OOH Trends

Prepared by Anastasiya Makova

Carat Ukraine

March 2011

Consumer Trends

• More Active

• Communicate More

• Open to Entertainment

OOH Media Trends

• Life on the Go

• Integration

• Engagement

OOH Types

• Digitalized

• 3D, 4D, 5D…

• Spectacular

• Urban

• Interactive Devices

CONSUMER LED, DIGITALLY AHEAD

Engagement Integration

CONSUMERS ARE MORE ACTIVE

PEOPLE SPEND MORE TIME OUT OF

THEIR HOMES THAN 10 YEARS AGO

Data source: www.posterscope.com, www.oaaa.org, www.omaccanada.ca,

70% increase in

Chinese weekly

hours travelled in

last 4 years

36% growth in

Spanish train

journeys in last

10 years

31% increase in

time spent in cars

in the USA since

2003

30% increase in

social life outside

by the Italians

25% more time

spent OOH in the

last 10 years by

the British

21% of urban

Canadians state

they are spending

more time

commuting than

last year

Life on the go

http://www.posterscope.com/

http://www.oaaa.org/

http://www.omaccanada.ca/

Tremendous growth in out-of-home advertising

OOH advertising is insensitive to channel or web surfing

and is immune to audience fragmentation

Advances in technology enable on-the-go lifestyle

People can make phone calls, search the web, or watch programs

while moving through life-traveling on the bus, shopping at the mall,

or visiting a retail store

Engagement Integration Life on the go

Wonderbra Full Effect 3D Bill Board in

London

Wonderbra unveil Britain's first ever 3D billboard near Waterloo

Station, central London, to launch Wonderbra's new 'Full Effect' bra in

September, 2010


Fish Franke – the Living Poster

Making a splash for Fisch Franke's fresh food, Publicis Frankfurt built a living

poster to prove how fresh the fish are in July 2009. In order to promote a local fish

restaurant a fortified poster frame was and filled with 600 Litres of water and

several real Trout. The living poster was on display for a limited time and managed

to attract a ton of attention as well as increasing traffic in the restaurant itself.

The living poster was built according to the recommendations of the federal veterinary office and the

animals have been provided with sufficient air, food and cooling.


Real

fish

BMW Mini Super Sites with 3D Car Model


Exten

der

Pond’s Bill Board with a Siren

To show how a pimple can be a nuisance Unilever Philippines installed a red

siren light on the face of a pretty girl in September, 2009. The rotating beams

of light combined with the loud blare of a siren demonstrated the point.


Light

Sound

Exten

der

Bloom Grocery Store Scented Billboard

• Commuters on River Highway near

Lake Norman in Mooresville, USA

found a new aroma commingling

with exhaust fumes in June 2010

• The smell of grilled steak, coming

from a billboard designed to entice

shoppers by appealing to a sense

other than sight.

• The Bloom grocery store chain, part

of Food Lion, erected the giant sign

to promote its new brand of beef.

• It dispersed the scent during rush

hour, from 7 to 10 a.m. and from 4 to

7 p.m., every day until June 18, 2010

• It pairs the smell with a big visual,

showing a giant piece of steak and a

French fry on a giant fork, and is one

of the first of its kind in the US.

Smell


Super

Size

Exten

der

Reebok Bill Board with Lighted 3D Extender

Light

Exten

der


Heinz Bill Board with 3D Extender

Exten

der


Heinz, Tabasco & Fire

For the launch of Heinz new Hot &

Spicy Ketchup with Tabasco a live fire

billboard was created

The top of the billboard showed an

open Ketchup cap from which the fire

came out to emphasize the hotness

of the ketchup – the height of the

flame was more than 2 meters!

The billboard was situated on one of

the busiest highways leading in and out

of Tel Aviv. 700,000 cars were exposed

to the message every day (the wall sign

was up for 2 weeks in August 2010)

The billboard was the only media used

to advertise the new Spicy Ketchup.

The Heinz Spicy Ketchup market share

rose from 12% to 17%.

Super

Size

Real

Fire


Discovery Channel «Now

you know» Billboard with 3D

Extender

The Outdoor Advert titled “Now you

know” was done by DDB Auckland

advertising agency for Sky

Discovery Channel in New Zealand

Billboards featured extenders that

were moving/ working

October, 2007

Exten

der


The Dutch Animal Rights Party Made the

World's Biggest Advertisement

In early April 2010 the Dutch Animal Rights Party sowed the seeds of a huge

message in a field near Amsterdam's Schiphol Airport. The text "Vote for the

Animal Rights Party now" under a drawing of a cow's head was clearly visible

for air travelers. The party has registered the 35,000 square meter

advertisement with Guinness. The advertising is 100% biodegradable.

