London-based specialist Digital Out of Home (DOOH) agency Grand Visual has been brought in by Coca-Cola in Switzerland to run a large-format Augmented Reality (AR) experience at Zürich’s main train station to celebrate the FIFA World Cup and the soft drinks brand’s continued support of the game. Lucky fans are being offered the chance to engage with a digital version of Switzerland’s Xherdan Shaqiri on-screen.

Participants are being treated to a show of skill from Shaqiri and are then invited to get involved and play a few shots against the Swiss star. At the end of the experience, people have the chance to take a photo with the virtual Shaqiri, and leave their details to receive a copy of the photo and a chance to win a FIFA World Cup Official Match Ball.

The campaign was created by Top-Spot and London-based DOOH creative services firm Grand Visual, which also directed and built the bespoke creative technology set-up. Project initiation and promotion consultancy were performed by GroupM Out of Home. Media planning and buying was by Top-Spot and Mediacom. Anthem provided video assets and delivered a social sharing App to further engage audiences on-the-go.

Robert Percze, Senior Brand Manager at Coca-Cola Switzerland says: “Coca-Cola Switzerland is pleased to offer a new type of experience for football fans. It’s the perfect way to get people into a perfect football mood right at the beginning of the FIFA World Cup 2018.”

Dan Dawson, Chief Creative Technology Director for Grand Visual, adds: “It is great to be working with Coca-Cola again on a project that taps into the most coveted cultural event of the year. The appetite to innovate and collaborate, right from the start, has made the delivery of this project seamless. Clever use of technology has produced a memorable experience that participants can share online with family and friends.”

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. FIFA and The Coca-Cola Company have now extended their long-time partnership to 2030.

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Lucozade Ribena Suntory’s TED – Technology, Entertainment and Design – team has delivered its first in-house TV creative; a Lucozade Zero and Love Island tie-up, which is part of a £6m multimedia campaign partnership with ITV2’s BAFTA award-winning Love Island show.

The Love Island partnership will also include VOD, OOH, Digital and Social to drive awareness and cultural relevance with Lucozade Zero’s target audience, as well as a competition to win tickets to the show’s final.

Pioneering a model of collaboration, TED led the strategy and creative, working closely with both the Lucozade Zero brand team and ITV to generate ideas and partnership assets, along with MediaCom to plan the media campaign.

The print and digital out of home elements of the campaign were shot by renowned fashion and sports photographer, Richard Allen, and the in-store campaign features bespoke smart-screens activated by warm weather. Consumers will also be reached through a branded Snapchat lens; Love Island app; influencer content; and a competition to win tickets to the Love Island live final.

The campaign kicks off with an upbeat, summery TV ad where the protagonist is looking for her perfect match. She optimistically engages with a couple of guys until she humorously realises they are not quite for her. Suddenly, the sound of a text gets her excited. It’s a new arrival, and it’s 100% her type. Finally, she’s met the one that ticks all her boxes: Lucozade Zero, a drink that tastes great and has zero sugar. The ad ends with the “Fancy It?” tagline.

Laz Ioannou, TED Creative Director, comments, “Our writers, designers and strategists sit alongside the marketing teams every single day, allowing us to get truly under the skin of their brand. We tapped into the Lucozade Zero brand team’s consumer insight and were then able to take them through every step of our creative process. Collaborating with ITV’s production house also opened the door to an agile and iterative process, which we believe has helped develop a great end result.”

Claire Heys, ITV Brand Partnerships and Content Director, adds: “I’m delighted to welcome Lucozade Zero as a partner of the summer’s hottest show. We’ve worked closely with the brand to launch Lucozade Zero on TV with a fantastic new Love Island themed advert which I’m sure will really appeal to viewers.”

The TED team includes designers, developers and strategists who sit within the Marketing department at Lucozade Ribena Suntory (LRS) responsible for supporting Lucozade Ribena Suntory’s brands with everything from pack shots and shopper marketing creative to billboard ads and TV spots.

