Messages that resonate

This is part of an irregular series of blog posts looking at marketing communications which have caught my attention. This will complement Thought Starters which will look more at trends, strategies and ideas.

Bose’s Scene Unseen series of short documentaries shines a light on musical scenes in unexpected corners. A great use of branded content to tell engaging stories to relevant audiences.

Chrome Experiment’s has launched a couple of eye catching experiments. The first follows the ISEE-3 space exploration satellite. You don’t need to be a fan of space travel to appreciate the site’s visuals using WebGL.

The second Chome Experiment piece provides a visual companion to music from John Cale in collaboration with architect Liam Young and Field.io in an interactive music video. The YouTube link below should give you a taste of what to expect but you’re best to experience the site directly.

Google’s Cultural Institute has created a website bringing together street art from around the world. As you’d expect from Google, content is accessible by location and artist drawing on a mixture of photos and videos from collections from around the world.

Street Art Project

Heineken has created a new tool using Twitter that aims to provide consumers with recommendations for restaurants, cafés and bars based on their location drawing on social media activity including tweets, check-ins and photos across Twitter, Instagram and Foursquare. Consumers simply tweet @wherenext and their location to Twitter and it will get back to you with a response. More information over at The Drum.

WhereNext

Orangina have launched a new responsive website providing users with a friendly and uncluttered user experience.  Simple but effective.Orangina

Anad Sharma provides his own take on the quantified self tracking his own activities through data visualisations and well designed website.

April Zero

More interesting data visualisations, this time looking at life in the day of a New York taxi cab. A case of statistics and data brought to life.

NYC Taxis

The Universal Typeface Experiment looks to compare people’s handwriting from around the world. Using user submitted handwriting, the site provides viewers with the ability to filter by gender, age, country handednesss and industry. A nice way of celebrating handwriting from Bic as we spend more and more time at a keyboard.

Bic

Water resistant paint makes good use of one of Seattle’s more well known traits to promote the Bumbershoot arts and music festival.

The featured image is a piece by Mikołaj Rejs in Lublin, Poland and found on ekosystem.

Messages that Resonate

This is the first of an irregular series of posts looking at communications which have caught my attention. This will complement Thought Starters which will look more at trends, strategies and ideas.

A recent trip to a local hospital made me acutely aware of the dehumanising experience that these institutions provide, despite the best efforts of the staff. Dignity Health is looking to reposition itself as a more humane experience with KindVines.  Consumers are being encouraged to submit Vines  that show moments of human kindness in their community.

Kind Vines

Another brand doing interesting things with Vine is Lowe’s with its Fix in Six campaign which provides six second DIY tips. It shows you less can be more sometimes.

NOMOS Glashütte’s video Look over the watchmakers’ shoulders provides a great example of how beautifully long form video can be used to increase the perceived value of a brand.

American furnishings retailer CB2 is looking to use Pinterest plus a dose of consumer feedback to decide how to decorate a New York apartment.

The election of Tony Abbott as Australian Prime Minister has reinforced some of my more negative associations of the land down under. So I was intrigued to see NAB recruit locals to offer live commentary of that most quintessential of Australian events the Aussie rules final. A great way of reflecting the diversity of Australia where 27% of the population are born overseas.

UNICEF has a campaign to promote access to  clean water by asking consumers to download an app and not touch their smartphones. For every 10 minutes you don’t touch your phone, sponsors will donate one day of clean water to UNICEF.

Amazon’s move to enable ecommerce functionality within consumer’s Twitter stream may not be groundbreaking for Chinese consumers but it does provide an example of expanding what brands can do in social media.

Optic Square in Thailand provide a great example of using the characteristics of an out of home environment to add impact to a creative execution.

Providing something of an antidote to the world of marketing is Honest Slogans which looks to give a more consumer centric view of the brands many of us live with.

Perrier

Feel free to chip in with campaigns that have caught your attention lately.

The featured image is a mural by French artist Mist and was photographed by Big Addict for StreetArtNews.

The Changing Outdoor Advertising Landscape

The growth of the digital media  has brought considerable change to the media landscape.  Television has managed to more than hold its own over the last ten years but the newspaper and publishing sector has seen dramatic declines as consumers switch to free online alternatives. Unfortunately for the print industry, PWC’s forecasts point to  this trend continuing.

Sector growth in UK entertainment and media

Out-of-home advertising is another of the more traditional media formats that has managed to go against the trend of declining revenues. The UK out-of-home media sector has managed to continued the growth trend that followed the London Olympics.