Size Record

!


Eco Friendly

Enkor Super Site with

Creative Integration into

Environment

An ugly wall over the Enkor

utensils store was transformed

into smart integrated super site

with 3D extender

Voronezh, Russia

August, 2010

Super

Size

Exten

der


Powerhouse Gym:

Cable Flys

A Campaign for Powerhouse

revolves a construction site,

giving it a sense of interaction with

everyday elements to the public

eye

This scene shows a body builder

doing “Cable Flys” on a double-

craned construction site

This gives an impression that he is

lifting the heavy weight from the

construction site

USA, March, 2008


Super

Size

Exten

der

LEGO Cranes Branding and Poster with

Creative Integration into Environment


Super

Size

As building companies in Chile don`t work on

weekends, the guys at IDB-FCB decided to

use the best located cranes on one most

influential places of Santiago city as an

ambient for Lego

The action consisted of hanging a giant

fictitious Lego block from a crane

February 2010

LEGO advertising poster “Street Building” in

Chile made to match the panels of the

building

June 2005 by "Ogilvy & Mather Santiago"

‘Axe Schedule’ Building Calendar

A group of advertising and design students in South Korea came up with the idea

of transforming a female students’ dormitory into an advertisement for AXE

with a calendar for the month of March 2009, suggesting that using the anti-

perspirant might be associated with meeting a new girl every day of the month.

Super

Size


Campbell Soup The Giant 32

Foot Noodle Billboard in

Times Square 'Slurp'

Campaign

Campbell Soup erected a giant billboard

in Times Square in New York to let the

world know there are 32 feet of egg

noodles in every can of chicken-noodle

soup in October 2009


Super

Size

Exten

der

New Beer Promoted with

Real Dark Amber

In June 2010 Riga saw OOH

advertising featuring real amber for

the first time.

Lāčplēsis company launched its new

dark amber beer and promoted it with

a real dark amber on two pillars in

the center of Riga

Installation featured 4 kilos of amber

Real amber


Vitaminwater Turning Bus Shelters into Ski

Lifts out in Vancouver

Cleveland-based ad agency Brokaw gave the brand's Winter

Olympics creative a 3D aspect with this bus shelter in downtown

Vancouver in February 2010. The company transformed the shelter

into a ski lift


Bus

stop

Travelplanner Widget Bus Stop The campaign’s goal was to make public transport easier to use for people how always commute

by car. A web-based travel planner and a widget were developed as well as made it work with

cellphones and iPhones. Then we took the travel planner direct to the streets. In addition to a

traditional outdoor campaign the travel planner was showcased in real-time within an outdoor ad

unit - right at the metro stop - allowing pedestrians to plan their journey on the spot. Around

3000 people used the travel planner during the two weeks it was displayed.

Bus stop

Touch

Web


Mobile

Brilliant Playstation Bus Ad

Gives Bored Commuters

Something to Play with

Waiting for the bus is boring - that’s

what Sony brought to the idea to

sponsor bus stops and make them

more enjoyable with their

Playstation 2 ad campaign

This bus station in Malaysia

features boards with bubble wrap

with recognisable Playstation signs

on it

Passengers can spend their time by

popping the bubbles – everybody

loves that!

September, 2005

Bus stop

Bubble

wrap


Indonesian Railways: Giant Cleaver

Instead of putting unusual notice board poster (that people never

notice) a giant cleaver shaped poster was installed on the gate to

remind people about the danger in December 2009. The giant cleaver

made drivers stop when the alarm is on as the gate moving down.

Copy: “Don’t be reckless, Stay safe.”

