JCDecaux commissioned Grand Visual to create a series of seasonal idents for ‘e-motion’ their new network of digital screens at Euston station. The 10 second idents provide a visual ‘bumper’ for advertising campaigns and have an overall theme which will be regularly updated with seasonal variations across the year.

The Christmas ident uses a traditional festive colour palette with gold and red baubles rolling across a background of green. The Christmas baubles cascade across all 9 screens in a continuous motion meeting in the central screen to display the message, “Merry Christmas from JCDecaux and Euston Station.”

The nine 10 second executions that make up the piece were created in a 3D environment to simulate the actual screen configuration and allow the action to be timed precisely across all screens and relative perspectives. The execution demonstrates the scale and impact of the e-motion canvas by delivering an immersive experience which surrounds the audience on three sides of the concourse.

To coincide with the launch of JCDecaux’s e-motion screens, Grand Visual created a 10 second interstitial for JCDecaux to mark the occasion. The interstitial features a series of different sized JCDecaux and e-motion branded balls which travel across the 6m x 1.6 metre landscape LCD e-motion screens passing the from one screen to the next and harnessing the entire digital environment at Euston Station. As the balls travel through the 9 consecutive e-motion screens they provide a cascading ‘wrap-around’ experience, surrounding consumers on three sides of the concourse.

The e-motion interstitials are intended to demonstrate to creatives how they can be really ambitious in their thinking. Treatments can be linked to create an even larger and more impactful creative canvas for them to play with. There will be seasonal variations on the graphic treatment including the Christmas variation shown.

In addition to ‘e-motion’, the new digital media space at Euston includes 26 x Digital Escalator Panels in addition to the recently upgraded Transvision screen and the existing digital 6-sheets.  All the digital space can be updated instantly, enabling time-sensitive and multiple creatives.

Foster’s has unveiled the first ever DOOH campaign that allows people to create and submit content for Facebook, directly from the poster. Created by adam&eve, the campaign for Foster’s Gold invites people to dress up in a “smart/casual” outfit selected from a digital wardrobe and then share the resulting ensemble online with friends.

The screen takes a photo of the participant’s face and allows the user to swap between different trousers, tops and accessories in a mixture of smart and casual styles. Once the user has selected their preferred outfit, a picture is taken of them in the overall “look” with Foster’s characters Brad and Dan positioned approvingly alongside. All pictures are then uploaded to the Facebook wall where participants can tag themselves and share with friends.

The digital out of home activity will run on JCDecaux digital bus shelters across the UK. Grand Visual provided artworking, programming development and technology specification, and the media was planned by MediaVest and bought through Kinetic.

 

Today, Bulmers, the cider brand, is launching an interactive Bus Shelter campaign to celebrate the launch of Bulmers No 17, the new crushed red berries flavour with a shot of lime. The activity forms part of their multimillion-pound ‘Experimenters Wanted’ campaign and will run on 11 Clear Channel and JCDecaux touch screen bus shelters across London, Brighton and Manchester.

The ‘Magnetic Fridge’ bus shelters, created by Exposure and produced by Grand Visual, begin by inviting consumers to get involved with creative experiments through devising phrases with the fridge magnets. Certain phrases unlock special animations and people can then share their experiments on Facebook.

Gareth Turner, senior brand manager, Bulmers, said:

“We are excited to be launching this innovative, interactive bus shelter campaign. We are aiming to create a fun, light-hearted campaign that brings to life the experimental spirit of Bulmers No 17 by enticing consumers to create and share fridge magnet musings.”

Dan Dawson, digital director, Grand Visual said:

“We know from our own research that fun interactive brand experiences can enhance an individual’s memory of an event and create a positive association with the brand. This campaign also integrates closely with Bulmers online activity by encouraging people to go online and share their results on Facebook.”

The interactive bus shelters were booked by Kinetic and follow a linear digital out of home campaign which ran across DEPs and Transvision screens earlier this month.The out of home push supports broader TV, press, experiential, mobile and social media activity, run until the end of the summer.

