OOH Trends

Prepared by Anastasiya Makova
Carat Ukraine
March 2011

Consumer
Trends
• More Active
• Communicate More
• Open to Entertainment
OOH Media
Trends
• Life on the Go
• Integration
• Engagement
OOH
Types
• Digitalized
• 3D, 4D, 5D…
• Spectacular
• Urban
• Interactive
Devices
CONSUMER LED, DIGITALLY AHEAD

EngagementIntegration
CONSUMERS ARE MORE ACTIVE
PEOPLE SPEND MORE TIME OUT OF
THEIR HOMES THAN 10 YEARS AGO
Data source: www.posterscope.com, www.oaaa.org, www.omaccanada.ca,
70% increase in
Chinese weekly
hours travelled in
last 4 years
36% growth in
Spanish train
journeys in last
10 years
31% increase in
time spent in cars
in the USA since
2003
30% increase in
social life outside
by the Italians
25% more time
spent OOH in the
last 10 years by
the British
21% of urban
Canadians state
they are spending
more time
commuting than
last year
Life on the go

Tremendous growth in out-of-home advertising
OOH advertising is insensitive to channel or web surfing
and is immune to audience fragmentation
Advances in technology enable on-the-go lifestyle
People can make phone calls, search the web, or watch programs
while moving through life-traveling on the bus, shopping at the mall,
or visiting a retail store
EngagementIntegrationLife on the go

Wonderbra Full Effect 3D Bill Board in
London
Wonderbra unveil Britain's first ever 3D billboard near Waterloo
Station, central London, to launch Wonderbra's new 'Full Effect' bra in
September, 2010

Fish Franke – the Living Poster
Making a splash for Fisch Franke's fresh food, Publicis Frankfurt built a living
poster to prove how fresh the fish are in July 2009. In order to promote a local fish
restaurant a fortified poster frame was and filled with 600 Litres of water and
several real Trout. The living poster was on display for a limited time and managed
to attract a ton of attention as well as increasing traffic in the restaurant itself.
The living poster was built according to the recommendations of the federal veterinary office and the
animals have been provided with sufficient air, food and cooling.
Real
fish

BMW Mini Super Sites with 3D Car Model
Exten
der

Pond’s Bill Board with a Siren
To show how a pimple can be a nuisance Unilever Philippines installed a red
siren light on the face of a pretty girl in September, 2009. The rotating beams
of light combined with the loud blare of a siren demonstrated the point.
Light
Sound
Exten
der

Bloom Grocery Store Scented Billboard
• Commuters on River Highway near
Lake Norman in Mooresville, USA
found a new aroma commingling
with exhaust fumes in June 2010
• The smell of grilled steak, coming
from a billboard designed to entice
shoppers by appealing to a sense
other than sight.
• The Bloom grocery store chain, part
of Food Lion, erected the giant sign
to promote its new brand of beef.
• It dispersed the scent during rush
hour, from 7 to 10 a.m. and from 4 to
7 p.m., every day until June 18, 2010
• It pairs the smell with a big visual,
showing a giant piece of steak and a
French fry on a giant fork, and is one
of the first of its kind in the US.
Smell
Super
Size
Exten
der

Reebok Bill Board with Lighted 3D Extender
Light
Exten
der

Heinz Bill Board with 3D Extender
Exten
der

Heinz, Tabasco & Fire
For the launch of Heinz new Hot &
Spicy Ketchup with Tabasco a live fire
billboard was created
The top of the billboard showed an
open Ketchup cap from which the fire
came out to emphasize the hotness
of the ketchup – the height of the
flame was more than 2 meters!
The billboard was situated on one of
the busiest highways leading in and out
of Tel Aviv. 700,000 cars were exposed
to the message every day (the wall sign
was up for 2 weeks in August 2010)
The billboard was the only media used
to advertise the new Spicy Ketchup.
The Heinz Spicy Ketchup market share
rose from 12% to 17%.
Super
Size
Real
Fire

Discovery Channel «Now
you know» Billboard with 3D
Extender
The Outdoor Advert titled “Now you
know” was done by DDB Auckland
advertising agency for Sky
Discovery Channel in New Zealand
Billboards featured extenders that
were moving/ working
October, 2007
Exten
der

