Client Martin & Frost
Creative agency Family Advertising
Period May 19 for 52 weeks
Edinburgh furniture store Martin & Frost is hoping to drive off the sales chart by going outdoor for the first time.
The retailer has three fully liveried taxis to take its message onto the streets of Edinburgh. Using a trompe l'oeil scheme, the exterior ads depict the driver relaxing on a comfy chair while passengers recline in a sofa.
Viewed from above, the cabs show a couple on a couch, dog at their feet.
Inside the cab, seat-back advertising reinforces the message for passengers while cab receipts are in the shape of a sofa. The ads use the tagline: 'Be discerning, we are'.
The campaign was created by family Advertising, a creative agency established last year, which also booked the media and acted as outdoor specialist.
Account director Rebecca Findlay says using cabs helped get the message into the city centre and give the store standout against its competitors.
"Edinburgh city centre doesn't have a huge amount of outdoor media space. Taxis also fit very well with the profile of the Martin & Frost customer," she says, pointing out that the store targets affluent shoppers.
Mike Little, retail director at Martin & Frost, says it chose the medium to create an impact.
"A lot of other furniture retailers are simply banging on about price. We did it to be different. It gives us a little bit of a higher profile and it's a little bit tongue in cheek," he says. "It's difficult to get press ads to stand out and a lot of press advertising, by its nature, has to highlight sales."
MARS SAYS FAREWELL TO MAINE ROAD
Client Mars (Masterfoods)
Creative agency Grey
Media agency MediaCom
Outdoor specialist Concord
Period May 11 only
It was the end of an era, the last ever football match at Maine Road before Manchester City moved to a new home.
Mars wanted to leverage its 'Pleasure you can't Measure' campaign with the emotional atmosphere of the big game and the surrounding entertainment. It also wanted to test a new medium: seat-back advertising.
"It was just the idea of doing the pleasures of Man City and Maine Road," says Ben Cooper account manager on Mars at Grey. "We are always looking for different media to do it on."
The campaign saw 34,000 ads stuck to the backs of seats at the stadium, each filled with a product sample. The creative execution lifted the Man City dream team from a club web site and recreated the four-four-two formation in the distinctive Mars typeface.
"The use of the typeface is integral to the campaign," adds Cooper. "When we did the relaunch it was seen as iconic and unmistakably Mars Bar." Since 'Pleasure you can't measure' was launched alongside a packaging revamp in April 2002, the slogan has been to a range of venues. These include music festivals and student unions, in addition to press, TV and outdoor work.
"We are hoping to get across the breadth of everyday pleasures that there are," says Cooper. "Whatever is written in that typeface should be one of the pleasures of life."
AUDI THINKS BIG WITH PREMIUM BANNER SITES
Creative agency BBH
Media agency MediaCom
Outdoor specialist Posterscope
Car launches are usually big-budget occasions and the launch of the Audi A8 was no exception. However, instead of going for a bog-standard, TV-dominated launch, the central thrust of the A8 campaign was outdoor.
The work ran across 80 building wraps and banners, including Europe's biggest outdoor site, Fort Dunlop (pictured). In towns that weren't covered by these extra-large-format sites, there were a further 63 96-sheets targeting older ABC1 men.
The campaign aimed to build on the manufacturer's brand values of innovation, dynamism and impact to enable the model to take on the Mercedes S class and the BMW 7 series.
"We took every premium banner in the country," says Emily Hirshman, head of MediaCom Outdoor.
Pre-launch activity looked to make the most of the car's lighter aluminium frame and included models balanced on champagne glasses at stations and airports, to target the business market.
"The great thing about outdoor was bringing it to life," says Hirshman.
The creative was relatively simple, focusing on the car, the phrase 'Pure Audi' and its classic tagline 'Vorsprung durch Technik'. More complex executions featured in media such as TV, cinema and press.
"We wanted to do something different from the norm," says David George, brand communications manager at Audi. "It seems to have had more impact than lots of TV campaigns do. Doing something with impact has been very progressive."
BLOOMSBURY TAKES HARRY POTTER ON THE BUSES
Creative agency In-house
Media agency Total Media
Outdoor specialist Posterscope
Period June 9 to June 30
If you aren't aware of the latest instalment of the Harry Potter saga, The Order of the Phoenix, by now, the chances are you're probably living in a cave.
The launch campaign for the fifth volume of the seven-part odyssey, out last Saturday, has relied on outdoor in combination with a heavy public relations campaign, as Bloomsbury bids to push public awareness of the boy wizard's adventures to even greater levels.
The campaign began on June 9 with bus advertising on 200 bus L-sides in London. It also includes 700 six-sheets in Greater London and 1000 six-sheets in eight other UK cities, including Edinburgh, Glasgow, Liverpool and Bristol.
The six-sheets went up on June 16 and will continue to the end of the month.
Other activity includes ads running on Irish commuter train Dublin Dart and large-format sites at 11 mainline train stations. There will also be activity on the 96-sheet superscroller at Cromwell Road.
Sarah Beal, children's marketing director at Bloomsbury, says it used outdoor because the medium can reach all parts of the disparate Potter fan club.
"The market for Harry Potter is incredibly broad, from six-year-olds through to adults," she says. "The big impact of outdoor is more suitable for this campaign than press."
No spend figures are available, but it is reported to be the biggest-ever campaign for a single title.