Ambient ups the pace

Ambient ups the pace

Outdoor and ambient are increasingly attractive for clients looking for that extra cut-through in their marketing mix. Whether combined innovatively and originally as part of a wider schedule, or used alone to meet a specific aim, outdoor and ambient can be highly effective for clients, as the following campaigns demonstrate.

Created by: Partners BDDH

Planned by: New PHD in partnership with Portland Outdoor Advertising

Realised by: Portland Outdoor Advertising

A year-long campaign aiming to raise the profile of Morgan's Spiced rum used ambient and outdoor media as an important part of its marketing strategy.

The creative starting point for the campaign was the concept of presence - the idea that the drink has a unique presence in the glass and that people with presence choose Morgan's Spiced.

Outdoor advertising was run alongside national press and cinema advertising and a widespread poster and ambient campaign targeted Glasgow's underground system.

The underground campaign consisted of a combination of six-sheets, four-sheets and elevator panels throughout stations and on trains. The poster featured four prominent British black personalities with Jamaican
heritage to tie in with the drink's Caribbean links.
Benjamin Zephaniah, Trevor Nelson, Josette Simon and Patricia Grant were featured in a variety of poses with the slogan Feel the Presence.

As part of the campaign a complete train was wrapped in vinyl - a first for Glasgow - and the seats were upholstered in orange and black with the Morgan logo on them.

"The outdoor media gave us penetration right to street-ievel. It gave us more flexibility and allowed us to be more creative," says Lee Sargent, senior brand manager at Morgan's parent, Seagram

"We didn't have a huge budget and so we decided to use our money creatively and look for a media that would give us real presence."

Sargent says the press and poster campaign was assessed by Research Business International who said it gave one of the strongest results they had ever seen.

Sargent concludes: "Outdoor media was the best way for us to target people out and about, which is exactly what we wanted to do. We were very pleased with the campaign."

 

Created by: Wallis Tomlinson

Planned by: Feather Brooksbank

Bought by: Posterscope In The North

Realised by: Admedia

Last October and November, Subaru used extensive ambient media for the launch of its Impreza model. Realised by Admedia, the campaign used washroom panels and illuminated seven-sheets in motorway service areas surrounding Birmingham and was run to coincide with the Birmingham International Motor Show 2000. Banners were also placed near car park entrances and in services entrance halls, and the floor was branded with vinyl stickers. 

The creative featured a picture of the new Impreza model and the slogan Genetically Engineered from Rally to Road. The phrase Zip Up was used in the washrooms to tie in with the environment of the posters.

Admedia monitors its campaigns through sales uplift, independent market research and direct response to independent phone numbers or websites. Subaru reported a high level of satisfaction with the campaign.

One of the major advantages of ambient media is that you can target people specifically, in specific places and in a specific frame of mind. Subaru knew that a large percentage of visitors to the service stations would be on their way to the motor show so it was an ideal opportunity to target potential consumers," says Philip Vecht, chief executive at Admedia.

The other thing the Subaru campaign offered was exclusivity.  "At the Motor show visitors are bombarded with information, noise and clutter. Subaru was determined to stand out from the crowd," explains Vecht. "This campaign ensured that visitors to service stations were bombarded with information about the Impreza and Subaru branding for the duration of their visit."

Created by: BMP

Bought by: OMD

Realised by: Poster Publicity

When Vodafone wanted to target a business audience travelling to and from Heathrow Airport, they decided to use ambient media to help get their message across. The campaign, which has been running since May 2000, was a general branding exercise aiming to develop awareness of Vodafone as a global product and to make sure users were aware they can use their phones abroad.

As part of the campaign, 14 first class carriages on the Heathrow Express link from Paddington were wrapped and branded. The carriages also had branded head rests, door decals and Quiet Zone message boards; and leaflets were distributed on board. Twenty fully wrapped taxis were also used as part of the campaign in London, as well as 10 in Manchester and six in Birmingham, to target frequent flyers using business routes to and from the station.

"Ambient was the perfect vehicle for us to complement our wider campaign. We wanted to surround the environment of international travellers and also to be seen as innovative," says Guy Phillipson, senior advertising manager at Vodafone UK.

Independent research was carried out to measure the success of the campaign, using prompted and spontaneous recall. The spontaneous recall provided the third highest result ever, putting Vodafone up with the likes of British Airways and Estée Lauder, and prompted recall was an impressive 50 per cent.

"I think the trick with ambient media is to integrate it with bigger campaigns and above all to make sure it is helpful to the consumer," concludes Phillipson. "We have to remember it is interrupting people's everyday lives."

As part of Nestlé's current Nescafé advertising
campaign, ambient media is being used in the form of a trolley and shopping basket campaign in major supermarkets around the country. Realised by The Media Vehicle, the campaign is being run in Tesco, Sainsbury's, Safeway and Asda supermarkets and continues the
Martin Clunes theme used in other national advertising, which aims to reach a younger audience.

The trolley campaign, run from February to March this year, featured the same creative used in the poster campaign: a photograph of Martin Clunes and the line Beautiful Mug. At the start of April 2000 a basket
campaign was also launched, featuring the same image but with the line Pick Me Up to tie in with the placing of the advertisement.

The Nescafé campaign is The Media Vehicle's first basket campaign and is running in stores with high numbers of convenience shoppers who tend to buy high-priced, higher margin products.

"Both trolley and shopping basket advertising is an ideal way of achieving recognition, talking directly to the shopper and delivering maximum impact in a cluttered environment," says Fraser Wright, account director at Concord.

Success is being measured in terms of sales and return on investment, and the trolley campaign has had a direct impact on sales, with The Media Vehicle expecting similar results for the basket campaign.

"The trolley and basket campaigns provided Nestlé with an ideal platform for reaching the main household purchaser and means Nestlé reach more of their target audience in the key decision-making environment;
in-store," concludes Wright.       

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