Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

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Tesco is combining store data with DOOH.com’s RUSH delivery platform to deliver festive product offers and individual store opening hours to digital Out of Home screens in close proximity to stores across the UK in a campaign using the slogan “However you do your Christmas, everyone’s welcome.”

Ads will display a variety of offers and will change throughout the day, before switching to a localised store message in the evening. The retailer says the aim is to respond to the needs of its customers with “true convenience messaging”.

Nick Ashley, Tesco’s Head of Media and Campaign Planning, says: “The ongoing digitisation of the OOH landscape is a welcome development for us. It enables us to serve our shoppers in a way that is even more relevant and helpful to them – especially in the final few days before Christmas.”

Elodie Rodriguez, senior account manager at Kinetic, which booked the media, adds: “This campaign is a fantastic demonstration of intelligent data usage in OOH to create hyper-relevant and contextual creative to assist shoppers in the run up to Christmas. By delivering real-time content to consumers via RUSH technology, we’re delighted to be reinforcing Tesco’s long-standing motto of helping shoppers”.

Jeremy Taylor, head of strategy at DOOH.com, comments: “The festive period can be a frantic time for consumers, making it increasingly important for ad content to be relevant as well as engaging. By being smarter with digital OOH, Tesco can deliver hyper-localised information direct to customers on a national scale.”

Media was planned and booked by MediaCom and Kinetic respectively across the UK, with BBH designing thousands of creative variations to run in the lead up to Christmas day. The delivery was managed using DOOH.com’s RUSH platform, working in conjunction with Tesco’s API to deliver bespoke content for each local store.

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Samsung has been supporting the launch of the Galaxy Note8 with experiential and Out-of-Home take-overs of key locations in some of the world’s busiest cities, including London’s Waterloo Station.

At the end of September, Waterloo Station was decked out in eye-catching images of the device encouraging commuters to “Do bigger things.” Waterloo is the busiest rail station in London with a footfall of 4,196,748 every two weeks, and contains the largest indoor advertising screen in Europe in the form of JCDecaux’s 40 x 3 metre Motion@Waterloo.

Commuters and other visitors to Waterloo were given the chance to have their image displayed on the station’s digital screens or have it emailed to them to share on social. They could also enter a competition to win the new tablet device.

Cities including Berlin, Rome, Paris, Singapore, Milan and New York have been the backdrops for a global campaign which communicates the creative possibilities powered by Samsung’s latest flagship smartphone through immersive Galaxy Note8 signage.

The campaign follows a similar one held in New York City’s Times Square on September 15^th. The iconic entertainment centre and tourist destination , which sees an estimated 380,000 visitors every day, was illuminated with S Pen-embellished portraits, animated illustrations and whimsical images of the Galaxy Note8 across 43 screens.

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German low-cost airline Eurowings, the State Tourist Board Baden-Württemberg, Europa-Park, and Stuttgart Airport have once again partnered to promote their destinations and brands in the UK via a Virtual Reality experiential activation at Westfield Stratford City.

Created by London based communications agency, collab-ed, the UK Summer campaign built on last year’s award-winning #nextstop campaign to once again encourage Londoners to discover the beautiful SouthWest of Germany via convenient Eurowings flights between London and Stuttgart Airport.

In 2016, Ed Euromaus, the mascot of Europa-Park, was welcomed by Londoners as they helped him find the #nextstop for his bus in a campaign also created by collab-ed. This year, Ed returned to take Londoners on a virtual reality journey to his home, Europa-Park, in Baden-Württemberg.

The 2017 campaign centred around a VR experiential activation in Westfield Stratford City where visitors could check-in to #FlyWithEd on board his special Eurowings plane to the Sunny Side of Germany; touching down in Stuttgart Airport to discover the Black Forest, before taking a rollercoaster ride through Europa-Park, Germany’s largest theme park.