The Dutch Animal Rights Party Made the
World's Biggest Advertisement
In early April 2010 the Dutch Animal Rights Party sowed the seeds of a huge
message in a field near Amsterdam's Schiphol Airport. The text "Vote for the
Animal Rights Party now" under a drawing of a cow's head was clearly visible
for air travelers. The party has registered the 35,000 square meter
advertisement with Guinness. The advertising is 100% biodegradable.
Size
Record
!
Eco
Friendly

Enkor Super Site with
Creative Integration into
Environment
An ugly wall over the Enkor
utensils store was transformed
into smart integrated super site
with 3D extender
Voronezh, Russia
August, 2010
Super
Size
Exten
der

Powerhouse Gym:
Cable Flys
A Campaign for Powerhouse
revolves a construction site,
giving it a sense of interaction with
everyday elements to the public
eye
This scene shows a body builder
doing “Cable Flys” on a double-
craned construction site
This gives an impression that he is
lifting the heavy weight from the
construction site
USA, March, 2008
Super
Size
Exten
der

LEGO Cranes Branding and Poster with
Creative Integration into Environment
Super
Size
As building companies in Chile don`t work on
weekends, the guys at IDB-FCB decided to
use the best located cranes on one most
influential places of Santiago city as an
ambient for Lego
The action consisted of hanging a giant
fictitious Lego block from a crane
February 2010
LEGO advertising poster “Street Building” in
Chile made to match the panels of the
building
June 2005 by "Ogilvy & Mather Santiago"

‘Axe Schedule’ Building Calendar
A group of advertising and design students in South Korea came up with the idea
of transforming a female students’ dormitory into an advertisement for AXE
with a calendar for the month of March 2009, suggesting that using the anti-
perspirant might be associated with meeting a new girl every day of the month.
Super
Size

Campbell Soup The Giant 32
Foot Noodle Billboard in
Times Square 'Slurp'
Campaign
Campbell Soup erected a giant billboard
in Times Square in New York to let the
world know there are 32 feet of egg
noodles in every can of chicken-noodle
soup in October 2009
Super
Size
Exten
der

New Beer Promoted with
Real Dark Amber
In June 2010 Riga saw OOH
advertising featuring real amber for
the first time.
Lāčplēsis company launched its new
dark amber beer and promoted it with
a real dark amber on two pillars in
the center of Riga
Installation featured 4 kilos of amber
Real
amber

Vitaminwater Turning Bus Shelters into Ski
Lifts out in Vancouver
Cleveland-based ad agency Brokaw gave the brand's Winter
Olympics creative a 3D aspect with this bus shelter in downtown
Vancouver in February 2010. The company transformed the shelter
into a ski lift
Bus
stop

Travelplanner Widget Bus Stop
The campaign’s goal was to make public transport easier to use for people how always commute
by car. A web-based travel planner and a widget were developed as well as made it work with
cellphones and iPhones. Then we took the travel planner direct to the streets. In addition to a
traditional outdoor campaign the travel planner was showcased in real-time within an outdoor ad
unit - right at the metro stop - allowing pedestrians to plan their journey on the spot. Around
3000 people used the travel planner during the two weeks it was displayed.
Bus
stop
Touch
Web
Mobile

Brilliant Playstation Bus Ad
Gives Bored Commuters
Something to Play with
Waiting for the bus is boring - that’s
what Sony brought to the idea to
sponsor bus stops and make them
more enjoyable with their
Playstation 2 ad campaign
This bus station in Malaysia
features boards with bubble wrap
with recognisable Playstation signs
on it
Passengers can spend their time by
popping the bubbles – everybody
loves that!
September, 2005
Bus
stop
Bubble
wrap

Indonesian Railways: Giant Cleaver
Instead of putting unusual notice board poster (that people never
notice) a giant cleaver shaped poster was installed on the gate to
remind people about the danger in December 2009. The giant cleaver
made drivers stop when the alarm is on as the gate moving down.
Copy: “Don’t be reckless, Stay safe.”
Ambi
ent
Moving

Extremely Long Brush -
Extremely Long Lashes
To showcase the category’s largest
brush, a new media space was
created – the subway exit
turnstiles themselves
Dramatizing the benefit of LashBlast
Length, the exit turnstiles were
wrapped in yellow to look like an
extremely long brush, and the
crossbars were wrapped in black to
demonstrate the extremely long
lashes you get as a result of using
the mascara
The Outdoor Advert titled “Entry gate” was done
by Saatchi & Saatchi, Toronto advertising
agency for Covergirl Cosmetics in Canada
March, 2010
Ambi
ent
Sub
way
Moving

