The best outdoor campaigns of 2010_ 03
Foreword
Contents 04 The judges 06 The winners and the shortlist The winners 08 Grand Prize & Best use of innovation in outdoor
10 Best use of outdoor in a multi-media campaign Being asked to chair the Clear Channel Outdoor Planning Awards for the second year running was very flattering. For about 10 seconds. Then panic set in – the last five years of this partnership between Clear Channel and Haymarket Brand Media have been great. Admired judges from clients and agencies have been keen to join the juries and the number of entries continues to increase. In a crowded awards market, this is one awards scheme that has grown in prestige in every way.
11 Best use of multiple formats in outdoor 12 Best use of roadside 13 Best use of continuity in outdoor Entry case studies
Still, agencies and media owners face this challenge every day. Follow up a good campaign with an even better one. So one Friday in March I set to work with an amazing array of judges, each and every one an expert in their area, each well prepared in advance, and nobody willing to back down if they felt passionate about one paper being more intelligent or effective than another.
14 Best use of innovation in outdoor 25 Best use of outdoor in a multi-media campaign
36 Best use of multiple formats in outdoor What were we looking for? Excellence in outdoor planning within the media mix - of course. But also evidence of innovation, insight and real business impact. Many congratulations to our winners and finalists. If planning as good as this continues to be produced across key client categories and in such a tough commercial environment, we can all feel proud. Caroline Marshall Executive Editor of Haymarket Brand Media
This book celebrates the winners but also acts as a resource and a source of inspiration by including the shortlisted entries in full as written or edited by the entrant.
52 Best use of roadside 62 Best use of continuity in outdoor
04 _ The best outdoor campaigns of 2010
The judges Chair of the judges: Caroline Marshall, Executive Editor, Haymarket Brand Media Roisin Donnelly, Corporate Marketing Director, Procter & Gamble Elizabeth Fagan, Marketing Director, Boots Danielle Crook, Director of Brand, Vodafone Pippa Glucklich, Managing Director, Arena Media Daren Rubins, Chief Executive Officer, PHD Robert Ffitch, Managing Director, Manning Gottlieb OMD David Jowett, Global Client President, Aegis Media Global Tim Neligan, Chief Operating Officer, ZenithOptimedia Mike Baker, Chief Executive Officer, Outdoor Media Centre Matthew Dearden, Chief Executive Officer, Clear Channel Caroline Marshall, Executive Editor, Haymarket Brand Media
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06 _ The best outdoor campaigns of 2010
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The winners & shortlist There are five entry categories in the Outdoor Planning Awards. The judges select a winner in each category and an entry which they believe should be highly commended. An overall Grand Prize is awarded to the most outstanding of the winning entries. Entries are judged in terms of objectives, targeting, rationale and key results, such as sales uplift or demonstrable changes in perception.
Grand Prize winner: Nike GRID entered by Mindshare and Kinetic Worldwide Best use of innovation in outdoor Winner: Nike GRID entered by Mindshare and Kinetic Worldwide Highly commended: MINI Countryman, MINI World Record entered by Posterscope Hyperspace with Profero • Ferrero Rocher, A very ferrero Christmas entered by MEC with Kinetic Worldwide • Nike World Cup Digital Synchronisation entered by Mindshare and Kinetic Worldwide
Best use of outdoor in a multi-media campaign Winner: Foster’s (Heineken), ‘Good Call’ entered by Kinetic Worldwide with MediaVest Highly commended: Clinique, Even Better Clinical entered by M2M with Posterscope • Vodafone, Sure Signal entered by Kinetic Worldwide • Nike, Write the Future entered by Kinetic Worldwide and Mindshare • Waitrose, Delia Smith & Heston Blumenthal activity entered by Manning Gottlieb OMD with Posterscope
Best use of multiple formats in outdoor Winner: Renault Wind Roadster, 12 Second Strip entered by Posterscope with Manning Gottlieb OMD Highly commended: Burton’s Foods, Cadbury Biscuits entered by UM London with IPM • Innocent This Water, Summer Splash entered by Posterscope with Vizeum • The Economist, Where do you stand? entered by Kinetic Worldwide with PHD • H&M Home, A City Centre Makeover entered by UM London with Kinetic Worldwide
Best use of roadside Winner: The Conservative Party, Pre-election campaign entered by Posterscope with MPG Media Contacts Highly commended: San Miguel, Make Time entered by OMD UK with Posterscope • Michelin Tyres, Context is King entered by MEC with Kinetic Worldwide
Best use of continuity in outdoor Winner: H&M, H&M Continuity entered by UM London with Kinetic Worldwide and IPM Highly commended: Marks & Spencer, M&S Style entered by Walker Media and Posterscope • Channel 4, Autumn/Winter holding entered by OMD UK and Posterscope • BSkyB, Sky HD Outdoor Network 2010 entered by IPM with Mediacom •B urger King, All campaigns - King’s Deal, Tendercrisp, Fanta / Sprite entered by IPM with Initiative (not included as a case study)
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The winners 08 Nike GRID (Nike) 10
‘Good Call’ (Foster’s, Heineken)
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12 Second Strip (Renault Wind Roadster)
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Pre-election Campaign (The Conservative Party)
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H&M Home (H&M)
08 _ The best outdoor campaigns of 2010
The Grand Prize & Best use of innovation in outdoor Winner: Nike for Nike GRID entered by Mindshare and Kinetic Worldwide
The Grand Prize is awarded to the most impressive entry across all categories. With a brief to change young Londoners’ perception of running and to engage a new generation of young 17-22 year old runners, the Nike GRID campaign turned running into a game and London into a game board. Players could take part as individuals or as part of a team, amassing points for runs completed across specific postcodes. Badges and prizes were awarded for participation. Nike GRID used London phoneboxes and 6 Sheets to publicise and promote the game itself via exterior ads but also to actually log runs. The campaign tapped into a sense of identity, encouraging individual and team engagement, representing North, South, East and West London. It linked into social media with a page on Facebook delivering real-time updates to heighten the gameplay. Players were motivated by points, the occasional prizes but fame above all – with winners celebrated on phoneboxes. In terms of results: 74% of players were of the target market age (17-22 year olds), over 125 runs were logged per hour and a total of 12,500 miles were run in total. According to Caroline Marshall, Chair of the judges: “Nike GRID, a powerful collaboration between Mindshare, Kinetic Worldwide, Wieden & Kennedy and AKQA, stood out as our overall winner for several reasons. It was a fresh, impactful and premium idea, dripping with planning insight, built around laser-sharp targeting and making intelligent use of technology.”
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“This campaign is a testament to the industry. The results are fantastic” Judges’ comments
“Each time Nike have used outdoor they have done it in a new and innovative way. They are continually pushing the boundaries.” Judges’ comments
10 _ The best outdoor campaigns of 2010
Best use of outdoor in a multimedia campaign
new characters, Brad and Dan, in a beach hut in Australia offering advice to men in the UK. With a highly-competitive lager market, the aim was to develop a more emotional connection with drinkers, to create engagement with the new characters and to reinforce Foster’s as a positive larger choice.
Winner: Foster’s (Heineken) for ‘Good Call’ entered by Kinetic Worldwide with MediaVest
This category rewards the campaign that used significant outdoor advertising and at least one other media platform or medium to get its message across. The judges considered the roles of the media, relative weights, timings and regionality, how the media worked together and how the outdoor contributed to the overall success of the campaign. A summary of all media used and campaign weights was an essential part of the entry. The Foster’s ‘Good Call’ campaign played on the brand’s Australian heritage and ‘No Worries’ attitude to life Down Under. It introduced two
“An innovative and interesting campaign. Well thought through, thorough and clever” Judges’ comments
To achieve this the outdoor campaign converted 6 Sheets and phone booths into mini beach huts and used interactive 6 Sheets in key drinking centres to reach the target audience of 18-24 year old men. The campaign brought the target audience together to share and talk about Dan and Brad and their ‘Good Call’ advice. The results were very positive with over 71,992 people interacting over a one month period – an average of 2,400 every day. The judges felt this campaign was innovative and thorough, with a clear demonstration of the TV and outdoor media working well together.
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Best use of multiple formats in outdoor
A bold strategy took the share of outdoor from a 10% share of the total spend to 87%. The campaign played on the USP of the ‘12 second roof’ by asking the public to strip from their winter clothes to summer clothes, film themselves doing it and post the entry onto the Renault website, with the best entry winning a Wind Roadster.
Winner: Renault Wind Roadster for 12 Second Strip entered by Posterscope with Manning Gottlieb OMD
The judges were looking for success in a campaign which utilised two or more distinct advertising formats as part of an outdoor-only campaign, or within a wider multi-media initiative that had a substantial outdoor element. The overall strategy and use of out-of-home had to be explained with reasons given for the choice of formats and how they were used creatively to best effect. Renault launched their brand new model, the Wind Roadster, with the 12 Second Strip campaign focusing on outdoor, social networking and direct consumer involvement. The aim was to deliver mass awareness of the new car launch, engage with the core audience and highlight the unique feature of the ‘revolutionary roof’ which can be lowered in 12 seconds.
Shopping malls and gyms were targeted as the perfect environment to reach an imageconscious audience in the right mindset. Digital screens were used for demonstrations of the ‘12 second roof’ and stature was conveyed using premium iconic sites.
“Renault broke the mould with this campaign and achieved very positive results as a result of this” Judges’ comments
The 12 Second Strip campaign delivered 41 million impacts, 6,000 hits on the Wind Roadster homepage and 24,000 YouTube video entries. Renault have since committed to more outdoor activity than ever before for 2011. The judges applauded this campaign for the brave use of formats, the innovative use of the media and some extremely positive results.
12 _ The best outdoor campaigns of 2010
Best use of roadside
and frequency in the weeks preceding polling day. The campaign needed to deliver impact and momentum with the flexibility to respond to local concerns through micro-regional messaging targeted by constituency.
Winner: The Conservative Party for their Preelection campaign entered by Posterscope with MPG Media Contacts
As media owners continue to invest in new structures, formats and digital technology, roadside campaigns are more exciting and effective than ever. This category is where outdoor planners can demonstrate the broadcast levels of reach and frequency that can be achieved nationally, or where location-based mapping skills and optimisation of reach and frequency by town can come into their own. Other out-of-home environments and formats can be part of this entry, but roadside must be the most significant element of outdoor. Other media can also be used in the media mix and the respective roles of each medium must be outlined. The key aim of The Conservative Party ‘Preelection campaign’ was to deliver change for the UK voter through a five month national campaign with balanced phasing to ensure intensified reach
“A campaign that involved very strong pre-planning with sites roadblocked well in advance. The delivery was excellent, targeting marginal constituencies very efficiently.” Judges’ comments
90% of the budget went into outdoor, with the campaign targeting over 650 constituencies. Mapping tools were employed to match 1.7 million postcodes and 90,000 posters to constituency boundaries, enabling a change of message according to street, constituency and constituency type. Sites were hand-selected with bespoke schedules in most constituencies. 96 and 48 Sheets with high-impact visuals were used to build trust and confidence through scale and stature. In terms of campaign success: David Cameron is the Prime Minister! A +28% swing was witnessed in those constituencies with posters versus those without and tactical OOH made the Ten O’Clock News four times. This campaign demonstrated excellent preplanning, strong use of street-by-street targeting and strong campaign delivery.
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Best use of continuity in outdoor
project momentum and continuous development. The continuity campaign used proximity targeting to reach consumers when they were out and about shopping or socialising. Campaigns were mapped to ensure proximity to store and city centres, reaching 66% of the target audience. 6 Sheets and buses were used throughout the campaign to target significant central London stores. Iconic sites were used to create impact for exclusive designer collaborations.
Winner: H&M for H&M Continuity entered by UM London with Kinetic Worldwide and IPM
This category specifically applies to outdoor campaigns that are worth more than £500,000 and have been live, across two formats or more, for a continuous period of 15 days or more. Credit is given to brands which have a long-term commitment to outdoor and have used outdoor over a long period of time, possibly throughout different campaigns. This category can also be ideal for brands employing a recency strategy. H&M has become embedded into the outdoor landscape over recent years and its strong presence on the UK high street is undeniable. The H&M Continuity campaign has relentlessly found bolder ways of delivering the message and creating standout in the outdoor arena. The aim of the campaign has been to keep up with constantly changing collections and trends,
“A great story. Different campaigns used to excellent strategic effect in different areas. There is a clear reasoning for growth over time.” Judges’ comments
H&M has visibility on almost every high street in the UK. H&M globally reported a 15% sales increase for 2010 demonstrating that the commitment to media investment had a hugely positive impact on sales. The judges loved the story behind this campaign: “H&M’s long-term commitment to outdoor has allowed them to evolve their creative and bursts of research over different campaigns have identified what works best for them. The impressive results speak for themselves.”
14 _ The best outdoor campaigns of 2010
Entry case studies Best use of innovation in outdoor 15
Nike GRID (Nike)
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MINI World Record (MINI Countryman)
20 A Very Ferrero Rocher Christmas (Ferrero Rocher) 22 Nike World Cup – Digital Synchronisation (Nike)
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Grand Prize winner
& Best use of innovation in outdoor / Nike Campaign: Nike GRID / Agency: Mindshare / Specialist: Kinetic Worldwide / Other credited agencies: Wieden & Kennedy and AKQA
The challenge Change young Londoners’ perception of running. Nike was founded 40 years ago as a running brand. One that fundamentally changed the approach to the sport, and developed a new generation of runners who grew up with the brand. However, the generation following failed to replace the first – other sports had stronger appeal. Today, participation in running events – although growing – has steadily moved away from Nike’s youth heartland and become increasingly older. The average age of a marathon runner is 36. We needed to engage a new generation of young runners (17-22 year olds core; 17-28 year olds broader), but without an overt running message which would be rejected as being “not for me”. We needed to change perceptions of running.
The insight Running barely features in the life of a young person. Despite being active in sports with running at their core (e.g. football), our audiences don’t consider themselves “Runners”. Sex, drugs, and playlists are far more important in forming their identity (one that’s individual, but not too individual). They’re too busy building their social life, and where you’re from influences that – giving a sense of belonging, of community. To them, running is lonely. Boring. With bleeding nipples and blister plasters. In lycra. Only 13% of 17-22 year olds claim to run, but qualitative research suggested that there were in fact a large number of those who did in fact run (for a number of reasons: improved performance in their particular sport, greater fitness, health, weight management, stress relief...) but just wouldn’t consciously identify themselves as “Runners”. We wanted to shift perception of the sport amongst these young “Unconscious Runners” by engaging them in a new and surprising way. We had to alter the perception of running. We needed to add a layer of togetherness. We needed to give “Unconscious Runners” ownership of the
idea so they might grow it organically. We had to fire the starter’s gun, not present the finish line.
The strategy Augment the running experience.
The big idea “Nike GRID” GRID turned running into a game, and London into the game board. Players “claim their streets” as individuals or as part of a team, over a specified time period. They amass points for runs completed across one or more of 48 London postcodes. Points, badges and prizes are awarded for participation across North, South, East and West London, day or night. The game is not about running but scoring as many points as possible.
16 _ The best outdoor campaigns of 2010
The execution: bringing the game to life GRID uniquely fused old with new; real-world with digital. Whilst today’s campaigns might expect to partner with the mobile location service du jour, we understood that real engagement comes from manipulating existing environments, surprising your audience, and giving a sense of ownership. The answer came from an unexpected source. Phoneboxes. Using London’s phoneboxes, we not only publicised and promoted the game itself via exterior adverts but we conceived and delivered a way to actually log runs and reward players through the phones themselves. Historically, phoneboxes were used to raise
awareness via vehicle or pedestrian-facing wraps. Inside was limited to advertising call-girls. For GRID, they became entry and exit points for the game, identifiable game board markers, using an interactive phone system and branded content outside and in. 200 phoneboxes across 48 London postcodes became check-in points (and advertising) for GRID. Players ran between phoneboxes, using unique codes to log runs and mark time. GRID was probably the first time many of our audience had ever stepped inside one! Implementation and buying had to be spot on. There was no room for error at all. Whereas normal phonebox campaigns are bought on a coverage basis, each kiosk had to be carefully selected due to geographical location with zero scope for variation. These weren’t just posters
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monitored using leaderboards via online and digital roadside 48 Sheets, supported by daily data visualisation films on Facebook. Players were motivated by points – and occasionally prizes – but fame above all. Badges displayed on Facebook pages are testament to runners’ achievements; winners of each postcode (solo and team) were celebrated on phoneboxes as “Kings” – still the Facebook profile image for many!