Changes in technology have strengthened out-of-home advertising’s position, putting it in a comparatively strong position vis-a-vis other media channels. I’ll look at some of the key developments in the sector.

Outdoor joins the world of Big Data

The first development is the industry is taking a much more methodical approach to reporting on consumer’s exposure to outdoor media. In the past the outdoor sector’s reporting was a lot less robust than the equivalent for television and digital but initiatives such as Route in the UK and TAB Out of Home Ratings in the US are going a long way to address this.

Route  uses mobile technology to track a 28,000 person UK sample and understand the likelihood as to whether audiences will have seen  the outdoor assets (and not simply having been in proximity to it).

The system also enables the profiling of the poster by audience type  (demographics, behaviours and media consumption) rather than raw numbers, enabling more targeted approaches and facilitating cross media campaigns.

This reduces wastage in outdoor media campaigns and has put it in a more equal footing with other media channels where they have traditionally had a richer pool of consumer data to pull on.

Digitally Enriched Outdoor Advertising

The second development I would point to in out-of-home media sector is the growth in digital outdoor advertising.

Digital outdoor advertising when coupled with appropriate content management systems has given media owners the opportunity to serve different creative based on the  time of day as well as enabling a more rapid turnaround in creative.

The Sun’s Second Sight campaign provides an example of these forces at work, promoting the day’s headlines to commuters during the morning rush hour.

The Sun Second Sight

Digital formats also provide the opportunity to enrich creative executions. British Airway’s #lookup in Piccadilly Circus used a video advertising billboard to show pictures of a young child tracking a British Airways plane flying overhead with live flight information.

Interacting with Outdoor Advertising

The third development I would point to is the growing array of response channels now provided to out-of-home advertisers. Outdoor advertising has traditionally been associated with broadcast advertising, using bold imagery and sharp copy to catch consumers eye. Abbot Mead Vickers’ pioneering work on The Economist and TBWA/Chiat/Day’s work on Apple’s iPod Silhouettes campaign provides an interesting case study of how messages can resonate long after the creative was experienced.

The growing prevalence of mobile phones and more specifically  smartphone has changed the landscape for outdoor advertisers, giving the media space to have a life beyond the four corners of a billboard.  The use of SMS short codes, QR codes and NFC has provided advertisers with a means of engaging with consumers, provided the appropriate incentives (music downloads, games. discounts etc) are given.

Universal Pictures tried this with its outdoor campaign for Despicable Me 2 which saw users able to control elements of a digital billboard after synchronising their smartphone with users then able to share the results with their social networks.

Advertisers also have the opportunity to enrich their outdoor campaigns using augmented reality mobile apps such as Aurasma, Layar, Blippar and Vuforia. These enable the creation of a virtual layer on top of the outdoor creative,  providing the opportunity to inform and entertain

Whilst the results can proving exciting for consumers, the need to download a mobile app in the majority of cases often leaves these campaigns better suited to print or packaging based campaigns where the consumer has more time interacting with the creative.

SMS short codes, QR codes and NFC have all been held up as providing a more universal means of forging a channel with consumers but stumbling blocks remain with user experience, awareness and device compatibility issues.  The emergence of BLE enabled smartphones and beacon based technology raises the prospect of an improved channel for communicating with consumers, but it remains a largely unproven channel at this stage.

Analog Still has a Role

Digital outdoor revenues are experiencing strong growth but its important to remember that this is off a small base and traditional analog advertising still makes up the majority of outdoor revenues.  Analog outdoor poster campaigns still have a lot to offer advertisers and don’t need to worry about technology getting in the way of an impactful message.

Online advertising stalwart Google’s campaign promoting voice search for mobile is one of my outdoor favourites, showing what can be done when smart copy and media placement are paired together.

Pih-ka-di-lee sur-khus

Competition with the Mobile Screen

One of the interesting issues that the outdoor sector needs to address is the competition for consumer’s attention when out-of-the-home. Consumers are spending growing amounts of time with their mobile phones – something that’s particularly apparent in the UK.

Time Spent Using Phones Online Per Month

Whilst the growing penetration of smartphones provides a valuable means of bringing campaigns to life, it also provides a competitor for consumers attention when on the go.  Whilst this is arguably not the case for drivers, anyone who has walked down a major high street over the last year will have experienced  the perils of zombie texters.

For outdoor to be a success, the industry will need to ensure that outdoor advertising continues to entertain and inform rather than simply confronting and disrupts as people go about their daily lives.

The featured image is Sixe Paredes’s mural for Asphalte in Charleroi, Belgium and covered in StreetArtNews.