Coca-cola Installs Branded
Recycling Bins in London
The soft drinks giant has partnered with
Westminster City Council to install the
units to help recycle some of the 11,000
tones of waste that gets thrown away in
the capital every day
The bins will have one side for ordinary
rubbish and one side for recyclable
materials such as paper, plastic bottles
and aluminium cans, and are branded
with Westminster City Council and Coca-
Cola logos
Coca-Cola claims the deal marks its
biggest recycling collaboration to date
and is raising awareness of it with a two-
week outdoor advertising campaign in
April 2010
Ambi
ent
Eco
friendly

Coca-Cola: Refrigerator Bus
Shelter
Advertising agency McCann
Erickson Istanbul, Turkey installed a
refrigerator bus shelter to mock
up a real one, covered with ice all
over
The shelter has an “ice” bench and
a stall with Coca-Cola bottles put
onto frosty shelves
Near the bus stop a special recycle
bin for glass bottles was placed
April, 2010
Bus
stop
Eco
friendly

Oreo: Elevator Dip
The traditional dunk of an Oreo cookie
into a glass of milk was dramatized with
the use of a panoramic elevator in a
shopping mall
This attention-grabbing use of new media
gave us one more way to show that Oreo
is milk's favorite cookie
When the lift moved up and down, the
cookie appeared to be ‘dunked’ into the
Oreo branded glass of milk located on the
large format poster at the base of the
lift.
UK, April 2010
Mall
Lift
Moving

Dumocalcin: Giant Bones Columns
Dumocalcin is a practical chewable calcium supplement. Publicis Jakarta
dramatized its benefit in a unique and impactful way: they choose a fly-over in the
busiest street in Jakarta and turned its supporting columns into giant bones
using fibre glass coverings in July, 2010. Everyday people pass by and are
exposed to the branding and the perception that by chewing Dumocalcin, you will
have strong bones. Copy : Dumocalcin. Chewable Calcium Tablet
Ambi
ent
Super
Size

Friskies Menu: Interactive
Avian Installation
Leo Burnett/Lisbon "seeded" some main
squares in Lisbon and Oporto with
Friskies Menu bird food boards
The boards feature a trough of the
product
May, 2006
Ambi
ent

Martor Solingen Razor:
Sliced Birds
An idea as sharp as the extremely sharp
razor they are trying to sell
In these current times when people don’t
have time for themselves and always in a
hurry, creating a billboard which can
capture people’s attention is a
challenge
A giant razor with sliced birds scattering
in half underneath it might seem cruel but
sure does guarantee some curious
onlookers
December, 2009
Ambi
ent
Super
Size

LG Giant Fridge Installation in Spain
This giant fridge was placed at San Miguel in Madrid, Spain to show
off LG’s new Combi fridge/freezer in July 2010
Ambi
ent
Super
Size

See Through City Lights Integrated in Urban
Environment in St. Petersburg
See
through
Ambi
ent

See Through Bill Board for Koleston Naturals
Hair Dye Integrated in Nature Environment
See
through
Ambi
ent

Ice Age Pillar
Branding
Ambi
ent
Super
Size

Uralsib Bank: Big Money for
Small Business in Russia
Ambi
ent
Real
money

Rimmel Quick Dry Nail Polish Sculptures
To promote Rimmel’s Quick Dry nail polish the aim was to literally stop young
woman in their tracks by placing large eye catching sculptures outside Rimmel
retailers on high streets in UK in January 2009. Bottles of nail polish appeared
to have been poured onto the floor from a height with the liquid drying in seconds
to create a surreal spectacle, highlighting the product’s quick drying benefit. The
campaign also included actual size models situated around point-of-sale
counters in stores.
Ambi
ent

3D Floor Graphics
Eye catching optical illusion
Ambi
ent

Frontline Floor – Get Them off Your Dog
A local pet store chain in Jakarta, Indonesia with limited budgets needed to push
their range of de-ticking products. They needed a solution that was affordable yet
impactful. Huge 225 sq.meter stickers, across 3 malls, crawling with people
were used citywide to highlight their leading product range in January 2009. The
amusing, memorable and surprising use of simple ambient media made JakPetz
and its Frontline products get more attention than any expensive ATL campaign.
Ambi
ent
Super
Size
Mall
Floor