Campaign seeding via social media continued the narrative from last years’ campaign whilst this year the reactions of visitors were videoed and shared across the campaign channels via the hashtag #FlyWithEd in order to drive social amplification.

Additional Out Of Home activity consisting of digital OOH throughout Westfield Stratford City and print OOH throughout Stratford International Station further promoted the VR experiential activation.

Visitors also had the opportunity to extend the experience via campaign gifting, with VR cardboards and a free digital download of the Coastiality app (App Store & Google Play) enabling the experience, and partner brands, to reach directly into the homes of an even wider audience.

“The response has been fantastic,” says Manuela Spröwitz, International Marketing Manager at Eurowings. “The 360° video is a great tool to inspire visitors to travel with Eurowings to Europa-Park and the region. We are really happy to increase the awareness of our flight offers with this innovative and exciting flying experience – on ground!”

“It’s been great to be able to build on last year’s success and really take this story to the next level”, says Nichola Kirkman, Creative Director of collab-ed. “This year’s campaign has been tremendously well received by Londoners and is yet another indicator to us that audiences are increasingly receptive to innovative marketing and being reached in more meaningful and powerful ways.”

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Grace Foods UK is encouraging consumers to #RebootNormal with its biggest ever investment in its Grace Say Aloe soft drinks range.

The £1million campaign runs from July to October. It will reach more than 10 million consumers, encouraging shoppers to ‘Reboot Your Normal’ with a light-hearted take on everyday ‘normal’ activities.

The integrated campaign includes underground advertising, digital escalator panels, sampling, social media advertising, influencer outreach and a national PR campaign.

Nyree Chambers, Grace Foods UK’s Head of Marketing, says: “The ‘Reboot Your Normal’ campaign highlights that Grace Say Aloe breaks with what’s expected. It’s the drink for people who want to escape the norm and want their reality rebooted in some way. Its unique texture, flavour and ingredients are truly distinctive and a real reboot of the soft drinks category. The range is made with real Aloe Vera pieces and meets shopper demand for thirst-quenching drinks that are a bit different. We’re hoping to create a spot of spectacular in a very normal world, even if it’s just for a few minutes.”

The campaign follows the recent launch of new pack designs and limited edition £1.15 price-marked 500ml packs which are creating on-shelf stand out.

Chambers adds: “Grace Say Aloe already has a commanding market share of almost 80% [of the UK Caribbean drinks sector according to IRI] and the new campaign is set to increase this.”

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Eight out of 10 marketers rank Point of Sale (POS) as the most influential marketing channel for influencing shopper purchasing decisions, ahead of traditional channels such as TV, radio and press advertising, according to a new study commissioned by PoS specialists Creo.

Three quarters of marketers also indicated that between half and all their campaigns are now driven by in-store shopper marketing strategies as more brands and retailers seek to directly impact shopper behaviour at the point of purchase, yet 44% of marketers failed to measure spend against a shopper’s path to purchase.

Yet 82% of marketers are failing to measure marketing return on investment (ROI) in an effective way, with access to data being cited as the stand-out barrier to measuring ROI, followed by time pressures and the complexity of campaigns.

The findings come from the 2017 Point of Sale Industry Report, conducted by researchers TKM and sponsored by Creo. The report surveyed 210 brand, marketing and retail executives from a cross-section of industries, including automotive, cosmetics, FMCG, food and drink and pet food.

Richard Saysell, Managing Director of Creo, part of DS Smith plc, said: “In a world where we are all increasingly cynical and brands need to understand the interaction they’re having with their consumers across a fragmented network of touch points, shopper marketing strategies and point of sale has never been more relevant. The retail industry is evolving so understanding the in-store experience and how to influence behaviour beyond price is critical if brands are to stand out from the crowd.

Saysell added: “While the majority of marketers are clear about the power of POS and reflect this in their marketing spend, there seems to be a real gap in terms of measuring ROI and also understanding a shopper’s path to purchase”.

