Transcript Document

Coca-Cola
Drinks, Belgium
Background.
– Coca-Cola wanted to launch an
OOH campaign to be original & to
reach their core target.
– The marketing objectives were
differentiation and being Top Of
Mind during the end of the year.
Idea.
– An OOH campaign to reach the core target in an original
way.
– An innovative campaign for Coca-Cola in Railway
Stations & Tube reinforced by mass media in the 5 main
centres.
– Fully wrapped ceiling & wall in metro stations Louise, De
Brouckère, Porte de Namur & Arts-Loi.
– Big poster in the central hall of Brussels train stations.
– 80 panels including More O’Ferrall 36m² in Brussels,
Antwerp, Ghent, Charleroi & Liège.
Results.
– More than 80% liked the campaign
– High recall & attribution amongst the core
target
– Mass-media + creative use of OOH.
– Clever/appropriate use of environments for
reaching specific target audiences of
“actives” & young people.
Coca-Cola
Campaign details
“To stay a dynamic, young & innovative brand, you have to
differentiate yourself and this out-of-the-box campaign has
enabled us to achieve this goal and to bring happiness!”
Yves de Voeght, Coca-Cola Media Manager Belgium & Luxembourg.
Brussels
Media agency
Universal Media
Creative agency
Pinkeye
Specialist agency
Outdoor Services
Attribution
85%
Environment &
formats
Transit
Number of faces
80 MOF 36m² + fully wrapped ceiling
& wall Tube + 12m² poster in stations
Target audience
12-44 year olds
Audience
figures/Research
(Reach, Frequency)
Date & Duration
Total
55% spontaneous recall
High level of attribution: 85%
2011 - 3 weeks
89%
93%
2 months after the campaign finished
spontaneous recall levels remained very high
– 55% spontaneous recall
– 85% attribution
15-24
25-44
Media - Share of spend
Outdoor
19%
TV
67%
Internet
9%
Cinema
6%
OOH spend
€360,000
Source: MDB MediaXim
Coverage
Coty, Chloé Perfume
Cosmetics & Personal care, France
Background.
The overall objective was to
increase Chloé perfume’s brand
awareness and sales during the
Christmas shopping period.
Idea.
The campaign consisted of two creatives which were
pre-tested and improved thanks to Clear Channel
France’s 360° tool. One campaign promoted the
modern and seductive side of the perfume and one
promoted the freshness and natural side of it.
Clear Channel in France enabled Coty to benefit from
a powerful nationwide network:
– 100% backlit 8sqm faces
– 30% of the faces were located in Paris
– Covered 86% of the beauty shops
– Ran on the prestigious outdoor digital screen of La
Défense mall.
Results.
– 32% recall for women under 35
years old
– 85%+ liked the campaign and
associated it with the brand’s core
values, i.e. femininity, luxury and
modernity.
Coty – Chloé Perfume
Cosmetics & Personal care – France
Coverage
National
Media agency
Havas
Creative agency
-
Specialist agency
-
Environment & formats
8sqm roadside billboards
Spectacular digital screen Mall
(La Défense)
Purchase intent results:
64.6%
Number of faces
2,729 in 45 cities of over 120,000
inhabitants
Target audience
AB+ women aged 25-34
Audience
figures/Research
(Reach, Frequency)
Audience: 15 635 437
Coverage: 78%
Frequency:12.6
Date & Duration
20-26 December 2011
43.2%
Exposed1 panelists
who have recalled
the campaign
Source: Ipsos ASI
2
Non exposed
panelists
Media - Share of spend
Outdoor
76%
Print
24%
OOH spend €1,550K (gross)
LVMH, Christian Dior, J’Adore
Cosmetics & Personal Care, Italy
Idea.
Background.
– Christian Dior decided to launch
their new campaign for Dior,
J’adore using OOH.
– The objective of the campaign was
to increase purchase intention.
– To do so, they wanted to reinforce
the luxury image of the brand and
differentiate J’Adore from other
perfumes during the very
competitive Christmas period.
– Clear Channel Italy offered maximum flexibility
by giving 2-week exclusivity to LVMH on their
BikeMi street furniture network in the centre of
Milan. They obtained a domination of the “Red
Zone” thanks to 1,400 advertising spaces
strategically located where the shops are
concentrated and known to be particularly
elegant.