CONSUMERS
COMMUNICATE
MORE
Data source: www.kineticww.com
Mobile devices and broadband
mobile internet access enable
constant connectivity throughout the
moving world
•Smartphone penetration will reach
approximately 28-30% of the total mobile
market in Europe by 2013
•44% of mobile service subscribers will use
the mobile web by 2013 in USA
Mobile web use
is exploding
•I use my mobile to go on the
internet: 45% in Oct 2010 vs
25% in Aug 2009 (UK)
Social networking on the
move is growing fast
•40% UK citizens use Twitter and 35%
access Facebook whilst traveling in Oct
2010 – almost 10% increase since Jun
2010!

INTEGRATION
The role of OOH has to be seen in the
context of a bigger trend: integration
So, the more OOH is able to integrate
with other media, the better

The world around us has changed
More people are connected in more
places and in more ways than ever
before
OOH has evolved into a medium that
can deliver high engagement and
interactivity

Traditionally OOH was:
• Good at delivering simple messages, often in strategically
relevant locations
• And bad at precision in terms of timing and targeting
However the digitization of OOH means that it
can do more things, like:
• Deliver more detailed information
• Moving images
• Interact with consumers' digital devices
• Different messages at different times or even to different consumers
OOH is becoming more dynamic, more engaging, and
more precise. Now OOH can do specific jobs that:
• Other media can’t
• Complement bigger, more integrated campaigns

WHY DIGITAL OOH
Shorter Lead
Times
Location
Specific
Time Specific
New
environments
Full motion
video
Live feeds
including
Twitter
Personalized
Content
Branded
Content
Extension of
TV copy
Creative
flexibility
Greater
accountability
Tactical
flexibility

Bus
stop
Buena Vista International Audio-Visual
Interactive Bus Shelter by Carat UK
The best way to get people to go and see a film is to allow them to discover the
plot and characters first – something that flat posters simply can not do. To bring
the cinema onto the high street a fully-interactive outdoor format was
developed to encourage consumers to interact with films and want to find out
more. This meant a poster site with a built in plasma-screen, speakers and
touchpad, that allowed people to watch exclusive film footage, meet the
characters, play games, enter competitions and download clips to mobiles. 25
sites were positioned in high-traffic urban environments in UK
Sound
Video
Touch
pad
Down
load

Norwegian Airlines Social Sentiment
Powered Installation
Norwegian Airlines constructed a large ‘artificial sun’ (an internally illuminated
sphere) and placed it in an outdoor space in Oslo. Facebook, Twitter and
blogs were constantly scoured for negative comments about winter. The more
negative posts, the brighter the sun shone. A digital OOH screen streamed the
‘winter words’ and the activity was streamed live through their Facebook page.
Video
Super
Size
Live
Blogs

Ralph Lauren.com Celebrates 10 Years of
Digital Innovation with a 4D Show
In celebration of 10 years of digital innovation, RalphLauren.com presented the
ultimate fusion of art, fashion & technology in a visual feast for the 5 senses in
London and New York in November 2010. It featured cutting-edge, architectural
light-mapping technology, 3D imagery (no 3D glasses needed), digital sound
effects and scents from Ralph Lauren fragrances
Event
Smell
Sound
3D
Video
Super
Size

Saks Fifth Avenue Snowflake & Bubble 3D
Video Mapping Projection Show
The 3D projection, along with original music, run every night for the entire
holiday season (6 weeks, Nov 2010 – Jan 2011) - making it a world first in
terms of scale and duration. With the front of the store as the canvas, the show
tells a festive tale of how Snowflakes and Bubbles struggle to live in harmony,
before eventually coming together in the spirit of the holiday season.
Cam
paign
Sound
3D
Video
Super
Size

Reebok/EA7 FW Collection hits retail
worldwide with digital ad
Emporio Armani and Reebok present the Reebok/ Emporio Armani Collection on
spectacular giant animated digital screen located on one of the world's
biggest advertising banner sites, next to Red Square in Moscow in September
2010. This digital media display, with dimensions of 220m x 15m, is a unique
statement of style and technology and is the first time that Russia has seen this
LED innovation, and this technology has never before been used on this scale
globally
Super
Size

