OUTDOOR SHOWCASE: Advertisers are employing increasingly eye-catching methods of reaching their audience


Client: Sony Music

Creative agency: Malone Design

Media agency: Manning Gottlieb OMD

Outdoor specialist: Posterscope

Period: November 10-December 9

Sony Music UK sent Bruce Springsteen trucking to promote his 'best of' album. The music giant not only advertised The Essential Bruce Springsteen on vehicles, but also adapted the horns to add a sonic element, enabling drivers to play the first three bars of Born in the USA.

A fleet of 25 trucks targeted cities, including Edinburgh and Glasgow, where Springsteen's previous albums had sold well. In London, there were also TV, radio and press ads.

Matt Fuller, account manager for Sony Music at Manning Gottlieb OMD, says the advertising in the run-up to the key Christmas period, was ideally-suited to Springsteen's fan base, which is dominated by slightly older males .


Client: Disney Channel UK

Creative agency: Iris

Media agency: Vizeum

Outdoor specialist: Posterscope

Period: November 17-December 14

Disney Channel has created its own roller coaster on London's Cromwell Road as part of a national outdoor campaign to promote a new slot for classic films.

Since December 7, the kids' channel has been showing favourite Disney movies at 4pm on Sundays, with Monsters Inc. being the first.

The slot features a British TV film premiere once a month to attract joint parent and child viewing. Other films lined up include The Lion King and Toy Story 2.

The flagship execution is a double-height 96-sheet poster with an integral roller coaster. The three main characters from Monsters Inc, Sully, Boo and Mike ride on a rail, around and through the middle of the poster.

Nick Richards, marketing director for Disney's UK branded TV operation, says the channel has always carried movies, but has decided to expand its offering. "We are targeting the family because we have evidence that Sunday afternoon is still a good family slot," he says.

The hope is that premieres will attract audiences of 500,000.

Richards says the end of the year is a good time because consumers associate Disney films with Christmas. The campaign coincides with a presence in retail outlets to drive subscriptions.


Client: Apple UK

Creative agency: TBWA

Media agency: Manning Gottlieb OMD

Outdoor specialist: Posterscope

Period: November 3-30

Apple has been outdoors to promote its MP3 player, the iPod, in London and the suburbs. The campaign, dubbed Silhouette, has run in two bursts to back up national TV activity for the distinctive white device.

The creative executions use silhouettes of dancing figures against fluorescent backgrounds to bring to life our emotional response to music.

The outdoor activity kicked off with a two-week burst of six-sheets.

Mark Rogers, managing director of Apple UK, says: "Because the iPod is designed to be used out and about, outdoor suits because it hits people at a time when they might want music." The second part of the campaign focused on Mac Expo (November 20-22) at the Islington Business Design Centre and included activity at Angel Underground station and in the Highbury and Islington area.

The marketing investment follows technical developments that mean iPods are now compatible with PCs.


Client: Nestle UK

Creative agency: Lowe Media agency MindShare

Outdoor specialist: Concorde

Period: October 13-30

Nestle took advantage of the autumn winds to promote the big three seasonal brand extensions from its Quality Street range. Three creatives show giant wrappers appearing where they are least expected.

The national 48-sheet campaign, which ran for two weeks at the end of October, aimed to promote the three Quality Street varieties that are now available in a bigger size.

In September, the Big Toffee Finger joined the Big Purple One and the Big Green Triangle, which were launched in 2001 and 2002 respectively.

The giant sweets are on sale from September to December each year. "(The roadside posters) communicate simply that the toffee finger has 'gone big' for Christmas 2003, as well as the fact that the Big Purple One and Big Green Triangle have returned after successful launches in previous years," says Steve Jack, senior brand manager for Quality Street.

"We used the 48-sheet format for unbeatable impact - the posters really grab people's attention," adds Jack. "The autumnal scenes in the execution fitted perfectly with the time of year."


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