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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Fanta is running an experiential Virtual Reality campaign called ‘Fanta: The 13th Floor’ to scare audiences just in time for Halloween, with consumers entering a physical lift that transforms into an immersive Halloween experience.

Fanta’s campaign – which was devised and produced by MediaCom’s content division MediaCom Beyond Advertising – uses the latest technology to deliver a 360° virtual reality experience.

Each ‘ride’ lasts for four minutes, where the user arrives at different floors of a building on the way to a Halloween party. Each floor then presents a different scenario: on one floor something comes forth from the shadows in an otherwise unassuming corridor, on another a shadowy figure transports from the realm of flickering TV screens to the confines of the lift.

4D elements add to the excitement, with a lifelike rumble emitting from the lift floor as the elevator stops at the various levels whilst a whoosh of air greets the user as the virtual doors open. It is the first time the drinks company has used an experiential activation of this magnitude to drive engagement.

Thorpe Park and Westfield shopping centre in Stratford will host three lifts each, aimed at 16-19 year olds to generate buzz and excitement for the orange soft drink Fanta during the Halloween period. The innovative campaign will run at Thorpe Park until November 1st and Westfield shopping centre until October 28th.

To drive further scale to the activation, the 360° video can also be viewed on www.fanta.co.uk13thfloor.

Mediacom will be promoting this through online video and paid social channels.

Rosalind Brown, Marketing Manager, Coca-Cola Great Britain, says: “Halloween is the one time of year when we can all unleash our inner dark-side and embrace everything which is fun about the freakish and frightening. Our limited-edition Fanta cans and bottles, along with our exclusive Snapchat partnership, definitely help add a bit of drama and intrigue to the fright-night season. However for those brave enough, we have brought the fun of Halloween to life with our Virtual Reality experience which is now live at Thorpe Park and Westfield Stratford. For those who dare to enter it’s a shocking, fun filled ride to the 13th Floor!”

Mike Gibbons, Art Director at MediaCom Beyond Advertising, adds: “We love being able to draw from the different skillsets from within MBA, here utilising both the Original Content and Experiential teams, to create engaging campaigns. I recommend you track down some VR goggles, a pair of headphones and appreciate this immersive experience in all its glory.”

The media agency worked with video production company Kode Media and boutique VR Production agency TrojanVR, a joint venture that saw the two companies develop, shoot and deliver the 360° elements of the experiential campaign in an extremely short time frame.

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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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Team GB gymnast Nile Wilson, Britain’s Got Talent finalists Twist and Pulse and ballet star Alessia Lugoboni have teamed up with Lucozade Ribena Suntory and Transport for London to promote an offer for commuters of free journeys on the London Underground, using ‘contactless’ Lucozade Energy bottles.

From May 30 to June 2 at Oxford Circus Station during ‘Whoosh Hour’, Lucozade brand ambassadors will be handing out thousands of limited edition Lucozade Energy bottles with contactless chips, like the ones found in TfL’s Oyster Card, embedded in the base. Lucky recipients will be able to use the bottles like Oyster Cards for one free Underground journey.

Lucozade Energy also enlisted Wilson, Twist and Pulse and Lugoboni to help promote the activation with three films featuring them using their talents to get through the station to their tube trains. The contactless bottle give-away and the videos are in support of the brand’s ‘Find Your Flow’ campaign message. The Lugoboni film has been posted to YouTube.

Whoosh Hour is a fully integrated campaign with support from integrated agency The Big Kick, shopper marketing agency Valenstein & Fatt (formerly Grey Shopper), event agency TRO, media agency MediaCom and PR agency Frank PR.

Lucozade Ribena Suntory is putting a considerable marketing budget behind the various offshoots of the umbrella Lucozade brand at the moment. A week ago, it launched a new campaign for Lucozade Sport featuring an on-pack promo offering consumers the chance to win more prizes the more active they are, including fitness trackers, gym memberships, tickets to events such as the FA Cup Final, England football matches, the Tour de France, an Adele concert and holidays to Australia, the US and the Middle East.

At the beginning of April, Lucozade Zero and fashion retailer Missguided announced a collaboration, ‘Zero To Pay’, which was brought to life through on-pack promotion and experiential marketing. The on-pack promotion offered consumers a range of discounts which could be unlocked through codes on mini cans of Lucozade Zero. Targeting city centres, train stations and shopping centres, a sampling campaign offered bespoke miniature cans featuring unique Missguided discount codes. The activity was bolstered at high footfall locations with a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art.

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Coca-Cola Enterprises (CCE) is offering consumers the chance to win a two-hour visit from the Coca-Cola truck to their home town, plus a £5,000 Christmas hamper to mark the 20th anniversary of its iconic “Holidays are Coming” marketing campaign.

The prize promotion is a new feature of the campaign, which kicked off last week. The traditional Christmas truck tour roadshow will stop at more than 40 locations across Great Britain over a six-week period.

The campaign features across the Coca-Cola portfolio on a range of pack formats including 500ml and 1.75-litres, providing consumers with a unique on-pack code that can be entered online to be in with a chance of winning the prize. The competition will be supported with truck-inspired in-store POS, according to Caroline Cater, director of operational marketing, while TV advertising will run from late November.

Cater observes: “When people think of Christmas, they often think of Coca-Cola. It’s once-in-a-lifetime prizes like a visit from the Coca-Cola truck that really builds excitement around the holidays, and positions us as a brand synonymous with the festive season.”

She adds: “Soft drinks in general are hugely important at this time of the year and are in fact the most frequently bought category in the eight weeks running up to Christmas. It is important for us to provide campaigns that allow retailers to maximise their Christmas sales. This year is no different.”

Coca-Cola is offering a two-hour visit from the Coca-Cola truck to consumers’ home towns plus a £5,000 Christmas hamper as a prize in its 2015 “Holidays are Coming” marketing campaign.

Agencies working on the campaign include PR company Lexis, experiential agency Playmaker and media agency MediaCom.

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