When Will the Fruit Burst?
It literally demonstrated what a Fruit Burst tasted like by slowly inflating a giant
strawberry filled with Fruit Bursts, on a billboard next to a giant pin. Radio ads,
street posters and nationwide sampling directed consumers to the website which had
a live video feed to the billboard and gave people the opportunity to guess when
it would burst to win $5000. On 31/10/08 the fruit finally burst. Hundreds of people
turned up to the event and were showered in over ten thousand of Fruit Bursts.
It was done by DDB in New Zealand in October 2008.
Super
Size
Live
Web
Con
test
Exten
der

Multiplayer Mobile Game Connects Unilever
With Consumers in Istanbul
The campaign was designed to engage young ice-cream eaters and included SMS, PR,
interactive outdoor and promotional marketing. Using a wall projection system,
Cornetto took over the outside of a building in Taksim, Turkey's equivalent to Times
Square in New York. Anyone with any phone could play a game in which people texted
to move images around the projection. Winners got a free ice cream, redeemable on the
spot. It made the national news and became the talk of Turkey in the summer of 2010
Video
Game
Instant
win
Super
Size

Lux "Strengthen Your Hair" Super Board
with Moving Extender
Lux Strenght deep restoratives series hang the specially made plait from the outdoor
billboards and link them to outdoor elevator as for glass cleaning in March 2008. It attracted
a lot of people to stop, watch and shoot pictures. Websites and newspapers gave very
positive reports. According to the relevant research, 95,3% of the interviewers have very
strong memory of the product selling points. Agency: JWT Beijing, China.
Super
Size
Exten
der
Moving

Facebook And Digital-out-of-Home Displays
for Diesel “Be Stupid” Campaign in Denmark
• Interactive technology provider never.no joined forces with systems integrator
Comtech Experience A/S to power an edgy and innovative guerilla advertising
campaign promoting Diesel clothing in Denmark.
• A 14-day campaign in spring 2010 used interactive technology with Facebook and
digital-out-of-home displays to enable anyone with a mobile phone to “Be Stupid”
before a wide audience.
• Special software powered communication between mobile phones and video displays.
It enabled mobile phone users to send photo messages to a short code number for
inclusion in a constantly changing mosaic on Facebook, on 8×6-meter projections on
buildings in downtown Copenhagen, and on digital signs in Diesel stores in
Copenhagen and Aarhus. The mobile messages could be uploaded and displayed
within 12 seconds or less. The images were then stored on Facebook for tagging or
viral sharing by other means.
MMS

Fiat 500 by Diesel in Paris
Once again Diesel was going over the
world with their cool catchy phrase “Be
Stupid ” in June 2010
This time, they’re doing a partnership
with Fiat and releasing a Fiat 500 by
Diesel
A viral spot was filmed where some air
kicks we aimed to perform with a fiat 500
by Diesel
Of course it all went wrong and they
finished by … crashing the car in the
Diesel store of Etienne Marcel road
On top of that, Diesel & Fiat, launched a
contest on the “Be Stupid” theme on
Facebook
Just go on the Facebook page, upload a
picture of you “Being stupid” and enter
the contest to win Diesel and Fiat gifts
Co-
promo
Cont
est

Post-it: Don't Forget Your
Friends 30th Anniversary
Celebration
To Celebrate the 30th Birthday of
the Post-it note a Facebook Game
was created to remind people
what's most important to us
Our friends
In an age where we are defined by
the amount of Facebook friends
and Twitter followers we have
Post-it wanted to challenge people
to prove how many of these friends
they actually knew
Giant oversized Outdoor Post-it
products drove people to the site
UK, June, 2010
Super
Size

Nokia Point & Find
Augmented Reality
Working with JCDecaux and Posterscope
Nokia has launched Point & Find
augmented reality experiment that
allowed consumers to interact with poster
advertising through their mobile phones
Nokia Point & Find allows people on the
move to access information and services
on the internet by pointing their camera
phone at real-life objects using the
service’s augmented reality and location-
based technology
The Nokia Point and Find trial worked
around sponsored bus stops, letting a
person point a Nokia smartphone at all
kinds of things – such as a movie poster –
to get more information on it
In theory, this can range from more
information on the film itself, for instance,
to where nearby cinemas are, and letting
you book a ticket
Nokia has started testing it in the UK during two-
month campaign in January/February 2010
Bus
stop
Augm
ented
reality
Smart
phone