The results 74% of players were 17-22 year olds. (Compare with 1% of Asics’ “Run To The Beat” being 17-22 year olds, despite targeting them specifically). Brand tracking: In the quarters that GRID was played, and with no other running marketing, “Innovation” scores amongst runners went up 11 points, keeping the brand #1. Adidas didn’t shift at all. Puma dropped 9 points. Nike’s #1“Cool Brand” status rose three points, whilst Adidas’ dropped five and Puma dropped 19. Two rounds of GRID played: April and October. April (150 phoneboxes, 24 hours, April 2010) • 125 runs logged per hour (over 3,000 total). • Players commented on Facebook every 6 mins, average. • 30% received replies from other players. October (192 phoneboxes, 2 weeks, October 2010) – they were an intrinsic part of the game. A 24 hour maintenance programme was set up to ensure that damaged or vandalised boxes were repaired immediately, otherwise postcodes became unplayable.
Outdoor and social media working together through innovation GRID tapped into the sense of identity provided by postcodes, and laddered participation from individual engagement through to teams, and finally in representing North, South, East or West London. Sign-up was at NikeGRID.com, but Facebook. com/NikeGRID was the digital nerve-centre. Nike conversed with players, delivering real-time updates heightening game-play. Individuals shared tactics and information. Progress was
• 1 9% increase in registrations from April (3,125 players). • Average time spent on the Facebook site was 7mins 30secs. • 53% increase in fans from Level 1 to Level 2. • 457,886 organic impressions were served daily on Facebook • 1,015% increase in visits to NikeGRID.com comparing April results with October. •A verage time spent on NikeGRID.com was 5 mins. • 12,500 miles run in total (that’s three times the length of the Nile) Players are creating their own versions of GRID, waiting for the next round. The movement has begun.
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Best use of innovation in outdoor / Highly commended / MINI Countryman Campaign: MINI World Record / Specialist: Posterscope Hyperspace / Agency: Profero
The introduction They say that there are no new ideas in advertising, and this entry will not disprove that theory – our campaign took an existing piece of MINI’s heritage and combined it with a technique employed in Hollywood for more than 70 years. However the technical complexity of the resulting campaign and its integration with social media created an awe-inspiring and contemporary consumer experience, which ultimately helped MINI smash their sales targets.
• Reaffirmed the public’s familiarity with the iconic British brand • Demonstrated this was MINI’s largest vehicle yet • Encouraged discussion, sharing and advocacy •E nsured 1.5 million people saw the cars up-close •W ould help sell 2,500 vehicles by December 31st This was to be the only pre-launch ATL activity and success would ultimately be judged on sales and attributable leads.
The objectives
The insight
MINI faced a difficult challenge. The new 4-door MINI Countryman was a marked departure from the traditional 2-door MINI and many commentators suggested that the Countryman would lack the important ‘essence of MINI’. MINI appreciated that the Countryman would polarise opinions but we had little time to win doubters over – launching the car on September 18th, MINI needed to sell 2,500 vehicles within four months.
MINI traditionally makes compact yet thrilling cars, but which are generally considered impractical for drivers who require vehicles with more space or more seats. However the 4-door Countryman is specifically designed for three audiences: Young Families, ‘Active Lifestyles’, and lapsed MINI owners.
MINI commissioned seven life-size fibreglass models of the Countryman, and challenged Posterscope and Profero to design a campaign that: • Reflected the technologically advanced nature of the car
OCS (Posterscope’s OOH consumer study) analyses identified these audiences as being ‘impulsive, social, risk takers’. They are open to new experiences, like interactive digital installations (index 131) and are conversation starters (index 138). As such we felt a piece of communication which was fun, exciting, impressive or pioneering would engage our audience.
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If you Google the exact phrase “how many people can you fit in a MINI” it delivers more than 100,000 results. Once a student prank, this challenge has become a legitimate entry in the Guinness Book of World Records, and it got us thinking - with the Countryman being MINI’s biggest car yet, just how many people could we fit inside it... digitally?
the installations which required either excellent 3G connectivity or a consistent WiFi network.
The ‘MINI World Record’ campaign was born.
The reaction
The Execution & Innovation To execute this vision Hyperspace and Profero dismissed traditional agency boundaries and created a single project unit which had joint responsibility for the campaign in its entirety. Our installations required the use of green-screen, or ‘chromakey’ technology. Used to create specialeffects in films, chromakey is an incredibly useful tool however it requires highly-skilled technicians to manage lighting conditions otherwise the technique doesn’t work. Because our locations would have different levels of ambient light changing by the hour, we needed to create completely bespoke technology that could edit all content on-the-fly regardless of lighting conditions. Chromakey experts said it could not be done. We then needed to customise the fibreglass cars to allow video content to be displayed within the windows. We created 32 bespoke digital screens which when running at full capacity, required 80kg of cabling and 16 custom-built PCs to process 6 gigabytes of data every second – the equivalent of 28 minutes of HD TV. Site planning was particularly challenging. The nature of our installation meant that each location needed a minimum height restriction of three metres and at least 30 square metres of floor space. To enable the immediate sharing of the experience we needed to internet-enable each of
Hiring the right experiential staff was crucial. We undertook a detailed process of identifying and training tour staff. More than 31 interviews took place to recruit 22 positions, and in advance of our live-date we ran a full day’s off-site training session.
The audience were immediately drawn to the unusual and compelling installation which dominated their eye-line. Met by branded staff, people could participate in the ‘MINI World Record Attempt’ by recording a live greenscreen video, which appeared immediately on video screens integrated into the windows of the adjacent life-sized, fibreglass Countryman replica. This made it appear they were squashed inside the car with others. The interactive booth allowed participants to share their videos via Facebook or email, and mini.co.uk tracked all interactions. A digital counter displayed the ever increasing number of people ‘inside the MINI’ and opt-in email addresses generated leads for MINI. Public reaction to the installations was a mix of wonder, amazement and laughter. Parents recorded their experience on their mobile phones; young men congregated around the windows laughing at their mate’s video...only to have a go themselves; passers-by stopped to watch and found themselves leaving their email address to find out more about the Countryman. This was out-of-home at its most engaging and rewarding. To see a video of the campaign go to www.vimeo.com/18045229.
The results 1.65 million people saw the activity, and 10,450 people crammed inside the Countryman from 5,978 user-generated videos. This campaign achieved 5,900 leads for MINI. Alongside the MINI fanpage a 9.8% Facebook upload-rate delivered an estimated ¼ million social media impacts. In August, Nielsen BuzzMetrics recorded a buzz score of +4.65 (measured -5 to +5) for “MINI Countryman”, and the campaign was the IAB Creative Showcase winner in November. And as for the sales target? MINI sold all 2,500 Countryman vehicles...before the product even launched.
20 _ The best outdoor campaigns of 2010
Best use of innovation in outdoor / Shortlisted / Ferrero Rocher Campaign: A Very Ferrero Christmas / Agency: MEC / Specialist: Kinetic Worldwide
The background Christmas is Ferrero Rocher’s key period with 80% of sales occurring during the festivities. Still labouring under its ‘Ambassador’ heritage, Rocher wants to progress beyond the dated perception held by younger, more affluent consumers. Facing ever greater competition from Lindt and Thornton’s, the greatest gift for Ferrero Rocher this Christmas would be a growth in value sales and a change in perception amongst its consumers. The challenge was to engage with women aged 35 and over to deliver against the following objectives: 1. Consolidate Ferrero’s link with Christmas: Christmas isn’t Christmas without Ferrero 2. Create a personal interaction point with the brand for consumers to encourage reappraisal 3. Encourage consumers to share their experience with friends and family, to grow the campaign virally 4. Capture media interest on a national and regional level More than any other boxed chocolate, the Ferrero Rocher experience is all about sharing, whether it is gifting or passing the box between friends and family. Our idea was inspired by this product truth, providing a festive experience and encouraging consumers to share that with others.
Our idea MEC and Kinetic Worldwide created a new media channel in the form of five, 30m+ giant Christmas trees to form the centre of five regional hubs of activity (London, Manchester, Birmingham, Sheffield and Newcastle). Sampling provided the opportunity to experience the full range of Ferrero Pralines, via mobile sampling units or bespoke stands within the shopping centres, that were created and managed by GOAL. Media was also used to capture the moment (photos by the tree),
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encourage shopper participation (projections) and to allow consumers to share it with others (Christmas e-card and Facebook support). PR created a bespoke edible tree event to take the tree concept to an outdoor location at Covent Garden piazza, drive online buzz and excitement and involve national and regional press.
Strategy and execution Giant trees Five 30m+ Ferrero Christmas trees built from imitation golden chocolates were suspended on fine wire in shopping centres across the UK (Westfield London, Trafford Centre, Bullring, Meadowhall and Metrocentre). This was no easy job and took a team of specialists around 30 hours to install each tree. There’s no stronger link to Christmas than a giant golden tree – these then formed a focal point by which to create a brand experience, in busy retail environments meaning the experience would be shared by friends and family. Giant edible Christmas tree in Covent Garden We worked with food artist, Prudence Staite (Food is Art), to build a giant Christmas tree made almost entirely of Ferrero confectionery in London’s Covent Garden. It was a oneday stunt which took place on Thursday 25 November 2010 (to mark one month to Christmas Day). Shoppers were invited to share a special moment with family and friends as they picked their own Ferrero treats from the spectacular golden tree! There were also sampling staff on hand to make sure everyone was able to participate. Creating the tree took a team of seven people over two weeks to create. The tree: was 11 feet high, was made up from c.12,000 Ferrero Rocher, Raffaello and Ferrero Rondnoir, weighed c.200kg, took five hours to erect…but much less than that to be eaten! In addition to being an experiential touchpoint, the tree was also the focus for a PR campaign that included a time lapse video of the tree being built/ eaten which was seeded across national online media, social media activity across Facebook and twitter, photocall with photography seeded to national media and radio drops to London breakfast shows to promote the Ferrero on air.
Interactive projections (Metro Centre, Trafford Centre, Meadowhall and Bullring) MEC, Kinetic Worldwide, Incredibull, Ministry of Experience and Cohn & Wolfe all worked together to create and install projections outside the four shopping centres which were home to the Ferrero Christmas tree. The projections were interactive and Christmas shoppers were invited to get involved by having their photo taken. Each image then helped to make up a giant, animated Ferrero tree which was then projected onto the outside façade. This was a really exciting experience for shoppers and encouraged others outside the shopping centre to come inside and take part. A regional PR campaign supported the projection activity across local press.
The results The five giant trees provided 26.6 million campaign impressions or 2.75 million every week! The interactive projections delivered 71,000 campaign impressions – and used almost 1,000 photos. Facebook activity delivered 36,000 clicks through to the e-card landing page. The increase in Ferrero Rocher Facebook fans was so fast it placed the brand sixth in the biggest brand groups on the site and was picked up in an article in The Independent. UK Facebook fans of Ferrero Rocher increased by 17% amongst Women 35+ (to 16,400 fans) and 25% amongst Women 50+ (to 3,100 fans). Millward Brown tracking showed a 24% increase in comms awareness for those who had been exposed to the Christmas trees in shopping malls. Sales grew 1.4% amongst the top six retailers – with the Collection gifting box showing growth of 17% year-on-year. “Ferrero is synonymous with Christmas and this innovative activity really captured the spirit of the brand. It was a key element of our 2010 campaign, and helped to deliver a true 360 programme; an approach which delivered strong performance results and reaffirmed Ferrero’s premium relevance at Christmas.” Ashley Liddle, Senior Brand Manager, Ferrero
22 _ The best outdoor campaigns of 2010
Best use of innovation in outdoor / Shortlisted / Nike Campaign: Nike World Cup – Digital Synchronisation / Agency: Mindshare / Specialist: Kinetic Worldwide / Other credited agencies: Grand Visual, Wieden & Kennedy and AKQA
The background Becoming the most talked about brand of the World Cup
Most brands had no ‘right’ to play in the football space or to talk to football fans. Nike, on the other hand, is a natural fit, having credibility and permission to bring fans closer to the action.
Having a presence during the World Cup is crucial for many brands, but particularly those who compete in the sporting arena. Adidas was FIFA’s official sponsor, but Nike’s challenge to Mindshare was to dominate the event.
However, Nike’s budget meant there was no way we could compete with official sponsors during the tournament. Even if we were allowed to talk, we’d be drowned out!
This was not about selling football boots. This was about generating buzz and having the World Cup conversation held on Nike’s terms.
Digital technology has changed consumer expectations when it comes to marketing. Nowism – if you’re not in the moment, then you’ve missed it.
Nowism - being in the moment
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In ‘Write The Future’ we had a creative platform that allowed us to be reactive – it’s about playing to be remembered, capturing the emotion as events unfold and leaving your mark and legacy. The vision for this project was to be the most impactful brand over the World Cup by delivering reactive messaging as close to the moment as possible. But we needed to be truly reactive; not supplying generic copy lines in advance and choosing to run B copy over A at the final whistle. Instead, writing lines based upon how the game unfolded.
The big idea Taking digital outdoor to a new level At past World Cups, Nike bought tactical print insertions in the following day’s paper. This was as of the moment they could be and therefore only permitted a slight scope of alteration. The explosion of digital outdoor (DOOH) since then has re-written the rule book. DOOH has progressed so rapidly over recent times that not only is day-part messaging perfectly deliverable and almost commonplace, but the technology was actually on the cusp of being able to directly compete with online in terms of reactivity. All DOOH needed was a brand with the ambition to challenge the media owners, push it over the edge and into almost ‘real-time’ messaging. It was Nike that took on this challenge, and succeeded.
Writing a message and sending it to several different media owners, all of whom have different shapes, sizes and screen resolutions and expecting it to go live within two minutes was unthinkable. Or so we were initially told. Delivering our message across all screens within minutes of the final whistle was going to require a totally bespoke content management system. An evolutionary shift forward in DOOH delivery. Anything less would fail. We extended the partnership to key outdoor media owners in order to drive it forward. We co-created the content management system between Grand Visual and each media owner, with Grand Visual ultimately sitting at the centre of the whole process. The result was a system that worked across all formats, regardless of size, spec or ownership. Nike’s post match point of view was delivered directly to a vehicular audience via digital roadside (in London, Manchester, Birmingham and Liverpool), a rail audience via a national network of Transvision screens and a London transit network via digital formats throughout the London Underground. It was the latter that represented the greatest challenge of all. Delivering real-time messaging to an underground infrastructure that is three times older than the brand itself was steeped in risk. Thankfully the painstaking research and testing proved to overcome this.
The final result was far more ‘of the moment’ than an insertion in the following day’s newspapers.
The execution Success lay in the training Nike began their World Cup training nine months before in September 2009. We set up a partnership with Grand Visual and shared our vision for the World Cup. We quickly realised we had to challenge the current delivery mechanism of DOOH to deliver our vision.
CMS Input Data
Media owner systems
Formats
Ocean Outdoor
Ham Towers
Clear Channel
CCO Roadside
Compliance Media owner opt in
Roadside P XML
Ocean Outdoor
Roadside L XML
Clear Channel
Transvision XML
JCDecaux
Portrait XML
Invention Live
LED Curtain
XTP XML
CBS Outdoor
CBS DEP
JCD Roadside
JCD Transvision
Preview pages
JCD D6
JCDecaux Publish pages
CBS Outdoor
CBS LCD
Approve KEY Static network supply Animated network supply
An illustration of Grand Visual’s content delivery system
CBS XTP
Pre-loaded with background content library
The platform we designed and created allowed us to place Nike’s reactive message within a couple of minutes of the final whistle across 211 screens across the UK, tearing up the rule book in the process.
24 _ The best outdoor campaigns of 2010
12th June 2010: time to stand up and be counted
Though unlike England, Nike could hold their heads high and be proud of their performance.
We forward purchased media on 211 digital screens around England games, across nine networks. Slots were booked for 24 hour periods, so reaching fans immediately coming out of pubs after the games as well as the following morning on the way to work.
