24 interactive touch screens will be placed in shopping malls and cinemas across the country, allowing visitors to personalise their own Windows Phone Start screens. This user-generated content then will be delivered as a national DOOH campaign to 450 screens.
outdoor advertising
Subaru, which saved people in Australia from boredom at work in 2010 by sending a squad of rescuers to the offices, is now doing quite the same in the USA, but with an open air twist. The auto brand has launched the ‘Work Play Love’ Tour to encourage American employees to get out of their stuffy office environment, take off white collars and attend one of over 50 fresh air therapy stops, made at various U.S. companies, which support the movement. The new initiative, which helps employees achieve life-work balance, will be promoting the all-new 2012 Subaru Impreza, designed to deliver more fun, adventures and air into people’s life.
Stella Artois, the beer brand, which traditionally integrates the French cinema aesthetic of the 60s into its advertising projects (the series of ‘She is a thing of beauty’ adverts and the King of Cannes competition are just a few examples), is now digging deeper into the past and pays tribute to the rich over 600-year history of brewing in Belgium, the brand’s motherland. This time, Stella Artois makes the Chalice the key element of the new outdoor advertising campaign in the UK—the iconic beer glass, the signature image of the brand, has been incorporated in the promotional projects before, but it hasn’t been the key image as the ads were rather focusing on the brand’s 9-step pouring ritual and visual style of people and environment.
M&C Saatchi has created an integrated campaign to raise awareness of travel behaviour during the 2012 Olympic and Paralympic Games. Developed for Transport for London (TfL), the Olympic Delivery Authority (ODA), and other transport operators, this is set to be one of the biggest communications campaign associated with the London 2012 Games, and launches on 30 January.
IKEA believes that its stores are not the only space where the brand’s houseware goods can be showcased and often takes them to city streets, opera or underground to demonstrate that IKEA goods perfectly fit any settings and can create proper atmosphere anywhere. Now, the international furniture retailer has come to a metro station in Paris again to promote its items with a new twist: the brand is not just exposing sofas and bookcases—it got five Parisians to spend almost a week in a small apartment fully furnished with IKEA pieces. The new live installation, which is developed by the UBI BENE agency, is currently on display in the Auber metro station.