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. 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 Drinks, Belgium 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.
Transcript
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.
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 Drinks, Belgium
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.
Coverage Brussels
Media agency Universal Media
Creative agency Pinkeye
Specialist agency Outdoor Services
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)
55% spontaneous recallHigh level of attribution: 85%
Date & Duration 2011 - 3 weeks
“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.
Media - Share of spend
Outdoor 19%
TV 67%
Internet 9%
Cinema 6%
OOH spend €360,000
Coca-Cola Campaign details
Sou
rce:
MD
B M
edia
XimTotal 15-24 25-44
85% 89% 93%Attribution
2 months after the campaign finished spontaneous recall levels remained very high– 55% spontaneous recall– 85% attribution
Background.The overall objective was to increase Chloé perfume’s brand awareness and sales during the Christmas shopping period.
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 PerfumeCosmetics & Personal care, France
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.
Coverage National
Media agency Havas
Creative agency -
Specialist agency -
Environment & formats
8sqm roadside billboards Spectacular digital screen Mall (La Défense)
Number of faces2,729 in 45 cities of over 120,000 inhabitants
Target audience AB+ women aged 25-34
Audience figures/Research(Reach, Frequency)
Audience: 15 635 437Coverage: 78%Frequency:12.6
Date & Duration 20-26 December 2011 Source: Ipsos ASI
Media - Share of spend
Outdoor 76%
Print 24%
OOH spend €1,550K (gross)
Purchase intent results:
Coty – Chloé PerfumeCosmetics & Personal care – France
1 2
64.6%
43.2%
Exposed panelists who have recalled
the campaign
Non exposed panelists
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.
LVMH, Christian Dior, J’AdoreCosmetics & Personal Care, Italy
Idea.– 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.
“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”.
Environment & formatsRoadside Street FurnitureFree Standing Units
Number of faces 1,409
Target audience Women 25-49
Audience figures/Research(Reach, Frequency)
– 11,900 GRPs– 70% reach – 170 frequency
Date & Duration 19/12/2011 - 14 days
Media Share of spend TV61% Outdoor 17% Periodicals 14 %Internet 8%
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.
This was the first time Clear Channel Italy had allocated all of its street furniture network in Milan to one single advertiser.
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.
Burton’s Foods, Cadbury BiscuitsFood, UK
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
Coverage National
Media agency Universal McCann
Creative agency -
Specialist agency IPM
Environment & formats– Digital and static 48 sheets– 6 sheets
Number of faces -
Target audience Women 25-44
Audience figures/Research(Reach, Frequency)
-
Date & Duration 10/05/2010 – 23/05/2010
“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!”
Universal McCann
A huge increase in purchase consideration, with Crunchie performing +10% better than the industry average.
Source: Clear Channel Research Monitor (UK) 2010
Media share of spend
100% outdoor
Cadbury’s Caramel Biscuit launch
“Makes me want to buy or try it”
Burton’s Foods, Cadbury BiscuitsCampaign details
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%
Norm All Adults Women 25-45
Any positive
30%
56%
64%
80%
Cadbury Duals over-performed vs. Food catergory and NPD campaign norms.
Source: Litmus (UK) 2010
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.
Results.The film topped the box office chart after its opening weekend, taking £5 million in 5 days.
Paramount, DictatorEntertainment, UK
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.
Coverage National
Media agency MEC
Specialist agency Kinetic
Environment & formats
4370 x 6 Sheets100 x 96 Sheets4 x Backlit 96 Sheets, 4 x Mega 6 SheetsSocialite 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
“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
Paramount, DictatorCampaign details
20th Century Fox, Ice Age 4Entertainment & Leisure, Hong Kong
Background.20th Century Fox was launching their latest movie, Ice Age 4.
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.
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
– Free internet connection for bus travellers to extend campaign coverage
– Integrated Buzplay TV screens broadcasting movie trailers to capture bus passengers’ attention.
– 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.
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 audienceGeneral Mass, especially Kids & young adults
Audience figures/Research(Reach, Frequency)
Buzplay TV screens Estimated OTS: 14m bus passengers
Bus wrapEstimated OTS: 38% of 15-54 year olds
Webus425,000 impressions0.41% click through rate in 28 days
Date & Duration 18 June – 15 July 2012
20th Century Fox, Ice Age 4Supportive information
Special creative executions amplified the impact of bus advertising.
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.
Media
Share of spend
Outdoor 57%
TV 32%
Print 2%
Radio 4%
Internet 5%
Source: AdMango
Bus wrap creates impact and awareness
Bus interior prompts a call
to action
Buzplay TV screenscaptivate bus passengers’
attention
Webus free internet connection extends campaign coverage
Total brand experience
Ice Age 4, WebusExtends 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
*Click Through Rate
Landing Page
Ice Age 4, BuzplayTransit 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 InteriorCreates a ‘wow’ effect and prompts call to action
T-Shape panels to increase awareness and frequency
Fully wrapped Theme Bus to create impact
Ice Age 4, Bus wrapCreates impact, builds awareness and increases frequency
Results.Estimated OTS: 38% of Hong Kong’s 15-54 year olds