The results
Two minutes after the final whistle Nike delivered their reaction to every England match. At 21:20 June 12th, the campaign began. The final whistle had just blown during England’s disappointing 1-1 draw with the USA. Learn. Adapt. Overcome. Nike’s point of view was England needed to step up. A cagey 0-0 against Algeria next wasn’t much better. ‘We Will Redeem’ was Nike’s reaction to this. England owed the nation a performance. A scrappy 1-0 victory over Slovenia in England’s final game saw James Milner stand up and be counted. ‘Now It Begins.’ A 4-1 lesson at the hands of Germany in round 2 put an end to our tactical campaign as well as England’s chances of winning the tournament.
The legacy From a post-campaign point-of-view, the impact of Nike’s delivery system goes beyond the World Cup campaign. The boundaries in terms of trading rigidity have been taken apart with the delivery of this model, to the point that agencies and clients alike can challenge media owners to compete with other digital channels and demand completely tailor-made DOOH campaigns. “Only one brand won this year’s FIFA World Cup, and that was Nike.” Campaign of the Year 2010, Campaign Harvard Business Review said that brands who wanted to “win with social media” should take note. We achieved our goal of being the most talked about brand over the World Cup. According to Nielsen, Nike captured 30.2% of the World Cup buzz, leaving Adidas (14.4%) and Coke (11.8%) competing for minor places (Nielsen Media Research). Adidas/Spain may have lifted the trophy on the pitch, but Nike won the marketing World Cup.
The best outdoor campaigns of 2010_ 25
Entry case studies Best use of outdoor in a multi-media campaign 26 ‘Good Call’ (Foster’s, Heineken) 28 Even Better Clinical (Clinique) 30 Sure Signal (Vodafone) 32 Write the Future (Nike) 34 Delia Smith & Heston Blumenthal Activity (Waitrose)
26 _ The best outdoor campaigns of 2010
Winner / Best use of outdoor in a multi-media campaign / Foster’s (Heineken) Campaign: ‘Good Call’ / Specialist: Kinetic Worldwide / Agency: MediaVest
A new beer launch needs a new approach to media The world of beer advertising has changed. Our audience is harder to reach and harder to impress. Media fragmentation has decreased the power of TV advertising. Lynx has stolen the gags from beer brands and even the British boozer is in long term decline. Foster‘s has a history of iconic advertising and had a big OOH heritage particularly when launching new products. But it had become distant and detached from its drinkers. In essence Foster‘s had become a postcard brand – drinkers told us it was about sunshine, blue sky and Australia but little else. This impacted on sales and Foster‘s was in year-on-year decline.
Foster’s needed an emotional connection The lager market is a highly-competitive sector with key competitors Carling and Carlsberg traditionally advertising heavily on TV during September. Whilst Foster’s has high awareness it has little emotional connection with drinkers. Rather than being a positive choice Foster‘s can be an apologetic order: “I’ll just have a Foster’s”. We needed to change this.
2010 saw the launch of a new creative direction for Foster‘s. The idea played heavily on the brand‘s Australian heritage and the ‘No Worries‘ attitude to life Down Under. The new campaign introduced two new characters, Brad and Dan, and showed them in a beach hut in Australia offering advice to men back in the UK. They helped men answer everyday social dilemmas such as “Will my girlfriend end up looking like her mum?” and “How do I stop my mate from standing too close when we’re having a beer in a busy pub?” The new ‘Good Call‘ strapline summed up this attitude whilst giving a positive reason to ask for a pint of Foster’s.
Our challenge was to not only raise awareness of this new campaign idea but to make sure our audience connected and engaged with the characters. We needed to bring our audience together to share and talk about the ‘Good Call‘ campaign. Creating the sense that these characters were ‘regular blokes like me‘ would help drive an emotional connection and increase sales.
Turning awareness into interaction TV was doing a great job of establishing the campaign idea and the characters. However, there was a danger that they would just be foreign voices broadcasting from a distant shore.
The best outdoor campaigns of 2010_ 27
That was where outdoor came in. We wanted to bring the characters to life and to give our audience something to bring them together and to talk about in the pub. We took to the streets and brought Brad and Dan to life in major cities. Brad and Dan were spotted at bus stops and we converted phone booths into mini beach huts. But we didn‘t stop there. Rather than just creating a micro-site we made the ‘Good Call’ campaign sociable, allowing people to choose ‘Good Calls’ through interactive 6 Sheets.
We connected with Foster’s drinkers Touch screen ads were installed in bus shelters which allowed members of the public to interact with Brad and Dan. Consumers were presented with four problematic scenarios to which they had to select the most appropriate Foster’s-related ‘Good Call‘ answer. Should they pick the ‘correct‘ answer, a ‘Good Call!’ message would appear. These interactive screens were placed in bus shelters in London, Glasgow and Manchester - key drinking centres in the UK - to ensure they reached the target audience of 18-24 year old men.
Meanwhile the exterior of selected phone boxes were transformed to resemble Foster’s beach huts. The ‘Good Call‘ message and picture of the by now easily recognisable faces of TV ad stars Brad and Dan added impact. 350 phone boxes were wrapped in 12 cities including Brighton, Manchester, Glasgow, London, Leeds and Sheffield. They were selected due to their proximity to popular drinking areas ensuring Foster’s was front of mind when people got to the bar. In addition to TV activity, a press partnership was formed with Shortlist and point-of-sale activity was conducted. Brad and Dan were also available to answer anyone’s dilemmas via their Facebook page.
Results Overall 71,992 people took the ‘Good Call’ test over a one month period—an average of 2,400 people every day for a month. The cost per interaction achieved was comparable to what could have been achieved online using sites such as Nuts.co.uk. Greater interaction made people more likely to recommend Foster’s with its recommendation rate moving into a positive score and remaining so throughout the campaign (BrandIndex). This increased total brand awareness for Foster’s which was higher than its competitors after being in fourth place at the end of Q1. Our targeted and interactive use of outdoor contributed to this as we created a disproportionate impact compared to Foster’s competitors. Carling, the key competitor, spent 4.5 times more but outdoor only contributed 1.5 times more to total awareness (Millward Brown). In addition, touchpoint analysis through MCA showed that outdoor was not only an important contact for Foster’s but was highly-associated with the brand – much more so than for higher spending rivals. This goes to show that integrating outdoor into the media plan was a ‘Good Call’. “The outdoor activity elevates the TV creative fantastically, and brings the brand and characters to life in proximity to the point of sale.” Elaine Cuthill, Brand Manager, Foster’s
28 _ The best outdoor campaigns of 2010
Best use of outdoor in a multi-media campaign / Highly commended / Clinique Campaign: Even Better Clinical / Agency: M2M / Specialist: Posterscope
The background How do you launch a new product into a category that doesn’t exist? How do you establish a new category around a problem that consumers don’t understand and a solution that they aren’t asking for? And how do you do this in one of the most competitive of all retail spaces – female premium skincare? That was the challenge we faced in 2010. The
product was ‘Clinique Even Better Clinical’; the new category ‘hyperpigmentation’, which put simply, is the appearance of dark spots and uneven skin tone. Not only did we successfully deliver the task, but we did so through challenging category norms, namely the reliance on print advertising to establish new skincare products. We leveraged every facet of outdoor’s multiple
The best outdoor campaigns of 2010_ 29
strengths to lead the campaign; the success of this investment subsequently sparked a further three outdoor campaigns.
Our core insights A universal truth: women desire to keep looking young. When it comes to looking young, wrinkles rather than hyperpigmentation are the universal, more public enemy. Online ‘buzz’ analysis observed conversations taking place around the subject of hyperpigmentation, however these discussions were taking place in relatively niche, personal and private areas. To succeed, the communications approach needed to do two things; we needed to grab their attention, elevating Even Better Clinical and hyperpigmentation into the mainstream; and we needed to educate them of the benefits on a more personal level. Armed with a highly effective product and the backing of a brave client, our ambition was to become the most sought-after product in women’s skincare - to make ‘uneven skin tone’ the new ‘wrinkles’.
The strategy To succeed we needed a medium that could both grab their attention and convert it into action. Our strategy was to first place hyperpigmentation into the mainstream by being omnipresent right when they want to look their best: IN PUBLIC. Outdoor was the perfect medium for this. Having publically got their attention, the second step was to link the outdoor to more PRIVATE media spaces: • Use outdoor to drive them to an online community. • Provide continuous dialogue with women in proximity to point of purchase to prompt the all important ‘counter’ visit to find out more. • Work with magazines to add greater depth and product information to the outdoor message. To make our outdoor presence omnipresent in their lives we utilised multiple formats delivering the combination of traffic driving, coverage, proximity and innovation that the campaign needed.
Step 1 – The ‘public’ OOH solution OOH would need to be deployed at a level and continuity not historically used by Clinique or the category. • First we supported an exclusive retailer launch through compelling, exciting and innovative formats to build early intrigue. • Next, we imaginatively hyped the ‘magical’ effects people would see in the mirror on a broadcast scale. This involved support for all key retailers in the UK, NI and Eire from the end of April to June to spark wider interest. • June-July: we used high stature and impact formats, further elevating and cementing the product into the mainstream.
Step 2 – Moving from ‘public’ to ‘private’ interest Having placed hyperpigmentation firmly into the ‘public’ domain, we directed their interest to media that could ‘privately’ answer their questions: • On beauty and dermatological sites, forums and blogs. • We created www.becomingevenbetter.co.uk, a community site for people to find out more. The site included product information, testimonials, advice and a sharing zone. • We worked with editorial teams at trusted titles such as Red, The Times, Vogue, Marie Claire, Harpers Bazaar and Elle, creating content that would satisfy their thirst for information. • We set up an ‘Even Better Skin Clinic’ with Woman & Home online, supported through their magazine, including a ‘diagnostic centre’ where women could ask experts questions in their own time. The combination of a ‘public’ and ‘private’ approach led to staggering results.
Results • The No.1 BEST SELLING SKU in May/June across ALL prestige beauty products • May/June sales targets smashed In short, uneven skin tone is rapidly becoming the new wrinkles!
30 _ The best outdoor campaigns of 2010
Best use of outdoor in a multi-media campaign / Shortlisted / Vodafone Campaign: Sure Signal / Specialist: Kinetic Worldwide
The background Vodafone has a long-term commitment to out-ofhome (OOH), using the medium’s diverse formats, opportunities and targeting strengths to tailor each campaign’s message at the desired audience. In the telecoms company’s 2010 campaign for its signal booster service it was the geo-targeting option of OOH that won the medium more than 60% of the campaign’s budget.
Identifying a national problem The problem of poor mobile phone reception in people’s homes has been a key consumer frustration for many years and one that Vodafone was committed to resolving. In July 2009 Vodafone UK launched Sure Signal, a small device which uses existing broadband within the home, via any provider, to deliver a more reliable network signal for up to four phones at one time.
The device offered excellent signal strength and functionality leading to extremely positive feedback from early adopters. The challenge for Vodafone and its agencies was to spread the message about Sure Signal to a wider audience.
A geo-targeting strategy The key campaign message the OOH activity needed to communicate was that only Vodafone can guarantee a great mobile signal in your home. The target audience fell into two distinct categories: mobile users living in rural, sparsely populated areas where network coverage is poor and mobile users living in urban areas for whom in-home coverage was an issue due to the nature or location of the building or surrounding area. The objective was to significantly increase the connections for the second half of 2010. In order to achieve this, we had to reach consumers in areas with particularly low levels of signal. The
The best outdoor campaigns of 2010_ 31
agencies identified these towns and cities and using Locator, a mapping tool within Kinetic’s Academy suite of planning tools we drilled down to identify key sites in the areas most seriously affected.
Short documentary films, a dedicated website, localised PR efforts, chalk art, an enterprise tiein and internal promotions all contributed to a strong advertising campaign.
By utilising the mapping tool the agencies were able to maximise the efficiencies of the OOH element of the campaign. We knew the sites selected were perfectly placed to reach high levels of people with weak phone signal: exactly the problem Vodafone was striving to resolve.
Getting the message out there
The nature of Vodafone’s message meant the strategy we adopted followed a geographic pattern rather than a behavioural or demographic one.
A two-pronged approach The OOH activity was executed in three bursts. In the first fortnight we aimed to raise levels of awareness of the Sure Signal concept. For this we planned for large format roadside 48 and 96 Sheet sites and rail formats in our geographic target areas. This was followed a fortnight later by activity designed to drive people in store to purchase the product. The twin aims of this burst of activity were to reach people who had seen the initial message and were aware of the Sure Signal device and to then target them while they were in the frame of mind for shopping. OOH ads ran on high streets and in shopping malls in our target zones as well as on London Underground sites in relevant stations. This was followed with a third burst of roadside activity in target postcodes. No other medium could have achieved all elements of this highly targeted approach.
OOH leading a multimedia campaign The heavyweight OOH campaign was supported by national radio ads conveying a more detailed message and by door drops in the identified areas. Online activity achieved mass reach across portals, networks and Facebook, and local and regional specific news and lifestyle sites were used to target a relevant audience that the agencies knew were most affected by poor signals. Two phases of direct mail used a personalised map image of the recipients’ home address to demonstrate that Sure Signal could guarantee mobile signal in their home, and was sent to 190,000 Vodafone customers.
By February 2010, immediately after the first wave of large format advertising, the cumulative number of active owners of a Sure Signal device had risen by more than 68% on the preceding month. In February 2010 the gross sales of Sure Signal devices increased by 25%, 12% over the sales target for that month. This boost in sales was not short-term. In April 2010, towards the end of the campaign, twice as many Sure Signals were sold than in the April prior to the campaign. Vodafone stores continued to see more than 100% sales uplift every month until January 2011, the latest sales figures available. In that month nearly three times the pre-campaign sales figures were sold. These sales figures prove the power of continuous use of OOH and the effectiveness of an advertising campaign driven by OOH activity. Furthermore, data collected by Millward Brown shows one in four people saw the campaign. The high levels of brand engagement were driven by a feeling that Vodafone was working to solve a genuine problem and the messages were seen as new and different. Millward Brown also confirm that the OOH ads were “well recognised and received, and drive positivity towards the brand”. Three quarters of consumers linked the campaign exclusively to Vodafone and associated strong feelings of reliability and professionalism with the brand. “Out-of-home formed the backbone of this campaign that all the supporting media worked around. Outdoor’s strengths lie in geo-targeting on a mass scale enabling us to target not only trouble-some areas but also troublesome hotspots. This approach epitomised everything this advertising campaign was created to achieve.” Angela Porter, Brand and Communications Manager, Advertising at Vodafone
32 _ The best outdoor campaigns of 2010
Best use of outdoor in a multi-media campaign / Shortlisted / Nike Campaign: Write The Future / Agency: Mindshare / Specialist: Kinetic Worldwide / Other Agencies: Wieden & Kennedy and AKQA
The background and challenge
interested in the spectacle).
The World Cup. Football’s pinnacle moment, for players and for fans.
This was about generating buzz and having the World Cup conversation held on Nike’s terms.
Having a presence during this event is crucial for many brands, particularly those competing in the sporting arena. Adidas is FIFA’s official sponsor, but Nike’s challenge was: become the most talked about brand.
Most FIFA sponsors had no ‘right’ to play in the football space. Plastering their product with FIFA’s logos was bought, not earned.
This was not about selling football boots (arguably, the World Cup is less about a football playing audience, more about an audience
Nike is a natural fit, but not an official sponsor. And budgets meant we couldn’t compete with official sponsors during the tournament. Even if we were allowed to talk, we’d be drowned out!
The best outdoor campaigns of 2010_ 33
The strategy: generating buzz and inspiring This is where outdoor ignited the conversation to another level. young footballers before the tournament To become the most talked about brand, our strategy focussed on spreading earned media. Nike has credibility to talk about football, but needed something worth saying – and at a time that it would be heard. It would have been too late to wait until the World Cup had started to talk. We had to become part of the warm up. The three weeks between the Champions League final and the World Cup kick-off provided an excellent opportunity for Nike to fill the football void: to become the most talked about football brand. Passion for football never dies, but in a World Cup year it has potential to go into overdrive… if there’s something worth talking about. Endless pouring over squad-sheets or line-ups only takes you so far. Anticipation and appetite for football was asking to be whet; and without other credible brands talking, Nike provided. ‘Write The Future’ was about playing to be remembered, leaving your mark and legacy.