Andy Bodley, Print & Distribution Manager, Instore Marketing, Boots, commented: “We are always looking at ways to improve the experience for our Customers, whether its store layout, website design or greater flexibility of delivery options. We continually challenge ourselves about how we offer and display our products and services. Customers can access information through multiple touch-points, and it has never been more important to deliver a consistent message through the multiple channels available to us and then transform those in to a great ‘joined up’ Customer experience.”

When asked about top trends for 2017, 77% of respondents believe personalised digital displays will be a permanent feature on the high street whereas interactive mannequins and in-store magic mirrors were deemed ‘a flash in the pan’.

Creo is a specialist in Point of Sale and services for in-store marketing. The UK-based business, which focusses on the FMCG, retail and media markets, was acquired by DS Smith Plc in June 2016 and strengthens the latter’s existing pan-European point of sale network.

The 2017 Point of Sale Industry Report is available to download from Creo’s website.

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UK promotional staff provider and experiential agency Hype Live Media has merged with sister company Mobile Media under the new MMedia Group (MMG) corporate identity.

Mobile Media specialises in ‘Mobile Out of Home’ media, and claims to be the first company to have developed the Advan concept in the 1980s.

The newly formed MMG will offer clients a wide range of media formats including Mobile Out of Home solutions (such as Digivans and Advans), Promotional Staff, Experiential Marketing services, Digital Out of Home, LED Screens, Event Production, Content Management and (through its partnership with LHRLINK, Heathrow’s only branded bus network) Airport Advertising.

Karen Olsen, CEO of MMG, says: “MMG packs a punch when it comes to delivering impactful client messages – whether you are looking for brand ambassadors, mobile formats, airport advertising or full event screens with production, we are able to deliver beyond expectations with over 30 years of experience behind us.”

MMG clients include Specsavers, Marc Jacobs, Schwarzkopf, Coty, Cadbury, Greggs, Emirates and Dogs Trust. It recently ran a campaign for Dogs Trust where it created a giant billboard covered with toy dogs – as passers-by removed the toys, the ad’s stark message about the horrors of puppy smuggling was revealed (a video of this activation can be seen on the Dogs Trust YouTube channel),

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Pizza Hut Restaurants has appointed Birmingham-based marketing services and technology company Inspired Thinking Group (ITG) to provide print and artwork services for all its restaurants in the UK.

The three-year contract also includes content creation and distribution for the restaurant chain’s digital screens and management of conferences and events.

Pizza Hut Restaurants has been working with ITG for several years, but the new deal sees the marketing company take over the production of all restaurant artwork at its 24/7 content creation studio in Fort Dunlop near Birmingham.

ITG will also manage menu and POS printing, as well as providing website management of online menus that link to the company’s ordering app.

Ian Straughan, Pizza Hut Restaurants UK’s Head of Brand Development, says: “Pizza Hut Restaurants has a great existing relationship with ITG. We have worked with them as partners on numerous projects.”

Jo Cooper, ITG’s customer service director for Pizza Hut Restaurants, said: “We are extremely excited to formalise our relationship with Pizza Hut Restaurants. They’re a great team to work with, and they provide us with a huge variety of interesting work across print and digital marketing, as well as special projects such as their annual conference and other marketing initiatives.

ITG also provides the restaurant chain’s Restaurant Support Centre with support through its proprietary resource management platform, Media Centre. Media Centre is ITG’s cloud-based marketing automation platform. It manages campaign planning, assets, suppliers, requests for quotations, briefing, approvals, stock ordering and reporting.

Founded in 2009, ITG is a specialist marketing services and technology business that helps major brands and retailers improve the efficiency, speed, cost and control of their marketing operations. ITG employs over 500 people and the group has recently opened offices in Chicago and New York. Clients include Heineken, M&S, Audi, Tesco, Joules, Puma, Škoda, Pizza Hut, Renault, Sainsbury’s, Bourne Leisure, Cath Kidston and Care UK.

