Celebrating the best of outdoor
It has been a fantastic twelve months for outdoor advertising, which provided a memorable and colourful backdrop to our nation’s successes over the past year. OOH enabled brands to capture the wave of excitement and, as a result, our industry achieved its biggest ever quarter in Q3 2012 with revenues just shy of £270 million and the digital sector growing 70% year-on-year in the same period.
At Clear Channel we understand the importance of working in partnership with brands to develop relevant and exciting creative and combining this with intelligent planning to create brilliant outdoor campaigns. Both of these elements were evident in each and every campaign entered into the seventh annual Outdoor Planning Awards which made judging the fantastic amount of entries in all five categories a tall order. The shortlist reflects the phenomenal standard of entry. The winner of this year’s Grand Prize is truly deserving of the accolade. Eurostar’s modern and innovative
I would also like to congratulate all of our winners as well as the shortlisted campaigns for standing out in the most competitive set of entries in the event’s history. Thank you also to our partner Brand Republic Group for making the awards such a colourful and powerful showcase for outdoor advertising. Chris Pelekanou, Commercial Director and Outdoor Planning Awards Judge, Clear Channel UK
The Judges (Left to right) Mike Baker, Chief Executive, OMC Chris Pelekanou, Commercial Director, Clear Channel UK Gill Reid, Head of Out of Home, MediaCom Angie Elsley, Client Services Director, Carat Manchester Stuart Sullivan-Martin, Chief Strategic Officer, MEC Rian Shah, Head of Strategy, ZenithOptimedia Philip Smith, Head of Content Solutions, Brand Republic Group (Chair of Judges) Richard Smith, Head of Marketing Communications Planning, Marks and Spencer Mark Rose, UK Brand Manager, BP George Prest, Executive Creative Director, R/GA
campaign demonstrates the future direction of digital out-of-home advertising through transparency, real-time conversations and targeted messaging. It proves that digital OOH is now being placed at the heart of media strategies and its capabilities are being exploited in a way that blends advertising with lifeenriching information.
The Categories The Grand Prize Best Use of Digital in Outdoor Best Use of Outdoor in a Multimedia Campaign Best Use of Multiple Formats in Outdoor Best Use of Innovation in Outdoor Best Use of Continuity in Outdoor
Judging was held at the new, interactive Clear Channel Playground.
The Grand Prize & Best Use of Digital in Outdoor Winner: Eurostar, Amsterdam Route ‘Eurostar Live’ entered by Posterscope, Arena Media and Cloud and Compass The Grand Prize Winner is awarded to the most impressive entry across all categories. This year’s winner came from the Best Use of Digital in Outdoor category which rewards campaigns where digital platforms or technology are central to the campaign idea. 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 outdoor 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 outdoor screens published at different times a day, several times a day. Content included updates from Eurostar’s Facebook page and Twitter feed,
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displaying conversation in real time, interactive competitions, live countdown clocks to the next trains and utilising bloggers’ images of ‘secret gems’ from Amsterdam. All content was carefully targeted and displayed within seconds. Results The campaign saw massive 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.
Judges’ comment
“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.”
Highly Commended for Best Use of Digital in Outdoor Camelot Instants ‘Socialising Scratchcards’ entered by Havas Media, Posterscope and JJP Shortlisted Microsoft, Windows Phone ‘People Powered DOOH’ entered by UM and Rapport News International, The Sun ‘Second Sight’ entered by Kinetic, M/Six and Grand Visual Penguin, Jamie’s 15 Minute Meals ‘Cook it, Snap it, Share it’ entered by Havas Media and Posterscope
Best Use of Outdoor in a Multimedia Campaign Winner: Channel 4 ‘Paralympics’ entered by OMD and Posterscope This category rewards the most outstanding integrated and multiplatform campaign that uses significant outdoor advertising and at least one other media platform to get its message across. The 2012 Paralympic Games was an iconic event, yet Channel 4 faced an apathetic British public. The challenge was to drive awareness, create excitement post-Olympics, and essentially to drive viewing. To ensure that the Olympic excitement didn’t fade, a tonguein-cheek tactical campaign reading ‘Thanks For The Warm Up’ was created to drive anticipation during the Olympic closing period. To further excite the public, Channel 4 lifted the Paralympic athletes to hero status by inviting us to ‘Meet The Superhumans’. The campaign ran on
high quality, large format outdoor sites to deliver a high impact and unmissable message. Finally Channel 4 brought the excitement of the Games themselves to life – using digital out-of-home as an extension of their on air coverage. Digital screens were updated with breaking news and top coverage of the Games in real-time. Outdoor worked alongside social media, including Twitter to drive conversations and capture the public spirit at crucial points, along with press TV, digital and cinema. Results Channel 4 became the home of the Paralympics with impressive viewing figures. The campaign also created a cultural shift, changing people’s perceptions and opinions around disability.