The execution: planning paid media to own the conversation In order to lead the football conversation in the three weeks gap between the Champions League final and start of the World Cup we needed to create multiple conversation starters. We played to the strength of each channel to achieve this. Mobile and social media were used to warm up our audience in the week build-up to the Champions League final. We created short teaser films and released them via Bluetooth and our Facebook and YouTube platforms. These films were shared over three million times. TV was used to state Nike’s point of view – ‘Write The Future’. We placed an epic three minute film in the Champions League final coverage on ITV1. The impact was over-whelming. 1m+ views of the film immediately online, 12m+ within 24 hours of this spot going out. This became the fastest spreading viral ever. With the Champions League final over, all eyes turned to England’s first game against the USA.
Nike began their World Cup 9 nine months prior to the start of the tournament. We secured all six 96 Sheets on the Cromwell Road–Europe’s busiest site. An audience of 6 million over the three weeks it was up. The perfect canvas to make a brand statement. As soon as the World Cup draw was made and England was paired against the old colony in the first match, we knew we had an opportunity to create something special on the Cromwell Road. Something that would lead the conversation in the build up to this match. The idea was to re-create the iconic Mount Rushmore. We replaced the original US founding fathers of George Washington, Thomas Jefferson, Theodore Roosevelt and Abraham Lincoln with the faces of four of England’s star players - Wayne Rooney, Rio Ferdinand, James Milner and Theo Walcott. At 75m long, 16m high, 2m deep, this became the biggest ad in Europe. The message ‘Play to be remembered’ was carved into the rock face – the chance for each player to enshrine themselves in history with their performance at the World Cup. The amount of attention this received was phenomenal. It became the icon the media used when looking ahead to the match.
The Results Adidas-sponsored-Spain may have lifted the trophy on pitch, but Nike won the marketing World Cup! “Only one brand won this year’s FIFA World Cup, and that was Nike” Campaign of the Year 2010, Campaign Cromwell Road was voted the best outdoor campaign of 2010 by Campaign magazine. We achieved our goal of being the most talked about brand over the World Cup. According to Nielsen, Nike captured 30.2% of the World Cup buzz, leaving Adidas (14.4%) and Coke (11.8%) competing for minor places. If Adidas won the World Cup on pitch as sponsors of Spain, Nike won the World Cup off pitch.
34 _ The best outdoor campaigns of 2010
Best use of outdoor in a multi-media campaign / Shortlisted / Waitrose Campaign: Delia Smith & Heston Blumenthal Activity / Agency: Manning Gottlieb OMD / Specialist: Posterscope
The background Following the runaway success of 2009’s essential Waitrose launch, in 2010 Waitrose needed the “next big thing” – the thing that would help them fulfil their ambitious targets for growth. They realised that the key to driving this growth was getting their core audience groups to shop more often. They had to stay in touch with the consumer and make sure they remained continuously relevant. Waitrose secured Delia Smith and Heston Blumenthal as brand ambassadors. They embodied the quality supermarket’s passion for food. Consequently, we needed to build a campaign that reflected this to successfully launch their association with the brand. The
two chefs were going to be providing recipes, inspiration and tips on an almost weekly basis – all with a corresponding offer in-store. Waitrose was in transition from being a traditional “push” advertiser, like others in the sector, to a provider of valuable content: a publisher and media owner in its own right. We wanted to launch Delia & Heston in the way that other major content providers would launch their newest, hottest property. Out-of-home was the way to give it the stature it deserved and we knew through our audience work that it indexed highly for the Waitrose audience segments. Thursday 25th March was used as the Delia & Heston “launch night”. 10 days prior to which we kicked off with out-of-home – its role was to build anticipation around the two culinary stars arriving
The best outdoor campaigns of 2010_ 35
at Waitrose. It also built immediate mass cover in core geographical areas, gaining maximum exposure and making Waitrose ‘culturally’ relevant in the pre-launch period. In this new content-led style, the actual launch night involved a 3.5 minute ‘show’ taking over terrestrial channels’ centre breaks. A disruptive tack was also employed for print using large format ads together with directional TV listings support for the break takeovers. Our outdoor approach had to use formats which were premium and would have impact. Their distribution had to reflect the Waitrose heartlands. To hone site locations even further Posterscope mapped Waitrose stores which enabled the creation of ‘fame’ cities - areas where a number of stores were clustered – 10 of these were identified. In order to make sure certain quality standards were maintained, Posterscope’s field buyers were heavily involved in hand-selecting sites and negotiating out of packages – but importantly without incurring a cost premium to do so. To make the announcement with appropriate confidence, the campaign comprised mainly of large statement sites; 48 Sheets, 96 Sheets, banners, digital specials and Transvision. Digital panels on Rail and Underground then worked to
help plug the gap left by light TV consumption in London, as well as providing a natural creative extension to our TV campaign. This combination ensured that there was a strong Waitrose presence within each ‘fame’ city. The campaign was all planned and bought within six weeks of going in-charge – in spite of tough buying conditions; we still achieved a highly successful and visible campaign, in a busy period, which notably still delivered on Waitrose’s core values and quality. Incremental store revenues and increased visits all proved the success of the campaign. All backed up by econometric work tracking Waitrose’s strongest multi-media ROI to date. Furthermore, buzz monitoring at point of incharge was evidence that the outdoor played a significant role in propelling Waitrose’s relevance scores before the main body of the campaign went live. The combination of OOH, TV and press working together provided an excellent platform from which to capture the imagination of the core Waitrose audience. And, importantly, positioned the quality supermarket as a modern provider of valuable and interesting content for their customers in conjunction with expert ambassadors.
36 _ The best outdoor campaigns of 2010
Entry case studies Best use of multiple formats in outdoor 37 12 Second Strip (Renault Wind Roadster) 41
Cadbury Biscuits (Burton’s Foods)
45 Summer Splash (Innocent, This Water) 48 Where Do You Stand? (The Economist) 50 H&M Home (H&M)
The best outdoor campaigns of 2010_ 37
Winner / Best use of multiple formats in outdoor / Renault Wind Roadster Campaign: 12 Second Strip / Specialist: Posterscope / Agency: Manning Gottlieb OMD
Synopsis This is a story with plenty of Joie De Vivre! Renault launched their brand new model the Wind Roadster in August of last year. Like many car clients, their heritage and media spend is steeped in TV, traditionally the lead media of choice for this category. However with their new strategy to focus on using social networking and more direct consumer involvement, we were able to make a strong case for OOH taking centre stage as a core hub to their communication. We have created a sea change in how they shape their media spend – taking 87% of the total budget for this campaign and paving the way for OOH to dominate 2011 campaigns. Most
importantly, our strategy of employing multiformats and environments yielded great results. The campaign really galvanised people to go online - Renault had over 6,000 hits to their homepage, over 24,000 YouTube plays, and 34 video entries. Most importantly this translated into sales targets way over what they anticipated.
The challenge We had 3 main objectives: 1. Deliver mass awareness of the new car launch – we needed to ensure that we reached our core audience, but
38 _ The best outdoor campaigns of 2010
at just over £500k the budget was not huge for a launch. So the challenge was to make the campaign feel much bigger to our audience by being highly-targeted and relevant in our communications with them.
We used OCS (Posterscope’s Outdoor Consumer Survey) to demonstrate the media consumption of our target audience definitely favours OOH – 70% are medium to heavy consumers of OOH, compared to just 53% of TV.
2. Engage with our core audience – we wanted people to interact with the campaign and take part in the competition to win a Wind Roadster. We had to develop an engaging way to do this that would translate into sales.
OOH would also be central for capturing our audience when they were most receptive to us asking them to engage with Renault and have some fun trying to win a car. OOH is not seen as an interruptive medium in the way that other media such as TV and radio can be, so this would help us to reinforce a positive brand image by engaging with people when they want to engage with us.
3. Highlight the unique feature of the car – the unique selling point of the car, its ‘revolutionary roof’ which can be lowered in 12 seconds had to be showcased. This would be the hook for getting our audience to interact.
Weight of media consumption Renault Wind Audience Heavy
Why OOH ? A good question. Renault have always used outdoor, but historically this has always been around 10% of their total spend. So how did we get it to 87% of all spend?
100
Medium
80
Light
60
Never
40
Average Renault Campaign 2010
20 0
TV
Radio
Magazines Newspapers Internet
Mobile
Cinema
OOH
Base: Urban, 25-35, Image conscious (145) Source: OCS September 2008
OOH Spend 10% Other Media Spend 90%
Renault Wind Campaign 2010 OOH Spend 87% Other Media Spend 13%
The big idea The creative idea was to play on the USP of the roof taking 12 seconds to close. We would ask members of the public to strip from winter clothes to summer clothes, film themselves doing it, and then post the entry onto the Renault website. The best entry would win the Wind Roadster. All entries would be directed to the Wind website and offered the chance to book a test drive.
Formats and mindset As any casanova will tell you, to get people to take their clothes off you need to reach them when they are the most receptive to the idea- so timing and the right environment is crucial! Which is why we planned no less than 12 formats and environments to create as many touchpoints as we could.
The best outdoor campaigns of 2010_ 39
Implementing the plan – the 12 second issue
OCS confirmed that shopping malls and gyms would be the perfect environment for targeting our image-conscious audience. We planned traditional 6 Sheets to provide our cover and then a premium element with M400s, the backlit landscape sites which tower over shoppers and literally give them something to look up to.
Most people would say that 12 seconds is not long enough, however for us 12 was too long for many of our digital formats which tend to run on 10 second slots. We worked closely with Publicis to tailor every single digital format to take into account the dwell time of each site and environment.
Digital screens played a core part of our OOH plan in demonstrating the USP of the roof with animated copy. We wanted to convey stature for the launch so premium iconic digital sites were selected in key cities such as The Two Towers and Liverpool Media Wall for stature on roadside. Digital mall 6 Sheets and LCDs were also used to target shoppers who we knew would be in the mall for hours relaxing and have plenty of time to ponder winning our new car and what clothes they were going to strip off in order to win it.
We also had to close off part of Westfield to film our demonstration ad of models stripping to race the 12 seconds of the Renault Wind Roadster roof coming down. This may sound simple and indeed a fun day’s viewing, but we needed a whole day working with one of the LCD screens to get this spot on. It had to be good to drive people online.
Results The Plan - £400,000 Gross
Attitudes towards advertising on digital screens Renault Wind audience %
City Screen Manchester
% of target audience Index against all adults
Holland Park Roundabout
Index (100+) 220
50
200
40
180 30 20
City Screen Glasgow
Liverpool Media Wall
140
10 0
The Two Towers
Piccadilly Lite
160
Canary Wharf Screen
120
The Additional Spend - £126,500 Gross
100 Brands Creates the advertising on impression digital screens of a quality are innovative brand
Like idea Brand being Good for of interacting advertised fashionable/ with digital is a market trendy brands screens leader
Base: Urban, 25-35, Image conscious (145) Source: OCS September 2008
Tell others about ads
Tend to notice ads on digital screens
Makes brand more memorable
It’s entertaining
M400s
Expect ads to be more up to date
Mall 6 Sheets
Mall D6/LCD
Mall Media Walls
Gym 6s
The Added Value - £111,750 Gross City Screen Glasgow City Screen Manchester
Eat Street
The Bridges Digital
M400s
40 _ The best outdoor campaigns of 2010
Renault Wind 2010 sales The campaign was designed to promote new car registrations in September and there was a definite sales uplift of the model during and after the campaign.
Renault Wind 2010 Sales
1500 1200 900 600 300 0 July
September
August
October
Renault 2010 sales results www.renault.com/en/finance/chiffres-cles/pages/ventes-mensuelles.aspx
The future The best measure of a campaign is not just the results from that specific campaign, but whether or not it plays a firm role in future plans. A definite, as opposed to a ‘maybe’. We may have had a small budget for a car launch, but what we did have certainly reached and resonated with our audience to make it feel much bigger. A few of our favourite stats from the campaign: • The OOH delivered around 41m impacts • We had 6,000 hits to the Wind Roadster homepage
Renault Wind was deemed a huge success but was it just a flash in the plan or has this been a pivotal campaign which has affected Renault plans going forward? The answer is in their action - just last month Renault committed, for the first time ever, to five bursts of OOH activity across 2011. Investing more in the medium than ever before. This will form the ‘bedrock’ for their media this year with further additional activity planned in addition to this.
• 24,000 YouTube video entries
So a step change for Renault with OOH now taking precedent over TV for 2011.
• 350 leads
The winds they are a changin’.
The best outdoor campaigns of 2010_ 41
Best use of multiple formats in outdoor / Highly commended / Burton’s Foods Cadbury Biscuits Campaign: Cadbury Biscuits / Agency: UM London / Specialist: IPM
Attitudinal Scope
Market Size
Light Special Biscuit Treat Buyers = 8m
The story of Cadbury Biscuits fully coated launch Burton’s Foods decided to launch an entirely new type of biscuit into an already crowded marketplace. Cadbury Biscuits were not just another biscuit brand. They were a delicious combination of biscuit, Cadbury milk chocolate and favourite confectionary fillings. They were different to any other product in their category, and in order to drive sales we believed we needed to behave differently in media. We knew that the FMCG category was solely associated with the tried and tested medium of TV. But research also showed us that to have a genuine impact on our audiences’ decision to purchase biscuits, we had to get into their daily routine – where they lived, worked and shopped – and make them aware that there was something new and very special in biscuits worth trying.
Impulsive Snack Lovers = 9.44m Everyday Treat Buyers = 30.45m
Demographics Women: 61% (120) 18-45 years old: 62% (134) C1 C2: 52% (103)
Working Life 55% (106) working Full time work: Index 94 (34%) Part time work: Index 114 (18%)
Household 65% (91) own their own homes 58% (119) have been in their present homes for under 10 years
Family Life Single: 33% (138) Married: 56% (91) With Kids: 43% (129)
9.44 million individuals
“She is a sociable girl who loves to get out and about, but appreciates her down time” UM chart to understand target audience
42 _ The best outdoor campaigns of 2010
Something different
This was to be Burton’s biggest ever launch, so we had one chance to get it right!
Category Duals is something totally new in biscuits... the perfect combination of biscuits and confectionary
Would the client bite? They had never previously used outdoor – and now we were asking them to base their entire campaign around it. We both knew that 85% of the category spend was on television, so that medium would never allow us to stand out.
Consumer For women when they need a little bit of indulgence and pleasure
“Something a little bit special”
However, industry experience showed that outdoor was as powerful as television in generating short-term ROI.
Revenue ROI £1.15
£1.20 Media Differentiated, unexpected and rewarding
£1.12
£1.00 £0.80 £0.60 £0.40
£0.26
UM insights chart
£0.20
It was crunch time. We asked ourselves: how do we signal something truly different? How can we create aspiration around this unique and special product? How can we get across a clear and simple message? And how can we use media to get people trying it out? OUTDOOR was the obvious choice.
Something different
Something special
OOH allows us ownership of a medium
High quality and investment in formats to elevate Duals
£0.00
£0.09
£0.12
Cinema
Radio
Online
£0.34
£0.35
DM
Outdoor
FMCG Results Vault studies
Industry research showed the ability of outdoor to connect with our target audience.
Women 25-44 are likely to notice different types of ads and are spending more time outdoors 48% 119
Outdoor advertising gives me something ot look at whilst I’m travelling
43% 108
I often notice the poster ads at the side of the road
Something simple
Duals message is a simple launch announcement that needs to communicate three variants
36% 105
I see more types of brands advertising on posters these days
35% 111
I often notice advertising in shops/shopping centres I spend more time out of home than I used to
33% 114
I find outdoor advertising informative
26% 118
Posters can brighten up the local environment
Something to drive try UM insights
We believed POS could deliver sales uplift in excess of norms
TV
I like watching the news on big digital screens in public places Well designed psoter sites improve the urban landscape
IPA Touchpoints 3 indicating OOH consumption
24% 107 16% 102 12% 90
The best outdoor campaigns of 2010_ 43
Something simple
Online TV spot
20.6%
80
OOH taxis
20.5%
70
Magazine Monthly
20.5%
60
19.8%
50
OOH airport
19.4%
40
Cinema foyer
19.3%
Magazine Weekly
19.3%
Newspaper Sunday Supplement
19.2%
Newspaper Sunday
18.9%
Newspaper morning
18.7%
Radio Spot
18.5%
OOH Buses
18.3%
TV Product Placement
18.1%
62%
59% 53% 46% 36%
30
24% 24% 23% 22% 21%
20 10 0
On the outside of call boxes
OOH trains
Nearly half of women 25-44 saw posters at supermarkets in the past week
Inside a bus
21.5%
In washrooms
21.5%
TV screens in shopping centres
Cinema spot TV sponsorship
Small poster sites on the street
22.3%
Poster advertising in shopping centres
23%
TV spot
Poster advertising at supermarkets
OOH road advertising
Large posters on the road or on buildings
UM planning tool CAT indicates importance of OOH for Discovery
Bus stop advertising
Discovery
Having communicated our unique positioning through these high-quality sites, we then needed to ensure our simple launch announcement reached as many of the UK target population as possible. We planned and bought a national backbone of 5,500 roadside and pedestrian 6 Sheets to ensure our coverage of the market. This one element alone reached almost 80% of the population.