Ambi

ent


Moving

Extremely Long Brush -

Extremely Long Lashes

To showcase the category’s largest

brush, a new media space was

created – the subway exit

turnstiles themselves

Dramatizing the benefit of LashBlast

Length, the exit turnstiles were

wrapped in yellow to look like an

extremely long brush, and the

crossbars were wrapped in black to

demonstrate the extremely long

lashes you get as a result of using

the mascara

The Outdoor Advert titled “Entry gate” was done

by Saatchi & Saatchi, Toronto advertising

agency for Covergirl Cosmetics in Canada

March, 2010


Ambi

ent

Sub

way

Moving

Coca-cola Installs Branded

Recycling Bins in London

The soft drinks giant has partnered with

Westminster City Council to install the

units to help recycle some of the 11,000

tones of waste that gets thrown away in

the capital every day

The bins will have one side for ordinary

rubbish and one side for recyclable

materials such as paper, plastic bottles

and aluminium cans, and are branded

with Westminster City Council and Coca-

Cola logos

Coca-Cola claims the deal marks its

biggest recycling collaboration to date

and is raising awareness of it with a two-

week outdoor advertising campaign in

April 2010


Ambi

ent

Eco friendly

Coca-Cola: Refrigerator Bus

Shelter

Advertising agency McCann

Erickson Istanbul, Turkey installed a

refrigerator bus shelter to mock

up a real one, covered with ice all

over

The shelter has an “ice” bench and

a stall with Coca-Cola bottles put

onto frosty shelves

Near the bus stop a special recycle

bin for glass bottles was placed

April, 2010


Bus

stop

Eco friendly

Oreo: Elevator Dip

The traditional dunk of an Oreo cookie

into a glass of milk was dramatized with

the use of a panoramic elevator in a

shopping mall

This attention-grabbing use of new media

gave us one more way to show that Oreo

is milk's favorite cookie

When the lift moved up and down, the

cookie appeared to be ‘dunked’ into the

Oreo branded glass of milk located on the

large format poster at the base of the

lift.

UK, April 2010


Mall

Lift

Moving

Dumocalcin: Giant Bones Columns

Dumocalcin is a practical chewable calcium supplement. Publicis Jakarta

dramatized its benefit in a unique and impactful way: they choose a fly-over in the

busiest street in Jakarta and turned its supporting columns into giant bones

using fibre glass coverings in July, 2010. Everyday people pass by and are

exposed to the branding and the perception that by chewing Dumocalcin, you will

have strong bones. Copy : Dumocalcin. Chewable Calcium Tablet


Ambi

ent

Super

Size

Friskies Menu: Interactive

Avian Installation

Leo Burnett/Lisbon "seeded" some main

squares in Lisbon and Oporto with

Friskies Menu bird food boards

The boards feature a trough of the

product

May, 2006


Ambi

ent

Martor Solingen Razor:

Sliced Birds

An idea as sharp as the extremely sharp

razor they are trying to sell

In these current times when people don’t

have time for themselves and always in a

hurry, creating a billboard which can

capture people’s attention is a

challenge

A giant razor with sliced birds scattering

in half underneath it might seem cruel but

sure does guarantee some curious

onlookers

December, 2009


Ambi

ent

Super

Size

LG Giant Fridge Installation in Spain

This giant fridge was placed at San Miguel in Madrid, Spain to show

off LG’s new Combi fridge/freezer in July 2010


Ambi

ent

Super

Size

See Through City Lights Integrated in Urban

Environment in St. Petersburg


See through

Ambi

ent

See Through Bill Board for Koleston Naturals

Hair Dye Integrated in Nature Environment


See through

Ambi

ent

Ice Age Pillar

Branding


Ambi

ent

Super

Size

Uralsib Bank: Big Money for

Small Business in Russia


Ambi

ent

Real money

Rimmel Quick Dry Nail Polish Sculptures To promote Rimmel’s Quick Dry nail polish the aim was to literally stop young

woman in their tracks by placing large eye catching sculptures outside Rimmel

retailers on high streets in UK in January 2009. Bottles of nail polish appeared

to have been poured onto the floor from a height with the liquid drying in seconds

to create a surreal spectacle, highlighting the product’s quick drying benefit. The

campaign also included actual size models situated around point-of-sale

counters in stores.


Ambi

ent

3D Floor Graphics

Eye catching optical illusion


Ambi

ent

Frontline Floor – Get Them off Your Dog

A local pet store chain in Jakarta, Indonesia with limited budgets needed to push

their range of de-ticking products. They needed a solution that was affordable yet

impactful. Huge 225 sq.meter stickers, across 3 malls, crawling with people

were used citywide to highlight their leading product range in January 2009. The

amusing, memorable and surprising use of simple ambient media made JakPetz

and its Frontline products get more attention than any expensive ATL campaign.