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London’s Waterloo Station is the venue for FrieslandCampina’s latest campaign for its new healthy yogurt drink, Optiwell.

The activity involves the takeover of multiple poster sites across the station, combined with experiential sampling run by integrated agency Sense, along with digital support through online brand display and social media.

Will Jones, Marketing Director at FrieslandCampina, says: “The Waterloo domination was chosen for Optiwell, our new delicious fat-free yogurt drink, due to the large reach and frequency of coverage it offers. With multiple poster sites in close proximity at the station, it allows for strong brand visibility and impact, which is essential when launching a new brand,” said

Jones adds that the brand will be targeting the commuter with unmissable brand information on exiting the station, plus a free sample for them to try at their leisure in the form of an on-the-go bottle for consumption when they would otherwise feel like a snack.

Optiwell is being positioned as a healthy alternative to help people resist tempting snacks, with the slogan: ‘With Optiwell, resisting temptation has never tasted so good’”

The Waterloo digital and sampling campaign will run from February 16^th to 20^th 2016, targeting 25 to 45-year-old women.

Anna Stennett, Account Director at Sense, observes: “Our trained brand ambassadors are set to deliver around 60,000 330ml chilled bottles of Optiwell over the five live activity days. It’s part of a large-scale multi-channel advertisement campaign centred on London, which includes distribution drives and in-store activation. We have already distributed 450,000 samples since the brand launched late last year.”

FrieslandCampina is one of the world’s largest dairy co-operatives. With a commitment to producing nourishing dairy products, its new yogurt drink Optiwell is full of dairy goodness including calcium and protein, but with no added sugar, no fat, and is only 64 calories per 200ml.

It launched Optiwell in the UK in August 2015, recruiting This Morning presenter Holly Willoughby to be brand ambassador for the launch as part of a four-year marketing campaign valued at £25m.

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UK tea brand Tetley has introduced an attention-grabbing holographic version of brand character Gaffer, who is appearing in selected Cash & Carry and wholesalers.

Tetley’s new Virtual Gaffer will be sited in selected cash & carry outlets initially, but the company is planning to deploy them in supermarkets in the future. The new assistant uses the latest in technology to attract buyers and point them to the offers to be found in the tea aisle.

The animated display unit has a footprint of just 50cm2 which makes it suitable to place in a variety of locations; but, at 1.5m, with Gaffer’s animation accounting for nearly half of this, it has high impact.

Andrew Pearl, director of customer and shopper marketing for Tetley, says: “The development is part of our programme to create a sense of theatre at point of purchase and stimulate interest in tea. It’s a really engaging promotional tool – an in-built sensor tells Gaffer when he is on his own so he can call out to passers-by to get them to come over and look at the current tea offers he has on his iPad. A number of different scripts have been developed for him and we can manage these remotely to ensure that he is as up to the minute as possible.”

Pearl adds that the technology “has been proven to increase unit sales by 75% and dwell times by 50%, so when you add to this the appeal and recognition that Gaffer has, you get a powerful marketing tool.”

The technology for the Gaffer Virtual Assistant has been developed by customer journey specialist Tensator Group and the graphics by Tetley’s ad agency Creature.

Tensator group marketing manager Rebecca Fennell observes: “Our research shows that many of us are becoming de-sensitised to more traditional forms of marketing, so it’s great to see Tetley embracing such an innovative approach.

Tetley’s investment in Virtual Gaffer forms part of a wider programme of activity in cash & carry and retail environments to stimulate growth in the tea market.”

Tetley is developing a number of initiatives to enhance shopper engagement with tea and is looking to work with a number of customers on specific activities in the coming year.

This is not the first time Tetley has worked with Tensator. Two years ago, the tea brand introduced Virtual Assistants to promote tea at a number of Co-Op stores in Kuwait. The female assistants promoted the brand by communicating the benefits of Tetley’s drawstring teabags to Kuwaiti shoppers.

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