Outdoor Planning Awards 2015

Google Outside 2.0, Google - Talon / OMD UK / R/GA London / Grand Visual

Google Outside 2.0 pushed the boundaries to showcase Google’s search technology to millions of Londoners.

The original Google Outside campaign had proved that digital Out of Home (OOH) could change how people felt about the Google Search App. With Google 2.0, the aim was to change how people used it.

Focusing in on the Google Search App’s ability to intuitively provide the right information at just the right time, the campaign sought to change Londoners’ mobile behaviours by demonstrating just how useful the technology can be at the times when they needed it most. Using digital OOH across bus shelters, the Underground and the Rail Network, the campaign engaged with consumers on-the-go.

R/GA London devised a way to generate thousands of pieces of unique, real-time and location-based data drawn dynamically from dozens of Google and third-party sources. This information was stitched together to make unique, real-time and location-based ‘stories.’

Grand Visual distributed each story to digital screens London-wide in vast quantities, ensuring the right information was displayed in the right location at just the right time.

Digital OOH had never worked so hard: displaying hyper-relevant messages across 1,240 screens, in hundreds of different locations, 24 hours a day for 4 weeks.

Results

By delivering highly contextual and relevant content at every location, at any time of the day, the campaign truly cut through and resonated with Londoners. The campaign went one step further, moving beyond merely changing perceptions, but changing people’s behaviour as well.

"Google Outside 2.0 really took context into account, with its use of dynamically screened content and live data. It demonstrated targeting to an enormous level."

Winner: Yoga2, Lenovo - Posterscope / Total Media / EE

In a highly competitive market, Lenovo needed to raise consumer awareness and build emotional connections around the brand, as well as specifically launch its multi-mode Ultrabook, the Yoga 2.

Insight showed the target Millennial audience used their smartphones to visit websites more frequently than any other group, with a high percentage of people completing online research before making their purchase in a physical store.

In light of this information, Out of Home (OOH) ads were placed in virtual tech hotspots – areas where planners knew the target audience would be actively searching for products on their mobiles.

Partnering with EE provided a vast amount of data about customer’s movements and mobile usage by location. By focusing on related technology and retail sites, 22,000 previously unknown and unidentifiable virtual Millennial hotspots were created.

These hotspots were overlaid on current proximity 6-sheets, not only demonstrating where the highest impressions could be delivered against the desired audience.

Point of sale was still important to the campaign and 25% of the 6-sheet frames were moved into Millennial hotspots, achieving a stronger combination of panels distributed to the audience’s behavioural habits.

Results

The results were spectacular and demonstrated the value of using an innovative data approach. The OOH effect (from control vs. test) was tripled in the EE hotspots when looking at key metrics.

"Yoga 2 provided an interesting story with great insight and their application to a physical location and site selection was impressive."

Winner: Specsavers - Talon / MGOMD

Specsavers is Britain’s best-known optician, famed for their iconic ‘Should’ve Gone to Specsavers’ (SHGTS) branding.

Historically, TV had dominated ad spend, however, four years ago it became clear that a more integrated advertising approach was required to communicate individual offers and keep the brand front of mind.

Long term holdings on large format Out of Home (OOH) developed an unmissable presence. Specsavers were able to equalise coverage at TV region level using geo-targeted billboards and soon demand for new sites and formats outstripped supply.

The next phase aimed to increase general awareness and incorporate localised planning to drive footfall in-store. Using bespoke online tool ‘LabPlus’, store partners were able to select individual panels and formats, combining the precision and reactivity of local planning with the scale and efficiency of the long-term holdings.

Building on the success of the long term OOH strategy at both a national and local level, the ‘Best Possible Panel Principle’ was introduced to add rigour to the planning process.

Using Route, planners were able to group every Specsavers store into a catchment area and analyse all surrounding OOH sites against audience data. Each panel was then hand-selected as the best, rather than just the closest to store.

The savings generated by the ‘Best Possible Panel Principle’ meant planners were able to expand the role of OOH even further, using digital to build the Specsavers brand by publicising SHGTS moments.

Results

Specsavers has one of the most visible outdoor presences in the UK and OOH has helped sales grow to their highest levels ever. The brand continues to go from strength to strength with sales and profits increasing. Multiple creative executions are now widening the appeal and consciousness of the brand across the country.

"A solid strong entry, demonstrating a strategic use of the medium, hitting the required coverage target. This campaign said the judges, showcased a good use of formats and told a great story."

Highly Commended: Always On, Sky - Rapport / Mediacom

Always On harnessed the power of big data to produce ground-breaking segmentation that offered a precisely targeted OOH campaign that reinforced Sky’s brand positioning as ‘king of content’ and retain its mass-market dominance.