Right Brain, Left Brain Blog

160 posts categorized "OOH innovation"

22 January 2016

Experiential Ad of the Week: Land Rover ‘See Winter in a New Light’ (UK)

Land Rover has partnered with Lumiere London, the UK capital’s largest ever light festival, to celebrate the Great British Outdoors as part of its annual Hibernot seasonal campaign.

Produced by arts charity Artichoke, the campaign sees a series of five handmade large-scale specially lit ‘Private View’ frames positioned in front of key London landmarks at locations including Leicester Square, Oxford Circus, Piccadilly and King’s Cross.

Lumiere-1001884_LowRes

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15 January 2016

OOH Ad of the Week: Sejong City ‘Lungs’ (South Korea)

Sejong main

We all know the dangers of smoking, gosh we read about in the media all the time, but this new OOH ad from Sejong City certainly stands out as one of the more creative ideas…

Working with Nextround, the South Korean city has created lung-shaped holes on ventilators in smoking areas, which allow smokers to see the smoke they exhale going back into their lungs. The impact is maximised when they see the ceiling unconsciously while exhaling where the ventilator has been installed.

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16 October 2015

OOH Ad of the Week: Samsung ‘See beyond the edge’ (Sweden)

Ooh

Our favourite ad this week comes in the shape of a digital billboard that wrapped around a street corner in Stockholm, Sweden – meaning that the billboard faced in two directions simultaneously.

It’s a pretty clever concept that showcases a new live notification feature on the Samsung Galaxy S6 edge+. With a claim to ‘help people with live notifications on the edge’, this billboard does just that.

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11 September 2015

OOH Ad of the Week: Nakd ‘#FindYourFave Edible Billboard’ (UK)

Nakd

We’ve seen some great innovations in outdoor advertising in our time but this one takes the biscuit – almost, literally! This week Nakd’s latest sampling drive saw a billboard erected in an area of London – but there was a twist… It was edible!

The billboard’s message to ‘Find Your Fave’ was created and built from a range of fruit and nut bars, from which consumers could stop and pick their favourite, all part of an effort to get people to try the brand’s range of goodies.

It’s all part of an integrated marketing campaign spanning press, experiential, digital display, outdoor, PR and social media. The campaign was created by independent shop Total Media, and included elements by YOLK Creative London, psLIVE and MEC.

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17 June 2015

Top 5 Contactless Campaigns using RFID & NFC

Top 5 Contactless Campaigns Using RFID

You may not know what they stand for, but chances are you’ve experienced RFID (Radio Frequency Identification) or NFC (Near Field Communication), especially if you’ve used an Oyster Card or the banks’ latest contactless payment apps. The concept is simple, when a tag comes into contact with a reader, an action is performed.

Coca Cola and Renault used RFID wristbands and cards that linked to people’s Facebook accounts, allowing them to physically check in and ‘like’ their products. It was even used in the 2010 New York Marathon so that a tag on runners’ shoes triggered a message from their loved ones as they passed certain points on the route.

Here are some of our favourite campaigns that have used the technology more recently;

Harrods & Ralph Lauren

In 2014, to celebrate the expansion of the Polo range at Harrods, 15 window displays at their store in London were brought to life with NFC-enabled touch points. Passers-by could tap their phones to the windows and access exclusive content, download a map of Harrods, and even order and buy online if the store was closed.

Harrods_NFC_RalphLauren 

Image Source; Proxama.com

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12 June 2015

OOH Ad of the Week: NHS Blood and Transplant ‘#MissingType’ (UK)

Nhs main

What the bloody L is going on ‘ere? Letters seem to be disappearing from signs and shop fronts across the UK this week but before we start dialling the “sign police”, it turns out it’s just the workings of a new campaign from NHS Blood and Transplant desperately urging people to donate blood.

Iconic locations, brands and shops – including the Prime Minister’s residence on D_wning Street, round the corner from that book store W_terst_nes where we like to go and sit and eat a bar of Green & _l_cks chocolate – are removing the letters ‘A’, ‘O’ and ‘B’ in support of National Blood Week.

People are also been urged to join in on the blood donation effort by removing any of those letters from their names and posts on social media – all driven by the hashtag #missingtype. Additional PR activity is taking place across TV, radio, print and digital media. The campaign was created in collaboration with Engine and Twenty Six Digital.

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02 June 2015

There isn’t too much advertising – there’s too little

If adverts were in more relevant places, they’d be more effective, says Alex Smith of Sense

We’re all familiar with the idea that the world is oversaturated with messages. Advertising seems to be everywhere, always trying to butt-in. “What,” we cry, “doesn’t have a brand tastelessly plastered over it these days?”

Well, actually, pretty much everything.

I’m sitting in a coffee shop as I write and looking around I see tables, chairs, plants, lights, crockery, windows, floorboards, toilets, people, clothes, tills, mirrors, and so on – none of which perform any kind of advertising purpose. They just basically are what they are.

The same thing is happening out on the street. Cars, doorways, rubbish bins, lampposts, trees, bike racks, street sweepers, benches – these are not advertising, they’re just things, doing their job. Useful things. 

It seems that nothing that’s actually useful does an advertising job, only useless things like poster sites, flyers, guys wearing sandwich boards. Isn’t that a bit weird?

Now of course, people can try sticking ads onto stuff – any flat surface is fair game apparently – but that’s just creating a parasite, not actually converting that thing into advertising. What we should be looking at is the communication potential of the actual objects, and of the jobs that they’re fulfilling.

Success by association

Say that Kit-Kat was able to take responsibility for public seating across a city. More comfortable designs, consideration of locations with good views, convenience, sun aspect, better maintenance, etc – basically becoming the public bench lobby. This would chime quite nicely with its ‘take a break’ proposition, and hey presto a bunch of Kit-Kat ads cease to be, replaced by multi-tasking everyday objects, doing their functional job with a bit of subtle communication on top.

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29 May 2015

OOH Ad of the Week: Diageo ‘Pimms Thermal Activation’ (UK)

Diageo is gearing up for summer, digital-style, with an exclusive out-of-home campaign for its Pimms brand which is only activated once the weather reaches 21 degrees.

The digital screens use scheduling and formatting data generated by LivePoster and the creative is activated based on the climate. The ad stars a Pimm’s bottle and a jug of the iconic summer cocktail alongside the strapline ‘Best served with sunglasses’ as well as the local temperature within the vicinity of each outdoor site.

Pimms

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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