Rick Oakley, TED Head, comments, “We recognise the invaluable expertise of our brand’s creative agencies, but we’ve built a hugely talented team able to deliver fine creative work and, where feasible, we’ll deliver projects of this size in-house. The savings the brands make here are ploughed back into media to ensure our great creative is seen even more widely and drives sales.”

Lucozade Zero was the biggest soft drink launch in 2016 and the brand is now worth £30m. The brand is part of Lucozade Ribena Suntory, one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014, and is part of Suntory Beverage & Food Europe. Soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal Cactus Water.

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Mars Wrigley Confectionery UK is launching The Sweetstake, a new football-themed on-pack promotion offering consumers the chance to win millions of prizes including free products and cash instantly, plus entry into a final draw for £10,000.

An adaption of the classic football fan tradition of “sweepstakes”, the unique promotion will run across 11 brands in singles, multipack and pouch packs. There will be 100 million promotional packs in the market from the 23rd of April in the lead up to and during the football this summer.

Mars Wrigley is not an official sponsor of the FIFA World Cup, taking place in Russia this summer, which is why there are no overt references to the tournament, just generic football references; but the confectionery giant is obviously hoping to benefit from increased consumption of its products by fans watching the matches on TV. Mars Wrigley suggests that 80% of UK football fans will watch the games at home.

Every promotional pack purchased gives consumers entry to The Sweetstake and there will be over 700 different The Sweetstake gameplay scenarios available across the promotion. Shoppers will need to enter the unique codes found inside the packs onto a microsite to see if they have won a prize, if their gameplay scenario occurs.

Each pack carries a 1 in 7.7 chance of winning prizes, which include cash prizes of £5, £20, £500 and £10,000, and also free products which are redeemable by coupons, driving shoppers back in store. Every entrant will also be added to a £10,000 super draw to be held at the end of the promotional period (16th July).

Promotional packs will all carry a visible flash, with a WIN beacon consistent across all of them. On top of this, the Mars brand is the official chocolate partner of the Men’s England Football Team, and Point Of Sale displays will be available featuring three famous players to capitalise on the nations support: Dele Ali, Marcus Rashford and Jamie Vardy.

Mars Wrigley Confectionery UK will also drive awareness of the promotion with a £1.2 million media spend, including a TV commercial featuring England players Marcus Rashford, Jamie Vardy and Jordan Henderson.

The promotion will also be supported by digital and live Out Of Home (OOH) media.

Katie Walland, Mars Brand Director – Mars Wrigley Confectionery UK, says: “Rooted in cutting edge shopper and consumer insight, we’re confident The Sweetstake can, with a £1.2m media spend, drive growth across the category, boost sales for retailers, and provide consumers with a way to enjoy football even more with Mars Wrigley Confectionery UK’s blockbuster brands.”

Walland adds: “As a partner of the England Football Assocation, and as supporters of the England football team, the Mars bar has football in its DNA and Mars Wrigley Confectionery produces the perfect products to stock up on ahead of a big tournament.”

Mars is the 10th biggest chocolate brand in the UK, with of £77.5m. Mars Wrigley confectionery brands include M&M’s, Snickers, Dove, Galaxy, Mars, Milky Way and Twix, Doublemint, Extra, Orbit and 5 chewing gums, Skittles and Starburst candies, and Altoids and Lifesavers mints.

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Oreo, the world’s biggest-selling biscuit brand, has launched an innovative Out-Of-Home (OOH) campaign across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion.

The core of the OOH campaign is a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street. It offers passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site.

The new OOH campaign runs for two weeks across 245 panels and 10 Transvision screens in rail stations across London, featuring a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.

The OOH game comes complete with its own bespoke mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and encourage participation in the quest.

OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by Liveposter and is part of a wider advertising campaign that includes TV, online and in-store activity and displays.

“We’re kicking off this year in style with a wonder filled activation that offers a great brand experience for consumers,” said Katie Dade, senior brand manager for Oreo. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”

Thomas Mason, planning and buying director at Posterscope, added: ”It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London.  The increasing digitisation of out-of-home means that we can devise ever more innovative and fun elements into OOH campaigns, in this case a great interactive game and Oreo cookie dispenser.”