On the outside of a bus
Finally UM’s own channel allocation CAT showed outdoor to be most impactful medium for delivering DISCOVERY within the FMCG category amongst Impulsive Snack Lovers.
TGI highlights importance of POS consumption
Something to try So, without further ado, we created the biscuit sector’s first launch that only used outdoor – and along the way we challenged every received norm in the category. We didn’t do it by halves, either. We took a clever, layered approach, using a wide range of outdoor formats in key environments, in order to reach huge numbers of shoppers across the UK and mirror their purchase decision cycle.
Something special Premium digital and static 48 Sheets were used across the UK capital in order to elevate Cadbury Biscuits and appeal to people’s aspirations – media behaviour more in line with that of a high-fashion or cosmetics brand, to highlight the ‘specialness’ of the product. London Underground digital escalator panels also allowed us to be more creative with our message so we could stand out during our audiences’ daily routine and deliver our message to 65% of the LU audience.
To encourage people to just try the product out, we identified four key supermarket retailers (Sainsbury’s, Tesco, Morrisons and Asda) to carry out point-of-sale activity and trial that coincided with retail promotions.
44 _ The best outdoor campaigns of 2010
The plan Contractor
April May No. days 5 12 19 26 3 10 17 24 31
C&F / audience data (2 x weeks)
Pack / Regionality
Format
No.
Various
National
Various
National (ex. London)
550 30
14
c. 31 million impacts
5,500
14
76.1% @ 18.7
We also saw a huge increase in ‘purchase consideration’, with Crunchie performing +10% better than the industry average.
Roadside
Various
London
Backlight 48 sheets Paper 48 sheets Digital 48 sheets
Various
National
6 sheets
50
14
c. 22 million impacts 35.8% @ 4.4
Underground CBS
London UG
DEPs
18 stations
14
67.4% @ 6.5
POS
How likely are you to consider trying Cadbury Caramel Biscuits? 100% • I would not consider it
80%
• I might
consider it
60%
JCD
National
Tesco POS
200
14
37% @ 2.7
Clear Channel
National
200
14
20% @ 2.7
JCD (Titan)
National
Sainsbury’s POS Morrisons POS
200
14
13% @ 2.7
JCD (Titan)
National
Asda
250
14
15% @ 2.7
London
Mega 4’s
20
14
c. 8 million impacts
• I would
40%
seriously consider it
20%
• It would
Amplification / Cut through Various
UM media plan to show range of formats. Total spend: £1.1m
100%
Post
Pre
Post
FMCG CAWI Norm
Performance vs. norms, sales uplift test vs. control
Pre
Post
60% 40%
24%
13%
15%
Total Sample
32%
24%
Females 25-45
36%
CAWI Norm
100%
Pre
Post
80% 60%
0%
Pre
Female 25-45
Cadbury Duals over-performed vs. average Food & NPD campaign
80%
40%
Post
Finally, point-of-sale (POS) advertising drove a +24% sales uplift during the campaign and +13% post campaign – again, way above average – indicating that our strategy of appealing to people all the way through to the point of sale had really paid off.
The results were significantly ahead of outdoor industry norms in terms of ‘advertising awareness’, proving that we had succeeded in creating massive cut-through.
20%
Pre
Clear Channel Research Monitor indicates increased purchase consideration
Had we bitten off more than we could chew? Not in the slightest. After the first 16 weeks, Cadbury Biscuits had become the biggest biscuit launch in the past 10 years, reaching over 80% of the UK adult population. We had created a £15.2m Retail Sales Value (RSV) brand in less than a year, and rolled out the second biggest new product development (NPD) grocery launch of 2010. The UK’s most influential FMCG magazine, The Grocer, voted it the top biscuit launch of 2010. This was the sweet taste of success!
0%
be my first choice
Total Sample
The results
20%
0%
19% 5% 6 sheet
23%
18% 6% 48 sheet
7% Seen any
Clear Channel Research Monitor indicates increased awareness
12%
18%
CAWI Norm
During Uplift
Post Uplift
Cadbury Duals
+24%
+13%
Cadbury Crunchie
+21%
+8%
Cadbury Caramel
+32%
+20%
Food Norm
+15%
+9%
NPD Norm
+19%
+10%
JCDecaux retail tool indicates increase in sales
The moral of the story is... the fact that something is tried and tested shouldn’t be an excuse to slip into the same stale habits. The only way to truly stand out in a category is to challenge the expected, and behave completely differently to everyone around you. Only then, will people stop and take note, and only then, will you be able to provide the biggest biscuit launch in over a decade! “The clarity & conviction of UM’s strategy has really contributed to the successful launch of Cadbury Biscuits.” Simon King, Brand Controller, Cadbury Biscuits
The best outdoor campaigns of 2010_ 45
Best use of multiple formats in outdoor / Shortlisted / Innocent This Water Campaign: Summer Splash / Specialist: Posterscope / Agency: Vizeum
Synopsis Shaped by insight through a deep understanding of both brand and consumer, This Water delivered against all objectives, but also pushed the boundaries of digital and innovation. The campaign reached consumers directly at the point-of-thirst, maximising the advertising effect. As part of the wider Innocent brand, we never lost sight of the ‘Innocent Touch,’ providing a halo effect across other Innocent brands acting as a catalyst for YoY growth in out-of-home revenue.
Campaign objectives Increase brand awareness of This Water by 78% from 18% to 32%
Pre-campaign brand awareness This Water vs. competitors Nov 09
100 80 % of people who have 60 heard of brand
40 20 0
V Water
Feel Good
Juice Doctor
This Water
Although owned by an established brand such as Innocent, This Water was still in a period of growth in its product life-stage. Re-launched in 2007 the brand has had relatively little ATL support. Therefore, the primary objective was to increase brand awareness.
product understanding. Consumers did not know what the brand stood for or why they should drink it. The campaign had to shift understanding and increase likelihood to purchase.
Increase brand consideration
Increase penetration
The biggest barrier to purchase for This Water was
Ultimately, the campaign was tasked with driving
Vitamin Water
J20
46 _ The best outdoor campaigns of 2010
sales. However, due to the infancy of the brand this was secondary to driving awareness and consideration.
Using stress as a similar state-of-mind to being hot and bothered we were able to identify the following points-of-thirst:
Finally we kept the brand at heart by giving it that ‘Innocent Touch’ through creative planning.
• Driving home from work +186%
Target audience Using Vizeum’s internal audience research tool, CCS (Consumer Connection Survey), and TGI we were able to gain a greater understanding of our core target audience: ABC1 20 – 45 year olds who took exercise regularly. Unsurprisingly, they were an active bunch; who prefered to be on their feet rather than on their seat! They had light affinity with traditional media channels (44% light TV viewers, 30% light newspaper readers and 36% light magazine readers). They were interested in brands that penetrated their everyday life, interests and routine. 71% of our target audience could be reached through out-of-home making it our lead media channel with 70% of the total media budget.
Strategy Ubiquity: given the business challenge we needed to create sufficient scale and impact to affect consumer behaviour. Relevance: in order for consumers to consider the product we needed to communicate with them whilst in a receptive frame-of-mind. Sales data revealed that Rate-of-Sale grew by up to 150% the hotter it got, so it was vital that we reached the audience directly at the point-of-thirst. Reactivity and innovation: create a more targeted point-of-thirst strategy using the flexibility of digital. Increase activity on days which were hot in order to increase relevance, but also maximise sales. Innovation would be fundamental as it would allow This Water to communicate the proposition in an engaging way, in turn increasing consideration and encouraging trial. Recency: convert awareness into sales by using media in proximity to point-of-purchase to act as a final reminder for consumers. Insight: Using Posterscope’s out-of-home audience research tool, OCS (Outdoor Consumer Survey), we were able to pin-point environments where the audience were most likely to be hot and in need of a drink.
• Waiting for a train/tube +218% • Waiting for a bus +218% • Shopping +115%
The campaign Using a multi-format strategy comprising of 6 Sheets and digital formats, we targeted all environments most associated with point-of-thirst. 6 Sheets were concentrated to high street, rail and underground ensuring we reached the target audience when they were most likely to be thirsty. In addition to this, we also targeted retailers to prompt purchase. We used special builds to communicate the proposition in an engaging way. Customised 6 Sheets were implemented across London each communicating the ‘real blend of fruit and water.’ Each unit was filled with 120 hand carved lemons and limes with a waterfall cascading over them demonstrating the refreshing nature of the brand. Focusing on the highest indexing environments, as highlighted by OCS, we implemented the largest ever thermal reactive digital campaign. Roadside LEDs and DEPs were activated over June, July & August. Content was tailored to engage with and prompt consumers to purchase the product using a call-to-action of ‘cool down with this water’.
The best outdoor campaigns of 2010_ 47
Using Met Office data we were able to benchmark the digital activity. As soon as the temperature was predicted to exceed the average high for that month the digital screens were activated.
We were tasked with increasing brand consideration. The campaign had a positive effect on product understanding. Consumers who would ‘seriously consider’ This Water rose by 12ppts to 49%. “The posters really look refreshing, makes me want to drink one” - qualitative consumer feedback
Average Conditions London, United Kingdom Temperature Month
Average Sunlight (hours)
Average Min
Record
Max
Min
Discomfort from heat and humidity
Max
Relative humidity am
pm
The creatives perform equally well Average Precipitation (mm)
Wet Days (+0.25 mm)
“Having seen the advert how much do you agree with the following statements?” Total Sample
London
Apple
ABC1 20-45 Orange
Lemon & Lime
64
Jan
1
2
6
-10
14
-
86
77
54
15
Refreshing
64
62
Feb
2
2
7
-9
16
-
85
72
40
13
March
4
3
10
-8
21
-
81
64
37
11
April
5
6
13
-2
26
-
71
56
37
12
May
6
8
17
-1
30
-
70
57
46
12
June
7
12
20
5
33
-
70
58
45
11
0
6
14
22
7
Aug
6
Sept
5
34
-
13
21
11
19
6
38
-
3
30
-
71
59
57
12
76
62
59
11
80
65
49
13
Oct
3
8
14
-4
26
-
85
70
57
13
Nov
2
5
10
-5
19
-
85
78
64
15
Dec
1
4
7
-7
15
-
87
81
48
15
Results
Brand awareness “Have you ever heard of This Water even if you’re not very familiar with it?” Pre
%
Post
80 67%
70
67%
60 +109%
+138%
20
+143%
23% 11%
13%
14%
10 0
Total Sample
50
60
70
80
0
10
20
30
40
50
60
70 10
20
30
40
50
60
70
Made with real fruit
80
20
30
40
50
60
10
20
30
40
50
60
70
10
20
30
40
50
60
80 0
70
80
69 70
69 0
66 10
20
30
40
50
60
70
80
64
64
63
64
65
64
66 10
80 0
69 69
70
0
68
70
70
80
67 0
10
20
30
40
50
60
70
71 80 0
10
20
30
40
50
60
70
London
Source: Clear Channel Research Monitor 2010
ABC1 20-45
CAWI Norm
80
Source: Clear Channel Research Monitor 2010
Purchase consideration “How likely are you to consider trying This Water?” I would not consider it
I might consider it
I would seriously consider it
It would be my first choice
80 60 40 20
Pre
Post
Total Sample
Pre
London
Post
Pre
Post
ABC1 20-45
Pre
Post
CAWI Norm
Source: Clear Channel Research Monitor 2010
We were tasked with increasing sales. The campaign was proven to have a positive effect on sales. Purchase penetration grew by 40% from 5% to 7%. Lastly, the campaign also helped to secure over £700,000 of incremental distribution. Much of this was delivered within the major multiples as well as unique independent stores.
34%
31%
30
40
Blend of fruit and water
0
“I have seen your ads everywhere” - qualitative consumer feedback
40
30
100
We were tasked with increasing brand awareness by 78% to 32%. Brand tracking showed the campaign delivered an increase of 89% to 34%, securing This Water’s place as the number two flavoured water brand in the market.
50
20
64
65
70
0
July
10
64
62
68
The campaign was a huge success in achieving the goals set by This Water, but also had a halo effect on the perception of out-of-home by the other internal brands. YoY out-of-home spend across the Innocent portfolio is predicted to increase by 71%.
48 _ The best outdoor campaigns of 2010
Best use of multiple formats in outdoor / Shortlisted / The Economist Campaign: Where Do You Stand? / Specialist: Kinetic Worldwide / Agency: PHD
A new approach from an old client
Banishing misconceptions
The Economist has a long history of using out-ofhome (OOH) to communicate to its readers, with the iconic ‘white out of red’ work a consistent presence in the UK throughout the 1980s and 1990s.
Working with TGI we knew there were up to 3.1m Intellectually Curious individuals in the UK. The business objectives were therefore set to achieve generous circulation growth in a relatively flat category, with an additional 71,000 readers across 2010 and 2011.
In 2010, following a two year absence from outdoor, The Economist launched the ‘Where Do You Stand?’ campaign, reflecting a new approach to brand marketing and a new role for OOH. The work was the result of close collaboration between The Economist and its agencies who took a risk in devising creative and a media plan that moved away from tried and tested formats. This fresh approach was based on a new definition of The Economist’s target audience. Surveys of existing subscribers showed the old definition of the target audience – primarily City businessmen in their mid-40s - did not accurately reflect the title’s readership, or the motivation for purchase. The target audience was therefore redefined as the ‘Intellectually Curious’ – a group defined simply by a thirst for knowledge about the world around them. They were often successful in business, but this did not define them.
However, from previous research we knew that a large number of the Intellectually Curious had misconceptions about The Economist: they felt it was purely about finance, was right-wing, conservative, ‘old fashioned’ and dogmatic. While the brand had high levels of awareness among the target audience, these misconceptions were acting as a barrier to purchase. The marketing goal was clear: to encourage people to overcome initial brand prejudices and drive purchase consideration, we had to get The Economist’s content in front of them. The agencies worked with the circulation department to create leads that would convert into subscriptions.
The Intellectually Curious and how to reach them An effective campaign within London became
The best outdoor campaigns of 2010_ 49
the priority as TGI showed it housed 42% of the Intellectually Curious audience, 56% of The Economist’s current readership and therefore a significant number of potential readers. It also showed 25% of the Intellectually Curious use the Underground at least once and make up 47% of all rush-hour Underground travellers. So the bold step was taken to concentrate 52% of the budget into London Underground and the remainder into National Rail sites.
Double posting for twice the impact The campaign’s creative was designed to initiate debate by juxtaposing contrary arguments on double-posted 48 Sheets in locations across London and the South East. The creative proposition of ‘Where Do You Stand?’ was deliberately amplified by the high dwell-time formats for large numbers of people with cross-platform location. This combination brought the proposition to life by implicitly inviting consumers to physically participate – quite literally, where should they stand? The creative executions tackled some thorny subjects including the legalisation of drugs, prisoners’ right to vote, prostitution and the trading of human organs. Each poster offered a text response mechanism to get a free copy of the magazine. This was the first time The Economist had used direct response in OOH and aimed to show that posters were as accountable as other media.
Outdoor proves the key to success Outdoor was the key medium underpinning the entire campaign; in total 92% of the media budget was devoted to outdoor formats. The London Underground and National Rail sites became a focus for the OOH ads, allowing travellers to read the debates across the platform. In total, 155 pairs of debates ran on Cross track 48 Sheets in June and 130 in October. Within the June activity we ran 11 Transvision screens at 10 rail stations and 20 single creatives across the London Underground network as well as Cross track projections on Zone 1 Underground platforms. The Economist also used digital OOH for the first time, running debates on Transvision screens which directed people to the latest issue of the magazine. The copy for that digital animation was written in the same week that a related report went to print, taking advantage of the medium’s flexibility.