Ambi

ent

Super

Size

Mall

Floor

CONSUMERS

COMMUNICATE

MORE

Data source: www.kineticww.com

Mobile devices and broadband mobile internet access enable

constant connectivity throughout the moving world

•Smartphone penetration will reach approximately 28-30% of the total mobile market in Europe by 2013

•44% of mobile service subscribers will use the mobile web by 2013 in USA

Mobile web use is exploding

•I use my mobile to go on the internet: 45% in Oct 2010 vs 25% in Aug 2009 (UK)

Social networking on the move is growing fast

•40% UK citizens use Twitter and 35% access Facebook whilst traveling in Oct 2010 – almost 10% increase since Jun 2010!


http://www.kineticww.com/

INTEGRATION

The role of OOH has to be seen in the

context of a bigger trend: integration

So, the more OOH is able to integrate

with other media, the better


The world around us has changed

More people are connected in more

places and in more ways than ever

before

OOH has evolved into a medium that

can deliver high engagement and

interactivity


Traditionally OOH was:

• Good at delivering simple messages, often in strategically relevant locations

• And bad at precision in terms of timing and targeting

However the digitization of OOH means that it can do more things, like:

• Deliver more detailed information

• Moving images

• Interact with consumers' digital devices

• Different messages at different times or even to different consumers

OOH is becoming more dynamic, more engaging, and more precise. Now OOH can do specific jobs that:

• Other media can’t

• Complement bigger, more integrated campaigns


WHY DIGITAL OOH

Shorter Lead Times

Location Specific

Time Specific

New environments

Full motion video

Live feeds including Twitter

Personalized Content

Branded Content

Extension of TV copy

Creative flexibility

Greater accountability

Tactical flexibility


Bus

stop

Buena Vista International Audio-Visual

Interactive Bus Shelter by Carat UK The best way to get people to go and see a film is to allow them to discover the

plot and characters first – something that flat posters simply can not do. To bring

the cinema onto the high street a fully-interactive outdoor format was

developed to encourage consumers to interact with films and want to find out

more. This meant a poster site with a built in plasma-screen, speakers and

touchpad, that allowed people to watch exclusive film footage, meet the

characters, play games, enter competitions and download clips to mobiles. 25

sites were positioned in high-traffic urban environments in UK


Sound

Video

Touch

pad

Down

load

Norwegian Airlines Social Sentiment

Powered Installation

Norwegian Airlines constructed a large ‘artificial sun’ (an internally illuminated

sphere) and placed it in an outdoor space in Oslo. Facebook, Twitter and

blogs were constantly scoured for negative comments about winter. The more

negative posts, the brighter the sun shone. A digital OOH screen streamed the

‘winter words’ and the activity was streamed live through their Facebook page.


Video

Super

Size

Live

Blogs

Ralph Lauren.com Celebrates 10 Years of

Digital Innovation with a 4D Show

In celebration of 10 years of digital innovation, RalphLauren.com presented the

ultimate fusion of art, fashion & technology in a visual feast for the 5 senses in

London and New York in November 2010. It featured cutting-edge, architectural

light-mapping technology, 3D imagery (no 3D glasses needed), digital sound

effects and scents from Ralph Lauren fragrances


Event

Smell

Sound

3D Video

Super

Size

Saks Fifth Avenue Snowflake & Bubble 3D

Video Mapping Projection Show

The 3D projection, along with original music, run every night for the entire

holiday season (6 weeks, Nov 2010 – Jan 2011) - making it a world first in

terms of scale and duration. With the front of the store as the canvas, the show

tells a festive tale of how Snowflakes and Bubbles struggle to live in harmony,

before eventually coming together in the spirit of the holiday season.

Cam

paign


Sound

3D Video

Super

Size

Reebok/EA7 FW Collection hits retail

worldwide with digital ad Emporio Armani and Reebok present the Reebok/ Emporio Armani Collection on

spectacular giant animated digital screen located on one of the world's

biggest advertising banner sites, next to Red Square in Moscow in September

2010. This digital media display, with dimensions of 220m x 15m, is a unique

statement of style and technology and is the first time that Russia has seen this

LED innovation, and this technology has never before been used on this scale

globally

Super

Size


When Will the Fruit Burst? It literally demonstrated what a Fruit Burst tasted like by slowly inflating a giant

strawberry filled with Fruit Bursts, on a billboard next to a giant pin. Radio ads,

street posters and nationwide sampling directed consumers to the website which had

a live video feed to the billboard and gave people the opportunity to guess when

it would burst to win $5000. On 31/10/08 the fruit finally burst. Hundreds of people

turned up to the event and were showered in over ten thousand of Fruit Bursts.