The Great Oreo Cookie Quest, which launched in the UK in mid-January and which runs until 31st May 2018, is effectively two promotions.

One, an instant win on-pack promotion, offers customers the opportunity to win the grand prize of a once-in-a-lifetime trip to California for four people, with a visit to the Googleplex and spending money. Other instant win prizes include 780 Bluetooth compatible speaker – (up to 39 will be awarded each week) worth £13 and 1,320 Oreo Earphones (up to 66 will be awarded each week) with a value of £3.

Consumers have to buy a promotional pack (unless they live in Northern Ireland, where there is a No Purchase Necessary route to conform to local gambling laws). If they are using a computer, they then go to the promotional website, www.oreoquest.com; if they are using a mobile device, then they can download the “Oreo Quest” app from the Google Play Store or the App Store and tap on the “Enter CODE” button which will take them to the promotional site.

They are then asked for their details and have to upload a scan of the logo from the pack or of an Oreo, plus their pack code.

The second promotion involves using the Oreo Quest app to find hidden Oreo Cookies and dave them to a ‘Cookiedex’. These cookies can be found by solving daily clues, identifying the object involved and then scanning it using the app, or by scanning random objects. Daily clues will involve riddles such as “What puts hands on your wrist?” if users then scan a watch, an Oreo will be revealed on their phone screen.

There are 30,000 £5 Google Play vouchers to be won by collecting cookies and scoring points, and one grand prize of a Samsung Galaxy J7.

The hidden cookies are worth different points depending on their colour – one point for chocolate, three points for silver and five points for gold. A maximum of 390 cookies can be stored in the ‘Cookiedex’ and the Galaxy J7 will go to the user who collects the biggest point total. The £5 vouchers can be won by players who are among the first to reach particular scores. Players can also earn Oreo wallpaper and stickers to use in their messaging apps.

The Great Oreo Cookie Quest app plays on Oreo’s partnership with Google, which began in August 2016, and which is why the prizes are Google Play vouchers and an Android phone (the Samsung). It has elements similar to that of the hugely popular Augmented Reality game “Pokemon Go,” where users search for virtual Pokemon in their surroundings and catch them storing them in a Pokedex on their phones.

The Great Oreo Cookie Quest app was created by US ad agency The Martin Agency, in partnership with Carat and US AR developer Gravity Jack. It launched on iOS and Android at the end of January in the U.K. and will roll out across Europe, Russia, Latin America and possibly the U.S.

Mondelēz International is a global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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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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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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Lego is set to become the first client to capitalise on Primesight’s new ‘Primespot’ technology which takes the traditional ‘gold spot’ advertising seen on-screen before a film into the foyer, maximising exposure to the target audience.

The technology will revolutionise how digital cinema advertising is sold, serving the ad exclusively for 15 minutes in the foyer ahead of a specific feature film. The average cinema goer spends 14 minutes in the foyer ahead of watching their film, which means that ‘Primespot’ minimises wastage and targets the desired audience at a moment when they are most receptive to the message.

Aniskha Fernando, Senior Client Manager at Posterscope, said: “Cinema foyer advertising has always been a great format for us to target LEGO’s audiences, and through Primespot we are now able to be more niche with our targeting and dominate foyer presence during the all-important 15 min lead up to the show.

Lego have purchased 1,750 hours across Primesight’s cinema portfolio of digital 6-sheets, which will run daily before showings of Rogue One: A Star Wars Story, at 120 cinemas in a nationwide campaign. The Lego spots will be served directly before what is set to be this year’s festive blockbuster and will feature Lego’s Star Wars range. As one of the biggest films of 2016, Rogue One is expected to take £80 million at the box office.

Dan Sharp, Head of Digital at Primesight, commented: “Through Primespot, we hope to reach out to audiences when they are at their most receptive, to build upon brand engagement at the first touchpoint: in the foyer of a cinema. Our first campaign with Lego is one we are very excited about and is the first step in showcasing just what brands and advertisers can creatively do in this space.”

