Celebrating the best of outdoor
We knew that it was going to be an interesting year for the Outdoor Planning Awards. The past 18 months have seen a step-change in the use of out-of-home, with new platforms and technology affording planners more opportunity to drive maximum value from the medium. We have seen this progress ourselves in the new generation of digital campaigns coming through our Play network and the briefs our Create team have delivered. Indeed, the number of ‘media firsts’ entered for these Awards is evidence
of how far planners are pushing themselves to break new ground. There was an overwhelming message of opportunity: that by combining intelligent planning with a well-thoughtout use of technology, we can work together to create a new standard in outdoor planning. So it is inspiring that the winning campaign demonstrated the power of outdoor fundamentals: reaching people that other media simply could not, with messaging that not only served as an announcement but also enriched their lives. Our winner, Digital UK, managed to raise awareness of the digital switchover message amongst a very hard-to-reach audience by combining micro regional
TV with multiple out-of-home formats at a truly local level, and successfully phasing the different elements of the campaign towards a single point in time. The conclusion is clearly twofold: technology-enabled out-of-home advertising has come of age; and thoughtful planning still delights by demonstrating the power of traditional out-of-home media. I would like to thank and congratulate all our winners, entrants, judges and our partner, Brand Republic, on making the awards such a vibrant showcase of the power of outdoor. Matthew Dearden CEO and Outdoor Planning Awards Judge, Clear Channel UK
The Judges (Left to right) Marc Mendoza, CEO, MPG Media Contacts Andrew Mortimer, Director of Brand and Media, BSkyB Philip Smith, Head of Content Solutions, Haymarket Brand Republic Group (Chair of the Judges) Gayle Noah, Media Manager, L’Oréal UK and Ireland Matthew Dearden, CEO, Clear Channel UK Tracy De Groose, Managing Director, Carat Mike Baker, CEO, Outdoor Media Centre Russell Place, Chief Strategy Officer, UM James Hilton, Co-Founder and Chief Creative Officer, AKQA Mick Style, Managing Director, MEC Manchester (not pictured)
The Categories The Grand Prize Best Use of Outdoor in a Multimedia Campaign Best Use of Digital in Outdoor Best Use of Multiple Formats in Outdoor Best Use of Innovation in Outdoor Best Use of Continuity in Outdoor
The Grand Prize & Best Use of Outdoor in a Multimedia Campaign Winner: Digital UK ‘Yorkshire’ entered by MediaCom The Grand Prize Winner is awarded to the most impressive entry across all categories. This year’s winner came from The Best Use of Outdoor in a Multimedia Campaign category which rewards the most outstanding strategy that uses significant outdoor advertising and at least one other media platform to get its message across. Facing the enormous challenge of raising awareness of the digital switchover amongst a hard-to-reach Yorkshire audience, Digital UK integrated outdoor in a multimedia campaign to ‘leave no one behind’ during this monumental public infrastructure change. Micro-regional TV, alongside an outdoor campaign planned by postal sector in order to target the correct transmission areas, were instrumental in delivering date awareness messaging. Other touchpoints such as press, radio and door drops played a supporting role, conveying more complicated messaging. A variety of outdoor formats were used, with 6 Sheets, 48 Sheets and 96 Sheets providing blanket coverage, while posters in trusted environments such as doctors’ surgeries, bus interiors and post offices served to convince the ‘traditionalist’ audience of the need to switch over. Results Yorkshire far exceeded awareness targets at all critical points and crucially achieved fantastic results amongst the ‘traditionalist’ audience. Judges’ comment
Highly Commended
“An expertly constructed campaign employing effective phasing and using local connectors with great success.”
Nintendo ‘My First Wii’ entered by MEC and Kinetic Shortlisted Fiat, Fiat 500 ‘TwinAir’ entered by Maxus, Kinetic, Yuki and Krow H&M ‘A Versace Frenzy’ entered by UM London and Kinetic Mercedes C63 AMG ‘Escape the Map’ entered by Maxus and Kinetic
Best Use of Digital in Outdoor Winner: Camelot, The National Lottery ‘Jackpot Support’ entered by MPG Media Contacts and Posterscope
This new category rewards campaigns which demonstrate the best use of digital in outdoor. Digital platforms or technology should be central to the campaign idea. Already a big supporter of digital outof-home, The National Lottery needed a refined media strategy that could cope with the pace, unpredictability, and complexity of the business, allowing high impact communications to be brought to market at less than 24 hours’ notice, and in proximity to the 7pm ticket sales shutdown. The strategy demonstrated a clear understanding of the ways in which outdoor screens are consumed depending on the environment, mindset and technology. Multiple copy changes
were used according to day, jackpot amount, and whether the messages were being consumed by commuters or were more retail focused. From specific 24 and 48 hour plans which could be turned on and off precisely, to larger scale digital campaigns to support ‘mega jackpots’ and tailored Wednesday and Saturday rollover plans, planning of digital out-of-home evolved to create solid econometric models which helped to understand the trigger points at which it is efficient to turn outdoor on, and at what weight. Results Out-of-home helped Camelot improve the overall ROI on the jackpot marketing plan, assisting in delivering record end of year sales.
Highly Commended AOL, Huffington Post UK ‘Blog All About It’ entered by MBA, Total Media and Posterscope Shortlisted ESPN ‘The Gift’ entered by Posterscope and Arena Media Heineken ‘Tweet Map’ entered by MediaVest and Kinetic ITV, ITV 1 ‘Rugby World Cup’ entered by Mindshare, Kinetic and Grand Visual
Judges’ comment
“An efficient, highly targeted campaign, with a compelling use of digital outdoor at key times.”