ABCs show double-digit growth In a difficult market, The Economist achieved 11% circulation growth in the July-December 2010 ABC data, driven by an 18% increase in subscriptions. This was due to the combination of the brand campaign and its integration with the below-the-line circulation marketing. The OOH campaign resulted in a significant level of text response – during October each pair of posters generated an average 28 texts, with the subsequent rate of conversion to subscriptions resulting in cost-per-acquisitions of a similar level to that achieved with more traditional below-theline activity. In the first burst we tested responses by location, which gave a rough measure of creative awareness and media performance, which has in turn informed planning going forward. We built that into the second burst, adjusting the subjects accordingly, which resulted in a 24% increase in the number of text responses. Regional analysis of the responses and resulting subscriptions showed the Underground sites delivered subscriptions nationally, since a large number of respondents lived outside London, removing the need for a national campaign. An independent audit by TNS Research International showed a significant change in attitudes towards the brand following the campaign. In an online interview of 400 people from London, 45% agreed it made them want to read The Economist. The posters generated significant PR coverage and were hotly debated on Facebook – www. facebook.com/TheEconomistWDYS. The ‘Where Do You Stand?’ campaign represents a major step forward for The Economist advertising in the UK, particularly in terms of how it is planned and measured. Outdoor has played a pivotal role in this success, reaching our Intellectually Curious audience and substantially changing their perceptions of the brand. “Integrating the power of outdoor with our digital, PR and circulation marketing activity has led to a significant increase in our circulation.” Jamie Credland, Acting Brand Manager, The Economist
50 _ The best outdoor campaigns of 2010
Best use of multiple formats in outdoor / Shortlisted / H&M Home Campaign: A City Centre Make-Over / Agency: UM London / Specialist: Kinetic Worldwide
Introducing a new range H&M Home is an exciting new concept that fuses fashion and furnishings to give us a unique new range of quality household items. Embracing the latest catwalk trends and with the launch collection taking inspiration from 1920s-40s Parisian fashion circles, it takes interior design to a whole new level. In November 2010, it was to be introduced to the UK for the very first time at H&M’s flagship Oxford Street store. Every Londoner with a passion for fashion needed to know about it.
Dressing up our media To introduce such a special concept to the UK
consumer, we needed an extremely bold and stylish approach. Given that the launch was centred on one specific location (the east Oxford Street branch), we needed to turn this space into a frenzy of activity that would give Londoners a taste of what was in store, and ultimately get people arriving in their hoards on launch day. We wanted our audience (London-based women, but more specifically 18-39 year old urban trend leaders with a ‘live for the moment’ philosophy) to buy into the idea of ‘dress your home as you’d dress yourself.’ So it was vital our choice of media reflected this – and that it was given the same love and attention as we give to our clothes, and our homes.
The best outdoor campaigns of 2010_ 51
Key insights also taught us that our audience loves having something to talk about and share with friends, and loved to have something to look at whilst on the move. So we wanted to build anticipation around the launch in a fun and flirtatious way, making people feel a part of something special. It was about making them want to be the first to see this unique new concept first hand. It all pointed to one thing: outdoor.
A stylish launch It wasn’t just the fact that H&M Home was a new concept that made it stand out from the crowd. The store itself was a fashion phenomenon, which with the right media campaign, could quickly become the place to be on the high street. It was a beautiful, stylish and elegant retail space that had been re-designed to give Londoners a completely new shopping experience. Our media campaign needed to mirror this. It had to be our own interior design project. We therefore partnered with poster specialist Kinetic Worldwide and set about turning the area immediately around the store into a stylish, fashionable and visually arresting space that would get people excited about the upcoming launch of H&M Home, and make them feel a part of it. We knew that dominating a very specific area in the centre of London would generate excitement and intrigue, and would stimulate conversations both in person and within the social media sphere. Following on from this, we would roll out a much more functional message that would direct people to the date and location of the launch in a way that would capture their attention.
A media make-over We therefore turned Oxford Street into a beautiful H&M Home space. In a media first, we gave the drab Oxford Circus Underground station an H&M facelift with bright appealing wall vinyls and posters to dominate the main exit tunnels. Digital escalator panels (DEPs) and escalator silver centres added that special touch. This striking space interrupted people’s commutes by transforming the space into a cosy interior, embedding H&M home clearly into their minds. The multiple screen and mega wall formats were
also perfect for showcasing the broad range of products that H&M Home had to offer. On the streets, we created homely bus shelter zones and liveried taxis added a sense of momentum, fun and excitement. We even included copy on the tip-up seats in the cabs, to ensure H&M Home was fully integrated into people’s Oxford Street shopping experience. An exclusive press event was held at the store on the eve of the launch, to add to the buzz and anticipation. It was important that our media activity was also an extension to this event which made inclusion and proximity even more key to the campaign. Celebrities were ferried to and from the event in our exclusive liveried cabs – decked out with home goodies, from cushions to the collection’s signature bunny rabbit.
An immaculate finale The sales results we saw, and the buzz created around the new store opening, were overwhelming. With a relatively small media spend (less than £150k) and very clever use of outdoor advertising in the locality, we managed to deliver one of H&M’s biggest launches of a new concept in the last five years. This would not have been achieved via any other media platform. On launch day, as a result of the intrigue and anticipation our OOH activity had provided around the Oxford Street area, H&M total sales were up 25% versus the same day the week before – predominantly driven by the Home collection. The press launch generated a huge amount of PR, and at the packed-out event the store’s average transactional value (ATV) increased by more than 200% – even though all guests had already been given over £50 of free home goodies! “The domination created via the OOH, and the placement of the media in relation to our competitors, was key in raising awareness our new ‘Home’ range. The mix of media on Oxford Street and at Oxford Circus station gave us the ‘wow’ effect we were after, and that fact elements were a media first was an added bonus! Given the relatively small media investment, we were extremely happy with the results.” Fiona McElwain, H&M Marketing
52 _ The best outdoor campaigns of 2010
Entry case studies Best use of roadside 53 Pre-election Campaign (The Conservative Party) 56 Make Time (San Miguel) 59 Context is King (Michelin Tyres)
The best outdoor campaigns of 2010_ 53
Winner / Best use of roadside / The Conservative Party Campaign: Pre-election Campaign / Specialist: Posterscope / Agency: MPG Media Contacts
Synopsis By January 2010, after over a year of economic crisis, bailed out banks and expenses scandals, the UK voter was left disillusioned and ready for change. In May 2010 their voice would be heard. After 13 years in opposition the Conservative Party had to convince the nation that a ‘vote for change’ meant a vote for David Cameron. There were five key objectives: 1. Effect real change through a five month national campaign. 2. Balance phasing to ensure intensified reach and frequency in the weeks preceding polling day. Achieve this within a fixed budget and
without knowledge of the election date (not announced until April 6th). 3. Respond to local concerns through microregional messaging, targeted by constituency. 4. Create enough impact to influence public opinion and the news agenda, yet be flexible enough to move with its tide. 5. Satisfy donors by being demonstrably costeffective. The media solution needed to deliver impact and momentum within a framework of complete flexibility. For the first time in campaigning history, with the converging digital world as a backdrop, a political party put 90% of their budget into roadside out-ofhome (OOH) – the UK’s oldest media channel.
54 _ The best outdoor campaigns of 2010
Why? The answer lies in a campaign of unprecedented targeting, flexibility and relevance that harnessed all the benefits of roadside OOH, new and old.
and waste – the floating vote had to be convinced that Tory government meant change for the better. This was done through:
A four pronged strategy
- High impact visuals on large format
1. Street by street – taking the right messages to the right voters
- Clusters of phone boxes taking the spectrum of ‘Big Society’ policy to our high streets
The marginal seats were key to this election. Between January 2010 and the 6th May over 45 different reasons to ‘vote for change’ were rotated across 650 constituencies; often with only a couple of days notice.
- Traditional election tactics; such as using Advans to capitalise on PR opportunities and posters outside major publishers / broadcasters as notice boards.
Posterscope mapping tools matched 1.7 million postcodes and +90,000 posters to constituency boundaries Nov 08 – May 09. This database enabled immediate allocation, print and despatch of creative according to poster, street, constituency, constituency type (e.g. Liberal or Labour swing seat) and TV region. We built bespoke schedules in 96 primary and 105 secondary constituencies. There was no ‘one size fits all’ approach – e.g. St Ives required a very different treatment to Hammersmith. Posterscope’s field force visited every target seat, hand-selecting every panel to ensure we had the best. Their recommendations, with rationale and maps, were sent to field campaigners, all over the country, for approval. An open dialogue occurred between Poster and Party regional experts. By November 2009, six months ahead of the election, we had secured the best 985 poster sites across 201 key constituencies. Those slower to market were effectively road blocked. 2. Building trust and confidence through scale, stature and frequency National 96s launched the campaign on New Year’s Day. Continuity, where it mattered, was delivered via a permanent holding of sites in marginal constituencies and areas of influence. Spikes of 96s and 48s, reaching 77% of voters 20 times every month, maintained momentum with activity peaking in the four weeks immediately preceding polling day. In total, over 12,000 posters were deployed. 3. ‘Vote for change’ Gordon Brown versus David Cameron, ‘Big Society’ versus perceived Labour paternalism
The best outdoor campaigns of 2010_ 55
4. Digital immediacy Digital OOH facilitated absolute agility when it came to influencing the news agenda. For the first time we could be both proactive and reactive in the OOH space. We built a mechanism so that screens could be updated with copy, live, at any time of day or night. On at least four occasions our tactical messaging made the national news – an estimated £1,000,000 of earned media. Conservative supporters were even able to feed live twitter updates to OOH screens (although this wasn’t funded by the Conservative Party):
• All five waves of the roadside campaign received at least one hour’s coverage on all 24hour news channels, featured on both the Breakfast and Six O’Clock News, were covered by all national newspapers and instigated vast online activity. • +80% national coverage – even Gordon Brown commented on the posters during one of the televised election debates. Tom Edmonds, Conservative Party Creative Director said: “Politics always moves fast – but in an election year, it moves at a breakneck pace. Throughout the 2010 campaign, MPG Media Contacts and Posterscope made sure the Conservatives were always one step ahead. Working with our regional polling experts they created the most targeted plan in British political history; allowing us to select poster locations and executions on a street by street basis, in order to hit the right voters with the right messages. They provided us with complete flexibility on our media buying and responded to all our requests in a matter of hours. Put simply, our campaign would have been nowhere near as successful without them.” The Prime Minister David Cameron said:
Unprecedented trading flexibility secured our commitment Geography and campaign phasing were vital; however with OOH demand up 15% YOY, achieving this meant early approval in an open market. But, only Gordon Brown knew the election date and he only had to give 28 days notice! Our media owner relationships were leveraged to secure over 12,000 sites on rolling option for indefinite periods. Where necessary we booked with the ability to cancel without penalty.
Results We achieved what we set out to do – David Cameron is now our Prime Minister. • +28% swing in those constituencies with posters vs. those without - where the swing was from Labour to Conservative (6.3% vs. 4.9%) • Tactical OOH made the Ten O’Clock News four times: estimated £1 million of generated PR.
“I really am grateful for all you did to help us. I know the campaign was incredibly hard work with very short deadlines and competing demands. But I don’t recall a more professional or well executed campaign, and I cannot tell you what it means as leader going from rally, to event, to press conference, to meeting, to tour with everything running so brilliantly.”
56 _ The best outdoor campaigns of 2010
Best use of roadside / Highly commended / San Miguel Campaign: Make Time / Agency: OMD UK / Specialist: Posterscope
The Problem San Miguel had ambitious volume and value share growth targets in 2010. We ran a TV campaign in 2009 to deliver the brand’s new proposition - ‘It’s Not A Quick Beer’. The aim was to bring the Spanish culture of extended quality drinking and socialising time to a country where
the emphasis was usually on a ‘quick beer’. TV gave San Miguel credibility amongst trade buyers to give the brand national listings, but TV tracked badly with the consumer. People weren’t drinking enough to sustain the listings it had gained. San Miguel’s distribution was under threat unless consumers bought into brand in a big way.
The best outdoor campaigns of 2010_ 57
didn’t consume TV in the social way they consumed outdoor – when they were driving home or out with friends and in the frame of mind most conducive to a social pint.
3 challenges in 2010 1. We needed to cement the ‘It’s Not A Quick Beer’ in the consumer consciousness, revitalise sales and challenge the accepted default broadcast strategy at Carlsberg of using TV for every big brand campaign. 2. We also had to show the trade that the brand had national scale and was worthy of being stocked across the country. 3. Given that San Miguel had plans to significantly increase their sales volumes it was imperative that both the consumer and trade audiences considered the brand of high quality and therefore worth the price premium it commanded. Any media we used needed to demonstrate the brand’s premium credentials and reinforce that it was worth paying extra for.
Insights The San Miguel audience was young, ABC1, based in urban areas, with busy lifestyles and hectic work schedules. Touchpoints analysis showed that they were time poor and out-of-home a great deal. The average San Miguel drinker was 37% more likely than average to be juggling responsibilities with active social lives. They worked hard and enjoyed a post-work pint to wind down and over-indexed at commuting to and from their city jobs by car. In consumers’ minds San Miguel also had a positive association with warm weather (based on Spanish holidays where they were likely to have first encountered the brand), therefore the summer was a key aperture.
Strategy Capitalise on the summer by reminding our busy target audience to slow down and ‘make time’ for San Miguel.
San Miguel audience socialising and consuming media Socialising and watching TV Socialising and out-of-home 80 70 60 50 40 30
32%
30%
20
29% 28%
22%
10 0 00:00
10% 16%
15%
13%
13% 23:30
Source: IPA Touchpoints
Awareness: By consolidating the media budget (which had been allocated to TV and press the year before), we were able to plan an outdoor campaign that delivered 81% coverage. Proximity: There is no medium like outdoor that could so effectively remind our urban-based target audience to meet their friends for a San Miguel after work or at the weekend while they were in city centres and close to pubs and supermarkets that stocked the brand.
To execute our strategy effectively we needed a media solution that would do the following:
Quality: By opting to spend the majority of our budget supporting large format posters and specials we were able to constantly reiterate San Miguel’s premium credentials throughout the duration of the campaign.
• Deliver high awareness on a national scale
Implementation
• Reach our audience close to the point of consumption
We tailored the selection and phasing of our outdoor in order to meet our three key strategic objectives for the brand:
• Convey San Miguel’s premium brand attributes
Why roadside outdoor was the perfect solution Audience lifestyle: Touchpoint analysis showed us that TV was consumed infrequently by our audience, usually via catch-up services online. They
Awareness: Knowing that 77% of our audience commuted to work by car or tube we ran a two week national burst of roadside 48 Sheets in early August on arterial roads around major city centres where our audience over-indexed. We supplemented the reach of these 48 Sheets by
58 _ The best outdoor campaigns of 2010
running high impact digital panels on the M4 and digital LCD panels on the London Underground targeted to the post-work rush home which ran Thursday to Saturday evenings only. Proximity: The national burst was followed by a month-long campaign centred on cities where San Miguel aimed to grow distribution. Our partner Posterscope used sophisticated mapping systems to identify drinking hotspots in London, Leeds, Manchester and Birmingham where drinkers were most likely to make quality time for San Miguel. In these towns we ran 6 Sheets in proximity to target bars and supermarkets and a mix of backlit and digital 48 Sheets in high traffic urban areas where dwell time for our ABC1 urbanites was highest. Quality: Across both bursts 48 Sheets were crucial in adding stature and quality. We ensured a high quality of sites by only buying posters that had high VAC scores. Despite buying tactical proximity formats we were able to beat the national average 6 Sheet VAC score by 5% with an average campaign score of 68. To enhance the premium feel of the campaign further we used high profile digital sites including the Hammersmith P10 and the entire universe of Digital 48 Sheets in London.
The San Miguel outdoor campaign was 10% more likely than average to deliver positive brand consideration Response to brand - brand appeal & future consideration Effect on future consideration Net consideration The ad makes.... 4
If anything, the ad makes me less likely to consider the brand
9
49
No difference to which brand I might consider
55
+10% vs. Average
Me a little more likely to consider the brand
33 28 14
Me much more likely to consider the brand
9
San Miguel Outdoor
Average Outdoor
Results
Base:
Sun Dial (211)
M3Q9:
How did this advert make you feel about the brand?
Sales and distribution: By the end of the campaign, San Miguel reported a 32% increase in volume year on year vs. total category growth of 15%. The brand also acquired a market leading share of 25% versus stiff competition.