2016 was another record year for UK cinema, which defied expectations to continue to deliver on the impressive growth of 2015. The total UK box office crossed £1bn in record time, hitting the figure by October 8th, and beating last year’s record by nearly three weeks. Increasing footfall and spend in cinemas around the UK means that engaging audiences in the time they spend before watching the film is even more important, which is why Primesight developed ‘Primespot’.

Primesight is one of the UK’s largest suppliers of out of home (OOH) solutions.  Its product portfolio reaches audiences in a range of environments including Roadside, Airports, Cinema, Retail Convenience, and Subway transit.  The operation of the largest UK network of fully interactive screens allows touch, sound and gesture engagement as well as mobile connection through touch points.

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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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This weekend saw the clocks go back in the UK as British Summertime ended: and cancer charity Marie Curie took the opportunity to take over London’s iconic Piccadilly Circus outdoor advertising sites and turn them yellow in support of Marie Curie Nurses who worked an extra hour while the rest of the country enjoyed more time in bed.

Working with Saatchi & Saatchi London, for one hour only between 7.00pm and 8.00pm on Saturday October 29th 2016, brands including Coca-Cola, McDonald’s, Samsung, Hyundai Motor and the Egyptian Tourism Authority all showed their support for the charity’s ‘Extra Hour’ campaign by agreeing to donate an hour of their advertising time and turn their artwork yellow.

The iconic Piccadilly Lights advertising site, owned by Land Securities, also featured messaging for the full hour explaining why the site had turned yellow and included a call to action to donate to show support for the charity.

Dr Jane Collins, Chief Executive for Marie Curie, said: “We’d like to say a massive thank you to all the brands and media owners who have donated their advertising space in recognition of the work that our amazing nurses do. Practically everyone will be affected by terminal illness at some point in their lives, so it’s really important that more people are aware of the work that our nurses do and that they are able to receive our help if and when they need it.”

Andy Jex, Executive Creative Director at Saatchi & Saatchi London, added: “Saturday night, as the clocks go back – everyone’s out making the most of an extra hour on the town. Meanwhile Marie Curie Nurses are working an hour extra to care for the terminally ill. Piccadilly Circus was the ultimate place to showcase this campaign. Thanks so much to all the brands and media owners involved, we really couldn’t have done it without you.”

As part of the campaign, additional digital advertising billboards across the UK included digital billboards on top of London’s black cabs also supported the ‘Extra Hour’ campaign. Shot by award-winning photographer Josh Cole, the creative will feature an image of Marie Curie Nurse, Sally Monger-Godfrey, and urge people to support the Marie Curie’s Nurses.

Brands and outdoor media companies who have pledged their support include Amazon, EDF, Spotify, WHSmith, Kinleigh Folkard & Hayward Estate Agent, The Daily Telegraph, Primesight, Clear Channel, Ocean Outdoor, City Outdoor, Forrest, Signature and Verifone Media, Global Radio and Jazz FM.

UM London and out-of-home agency Rapport worked with media owners around the UK to secure these additional spaces.

Other elements of the campaign include a 60” online film featuring Marie Curie Nurses and a 30” film which features a message of support from actress Alison Steadman whose mother was cared for by Marie Curie Nurses.

The ‘Extra Hour’ campaign aims to raise awareness of the fact that Marie Curie Nurses work overnight, providing care and support in people’s homes. Those wishing to make a donation to help fund more care and support from Marie Curie’s Nurses can text EXTRA HOUR to 70755 to donate £5. Marie Curie receives 98% of the donation.

Marie Curie is the UK’s leading charity for people with any terminal illness. The charity helps people living with a terminal illness and their families make the most of the time they have together by delivering expert hands-on care, emotional support, research and guidance. Marie Curie employs more than 2,700 nurses, doctors and other healthcare professionals, and with its nine hospices around the UK, is the largest provider of hospice beds outside the NHS.

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