Best Use of Multiple Formats in Outdoor Winner: McDonald’s ‘Extended Hours’ entered by OMD UK and Posterscope
This category rewards success in a campaign which utilises two or more distinct formats as part of an outdooronly campaign or within a wider multimedia initiative. Multiple out-of-home formats were central to McDonald’s ‘Extended Hours’ campaign, to drive awareness of late night opening, from 11pm to 6am, to selected stores. Key to the brief was driving footfall of the 2 million travellers who are out and about through the night. The strategy identified key audience groups and habits and the campaign embedded the brand within the rituals of these groups, whether socialising, working or travelling. Multiple outdoor formats were utilised to hit every available touchpoint in close proximity to specific extended hours restaurants, with ATMs, petrol nozzles and 6 Sheets identified as key formats. The creative directed consumers to use a mobile restaurant finder in order to drive them into late night restaurants, demonstrating the strong relationship between out-of-home and smartphone responses. Results The campaign was a great success, delivering a huge uplift in traffic to the McDonald’s mobile store finder site. Most importantly it made a huge difference to sales between the hours of 11pm and 6am, delivering a solid and impressive ROI. Judges’ comment
“The judges applaud the campaign for its granular planning, excellent targeting and outstanding results.”
Highly Commended Heineken ‘Champions League Final Outdoor Activation’ entered by MediaVest and Kinetic Shortlisted Marks and Spencer, General Merchandise ‘Autumn 2011’ entered by Walker Media and Posterscope Virgin Media ‘Network Expansion’ entered by Fifty6 and Posterscope
Best Use of Innovation in Outdoor Winner: Unilever, Lynx ‘Angel Ambush’ entered by Mindshare, Grand Visual, Kinetic and Mind’s Eye
This category rewards the application of innovative and creative thinking to a campaign in order to achieve the best results. To bring to life the effect of Lynx Excite, the fragrance so tempting ‘even angels will fall’, an augmented reality experience was created on two large digital screens across the country, blurring the boundaries of traditional forms of advertising. When people stood on the ‘hot’ spot, and watched as angels plummeted from the sky - before flirting adoringly - a camera captured the action and broadcast it ‘live’ on to the screen. By combining live real-time action with green-screen footage using bespoke software integrated with
site technology, participants were given a live, interactive and exciting experience. The campaign was supported with proximity digital out-of-home and o2 proximity messaging. Live films of Lynx Angel encounters were posted on Lynx’s owned social channels for participants to ‘share’, turning this localised event into a global, interactive and engaging campaign. Results The Lynx Angel Ambush campaign proved a success not only in terms of impacts and interactions for the campaign itself, but also at a global level: the concept has been replicated in seven other Lynx markets and copied by other brands worldwide.
Judges’ comment
“A clever, creative campaign with innovative use of technology, effective collaborations and outstanding delivery.”
Highly Commended ESPN ‘The Gift’ entered by Posterscope and Arena Media Shortlisted 20th Century Fox Home Entertainment ‘Christmas Gifting’ entered by Posterscope and Vizeum AOL, Huffington Post ‘Huffington Post UK Launch’ entered by Total Media, MBA and Posterscope Google ‘Voice Search’ entered by Posterscope and MGOMD Posterscope ‘Treasure Hunt’ entered by Posterscope Xbox Forza Motorsport 4 ‘Where Dreams Are Driven’ entered by UM London and Rapport
Best Use of Continuity in Outdoor Winner: KFC entered by Posterscope and Walker Media
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 at least 15 days. A consistent user of out-of-home, KFC faced the challenge of increasing footfall and ultimately sales in an intensely competitive fast food market, while delivering efficient ROI. The strategy identified key audiences to target with out-of-home – young, mobile, impulsive urbanites. The campaign had to incite temptation, inform the audience of new products, act as a positive brand reminder in a cluttered landscape and ultimately use out-of-home to drive impulse purchases. To do this KFC used a two-pronged strategy. The first part consisted of a continuous phone box proximity presence, while the second part consisted of two week bursts providing support for new product launches. Advance planning was effectively utilised to secure the optimum sites and best value. Results Econometric analysis has shown an outstanding ROI, strong ad awareness and strong outdoor attribution with KFC recognised as heavily featured on outof-home formats. Judges’ comment
“An intricately planned and precisely executed campaign. Demonstrates an exemplary use of the medium to build a strong presence over time, with fantastic results.”
Highly Commended BSkyB ‘Long Term Holding’ entered by Rapport and MediaCom Shortlisted BAA, Heathrow Airport ‘2011 Service and Retail’ entered by Carat and Posterscope Coca-Cola, Coke Zero ‘Tasting is Believing’ entered by Posterscope and Vizeum Specsavers, Value, ‘Specsavers Residency’ entered by MEC and Kinetic
We are committed to ensuring excellence in outdoor planning. If these campaigns have inspired you, call our sales team on 020 7478 2200 (national) or 0161 888 1810 (regional) to find out what we can do for you. To register for a full case study booklet, email marketingdepartment@clearchannel.co.uk For insight and research enquiries, email our insight team on insight.ccuk@clearchannel.co.uk
Clear Channel UK 33 Golden Square / London / W1F 9JT / United Kingdom T +44 (0)20 7478 2200 / clearchannel.co.uk / @clearchanneluk www.clearchannel.co.uk/planningawards