– The outdoor campaign consisted of 3 different
creative executions that ran in rotation on
scrolling and double-face displays in order to
re-create a sort of film sequence as per the TV
spot.
Results.
– The campaign generated 11,900
GRPs
– 70% of Milanese saw the campaign
– Total reach was estimated as even
higher, taking Incomers into
account.
Christian Dior, J’Adore
Campaign details
This was the first time Clear Channel Italy had allocated all of its
street furniture network in Milan to one single advertiser.
“This year for the classical Christmas advertising outdoor campaign,
we wanted to find a new striking idea in order to celebrate the new
communication launched with big success in the month of September”.
Marika Ferro, Marketing Director, Dior Parfums Italy
Coverage
City of Milan
Media agency
Carat Luxury
Creative agency
In-house creative
Specialist agency
Posterscope
Environment & formats
Roadside Street Furniture
Free Standing Units
Number of faces
1,409
Target audience
Women 25-49
As on TV, Charlize Theron, the Dior
J’adore brand ambassador, appears first
in a full length shot, this is followed by a
close up shot, before finally showing a
shot of the elegant J’adore perfume
bottle.
Media Share of spend
Audience
figures/Research
(Reach, Frequency)
– 11,900 GRPs
– 70% reach
– 170 frequency
Date & Duration
19/12/2011 - 14 days
TV
Outdoor
Periodicals
Internet
61%
17%
14 %
8%
Burton’s Foods, Cadbury Biscuits
Food, UK
Background.
– Burton’s Foods decided to launch
an entirely new type of biscuit into
an already crowded market place.
– The challenge was to create
standout in the biscuit category
where 85% of spend is on TV.
– The campaign needed to create
standout and encourage product
trial, as well as signalling that this
was a unique and different product.
– Research showed that to have a
genuine impact on our audiences’
decision to purchase biscuits, we
had to get into their daily routine by
reaching then where they lived,
worked and shopped.
Idea.
An “outdoor only strategy” was employed using a
wide range of outdoor formats including digital, in
key environments such as roadside, underground
and points of sale in order to give the presence
and stand out required.
– Billboards were used across London in order to
elevate Cadbury Biscuits and appeal to
people’s aspirations.
– A national backbone of 5,500 roadside and
pedestrian 6 sheets were employed to ensure
coverage of the UK market (reaching 80% of
the population).
– Point of sale activity with four key UK
supermarkets retailers - Sainsbury’s, Tesco,
Morrisons and Asda.
Results.
– 2nd biggest grocery product launch of
2010.
– In under 1 year, Cadbury’s Biscuit sales
reached £15.2 million
– Named The Grocer magazine’s “top
biscuit launch” of 2010
– Highly commended at the Clear
Channel / Brand Republic Outdoor
Planning Awards 2011 for the best use
of multiple formats in outdoor
Burton’s Foods, Cadbury Biscuits
Campaign details
“The only way to truly stand out in a category is to challenge the
expected, and behave completely differently to everyone around
you. Only then, will people stop and take note, and only then, will
you be able to provide the biggest biscuit launch in over a
decade!”
Cadbury’s Caramel Biscuit launch
“Makes me want to buy or try it”
80%
Universal McCann
64%
56%
Coverage
National
Media agency
Universal McCann
Creative agency
-
Specialist agency
IPM
Environment & formats
Number of faces
– Digital and static 48 sheets
– 6 sheets
-
Target audience
Women 25-44
Audience
figures/Research
(Reach, Frequency)
-
30%
Source: Clear Channel Research Monitor
(UK) 2010
Norm
10/05/2010 – 23/05/2010
All Adults
Women 25- Any positive
45
Sales uplift
(During)
Sales uplift
(Post)
Cadbury Duals
+24%
+13%
Cadbury Crunchie
+21%
+8%
Cadbury Caramel
+32%
+20%
Food Norm
+15%
+9%
NPD Norm
+19%
+10%
Cadbury Duals over-performed
vs. Food catergory and NPD
campaign norms.
Source: Litmus (UK) 2010
Media share of spend
100% outdoor
Date & Duration
A huge increase in purchase
consideration, with Crunchie
performing +10% better than the
industry average.
Paramount, Dictator
Entertainment, UK
Background.
To support the launch of one of
the biggest film releases this year,
Paramount wanted to combine
value with coverage and create a
high impact outdoor campaign.
Idea.