Disney Prince of Persia
Interactive Droid/iPhone
Poster
To announce the premiere of the latest
box office hit ‘Prince of Persia, The
sands of time’, Walt Disney launches an
augmented reality outdoor campaign
Users of Android- and iPhones who
are standing near one of the outdoor
film posters can watch the movie trailer
and play an augmented reality game
just by using their Layar browser and
can collect Movie Minute value points as
a reward for playing the game
(Movie Minute value points can be later exchanged
for smth)
The Layar also gives the player access
to an augmented cinema locator to
find the nearest cinema and the option
to share the game with his social
networks
Netherlands , May 2010
Bus
stop
Augm
ented
reality
Smart
phone
Game

Toyota's Harmony
Installation: Solar Wi-Fi
Flowers & Bus Stops
To promote its new 3rd generation Prius,
Toyota is planting solar-powered W-Fi
flowers in key American cities
These installation-ads give people a
place to sit, as well as free wireless
internet and a place to plug in a laptop or
cellphone
Chicago bus riders also discovered solar
ventilation bus shelters spread
throughout the downtown area
USA, Summer, 2009
Bus
stop
Free
Wi-Fi
Eco
friendly

CONSUMERS ARE
OPEN TO
ENTERTAINMENT
Leisure and shopping is escapism from reality
• Two-thirds of all European adults love shopping
• 52% of Europeans like to shop in shopping malls
• Shopping is increasingly augmented by mobile phone
technology
Data source: www.kineticww.com
Consumers are looking
for experiences which
allow them to tune out
and relax
• 1 in 3 Europeans agrees
they would never
compromise on going out
• 41% of Europeans agree
digital screens brighten up
otherwise dull
environments
No more “talk to consumers” –
play with consumers!

Out-of-Home can also deliver
highly targeted solutions efficiently
From shopping malls to specialist record
shops, from gyms to bars, it’s the sheer
diversity of formats and environments in
Out-of-Home that allows us to reach any
niche audience, in the right place and at
the right time when they are most
receptive

Gillette Mural - The World’s Biggest Shave
It is a lovingly crafted mural - approximately 20 feet wide - which can currently be
seen on the SoHo wall (March 2011). It was made by BBDO New York for its
Gillette client and is being carefully repainted every day to emulate a typical
male shaving cycle. On day one, some light stubble is carefully painted; on day
two, this is covered by shaving foam and on day three Derek Jeter’s famously
clean-shaven face is shown once again. The platform (which sits below the
billboard when not in use) features the campaign copy 'Everyday Masterpiece'.
Super
Size
Real
Paint
Work

Alfa Romeo Is Now Following You!
Remote controlled poster units for Alfa Romeo literally followed
shoppers through a shopping centre in March, 2011 campaign
bought by Posterscope in Belgium. The copy read “There’s no
getting away from an offer this good”.
Indoor
Remote
control

ING Direct Italia Human Bill Boards
Research showed that growth in their online banking business depended largely
on their clients’ word of mouth referrals. Human interactive billboards on walls,
buses and specially built stands, featured real clients holding the iconic
pumpkin, engaging in dialogue with potential clients passing by.
Copy: Ask those who have it already
Exten
der
Real
People

Nokia Points the Way with Huge Interactive
Sign in London
Nokia wants to "make navigation into something social" so they took to the
streets of London and erected the worlds biggest signpost in February 2010.
Users texted via sms or submitted on the web a destination to the signpost.
When received, the signpost would use cranes to point in the direction and
display the distance to the destination.
Size
Record
!

Axe Lynx Bullet The Pocket
Pulling Power Billboard
The Axe Bullet with Pocket Pulling Power
took their advertising to a new level with
a live billboard on Old Street in central
London
The billboard featured Lauren Budd and
yes she was very real and that was really
her up there in the jean pocket of the Axe
Bullet billboard in March 2009
Pocket rocket Lauren stopped passers-
by in their tracks as she invited guys to
embrace on-the-go pulling
Hot Lynx girl Lauren was encouraging
guys to never miss a pulling opportunity
Exten
der
Real
People

