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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A new American Airlines campaign to drive awareness of its product and network offering from London has become the first of its kind to utilise geofencing technology with a moving object – in this case, a London black taxicab.

Building on a successful campaign last year where outdoor sites were geofenced, media specialists MediaCom has now taken this one step further by presenting consumers with highly-targeted digital ads from ‘wrapped’ taxis as they pass them on the street.

The innovative campaign, which kicked off this week and is due to run until the start of November, aims to connect the latest in digital technologies in GPS and Wi-Fi to the outdoor advertising environment, says MediaCom.

MediaCom has bought select advertising space around London, including OOH advertising on office digital panels, Canary Wharf shopping centre and a domination at Canary Wharf, together with online advertising.

The media agency has also worked with taxi advertising company Ubiquitous to upgrade the on-board taxi technology, partnering with location tech business Mobsta to build the API connections that connect the two together.

Brady Byrnes, Director of Global Marketing at American Airlines, said: “American Airlines is all about innovation. Our flights from London give travellers the most connected experience, with on-board Wi-Fi being at the very heart of this offering.”

Catherine Pronzato, Managing Partner at MediaCom UK, added: “We are always looking at how new technology can help our clients innovate in delivering their business needs. We’re excited to partner with American Airlines to launch this ground breaking technical solution.”

“Tapping into taxi location data to determine proximity to the target audience is an innovation that will deliver valuable additional brand touchpoints,” says Daemon Brown, Commercial Director at Ubiquitous.

The new application could allow brands to push promotional messaging to consumers on the move. A number of brands have already been experimenting with the delivery of mobile coupons offering money off products to drive consumers in store to buy.

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GLACÉAU smartwater is running a geo-targeted ‘hyper-local’ Digital Out-Of-Home (DOOH) campaign which shares tips from celebrities, fashion experts and other influencers with Londoners who are within 500 metres of a beacon-equipped poster site.

Launched at the start of September 2016 and running for the entire month in affluent Chelsea and trendy Hoxton, the outdoor ad units will alert nearby users with information like the tastiest brunch in Chelsea or the trendiest pedicure in Hoxton. The Coca-Cola-owned enhanced water brand says it “aims to distil the very best bits of London into ‘on-the-go’ recommendations for busy urbanites.”

The ads will alert consumers within 500 metres to check out top tips from London based influencers, including blogger Reem Kanj and stylist Roxie Nafousi. Smartphone users with a range of partner apps installed will receive a push notification encouraging them to click and discover top recommendations in the area.

The creative follows the GLACÉAU smartwater summer outdoor marketing campaign, which aimed to bring a sense of simplicity to the complex through placing smart and witty outdoor adverts across London.

Bryony Lester, Senior Brand Manager at GLACÉAU smartwater, commented: “We’re using advanced technology to distil insiders’ knowledge about their favourite areas of London. Through working with new innovations, we have created a simple way for busy city dwellers to receive interesting content that they can enjoy in their local area.”

The beacon technology has been implemented by Kinetic Worldwide, global leaders in contextually activating audiences on the move, in partnership with Tamoco, Proxama and JCDecaux.

Kinetic’s Director of Innovation, Rosh Singh, added: “The use of beacons in the London: Distilled campaign is not only groundbreaking, but also exactly what brands should be aspiring to do – hyperlocal media, serving useful content in innovative ways. The perfect use of ‘push’ messaging and beacons.”

GLACÉAU Smartwater is the first bottled water brand in the UK to use a unique method of vapour distillation, using British spring water in its evaporation, condensation, and precipitation process. A combination of electrolytes is then added resulting in a distinctive taste.

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David Tymm of i-movo argues that digital coupons and vouchers can be the final link that completes online promotional campaigns

Like those wearing sandwich boards proclaiming ‘The End is Nigh’, commentators’ predictions on business and technology should be treated with extreme caution.

Shortly after the baseless mutterings about the fatal fallout of the ‘Millennial Bug’, ‘research’ from various quarters with a vested interest in creating doom and despondency suggested that shopping would be conducted entirely online in the near future.

Webvan would be delivering our groceries; boo.com would provide our wardrobe and buy.com would sell us everything else. All of this conspired to cause a stampede amongst traditional retailers to secure their online presence as quickly as possible.

At that time, 8% of all retail sales were online. The comparative figure is now 15.2% – a significant change for sure, but definitely not the end of the world as we knew it.

This change, however, obscures the underlying fact that while some traditional retail sectors have been decimated (electronics, books and music for example) and others, such as newspapers and magazines, are just about hanging on, other sectors have remained relatively stable: food, drink and grocery included.

But this, too, is overly simplistic. The seismic contractions caused by the 2008 financial crisis precipitated what the former boss of Waitrose hailed as a “once every 25 years” change in shopping behaviour.

