OUTDOOR SHOWCASE: New technology is allowing advertisers to benefit from innovations such as talking posters, writes Alastair Ray


Client: High & Mighty

Creative agency: Miles Calcraft Briginshaw Duffy

Period: October-November

Huge banner sites are finding a regular home on UK media schedules as they make a major impact and a statement about being a big brand.

Many campaigns use them for their visibility and ability to cut through clutter, but High and Mighty has managed to match the medium to the message.

The clothing company that specialises in apparel for big men has taken a huge banner poster site in London's Great Eastern Street. Running for two months, the 10m by 15m site features a 3m-wide wooden coat hanger.

The £55,000 one-off was developed by Miles Calcraft Briginshaw Duffy and is near a number of outlets. Board account director Michael Pring says: "It's a tongue-in-cheek brand-awareness job."


Client: Blackburn Rovers

Creative agency: Fanatic

Media agency/outdoor specialist: Posterscope in the North with MediaMart

Period: October

Potential Blackburn Rovers fans have had a tongue-lashing from the team's manager thanks to ten talking bus shelters. The campaign used sound effects and posters in bus shelters to encourage locals to turn up to Ewood Park and support the team.

Motion sensors detected the presence of a passenger at the shelters and triggered a recording of Graeme Souness saying: "Hey you, you there on the bench. What are you doing just sitting there? Watch the Premiership live at Ewood and be part of the team." The audio plug combined with a picture of the manager using the taglines 'Get up off the bench' and 'Be part of the team'.

Another execution featured new signing Lorenzo Amoruso offering fans the chance to win a footballer's lifestyle. The audio-visual campaign kicked off in mid-October after two weeks of a poster-only campaign.

The campaign was created by sports marketing agency Fanatic in conjunction with outdoor contractor Adshel. It is the first talking bus shelter campaign by a UK football club.


Client: The Mentholatum Company

Creative agency: Acumen

Media agency: Acumen

Outdoor specialist: Concord

Period: November-January

The Mentholatum Company is taking its muscle-pain reliever Deep Heat into health clubs and gyms to target a female audience.

The campaign marks a change of creative strategy. After two years of focusing on the smell of the cream, the activity stresses the warming sensation the muscle balm generates.

"We wanted to appeal to non-contact sports people, especially women," says Acumen partner Kevin Hurdwell.

The campaign will run in health clubs in November and January. In December, it will use roadside sites in major conurbations.

The work uses backlit six-sheets and special printing techniques.

"We used four colours on one side and two on the other, which means the glow will show through some parts of the execution more than others," says Hurdwell.


Client: O2

Creative agency: Vallance Carruthers Coleman Priest

Media agency: PHD

Outdoor specialist: Outdoor Connection

Period: September-October 15

Mobile phone network O2 has been using the latest lenticular technology to make its poster ads look more like the TV executions. It commissioned Hive Associates to produce special six-sheet posters that changed as consumers walked past.

The tagline 'Talk to a person' was highlighted word by word as pedestrians passed by, while an oscillating line moved along the copy and the brand's distinctive bubbles rose above it. The posters promoted the brand's strong service values to small and medium-sized businesses.

The campaign followed the mobile operator's 'Two-minute challenge' activity.

Playing on time-pressed business people's concern about the difficulty of talking to an individual, the campaign highlighted the fact that O2 had ditched its digital menus.

The ads appeared at mainline London stations and on the Underground, as well as in Birmingham, targeting high-end consumers aged 25 to 35.

"The movement makes it stimulating," says PHD media manager Barry Louth. "The fact that it is modern and creative reflects the sophistication of the brand."


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