M3Q10: Which of these statements comes closest to describing the way the ad makes you feel about considering the brand next time you want a lager?
Consideration and purchase intent: Purchase consideration rose by 10% while two thirds agreed that San Miguel was both a quality beer and a beer worth spending time over. Tracking showed a similar uplift in brand attribute metrics around quality and image, as well as an overall improvement in brand appeal and consideration by 39% and 42% respectively. Media Efficiency: By pooling everything into outdoor we got 7% more total reach than we could have achieved had the same budget been deployed in TV. Why we should win: in a TV dominated marketplace we took a brave decision to invest all we had into roadside outdoor. In doing so we won back the consumer, secured the support of the trade, improved distribution and revitalised sales.
Source: HPI Research August 2010
San Miguel 2010 outdoor usage and attitude key metrics Agree or disagree with the following statements Top 2 box Adshel San Miguel is a quality beer
San Miguel is a beer suitable for slower tempo drinking occasions San Miguel is a beer to be seen drinking
ABC1 Males Billboard
57%
Total Sample
55%
57% 66%
66%
55%
57%
57%
37%
37%
43%
43%
Source: Clear Channel Research Monitor 2010
The best outdoor campaigns of 2010_ 59
Best use of roadside / Shortlisted / Michelin Tyres Campaign: Context is King / Agency: MEC / Specialist: Kinetic Worldwide
Executive summary A very simple but highly effective strategy – we persuaded Michelin to break category convention and use roadside to bring immediacy to their brand benefits and reach their target audience at a relevant moment – i.e. whilst driving in their cars. This change of strategy resulted in almost three quarters of exposed drivers agreeing that Michelin tyres helped cut fuel costs as well as a massive 25% increase in brand preference.
Background Coming into 2010, Michelin faced some harsh business challenges. Michelin is a premium brand; the recession was biting hard, market
share was being challenged by cheap imports such as Yokohama, Toyo and Hankook – the end result being consumers were prioritising immediate savings over long-term benefits. Michelin had to remind customers of the value of buying the most premium tyre on the market. To answer this business challenge, Michelin planned an ambitious campaign to remind consumers of the three key benefits of a Michelin tyre – it lasts longer, stops shorter and saves fuel with every journey, reminding consumers that they couldn’t afford not to fit a Michelin tyre. To do this advertising had to deliver against two objectives:
60 _ The best outdoor campaigns of 2010
1. Remind people of the premium value of a Michelin tyre by building brand preference 2. Make consumers understand that paying more for a premium tyre could mean saving money in the long-term
Put context at the heart of the plan Despite their natural relationship with the roadside environment, tyre manufacturers have long ignored OOH as an opportunity to build a relationship with motorists. Category spend is focused on TV, print and digital. We seized the potential of roadside to remind customers of the value of premium product, exploiting the combination of high impact, premium feel and contextual relevance that no other medium could deliver. The campaign came in two phases – a launch phase to build brand preference by reminding customers of the premium value of the Michelin tyre and a reminder phase to forge association between Michelin tyres and savings in an environment where this would resonate most.
With a premium brand talking to motorists, putting roadside at the heart of the campaign made intuitive sense. Using Kinetic’s Academy selector tool, we identified 96 Sheets and specials as the best opportunity to reach our Premium Driving audience (ABC1 Men 35+), delivering the most powerful combination of reach, index and impact to make our audience feel that Michelin was having a conversation just with them.
Strategy and execution Launch phase: bringing the consumer fuel saving battle to life Bringing the consumer fuel saving battle to life was vital. The lynchpin of this strategy involved building a series of 2D special builds on key arterial 96 Sheets to literally bring the fuel saving battle between the Michelin Man and the ‘Evil Fuel Pump’ into the realm of the motorist. Additionally a 3D special build on the Cromwell Road/A4 commuter corridor enabled us to get through to an audience close to our hearts with a subject close to theirs.
The best outdoor campaigns of 2010_ 61
Reminder phase: forge the relationship between Michelin tyres and fuel savings With brand preference built, the job was to cement the relationship in consumers’ minds between a premium tyre and saving money on fuel – not an obvious association. This was something TV alone could not achieve. Research has shown that TV delivered awareness but that no amount of frequency could make consumers understand the relationship between their tyres and the amount they were paying at the fuel pump. The natural recourse for explaining benefits is usually online. However, we needed consumers to feel the importance of the battle against fuel prices – again, roadside provided the ideal route. By targeting MSA and forecourts in this phase, we not only reached our premium audience cost effectively, but forged the relationship between tyres and fuel costs at a moment where the message could not have felt more relevant.
The results Launch phase We’d naturally expect a premium, high-impact campaign to do much to remind consumers of the premium heritage of the Michelin brand – top of mind awareness increased by 13%. However, the campaign went much further than that. Analysis showed that brand preference increased by 25% – a massive leap forward for Michelin in a challenging metric. Reminder phase The results speak for themselves: 73% of exposed consumers said that Michelin tyres helped cut fuel costs compared with 33% for the total audience after the launch phase. “We’re delighted with this roadside campaign which successfully conveyed Michelin’s fuel saving brand message in a relevant context and reinforced our media activity in a creative way producing results that really fulfilled the brief.” Louise Shenton, Image Communications Manager, Michelin
62 _ The best outdoor campaigns of 2010
Entry case studies Best use of continuity in outdoor 63 H&M Continuity (H&M) 66 M&S Style (Marks & Spencer) 69 Autumn/Winter Holding (Channel 4) 72
Sky HD Outdoor Network 2010 (BSkyB)
The best outdoor campaigns of 2010_ 63
Winner / Best use of continuity in outdoor / H&M Campaign: H&M Continuity / Agency: UM London / Specialist: Kinetic Worldwide & IPM
Part of the media landscape With almost 200 stores across the country, H&M is a familiar fixture on the UK high street. Its bold red branding has become synonymous with fast fashion and accessible trends, and its must-have designer collaborations have truly set it apart, guaranteeing global success. The strong presence of H&M on the high street, however, comes only in part from the stores themselves. It is the stunning, impactful outdoor campaigns that are rolled out almost continuously that really put H&M in a league of its own and make it the high street fashion brand that is consistently on people’s radar. Live for almost half of the year and spanning every outdoor format imaginable, our H&M campaigns have become embedded into the out-of-home media landscape. What’s more, our presence is increasing year on year, and it is now by far our principal medium for any campaign, accounting for 62% of our entire media investment (up from 16% in 2006). 4,000,000 3,500,000
H&M outdoor investment
H&M outdoor investment (2006-2010)
Door Drops Radio
3,000,000 2,500,000
Internet
2,000,000
Cinema
1,500,000
TV
1,000,000
Outdoor
500,000 0
Press
2006
2007
2008
2009
2010 Source: Nielson spend data
H&M outdoor investment (2010)
Internet 3% Internet 3% Radio 0% Radio 0% Press 33% Press 33% Outdoor 62% Outdoor 62% TV 2% TV 2% Source: Nielson spend data
What’s more, as new collections and new designer collaborations emerge, we’re finding bolder ways of delivering our message and creating stand-out in the outdoor arena. Our commitment and dedication to the medium is of a scale that few others could match.
Keeping ‘with it’ H&M has a permanent presence on the UK high street, but its collections are constantly changing in line with new trends (with stocks refreshed every two weeks), so it projects a real sense of momentum and continuous development. It’s crucial that our media strategy reflects both of these traits, both literally (for example using buses on the road) and perceptively. Through consistent media and creative, we have therefore created a sense of continuity, the perception of an ‘always on’ strategy and a sense of anticipation for new campaigns. However, continuity also poses some challenges: How can we keep campaigns fresh?
64 _ The best outdoor campaigns of 2010
How can we drive efficiency? How can we ensure we are maintaining presence in our most effective channels as well as embracing new and innovative ideas? Over the last few years we have been finding new and innovative ways to address these questions. 2010 saw a shift away from a panel distribution driven by macro areas to one based on store priorities, for example. This allowed us to skew distribution to support key stores in a way that we had never done before, maximising sheetage and minimising wastage. Let’s first consider our general fashion campaigns, though, which show an increasing commitment to the OOH medium.
Making a fashion statement Between 2006 and 2010 the number of main H&M fashion campaigns supported by outdoor has doubled. There are a number of reasons we have pushed the medium, and believe it is such a perfect fit for H&M. One is proximity. We want to get to consumers when they are perfectly placed to absorb messages and take action; when they are out and about, travelling, shopping or socialising: the perfect mindset. Insights have taught us that outdoor is key at every stage of the decision-making process for our audience, and they are 60% more likely to agree that brands advertised on outdoor are relevant to them. Each of our campaigns is therefore mapped to ensure proximity to store and high density citycentre presence, as well as presence on arterial routes. We look at where our consumers live and shop, and we identify the areas that are most heavily populated by our target audience. This creates an invitation to store and reaches c.66% of our target audience. March and September are always highly demanded periods by fashion advertisers. In 2009 and 2010, we cemented our commitment to outdoor through advance booking of our priority formats and periods to ensure that we would be present at these critical times. Central London stores account for a significant amount of UK selling but this area is notoriously hard to reach via roadside. The use of high quality illuminated 12 Sheets and Gold T Sides enable us to target this area and capture H&M’s consumers above or below ground. These
formats alone reach well over 80% of our audience and over the last three years have become a key part of H&M’s outdoor strategy. In 2010, we also employed a tactical use of digital LCDs on the London Underground, as a final reminder on the first day that each new campaign lands in store.
An exclusive range The multitude of formats available to us across outdoor means that when it comes to planning one of H&M’s more exclusive campaigns, such as a designer collaboration, we can use one-off iconic sites to create impact and anticipation. More standard, high-street based formats can be used alongside these for the main fashion campaigns. In 2006, we only used TV to support these campaigns; in 2009 and 2010 we used OOH for all four of our designer collaborations. These were with esteemed designers Matthew Williamson, Jimmy Choo, Sonia Rykiel and Lanvin. Whilst these campaigns varied massively in terms of distribution and quantities, the multi-dimensional nature of outdoor meant that we could tailor campaigns to work within these parameters. Iconic sites, such as London’s IMAX, and projections onto Marble Arch, were used to make a bold
The best outdoor campaigns of 2010_ 65
statement, create anticipation and desirability and high quality premium formats including illuminated 12 Sheets and Gold T Sides ensure that the range is seen as accessible to the masses. Over 90% of Jimmy Choo garments were sold on the launch day! Mega 6 Sheets and digital large format are also an important component in adding a new dimension to these campaigns. With all of these designer campaigns, OOH was able to create massive impact and uniqueness, perfectly mirroring the designers and the collections themselves.
New store support Another key element to our H&M campaigns has been around new store openings. Again, OOH has allowed us a proximity and immediacy that no other medium could provide in supporting H&M’s aggressive store opening policy. Our clear approach of using impactful formats to drive footfall and anticipation around new stores has proved extremely successful in targeting at a local level. From 2006-2010, outdoor, alongside local press and radio, was used in over 20 store openings. The Regent Street and Camden stores are two examples.
H&M Home This was a particularly special new store opening, as it introduced an entirely new concept to the UK: H&M Home. To tie in with the grand opening, we used a range of OOH formats to give the area directly surrounding the new store a complete make-over. Our strategy was to turn Oxford Street into a beautiful H&M Home space. In a media first, we gave the drab Oxford Circus Underground station a H&M facelift with bright appealing wall vinyls and posters dominating the main exit tunnels. Digital escalator panels (DEPs) and escalator silver centres added that special touch. This striking space interrupted people’s commutes by transforming the space into a cosy interior, embedding H&M Home clearly into their minds. The multiple screen and mega wall formats were also perfect for showcasing the broad range of products that H&M Home had to offer. On the streets, we created homely bus shelter zones and liveried taxis added a sense of momentum, fun and excitement.
We even included copy on the tip-up seats in the cabs, to ensure H&M Home was fully integrated into people’s Oxford Street shopping experience. The sales results we saw, and the buzz created around the new store opening, were overwhelming. With a relatively small media spend, and very clever use of outdoor advertising in the locality, we managed to deliver one of H&M’s biggest launches of a new concept in the last five years. This would not have been achieved via any other media platform.
Surprising results all round Through consistent growth in outdoor, H&M is now live for 22 weeks of every year (versus six in 2006) – a clear demonstration of continuity in our strategic approach. H&M has visibility on almost every high street in the UK, and a media strategy that many of its competitors have tried to mirror. The variety that OOH offers has been pivotal in affirming and marketing H&M’s unique positioning as a high-quality fashion brand offering high street prices. We have exploited various mediums to help differentiate between the brand’s regular fashion collections, its launches and its designer collaborations. This multi-format, consistent presence has led to brand awareness hitting a huge 98% and a 700% shift in 16-30s agreeing that H&M would be their first choice. (Clear Channel Research Monitor 2009). Outdoor is clearly driving excitement and PR around the brand, with hundreds of people queuing at the launch of designer collections and new openings. On the day of the H&M Home launch, the intrigue and anticipation our OOH activity around the Oxford Street area led to a sales increase of 25% versus the same day the week before – predominantly driven by the Home collection. The press launch generated a huge amount of PR, and at the packed out event the store’s average transactional value (ATV) increased by more than double – even though all guests were already given over £50 of free home goodies! Despite tough economic conditions, H&M globally reported a 15% sales increase for 2010, demonstrating that our commitment to media investment (of which outdoor made up the lion’s share), had a hugely positive impact on sales.
66 _ The best outdoor campaigns of 2010
Best use of continuity in outdoor / Highly commended / Marks & Spencer Campaign: M&S Style / Agency: Walker Media / Specialist: Posterscope
M&S: The five pillars 1. Unwavering confidence in the role of outdoor 2. Continuous support for the medium across the year 3. Consistent innovation in the way we plan and implement outdoor 4. Building true partnerships with media owners 5. Breaking the rules
1. The role of outdoor As a large multi-media advertiser, identifying clear and primary roles for each medium we invest in has been crucial. Walker Media identified outdoor as being key to build on the broadcast reach that TV creates as well as magnifying the frequency of press. Back in 2004 when we first introduced a high profile outdoor campaign to their more traditional media mix, we
also wanted to change perceptions of the brand with customers, the City and key opinion leaders. M&S is now the 10th largest outdoor advertiser in the UK (AdDynamix Jan-Dec 2010). Outdoor allows M&S to communicate with stature and confidence to a busy yet engaged audience. Heavyweight, multi-format roadside presence dominates the landscape of the UK when we are active and we use outdoor not only to drive awareness of a new range but more importantly to inspire our audience with traffic stopping and fashionable creative. We buy large format, premium sheetage and lots of it‌. supporting a number of creatives; whether it’s Dannii Minogue and a handbag or Twiggy and her trusty cardigans! Our mantra for M&S, across all our communications is: Focus, Authority and Energy.
The best outdoor campaigns of 2010_ 67
OOH is no exception and is a channel that encompasses all of these qualities:
Sites and copy rotation are hand selected, ensuring the full range is showcased.
Focus – fewer things better; unmissable campaigns throughout the year.
2. Continuous support for the medium Not only have M&S used OOH continuously since 2004 but guaranteed Sunday posting ensures that every booked in-charge period runs at a 15 day minimum, giving us a competitive advantage, as well as driving traffic in-store earlier. Our long-term holding sites on the Harrow Road also ensure presence outside M&S HQ at key points in the year. The chart below demonstrates our OOH visibility across 2010.
Authority – be confident in everything we do; large dominant formats across the UK. Energy – use OOH to operate like a retailer but surprise with our exceptional style credentials. Quality of environment is paramount and this means that outdoor formats are carefully chosen. Illuminated, large format and portrait sheetage provide unrivalled domination and, with a VAC score of +10, create huge standout.
3. Consistent innovation They say imitation is the best form of flattery and M&S has been subject to a number of challengers over the years.
We also use Posterscope’s OCS survey to help us understand the role OOH has supporting TV in the media mix.
Flattery aside, we have never rested on our laurels. M&S business imperatives change and our competitors in fashion, and more recently in food, have continued to expand their presence in the OOH market. We have continually moved forward - investing heavily in the most exciting and engaging formats in the market including Towers, digital, premium portrait formats with halo lighting and iconic M&S badges.