Cash-strapped consumers developed a taste for frequent ‘top-up’ shops at convenience stores supplemented by occasional trips to supermarkets for better value staples. When factoring in huge improvements seen in ‘food to go’ offers at local stores and major market-share gain at the discounters, much of this sector remains intact – just not as we knew it and not as predicted.

Just as the meteorite did not kill the dinosaurs (the ensuing global winter did), the internet did not kill bricks-and-mortar retailing; instead, it gave rise to a multi-channel approach.

The most savvy retailers recognised that while most purchases are made in-store, those same purchases are often researched thoroughly online. Best practices allow observation of customer behaviour across whichever channel it takes place in. Retailers who mastered this have fared much better than those who did not – some have disappeared altogether.

Brand-owners of consumer products typically sold in a ‘traditional’ retail environment experience the problems of precisely identifying the brand’s consumer and determining how responsive they are to their influencing efforts.

Despite brand owners investing heavily in online marketing, unless a resultant sale is also made online, a return-on-investment figure for those campaigns has been fiendishly difficult to establish.

‘Closing the loop’ between a consumer’s digital fingerprint and their physical footprint is therefore the key for brand owners to realise value from their online media investments. There are examples emerging that show just how effective this can be.

The world’s largest soft drink manufacturer harnessed social media and other online tools to drive a sampling campaign across 60,000 UK supermarkets and convenience stores. Facebook allowed incredibly precise targeting across all standard demographics combined with lifestyle markers. In this case, a voucher for a free product was promoted to the target audience.

This same technique was used across eight further online channels, allowing the manufacturer to assess relative performance in real-time and adjust the media buy accordingly. The results speak for themselves, with a redemption rate of 37.5% in one channel and a 15.6% overall average. This is significantly better than the industry average of 2% for paper vouchers.

As an added bonus, the brand owner harvested a validated email or mobile phone number for each consumer that responded to the promotion.

Molson-Coors wanted to engage consumers and introduce them to Coors Light at the optimum temperature of 4°. Their TV campaign featured brand ambassador Jean-Claude Van Damme encouraging viewers to visit a website where they could sign up friends to receive a ‘Damme Cold Call’.

After selecting from a range of pre-recorded phrases‘, friends were then ‘phoned’ by the ‘Muscles from Brussels’ and told they would receive a digital voucher for a free four-pack when they had listened to the whole message. A 52% redemption rate suggests this message was received loud and clear, albeit with a guttural Flemish accent.

Walkers Crisps brought their famous ‘cash in the bag’ promotion bang up-to-date with Gary’s Great Ingredient Hunt. Consumers entered a competition to win cash prizes ranging up to £100 and millions of free packs of Walkers.

Consumers confirmed their entry by submitting a unique ‘on pack’ code either online or by text. Prizes were then distributed via a digital voucher redeemable at, in many cases, the nearest shop to the consumer’s home address, offering convenience and the level of instant gratification they expect. The brand gained vital real-time insight into campaign performance and consumer behaviour at a store level.

The ‘missing link’ between the online and offline experience in all these examples is the digital voucher that joins the dots. As with any chain, a broken or missing link reduces its value to being purely ornamental.

David Tymm is Chief Executive Officer of award-winning Secure Digital Voucher network i-movo. i-movo hold multiple patents for its innovative solution. It works with over 60,000 participating retailers, has delivered more than 300 successful campaigns and has processed over 17 million vouchers worth in excess of £250 million.

i-movo is a sponsor of the IPM Awards 2016.

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Kerry Foods’ Richmond Sausages brand is launching a new £3m integrated ‘Sausages & Chip’ campaign, giving families the chance to win one of 200,000 microchips that can be used to locate lost toys.

The on-pack promotion is running across the entire Richmond Sausages range until February 16th 2016 and will be supported by a multi-media campaign.

The idea behind the promotion is that parents will go to extreme lengths to protect their children’s most treasured items. Sausages & Chip will help families avoid the common scenario of lost toys by offering the chance to win a special tracking chip, which can be attached to a child’s favourite toy.

The campaign’s first TV ad – featuring the strapline ‘Keeping the Family Together’ – went live during a 60-second spot during the X-Factor on 28th November, with the campaign predicted to reach 85% of Richmond’s target audience on TV alone. Meanwhile, video content on social media and digital content across Amazon, Ebay and Asda.co.uk should ensure that millions of families throughout the UK are aware of the campaign.

Extensive in-store point of sale material – including window posters and shelf barkers for convenience retailers – will also be available across all channels to excite shoppers at the shelf.

Sarah Davies, senior brand manager for Richmond, says: “Sausages & Chip will be our biggest campaign of the year, and comes at a key sales period when sausages are a meal-time favourite for families and an essential Christmas dinner ingredient.”

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