It was done by DDB in New Zealand in October 2008.


Super

Size

Live

Web

Con

test

Exten

der

Multiplayer Mobile Game Connects Unilever

With Consumers in Istanbul The campaign was designed to engage young ice-cream eaters and included SMS, PR,

interactive outdoor and promotional marketing. Using a wall projection system,

Cornetto took over the outside of a building in Taksim, Turkey's equivalent to Times

Square in New York. Anyone with any phone could play a game in which people texted

to move images around the projection. Winners got a free ice cream, redeemable on the

spot. It made the national news and became the talk of Turkey in the summer of 2010


Video

Game

Instant

win

Super

Size

Lux "Strengthen Your Hair" Super Board

with Moving Extender

Lux Strenght deep restoratives series hang the specially made plait from the outdoor

billboards and link them to outdoor elevator as for glass cleaning in March 2008. It attracted

a lot of people to stop, watch and shoot pictures. Websites and newspapers gave very

positive reports. According to the relevant research, 95,3% of the interviewers have very

strong memory of the product selling points. Agency: JWT Beijing, China.


Super

Size

Exten

der

Moving

Facebook And Digital-out-of-Home Displays

for Diesel “Be Stupid” Campaign in Denmark • Interactive technology provider never.no joined forces with systems integrator

Comtech Experience A/S to power an edgy and innovative guerilla advertising

campaign promoting Diesel clothing in Denmark.

• A 14-day campaign in spring 2010 used interactive technology with Facebook and

digital-out-of-home displays to enable anyone with a mobile phone to “Be Stupid”

before a wide audience.

• Special software powered communication between mobile phones and video displays.

It enabled mobile phone users to send photo messages to a short code number for

inclusion in a constantly changing mosaic on Facebook, on 8×6-meter projections on

buildings in downtown Copenhagen, and on digital signs in Diesel stores in

Copenhagen and Aarhus. The mobile messages could be uploaded and displayed

within 12 seconds or less. The images were then stored on Facebook for tagging or

viral sharing by other means.


MMS

Fiat 500 by Diesel in Paris

Once again Diesel was going over the

world with their cool catchy phrase “Be

Stupid ” in June 2010

This time, they’re doing a partnership

with Fiat and releasing a Fiat 500 by

Diesel

A viral spot was filmed where some air

kicks we aimed to perform with a fiat 500

by Diesel

Of course it all went wrong and they

finished by … crashing the car in the

Diesel store of Etienne Marcel road

On top of that, Diesel & Fiat, launched a

contest on the “Be Stupid” theme on

Facebook

Just go on the Facebook page, upload a

picture of you “Being stupid” and enter

the contest to win Diesel and Fiat gifts

Co-promo

Cont

est


Post-it: Don't Forget Your

Friends 30th Anniversary

Celebration

To Celebrate the 30th Birthday of

the Post-it note a Facebook Game

was created to remind people

what's most important to us

Our friends

In an age where we are defined by

the amount of Facebook friends

and Twitter followers we have

Post-it wanted to challenge people

to prove how many of these friends

they actually knew

Giant oversized Outdoor Post-it

products drove people to the site

UK, June, 2010

Super

Size


Nokia Point & Find

Augmented Reality

Working with JCDecaux and Posterscope

Nokia has launched Point & Find

augmented reality experiment that

allowed consumers to interact with poster

advertising through their mobile phones

Nokia Point & Find allows people on the

move to access information and services

on the internet by pointing their camera

phone at real-life objects using the

service’s augmented reality and location-

based technology

The Nokia Point and Find trial worked

around sponsored bus stops, letting a

person point a Nokia smartphone at all

kinds of things – such as a movie poster –

to get more information on it

In theory, this can range from more

information on the film itself, for instance,

to where nearby cinemas are, and letting

you book a ticket

Nokia has started testing it in the UK during two-

month campaign in January/February 2010


Bus

stop

Augm

ented

reality

Smart

phone

Disney Prince of Persia

Interactive Droid/iPhone

Poster

To announce the premiere of the latest

box office hit ‘Prince of Persia, The

sands of time’, Walt Disney launches an

augmented reality outdoor campaign

Users of Android- and iPhones who

are standing near one of the outdoor

film posters can watch the movie trailer

and play an augmented reality game

just by using their Layar browser and

can collect Movie Minute value points as

a reward for playing the game (Movie Minute value points can be later exchanged

for smth)