Highly Commended
Shortlisted
Greggs the Bakers ‘Taste Rescue Centre’ entered by Carat and Posterscope
adidas ‘Take the Stage’ entered by Posterscope and Carat BSkyB ‘Sky Sports F1 Launch’ entered by Rapport and MediaCom Subway ‘Train Hard, Eat Fresh’ entered by MediaCom Edinburgh and Kinetic
Judges’ comment
“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.”
Best Use of Multiple Formats in Outdoor Winner: Olympic Delivery Authority and TfL ‘Travel Demand Management’ entered by Walker Media and Posterscope Campaigns in this category should successfully utilise two or more distinct formats as part of an outdoor only campaign or within a wider multimedia initiative that has a substantial outdoor element. 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. Outdoor was chosen as the lead medium in this 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’.
Highly Commended London Southend Airport ‘2012 Relaunch’ entered by Kinetic and RPI Shortlisted Microsoft Xbox ‘Halo 4’ entered by UM and Rapport EE ‘4G Launch’ entered by Kinetic and MEC BSkyB ‘Pay TV Difference’ entered by Rapport and MediaCom
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The plan worked in four stages. The first stage was to announce the impeding travel phenomenon on core transport media, and the second was to communicate the four Rs together (reroute, 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 only 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.
Judges’ comment
“It tackled a daunting problem really well… right message, right time, right place.”
Best Use of Innovation in Outdoor Winner: Unilever ‘Marmite Gold’ entered by Kinetic, Mindshare and Grand Visual This category rewards the application of innovative and creative thinking to a campaign in order to achieve the best results. 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 encouraged 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 featured 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.
Judges’ comment
“A deliberately provocative campaign that was fun and right on brand. Demonstrating original thinking and a well-rounded idea that was bold and brave.” Highly Commended Paddy Power ‘Ryder Cup Sky Tweets’ entered by M2M and Curb Shortlisted Microsoft, Internet Explorer 9 ‘The Capitol Tour’ entered by UM and Rapport Nestle Kit Kat ‘We Will Find You’ entered by Posterscope and Mindshare Tesco, Tesco.com ‘Virtual Grocery Store’ entered by Rapport and Initiative
Best Use of Continuity in Outdoor Winner: Lastminute.com, entered by MGOMD and Posterscope This category rewards planners who have used outdoor as part of their strategy over the long-term. Campaigns must have been live significantly longer than two weeks, or have run as multiple bursts over a period of months, and be worth £500,000 or more. The challenge for lastminute.com was to recapture the brand’s ‘lastminuteness’ to become the definitive last-minute specialist, providing inspiration and relevant information to busy working Londoners. Outdoor 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
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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 outdoor 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 outdoor investment fully justified the strategy, with an increase in bookings as well as driving online search, Facebook activity and share of voice.
Judges’ comment
“A campaign which championed outdoor – the media strategy and brand strategy go hand in hand here.”
Highly Commended BSkyB ‘Sky Long Term Holding’ entered by Rapport and MediaCom Shortlisted McDonald’s, Long Term Holding ‘McScore’ entered by Posterscope and OMD Milk Marketing Forum ‘Make Mine Milk’ entered by Posterscope and John Ayling & Associates
We are committed to ensuring excellence in outdoor planning. If these campaigns have inspired you, call our sales team on 020 7478 2200 (national) or 0845 894 8937 (regional) to ďŹ nd out what we can do for you. To register for a full case study booklet, email marketingdepartment@clearchannel.co.uk For insight and research enquiries, email our insight team on insight.ccuk@clearchannel.co.uk
Clear Channel UK 33 Golden Square / London / W1F 9JT / United Kingdom T +44 (0)20 7478 2200 / www.clearchannel.co.uk / @clearchanneluk www.clearchannel.co.uk/planningawards