize at the Ocean Outdoor Digital Competition that year.
LIVE THIS QUARTER
THAT YOU MIGHT HAVE MISSED
Launch Date: 4th July for 7 weeks
Scale: 16 Transvision, 78 D6s sites
Media Owners: JCD
Objective: To increase hires of Santander Cycles by showing points of interest and nearby docking stations
Use of Digital: Live data showing real time bike availability encouraging people to hire a bike and ride
Launch Date: 3 October
Scale: nearly 100 screens across NY and Las Vegas
Media Owners: Havas
Objective: Promote KY’s new ‘Duration product for men
Use of Digital: Using geo-temporal targeting to address the unique situation that consumers are in and more effectively capture attention and increase message recall.
AUSTRALIAN CENSUS 2016
Launch date: Monday 25th July 2016
Media owners: OOH! Media, Valmorgan, ECN, Westfield, APN, JC Decaux, Adshel, QMS.
Objective: Encouraging people to take part in the Census, which starts on the 9th August and lasts throughout August.
Use of Digital: Uploading of User content. Geo-location name checking, Countdowns. Rotation of creation – 44 unique format types.
BRITISH AIRWAYS BRAND USA
Launch date: 5th September to 19th Sept
Scale: Large format: 326 LDN Screens
Media Owners: JCD
Objective: Promote flights to different USA destinations, in a collaboration with Visit USA Brand Tumblr launch.
Use of Digital: A Visit USA poster from a selection of destinations was scheduled back to back with a BA Flight poster for that relevant destination, playing as two distinct adverts.
Smart weighting was used to ensure selected destinations had more impressions.
CAMPAIGN IN THE SPOTLIGHT
Our Tanqueray Gin campaign was a pilot campaign between Diageo and Mitchells & Butlers using in bar, real time, footfall data from Cloud and Compass sensors.
This allowed us to create an automated workflow whereby the pubs could request advertising, in proximity, based on rules and thresholds. This meant a pub could trigger advertising, in this case in nearby tube stations, based on how busy they were during the agreed times – core drinking hours.
Once requested and the Tanqueray brand creative was showing on the digital escalator panels at the identified tube stations; the ads displayed the pub location in relation to the viewer and called the viewer to action by offering a voucher which could be redeemed with a quick text. And the best news? The first drink was on them.