The Layar also gives the player access

to an augmented cinema locator to

find the nearest cinema and the option

to share the game with his social

networks

Netherlands , May 2010


Bus

stop

Augm

ented

reality

Smart

phone

Game

Toyota's Harmony

Installation: Solar Wi-Fi

Flowers & Bus Stops

To promote its new 3rd generation Prius,

Toyota is planting solar-powered W-Fi

flowers in key American cities

These installation-ads give people a

place to sit, as well as free wireless

internet and a place to plug in a laptop or

cellphone

Chicago bus riders also discovered solar

ventilation bus shelters spread

throughout the downtown area

USA, Summer, 2009


Bus

stop

Free

Wi-Fi

Eco friendly

CONSUMERS ARE

OPEN TO

ENTERTAINMENT Leisure and shopping is escapism from reality

• Two-thirds of all European adults love shopping

• 52% of Europeans like to shop in shopping malls

• Shopping is increasingly augmented by mobile phone

technology

Data source: www.kineticww.com

Consumers are looking

for experiences which

allow them to tune out

and relax • 1 in 3 Europeans agrees

they would never

compromise on going out

• 41% of Europeans agree

digital screens brighten up

otherwise dull

environments

No more “talk to consumers” –

play with consumers!


http://www.kineticww.com/

Out-of-Home can also deliver

highly targeted solutions efficiently

From shopping malls to specialist record

shops, from gyms to bars, it’s the sheer

diversity of formats and environments in

Out-of-Home that allows us to reach any

niche audience, in the right place and at

the right time when they are most

receptive


Gillette Mural - The World’s Biggest Shave It is a lovingly crafted mural - approximately 20 feet wide - which can currently be

seen on the SoHo wall (March 2011). It was made by BBDO New York for its

Gillette client and is being carefully repainted every day to emulate a typical

male shaving cycle. On day one, some light stubble is carefully painted; on day

two, this is covered by shaving foam and on day three Derek Jeter’s famously

clean-shaven face is shown once again. The platform (which sits below the

billboard when not in use) features the campaign copy 'Everyday Masterpiece'.


Super

Size

Real

Paint

Work

Alfa Romeo Is Now Following You!

Remote controlled poster units for Alfa Romeo literally followed

shoppers through a shopping centre in March, 2011 campaign

bought by Posterscope in Belgium. The copy read “There’s no

getting away from an offer this good”.


Indoor

Remote

control

ING Direct Italia Human Bill Boards

Research showed that growth in their online banking business depended largely

on their clients’ word of mouth referrals. Human interactive billboards on walls,

buses and specially built stands, featured real clients holding the iconic

pumpkin, engaging in dialogue with potential clients passing by.

Copy: Ask those who have it already


Exten

der

Real

People

Nokia Points the Way with Huge Interactive

Sign in London

Nokia wants to "make navigation into something social" so they took to the

streets of London and erected the worlds biggest signpost in February 2010.

Users texted via sms or submitted on the web a destination to the signpost.

When received, the signpost would use cranes to point in the direction and

display the distance to the destination.


Size Record

!

Axe Lynx Bullet The Pocket

Pulling Power Billboard

The Axe Bullet with Pocket Pulling Power

took their advertising to a new level with

a live billboard on Old Street in central

London

The billboard featured Lauren Budd and

yes she was very real and that was really

her up there in the jean pocket of the Axe

Bullet billboard in March 2009

Pocket rocket Lauren stopped passers-

by in their tracks as she invited guys to

embrace on-the-go pulling

Hot Lynx girl Lauren was encouraging

guys to never miss a pulling opportunity

Exten

der

Real

People


TAG Heuer interactive table-

top advertising at the

Heathrow airport

JCDecaux Airport and digital innovation agency

Splendid have come together to fascinate

passengers at the Heathrow airport with an

interactive table-top advertising initiative for

the TAG Heuer brand IN February 2010.

A month-long brand awareness campaign is

based on what is described as a “revolutionary”

new ‘surface unit’ table from Microsoft.