Europcar Cromwell Road

Europcar initiated a live digital outdoor campaign to promote freeDeliver, their new hire car delivery and collection service which will “save an hour in your day.” The campaign is based on a Twitter stream from #myextrahour where people describe what they will do with the hour they gain. The tweets can be seen across JCDecaux’s D6 network and on i, their new Première digital site on London’s Cromwell Road.

The creative features Europcar’s branding and url with the freeDeliver logo and poses the question “What would you do with your free hour?” Below this a scrolling twitter feed runs through the responses such as “I’d use #myextrahour to lie down and digest this pizza and chips” for example. Under the Twitter headlines the call to action prompts “What would you do? Tell us at #myextrahour.”

This is the first live copy execution to run on JCDecaux’s i site which launched earlier this month. Created by Ogilvy & Mather, the campaign was planned by MediaVest, booked by Kinetic and managed through OpenLoop which allows advertisers to manage live copy executions across all major UK DOOH networks. It marked the first live copy execution to run on the i site, which launched last month.

To celebrate the global nature of the UEFA Champions League Final, Heineken UK launched a closely integrated social media and digital outdoor campaign to capture the global conversation inspired by one of the largest annual sporting events in the world. The Twitter powered world map dominated digital out of home sites across London and encouraged people to “Feed the Tweet Map.”

Developed by MediaVest, Grand Visual and booked and planned Kinetic, the map visually represented the number of people tweeting about the final in each country at any one moment. Expanding and shrinking Heineken beer bottles correlated to the volume of all tweets coming from all corners of the world in real time and tapped into its global tag line ‘Open Your World’.

The data was collated, augmented and pushed out using Grand Visual’s OpenLoop platform, which enables live and dynamic campaigns across the DOOH space. Heineken’s Twitter-powered world map appeared across seven major digital outdoor sites and was part of a broader outdoor push to ‘paint London green’. Through a combination of static, digital and backlit sites encompassing road, rail and air routes into and out of London, it was anticipated to reach 75% of all adults in London an average of 24 times during the campaign period.

Rick Lawrence, marketing manager for Heineken UK, said: “We are delighted with this media first, the innovative linking of Twitter, new technology and digital outdoor brings standout to our Outdoor campaign in a way that is truly befitting of the world’s most international beer brand and Europe’s most prestigious club football competition. On average, 8m London adults will see the campaign activity, driving awareness of Heineken’s premium credentials to an all-time high in the UK.”

Today Yell.com, the international directories company, is launching the world’s first localised, real time, and destination specific digital out of home campaign to promote its local business directories. The campaign will run on JCDecaux’s Transvision screens at busy rail stations across the UK and will syndicate content from Yell.com’s online directory with the destination of the next departing train.

The campaign features information from www.yell.com about local businesses including public user ratings. This information is syndicated with the National Rail’s database to identify and target defined segments from the 3 million weekly Transvision rail audiences with destination specific content.

The campaign was created by Rapier and digital production specialist Grand Visual and uses our OpenLoop platform to stream content that is contextual to the audience’s home location and publishes it on screen. For example if the next departing train is to Southend-On-Sea at lunchtime, the copy may include “Heading to Southend-On-Sea? Try Southchurch Park Cafe 01702 603 486” and then provides a customer review “A great place for coffee and cake, or tea and biscuits” and finally the strapline and call to action “Yell.com for reviews wherever you’re heading.”

Ford of Britain will this week, at selected shopping centres nationwide, launch an augmented reality campaign featuring the new 7 seat Grand C-MAX car on JCDecaux Innovate’s mall six-sheet screens. The campaign allows people to handle and explore miniaturised 3D ‘virtual’ models of the cars on screen and in the palm of their hand.

The campaign, created by Ogilvy & Mather in London and digital production company Grand Visual, allows users to interact with the car simply by holding their hands up to the screen. Virtual buttons allow the user to choose the colour of the car, open doors, fold the seats flat, turn the car 360 degrees and select demos of the car’s key features such as Active Park Assist.

This is the first outdoor augmented reality campaign to use 3D depth imaging technology in the UK. Rather than using a printed marker or symbol as a point of reference for interaction, the user interface is based on natural movement and hand gestures allowing any passerby to immediately start interacting with the screen content. A Panasonic D-Imager camera accurately measures the users real-time spatial depth output and Inition’s augmented reality software merges this real life footage with the 3D photo-real Grand C-MAX on screen.