TAG Heuer interactive table-
top advertising at the
Heathrow airport
JCDecaux Airport and digital innovation agency
Splendid have come together to fascinate
passengers at the Heathrow airport with an
interactive table-top advertising initiative for
the TAG Heuer brand IN February 2010.
A month-long brand awareness campaign is
based on what is described as a “revolutionary”
new ‘surface unit’ table from Microsoft.
Travellers could play with the digital content
across the ‘surface unit’ table-top using hand
and finger motion. The table can even be
customised to recognise gestures and
objects, in what JCDecaux calls an “echo of the
film Minority Report”.
The interactive unit has 52 touch points on the
surface of table. Two surface units carrying TAG
Heuer content have been put up near Terminal
5’s gate and lounge. The tables were web-
enabled, and offered passengers destination-
specific tourist information as well as details.
Touch
surface
Ambi
ent
Air
port
Web
access

Clear Channel is Redefining
the Digital Out-of-Home
Advertising Landscape with
Cutting-Edge Display
Platforms
Clear Channel Airports has formed a
partnership with Monster Media to
implement a new interactive digital
advertising platform
Through gesture technology,
consumers will interact with advertisers
and their brands through a motion-
detecting wall display
Consumers who want more information
on a particular brand will be able to touch
the screen to access applications
The technology also allows multi-media
imagery to be integrated with branded
messages
Touch
screen
Air
port
Apps

Lost ‘Lost’ Billboards
Lost is a show known for its strange plot twists and confusing storylines, that always kept its
viewers guessing. So Colenso BBDO decided to have a bit of fun and do the same to
promote the show’s 6th and final season, and introduced an outdoor campaign of lost ‘Lost’
billboards on May 2010. These special build billboards were placed around New Zealand
in all sorts of odd places, then they had their photos and were uploaded on TVNZ’s website
for the public to guess the locations. Weekly Lost prizes were won by those who guessed
right, and new lost ‘Lost’ locations were uploaded as the season went on.
Cont
est

Actavis Advertising
Attentive Display in
Mall of Sofia
First interactive advertising system
premiere in Bulgaria amused its
viewers in may at one of the most
crowded places of the capital - the Mall
of Sofia
The system is an extension of an
advertising campaign for an anti-wrinkle
beauty product by the Actavis
pharmacy company
Special software and cameras
recognizing the movement of your
hand smoothing woman's skin on the
screen as easy as a child game
Added value of the interactive
performance were the children who
attracted by the system drew in their
mothers as well
The system could be seen in the atrium
of Mall of Sofia until the end of May,
2008
Gesture
sensitive
Mall

Live Green Toronto: Bus Shelter Light
Switches
The Toronto government has created an ad for the city’s bus shelters in an
attempt to make a statement about energy consumption and promote the city’s
resource on environmentally-friendly living. These Live Green Toronto
advertisements designed by Agency59 feature a gigantic working light switch that
will turn a light on in the advertisement on or off. October 2009
Bus
stop
Eco
friendly

Amnesty International: It Happens When
Nobody Is Watching
Amnesty International’s one-off domestic violence awareness poster
includes an eye-tracking camera that changes the poster’s display
when a viewer looks at the image. Done by Jung Von Matt, Hamburg
advertising agency for Amnesty International in Germany in June, 2009.
Bus
stop
Eye
tracking

Tearing off Hear in
Hairdresser's Advertising:
Hair Saloon
The Outdoor advertising titled Hair
Saloon was done by Dasuno/Austria
advertising agency in Austria
It was released in March 2006
Tear
off
Ambi
ent

IKEA Subway Living Rooms
in Paris
The event organized by IKEA from March
10th to the 24th 2010 involved four of the
most busy subway stations in Paris
The Swedish furniture and lifestyle brand
“invades” the daily life of people,
displaying sofas, lamps and other pieces
in the staions, recreating a living room
atmoshere for people waiting for their
train.
The idea is that peple can try in first
person the quality of the products and
their comfortableness being surprised in
an ordinary action like going back home
from the office
Sub
way
Ambi
ent

Become a Cover Girl – Take a Picture at the
Bus Stop
Bus
stop
Photo

Giant London Billboard
Made of Real Cheese
A giant advertising billboard made from
110kg of cheese has been revealed in
Covent Garden, London – bizarrely to
promote broadband internet services
The 5m x 4m cheese sculpture features
an image of Speedy Gonzales the
cartoon mouse (the only link to cheese
we can think of) and the text "Super
Speedy Broadband.“
Virgin Media say the billboard is made
from 10 cheeses and took food artist,
Prudence Staite and her 13-strong
team eight days to create in a specially
chilled studio
October, 2010
Super
Size
Real
cheese

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