Marks and Spencer OCS Summary •6 2% of target audience are medium/heavyweight consumers of OOH (2nd only to TV) • 84% notice OOH advertising (2nd only to TV) • 91% of our audience drive as part of their daily journeys (index 122) • 55% notice Roadside Billboards (2nd only to Supermarket 6s which we can’t advertise on due to competitive nature –index 120) •6 0% will check out offers/new products in store after seeing a poster (index 140) • 60% think that posters are a good way of finding out about new products (index 120) • 40% think posters keep advertiser front of mind (index 130)
In 2009, high street retailers suffered significantly and the need to reinforce M&S quality credentials was imperative. This led to our first ever three week campaign combining food and fashion: “Quality Worth Every Penny”.
Source: OCS – female not working (net) children in HH (<16) Main Household Grocery Shopper (always/almost always)
Through detailed mapping we also overlay our panels to M&S’ key target audiences ensuring our campaigns are working as effectively as possible. Campaign Environment Regionality Formats
Fashion
Money
Paper 48s
29 Mar
5 Apr
12 Apr
We have also used outdoor on a number of occasions to drive PR and launch impact… 19 Apr
26 Apr
31 May
10 May
17 May
24 May
31 May
7 Jun
Summer Break
6 Sep
13 Sep
20 Sep
27 Sep
4 Oct
11 Oct
18 Oct
Roadside
National
28 Mar - 5 Apr
9 - 24 May
12 - 27 Sep
10 - 25 Oct
Roadside
Key Cities Backlight 48s
28 Mar - 5 Apr
9 - 24 May
12 - 27 Sep
10 - 25 Oct
Roadside
London
28 Mar - 5 Apr
9 - 24 May
12 - 27 Sep
10 - 25 Oct
Roadside
Key Cities Prem 500s / Mega 48s
28 Mar - 5 Apr
9 - 24 May
12 - 27 Sep
10 - 25 Oct
Roadside
Key Cities Portraits (Mega 6 & Mega 4)
28 Mar - 5 Apr
9 - 24 May
12 - 27 Sep
10 - 25 Oct
Roadside
Key Cities Portraits (Prem 250 & 450)
28 Mar - 5 Apr
9 - 24 May
12 - 27 Sep
10 - 25 Oct
Roadside
National
28 Mar - 5 Apr
9 May - 7 June
12 - 27 Sep
10 - 25 Oct
Roadside
Key Cities Backlight 96s
28 Mar - 5 Apr
9 May - 7 June
12 - 27 Sep
10 - 25 Oct
Roadside
Key Cities Prem 1000s / Mega 96s
28 Mar - 5 Apr
9 May - 7 June
12 - 27 Sep
10 - 25 Oct
Roadside
London
Portrait Towers
28 Mar - 5 Apr
12 - 27 Sep
10 - 25 Oct
Roadside
London
Cromwell Road Domination
28 Mar - 5 Apr
Roadside
London
The Torch
28 Mar - 5 Apr
Roadside
London
Two Towers
LED 48s
HD 96s
Underground London
DEP’s
National Rail London
Backlights
Underground London
Ticket Gateways
9 - 24 May
9 - 24 May 10 - 25 Oct 24 May - 6 Jun 12 - 27 Sep 12 Apr - 9 May
10 - 25 Oct
25 Oct
1 Nov
68 _ The best outdoor campaigns of 2010
• In May 2009, our infamous lingerie image was used in our outdoor campaign and became national news. ‘Marks and Spencer current advertising could easily distract attention from the road.’ James May, BBC Top Gear presenter • In 2010, M&S had a new cast of models to introduce. The “Crominator” provided unprecedented impact on one of the busiest roads in Europe - the perfect vehicle to launch the girls to our audience.
4. Building true partnerships with media owners
(fashion) was up 7.4% with growth in share across all areas of clothing. Our latest advertising campaign has driven even more customers into our stores and has delivered a record autumn season on women’s footwear.” • Our recognition scores regularly outperform benchmark averages (Hall & Partners).
Benchmark averages Unbranded recognition of outdoor advertising Spend (£000’s) 286
With a guaranteed commitment to the medium we regularly run a detailed brief for major roadside contractors to pitch for the business. Through this process, media owners gain a guaranteed laydown of budgets, potential for increased share, opportunity to work with a heritage brand, third party endorsement of inventory and a preferred supplier status. In return M&S receive unprecedented value and the opportunity for leverage and continuous evolution within our OOH strategy.
5. Breaking the rules Through M&S’ continual investment with key partners, we have been able to push the boundaries: • 24 hour posting on the Sunday before in-charge ensuring longer 15 day campaigns • Exclusion competitor zone around the M&S Head Office and around panels next to our campaigns • Site clusters and scrollers to showcase range
32%
580
405
243
730
15%
13%
Telecoms Company
22%
16%
Internet Travel
Alcohol
Frozen Food Brand
Opticians
Chocolate
Chocolate
% recall (max) 46%
50%
41%
40%
38% 34% 31%
10% 0%
QWEP Sept 09
March Style 10
May Style 10
Sept Style 10
Source: Hall & Partners
•R esearch results demonstrated that outdoor and press work well together, delivering a combined recognition score of 70% (Posterscope Research).
“We know that our advertising campaigns need to reach a broad target market with impact and a quick cover build if they are to be a success. Outdoor gives us just that and it has therefore been an integral part of our media strategy for the last six years. Working closely with our outdoor suppliers has allowed us to realise additional benefits such as first mover access to new formats and guaranteed Sunday posting.”
• Marc Bolland, Chief Executive of M&S said of the multi-media approach “general Merchandise
Richard Smith, Head of Marketing Communications Planning, M&S
• Illumination on average +9
Petroleum Company
Unbranded recognition by campaign
• Full site lists three weeks prior to campaign delivery
• VAC on average +10
788
30%
Source: Hall & Partners
20%
• Unprecedented cost and quality value
168
13% 10%
• Rate protection if a period goes short-term
Results
764
28%
30%
• Bespoke M&S intranet sites with live posting reports
207
29%
• First option on any new builds
• Independent site inspection
296
Oct Style 10
Electronics Building Society Brand
The best outdoor campaigns of 2010_ 69
Best use of continuity in outdoor / Shortlisted / Channel 4 Campaign: Autumn / Winter Holding / Agency: OMD UK / Specialist: Posterscope
The background Channel 4 (C4) knows the value and effectiveness of outdoor. It has consistently been a significant spender in the market with over £36m invested over the last six years alone. Since its launch 30 years ago C4 has produced ground-breaking, provocative and inspiring programming. However, by the end of 2009 the channel’s historic brand strengths of ‘inspiring,’ ‘trendsetting’ and ‘thought-provoking’ showed worrying declines.
The challenge In the wake of the Digital Britain Report which effectively ended any hopes of government
funding and a new CEO with an independent vision at the helm, 2010 was going to be the year that C4 re-established itself as both commercially self-reliant and a public service counterpoint to the BBC. The end of the once ground-breaking but now much-maligned Big Brother, followed by an Autumn/Winter schedule packed with homegrown talent and top US imports was a clear signal of the broadcaster’s intent. However consumer opinion is notoriously difficult to change. Our challenge was to ensure that this shift in strategy paid immediate dividends. This meant not only reversing the decline in key brand scores but that commercial success was also vital – especially ahead of 2011 airtime negotiations.
70 _ The best outdoor campaigns of 2010
Why outdoor? C4 was back to its best and we needed TV viewers to realise this. The new programming was of the highest quality so we wanted to showcase programmes in the best environments. Furthermore we needed a medium that would reflect the stature of the broadcaster and our pride in the programmes. Finally we needed to emphasise our commitment to only the highest standards of programming. First we needed a medium that would reach these urban-centric highly mobile audiences in the weeks prior to transmission to force our way onto their intended viewing shortlist. Second we needed to push our programmes close to transmission to ensure that intention-to-view converted into real viewing behaviour. Outdoor provided the answer to all of our brand and targeting ambitions.
What we did We created a large format outdoor holding across roadside and London Underground which ran from August to December to communicate C4’s depth and breadth of programming. We secured the same sites across the whole 16-week period to build frequency against our audiences and create a sign-post for the season. In order to secure these sites, C4 had to commit in excess of £6m up front. We created stature and impact with backlit, digital and paper formats across eight key cities which we identified as creative hubs and target audience hotspots.
we could accommodate any new initiatives or opportunities into our poster campaign. Throughout the holding we worked closely with media owners in order to break traditional posting cycles. The Event, Hollyoaks, Any Human Heart and Morgana were all posted out of cycle in order to meet the specific needs of the individual project. For the final of Big Brother, we reposted the entire holding overnight on the Thursday before the Friday night final and then removed it all on the Sunday evening. The Edinburgh TV festival in August also gave us another opportunity to prove to C4 the flexibility of traditional OOH formats. Again in a space of 24 hours, we reposted all our sites in the city to promote C4’s paralympic coverage which David Abraham would be announcing at the festival over the weekend.
Innovation Innovation and creativity has always sat at the core of the C4 brand. The holding gave us the perfect opportunity to deliver against these brand values. Seven Days was a new type of reality TV programme where the audience could interact with the subjects of the show. We integrated realtime social network feeds into our Transvision and DEP activity which served to bring to life the show’s proposition in a meaningful way for consumers, as well as promoting the show.
Underpinning this we marked key transmission dates with digital out-of-home campaigns to drive conversion.
The campaign for The Event had the tag line “All will become clear” – a hugely fertile area for us to explore with posters. Using Night and Day technology on 10 of our best BL 96 sites, we created a format which was blurry during daylight hours, but as night fell came sharply into focus – a perfect extension of our tease and reveal campaign in other media.
Why C4’s outdoor holding should win
The results
Our challenge was to showcase our brilliant autumn programmes whilst also delivering flexibility, innovation and tangible results.
C4 enjoyed significant improvements across all of their key brand metrics:
Flexibility As with any modern media company, C4’s business operates at a frenetic pace and it is vital that their media and marketing output is able to respond to the demands placed upon it. Scheduling changes can happen suddenly and without warning so we had to ensure that
• 69% of people thought the posters gave them a better impression of the channel – up a massive 60% from the start of the holding • 77% of people said C4 was their top rated channel (up 30%) making it the number one favourite channel in the final stage of research Vitally these improvements in brand metrics and channel preference translated into real viewing
The best outdoor campaigns of 2010_ 71
behaviour. All of the programmes within the poster holding enjoyed strong viewing numbers: • This is England ‘86 and Phoneshop were up 60% vs. slot average • Long-running soap Hollyoaks enjoyed a 24% uplift in average viewers All of the shows enjoyed large shares against our two key commercial audiences.
The future The Q4 2010 outdoor holding campaign was deemed such a huge success, C4 have already committed to replicating the campaign in Q1 to showcase this year’s best programmes and in doing so continue to improve brand perceptions, attract commercially lucrative audiences and achieve fantastic return on their significant investment.
72 _ The best outdoor campaigns of 2010
Best use of continuity in outdoor / Shortlisted / BSkyB Campaign: Sky HD Outdoor Network 2010 / Agency: Sky Brand Marketing / Mediacom / Specialist: IPM
The background A key pillar of Sky’s marketing strategy is to position Sky as the leader in HD entertainment. In the last two years the number of HD channels Sky offers has almost doubled and content available ranges from mass market Sports to niche programming on Sky Arts. The key objective that our HD media strategy needed to deliver was that Sky’s exceptional range of HD content was worth paying for. Our media strategy needed to deliver in three areas: 1. Showcase high quality HD content in an impactful way
2. Deliver key campaign messages throughout the year (e.g. Sky Sports and Christmas Movies offerings) 3. Drive tune-in to specific HD shows AV Media (TV, Cinema, VOD and Digital) allowed us to showcase HD video but we needed an outdoor solution that would help us drive frequency, impact and cover in a flexible way.
The challenge for out-of-home We looked to plan and implement a stand alone “Premium” broadcast long term outdoor campaign that:
The best outdoor campaigns of 2010_ 73
• would showcase the best of Sky’s content using the best available print and digital technology • could give Sky ownership of a key strand of the outdoor market • offered national reach without compromising on quality •a llowed for the optimum use of two creative executions per burst - but potentially cope with more • could be flexible in terms of posting - to suit Sky key dates • could be up-weighted nationally or regionally using a range of static, transport and digital formats • did not demand a price premium for good quality sheetage
An HD solution Leading up to 2010 various media owners (JCD, Clear Channel and Titan) launched HD vinyl alternatives to large format traditional paper and paste poster sites. The launch was welcomed in the market but difficult economic conditions (and lower than expected occupancy levels) in 2009 meant that demand fell short of supply and the development of these sites halted. HD digital screens had also become commonplace in transport and leisure environments. Against the background of a weak market IPM / Mediacom and Sky sensed an opportunity. JCD and Titan’s HD 48s offering matched Sky’s HD best of pay objectives. Entering the market at its optimum point it was possible to purchase (on a long term basis) a national network of premium vinyl HD 48s sites that gave Sky a point of difference from all other advertisers. Once the booking was made national roadside HD 48s would effectively be exclusive to Sky giving them ownership of the majority of this product. At a single stroke, Sky gained control of a brand new premium format from which to showcase its high quality HD content and programming. Furthermore this acquisition meant that Sky’s advertising would become instantly recognisable to its audience by appearing on the same handpicked sites. This created potential excitement and anticipation ahead of transmission. HD digital Sky also took advantage of a long term
presence on networked HD digital LCD 6 Sheets on the London Underground and in the Westfield shopping centre. Sky used their scheduling experience to take maximum advantage of the day part and dynamic possibilities. The digital elements could be used to bolster tactical press campaigns by updating Transmission (TX) dates, Live Scores and limited offers.
The detail Period: 4th Jan to 20th Dec 2010 (50 weeks) Regionality • Roadside: National towns and cities with populations of over 100,000 •T ransport and Destination: London and South East Shape of the campaign • We built a stand alone long term holding of sites that had at its core 800 x national HD vinyl 48s • 200 x static paper 48 Sheet sites were picked in order to balance the distribution and deliver optimum reach • 30 x Backlight 48 Sheets panels were chosen in key cities to make sure the holding was also visible on the most high profile arterial routes • 50 x Rail HD 48s Sheets were picked in high footfall stations to hit people waiting for trains heading into London • 50 x London Underground LCD Digital 6 Sheets were selected in the top 12 stations • 10 x Westfield panels were chosen in proximity to Sky’s most successful Sales Kiosk • We also negotiated a 56 extra days to (be used for 3 days at a time) of space on digital formats to drive programming awareness • Cross track projections • 17 x Transvisions •20 x Digital 48 Sheets
What did success look like? How did we break the mould in 2010? Helping the industry • Sky HD created a marketing event for out-ofhome by championing a new high quality format • The holding provided a much needed fillip for the Outdoor industry at a time when the industry
74 _ The best outdoor campaigns of 2010
were looking for some return on what may have been to be considered a risky investment
• The holding was also used as a base for 12 up weight spikes
Delivering reach
Continuing into 2011
• The campaign delivered 73% of all UK adults with an OTS of 205*
• In February 2011 – Sky Atlantic launched their Atlantic Channel with a large outdoor campaign promoting the new portfolio of HD content from HBO – The holding was as the core of the campaign.
• Millward Brown ‘Brand Perceptions’ research showed the Sky Outdoor Holding drove up scores amongst Freeview viewers in terms of a view Sky has HD content worth paying for
*IPM Investment estimates based on Postar Data
• Artwork leadtimes were shrunk to 5 working days before the posting of the campaign
“The Sky HD Outdoor Network allowed the Brand Marketing Team to be fully confident that the quality and breadth of our HD content was at the forefront of consumer’s mind when on the move. We were able to remove our marketing output from the shackles of 2 week posting cycles so that our messaging worked efficiently when we wanted it to. Adding a layer of networked HD digital sites to the holding allowed us to bring even more elements of our business portfolio (that require flexibility of timing) in front of consumers of outdoor media.”
• With a platform of 1140 sites sky were able to transform their outdoor strategy
Steve Beckett - Head of Media Planning at British Sky Broadcasting
• In December 2010 Sky celebrated hitting their target subscriber base of 10m Flexibility • There were 28 copy changes - allowing 94 key messages to run throughout the year • 12 campaigns were posted outside of traditional posting cycles
Clear Channel UK 33 Golden Square / London / W1F 9JT / United Kingdom T +44 (0)20 7478 2200 / clearchannel.co.uk / @clearchanneluk