We were able to act as a one-stop
shop, and our breadth of portfolio
meant that we could combine
Adshel, billboards, premium and
digital to create a campaign which
was unmissable the length and
breadth of the UK.
Results.
The film topped the box
office chart after its opening
weekend, taking £5 million
in 5 days.
Paramount, Dictator
Campaign details
“Partnering with Clear Channel enabled us to proudly
announce the arrival of General Aladeen. The blanket cover 6
Sheets combined with large impactful formats ensured we
generated mass awareness, stand-out and opened at number
1 in the box office”
Shireen Zoghayer, Communications Manager, MEC
Coverage
National
Media agency
MEC
Specialist agency
Kinetic
Environment & formats
4370 x 6 Sheets
100 x 96 Sheets
4 x Backlit 96 Sheets, 4 x Mega 6 Sheets
Socialite network
Number of faces
5,000 approx.
Target audience
All adults
Audience
figures/Research
(Reach, Frequency)
Cover – 73%
Frequency – 16
Date & Duration
30th April - 13th May 2012
20th Century Fox, Ice Age 4
Entertainment & Leisure, Hong Kong
Idea.
The team in Hong Kong came up with the idea
of transforming a double-decker bus into a giant
iceberg with a combination of multiple
integrated creative and innovative solutions
including:
– Full interior and exterior wraps to increase
brand awareness and generate buzz.
– T shaped banner ads on buses to extend
coverage and increase frequency
Background.
– Free internet connection for bus travellers to
extend campaign coverage
20th Century Fox was
launching their latest movie,
Ice Age 4.
– Integrated Buzplay TV screens broadcasting
movie trailers to capture bus passengers’
attention.
They wanted to target a young
audience, to raise awareness
of the movie when they are
out and about and to provide a
total brand experience.
– Decorated interiors with wall stickers and
seat covers featuring the Ice Age 4
characters.
The creative and innovative executions created
a very exciting brand experience for bus
passengers who were completely immersed in
the world of the Ice Age 4 movie.
20th Century Fox, Ice Age 4
Supportive information
Special creative executions amplified the impact of bus
advertising.
Bus wrap creates impact
and awareness
The Ice Age 4 campaign demonstrated how the use of integrated and
complementary solutions can maximize brand and campaign
awareness and create a totally immersive brand experience.
Coverage
Hong Kong
Media agency
Mindshare Hong Kong
Creative agency
N/A
Specialist agency
N/A
Environment &
formats
Themed Bus – Bus wrap, Buzplay TV
screens, and Webus digital platform
Number of faces
1 Themed Bus + 70 T-Shaped banners
Target audience
General Mass, especially
Kids & young adults
Buzplay TV screens
Estimated OTS: 14m bus passengers
Audience
figures/Research
(Reach, Frequency)
Date & Duration
Bus wrap
Estimated OTS: 38% of 15-54 year olds
Webus
425,000 impressions
0.41% click through rate in 28 days
18 June – 15 July 2012
Total brand
experience
Bus interior
prompts a call
to action
Webus free internet
connection extends
campaign coverage
Buzplay TV screens
captivate bus passengers’
attention
Media
Share of spend
Outdoor
57%
TV
32%
Print
2%
Radio
4%
Internet
5%
Source: AdMango
Ice Age 4, Webus
Extends the campaign from outdoor to online
Consumers are able to access the landing page when they are travelling
on Webus or via the Webus app, anytime, anywhere.
Results.
–
–
425,000+ impressions
0.41% CTR* in 28 days
Landing Page
*Click Through Rate
Ice Age 4, Buzplay
Transit TV catches audience’s attention within a captive environment
Movie trailer broadcast on the bus with audio-visual effects increases passengers’
brand experience.
Results.
Estimated OTS: 14m bus passengers
Estimation based on 1.1m daily bus
passengers and 61% of 12-65 year olds who
travel on the bus 4+ times per week.
Source: Transport Department Hong Kong | Nielsen
Media Index
Ice Age 4, Bus Interior
Creates a ‘wow’ effect and prompts call to action
Ice Age 4, Bus wrap
Creates impact, builds awareness and increases frequency
Fully wrapped Theme Bus to create impact
T-Shape panels to increase awareness and frequency
Results.
Estimated OTS: 38% of Hong Kong’s
15-54 year olds
Estimation based on 70 x T Shaped panels
Source: Trantsrank Awareness Curve
http://www.buspak.com.hk/web/aware.aspx?charset=1
&section=6&part=4