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CREATIVE SOLUTIONS IN OOH

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THE OPPORTUNITY FOR CREATIVITY IN OOH

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CAMPAIGNS

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HARMONY / V6 IDEAS FOR 2018

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DRIVING INNOVATIONS

Proven that creative advertising more likelyto stand out

to be recalledto be talked about and to persuade.

Creative advertising is more effective advertising.

OOH is most creative medium there is – we aim to maximise the creative potential of OOH using original techniques and technologies

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10 YEARS AGO OOH INNOVATION LOOKED LIKE THIS…

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OUR INTEGRATED OFFERING

OOH INNOVATION:Stand-out & memorability

OOH EXPERIENCE:Emotional engagement

OOH MEDIA:Power of Reach

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#OREOECLIPSE – UNIQUE ONE DAY DOOH STUNT

2 hour 14 minute digital OOH takeover, quickly converted into social content.

Ran alongside a translucent cover wrap of the Sun newspaper on the same day.

Results: 20 million brits saw #OreoEclipse on the day.

Significant sales increase across the UK – resulted in best ever sales month of Oreos.

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MY MONOPOLY – ONE DAY STUNT FOR ALL THE FAMILY

Stunt

c. 700 interactions…

…but 5 million online views.

Drove 22% week-on-week sales.

Halo effect for entire Monopoly brands.

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CREATIVE ADVERTISING IS MORE LIKELY TO…

stand out be remembered

be talked about persuade

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….TO STAND OUT

LookOut cameras identified 270% more impacts than standard DOOH.

Average dwell time increased from 6.2 seconds to 9.3 seconds.

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….TO BE REMEMBERED

20x Coca Cola large format 2D & 3D special builds

Those seeing the special build had 78% higher recall of the campaign than those who had seen the TVC alone.

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….TO BE TALKED ABOUT

Ghostbusters movie.

20+ million impacts… …and 363,000 calls to the hotline.

Plus international PR & social fame for Waterloo.

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….TO PERSUADE

OOH Experience incorporating 2,677 miniature cars into a mosaic.

1,600 leads from 3 days - 4x more efficient at lead generation than programmatic targeting.

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DOOH CREATIVITY – CAPTURE ATTENTION

LookOut cameras identified 898%more impressions than normal at that time of day.

Average dwell time increased by 672%

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OOH EXPERIENCES DRAW A CROWD

High impact digital / experiential installation.

Facial-ID camera identified average view of 3 seconds*.

4x longer than classic OOH and 2.5x longer than DOOH*

*Source: Route

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SHOPPING MALL SPECIAL BUILDS

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INTERACTIVE IDEA ONE – TOUCH SCREEN GAMING

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INTERACTIVE IDEA TWO – SELFIE VENDING MACHINE

1,500 – 3,000 interactions per fortnight.

c. £12k - £15k per site (excluding samples, content production).

Find a way to build a PR-element to amplify further.

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TALON CANVAS: EARLY PROOF THAT SPECIAL BUILDS ARE MORE INTRIGUING THAN TRADITIONAL OOH

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37%Shift in

recommendation

55%Increase in consideration

of the brand

18%Increase in brand equity

Research Source: JCDecaux, McDonald’s 2012; Heinenken 2014; Google 2015

BIG BRAND EXPERIENCES DELIVER RESULTS