The campaign was planned and booked by Mindshare and Kinetic and will run for two weeks at Bluewater, Greenhithe; Bullring, Birmingham; Metrocentre, Gateshead; St David’s, Cardiff; Princess, East Kilbride and in Westfield, Derby. This highly innovative campaign from Ford follows on from their SMAX ‘Ice Climber’ activity last year which also eschewed traditional billboards in favour of more immersive technologies which allow consumers to interact more intimately with the brand.

Mark Simpson at Ford said:

“Using live interactive outdoor campaigns is a great way to really engage with the audience in a way that is not possible with static posters. This has enabled us to create a targeted and tactical campaign that is relevant and fun to use.”

Andy Dibb, Associate Creative Partner at Ogilvy & Mather commented:

“It’s eye catching, intrusive, groundbreaking and brings to life the idea of ‘Innovation in your hands’. And it’s a great way to get hold of a new C-MAX”.

Dan Dawson, Digital Director at Grand Visual added:

“Digital outdoor enables advertisers to get closer to consumers. Ford’s clever use of the latest technology is a great fit for the next-generation C-MAX cars. Customers can get a real feel for the cars before stepping foot in a showroom”.

Spencer Berwin, Managing Director – Sales at JCDecaux said:

“This is the very latest in ‘Augmented Reality’ technology and enables consumers to put the brand in their hand. This campaign for Ford gives consumers the power to control the creative without even having to touch the screen – this is a real media first”

Laura-Jane Powell, Mindshare / Kinetic OOH commented:

“This is part of a much wider campaign supporting the C-MAX, and Augmented Reality in malls was chosen specifically to enhance the consumers brand experience and engagement. This media first is a great example of collaboration between companies and Outdoor at its pinnacle.”

 

Nike BOOM Digital OOH Campaign

Nike launched a regional outdoor campaign to promote the Nike Pro Combat Dri-FIT Competition Base Layer range. The campaign was based around football and rugby fixtures and used out-of-home formats close to match venues to target sports fans with tailored copy for the specific sport and teams.

Working with Wieden + Kennedy, Grand Visual produced the DOOH copy which featured Nike sponsored players smashing through the word BOOM carved out of a block of ice. The creative illustrates the power and performance of the clothing range which combats the cold.

As well as using a variety of DOOH formats along major transport routes and in close proximity to each match venue, the campaign also starred different players to ensure that each execution was locally relevant. For England’s rugby fixtures against New Zealand and Australia, England captain Lewis Moody was featured across XTP, DEP, LCD and Transvision screens at Waterloo underground and rail stations and on static 6 sheets in close proximity to Twickenham Stadium.

Similarly, the Villa vs Blackpool football match at Villa Park showed Agbonlahor smashing through the ice on Birmingham’s 5 Ways screen, Transvision screens, and Super Novae’s brand new Birmingham M5 Lynx screen. This was followed by bursts of activity around Arsenal vs Spurs at Emirates Stadium, Villa vs Arsenal at Villa Park, and Man United vs Arsenal at Old Trafford.

The campaign was booked by Mindshare and runs 5th November to 6th December.

Sky Sports launches a multi network digital outdoor campaign to promote its exclusive live coverage of the Ashes tournament. Supporting the print and static outdoor concept “Stay up or catch up”, the digital activity adds daily match results and tailored commentary based on that day’s game play.

Created by Brothers and Sisters and delivered through Grand Visual’s OpenLoop tactical platform, the multi format digital outdoor campaign targets commuters with tactical day part copy. The morning creative shows a member of Sky’s commentary team greeting commuters with the end of day match scores and reminding fans to “watch the morning catch up” on Sky Player, skysports.com, or Sky Mobile TV.

On the evening execution a commentator appears providing opinion on the previous day’s play and the day to come – prompting viewers to “Stay up or catch up” with Sky.

The campaign is managed through Grand Visual’s OpenLoop platform which enables copy updates to be pushed across multiple outdoor networks almost instantaneously. The timely and responsive communication runs across seven different networks along popular commuter routes including roadside, forecourt, rail and underground.

Media was booked by IPM and runs for the duration of the test match.