Travellers could play with the digital content

across the ‘surface unit’ table-top using hand

and finger motion. The table can even be

customised to recognise gestures and

objects, in what JCDecaux calls an “echo of the

film Minority Report”.

The interactive unit has 52 touch points on the

surface of table. Two surface units carrying TAG

Heuer content have been put up near Terminal

5’s gate and lounge. The tables were web-

enabled, and offered passengers destination-

specific tourist information as well as details.

Touch surface

Ambi

ent

Air port


Web access

Clear Channel is Redefining

the Digital Out-of-Home

Advertising Landscape with

Cutting-Edge Display

Platforms

Clear Channel Airports has formed a

partnership with Monster Media to

implement a new interactive digital

advertising platform

Through gesture technology,

consumers will interact with advertisers

and their brands through a motion-

detecting wall display

Consumers who want more information

on a particular brand will be able to touch

the screen to access applications

The technology also allows multi-media

imagery to be integrated with branded

messages

Touch screen

Air port

Apps


Lost ‘Lost’ Billboards Lost is a show known for its strange plot twists and confusing storylines, that always kept its

viewers guessing. So Colenso BBDO decided to have a bit of fun and do the same to

promote the show’s 6th and final season, and introduced an outdoor campaign of lost ‘Lost’

billboards on May 2010. These special build billboards were placed around New Zealand

in all sorts of odd places, then they had their photos and were uploaded on TVNZ’s website

for the public to guess the locations. Weekly Lost prizes were won by those who guessed

right, and new lost ‘Lost’ locations were uploaded as the season went on.


Cont

est

Actavis Advertising

Attentive Display in

Mall of Sofia

First interactive advertising system

premiere in Bulgaria amused its

viewers in may at one of the most

crowded places of the capital - the Mall

of Sofia

The system is an extension of an

advertising campaign for an anti-wrinkle

beauty product by the Actavis

pharmacy company

Special software and cameras

recognizing the movement of your

hand smoothing woman's skin on the

screen as easy as a child game

Added value of the interactive

performance were the children who

attracted by the system drew in their

mothers as well

The system could be seen in the atrium

of Mall of Sofia until the end of May,

2008

Gesture sensitive

Mall


Live Green Toronto: Bus Shelter Light

Switches

The Toronto government has created an ad for the city’s bus shelters in an

attempt to make a statement about energy consumption and promote the city’s

resource on environmentally-friendly living. These Live Green Toronto

advertisements designed by Agency59 feature a gigantic working light switch that

will turn a light on in the advertisement on or off. October 2009

Bus stop

Eco friendly


Amnesty International: It Happens When

Nobody Is Watching

Amnesty International’s one-off domestic violence awareness poster

includes an eye-tracking camera that changes the poster’s display

when a viewer looks at the image. Done by Jung Von Matt, Hamburg

advertising agency for Amnesty International in Germany in June, 2009.

Bus stop

Eye tracking


Tearing off Hear in

Hairdresser's Advertising:

Hair Saloon

The Outdoor advertising titled Hair

Saloon was done by Dasuno/Austria

advertising agency in Austria

It was released in March 2006


Tear

off

Ambi

ent

IKEA Subway Living Rooms

in Paris

The event organized by IKEA from March

10th to the 24th 2010 involved four of the

most busy subway stations in Paris

The Swedish furniture and lifestyle brand

“invades” the daily life of people,

displaying sofas, lamps and other pieces

in the staions, recreating a living room

atmoshere for people waiting for their

train.

The idea is that peple can try in first

person the quality of the products and

their comfortableness being surprised in

an ordinary action like going back home

from the office


Sub

way

Ambi

ent

Become a Cover Girl – Take a Picture at the

Bus Stop


Bus stop

Photo

Giant London Billboard

Made of Real Cheese

A giant advertising billboard made from

110kg of cheese has been revealed in

Covent Garden, London – bizarrely to

promote broadband internet services

The 5m x 4m cheese sculpture features

an image of Speedy Gonzales the

cartoon mouse (the only link to cheese

we can think of) and the text "Super

Speedy Broadband.“

Virgin Media say the billboard is made

from 10 cheeses and took food artist,

Prudence Staite and her 13-strong

team eight days to create in a specially

chilled studio

October, 2010


Super

Size

Real cheese

Branded Content

Mobile Applications & Screens

Data Driven Campaign

Optimization

More Streaming

Data & Social Integration

OOH Trends

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