out&about in the uk. Issue 4 / 2012.
Clear Channel to launch a new way to talk to London / 02 Clear Channel wins Westfield Regional / 04 A new Playground / 05 Winner in Southampton and Norwich / 06 Curb & Clear Channel go multi-sensory / 07 A year with Create / 08 Events in 2011 / 10 Clear Channel launches 2012 Outdoor Planning awards / 12
Clear Channel Play launches Clear Channel has launched Clear Channel Play – a new brand representing its entire digital media portfolio. It is a new creative and engaging way to connect brands with people when they are active and out and about and reflects Clear Channel’s commitment to drive digital expansion across its UK and international network. Digital technology is evolving out-of-home into a dynamic platform for real-time, tactical, topical and flexible communications. The launch of Clear Channel Play brings together all our digital networks under one brand enabling Clear Channel to work with its partners to open up new possibilities for advertisers to engage with their target audiences and deliver creative, flexible and
interactive digital campaigns. It embodies our vision of delivering greater engagement and flexibility through a forward-thinking approach. Ultimately, Clear Channel Play is an invitation to Clear Channel’s customers and their target consumers to play, implying collaboration, interaction and a sense of excitement for what’s to come. Clear Channel Play is the UK’s only dedicated digital portfolio and includes a rapidly expanding small format digital network in malls across the UK, LD6 - the UK’s first small format digital roadside network in London, spectacular digital roadside in Piccadilly Circus, large format digital roadside in London, a growing small format digital network in pubs and bars across the UK and small format digital in Birmingham Airport. Clear Channel’s Play network is just one example of our global digital ambition and commitment to transforming the out-of-home market.
Clear Channel wins Westfield Regional Clear Channel has won the outdoor advertising contract for Westfield Regional which saw more than 100 digital screens installed in top ranking malls in major cities across the UK including Birmingham, Derby and Belfast. CCUK also won a contract extension with Meadowhall to install new digital screens which, together with Westfield Regional, will expand its digital portfolio by 60%, creating the UK’s largest network of digital mall screens. Following a competitive tender, Clear Channel has been appointed to transform the advertising opportunities from paper to digital within Westfield’s Regional mall portfolio to offer more flexibility and enhanced creative possibilities for clients and agencies.
Clear Channel’s current UK digital mall estate of 180 screens will grow to 288 – an increase of 60% by end of Q1 2012, creating the UK’s largest network of digital mall screens.
2011 marked a step-change in delivering Clear Channel’s digital ambition and the expansion of our successful digital malls portfolio is a critical part of our growth strategy. We are committed to delivering enhanced advertising opportunities to grow our clients’ businesses and out-of-home’s share of the media marketplace. Clear Channel now has a full digital offering inside top ranking malls across the UK including the top 10 Trevor Woods ranked malls at Meadowhall, Trafford Centre and Merry Hill. These malls alone have a total forecast expenditure of £2.84bn for 2011, according to the CACI Retail Footprint. Clear Channel’s current UK digital mall estate of 180 screens will grow to 288 – an increase of 60% by end of Q1 2012. This gives advertisers the opportunity to reach a total footfall of more than 8m shoppers per week.
A new Playground Our medium is reinventing itself with entirely new ways to communicate. It is adopting and working in tandem with the very latest technologies. This includes the expansion of digital out-of-home networks worldwide and integration with wi-fi, locationbased apps and smart-phone technology. Technology will therefore not only reposition out-of-home but will forge a closer relationship with all media, mobile marketing and internet-based campaigns. William Eccleshare, our President and CEO of Clear Channel International said “In key markets and segments 90% of our revenues will be delivered through digital platforms by 2020.” This is ambitious, but not overly so. What is critical to the future of our medium is the standard of creativity, as whether it is a traditional site or a digital poster the objective of the campaign is to be seen and remembered. Cannes Lions this year showed that there are some fantastic digital and traditional campaigns – such as the campaigns for Samsonite, Google and Tesco Homeplus. With the rise of digital, there is a growing opportunity to invest in the redevelopment of existing sites, such as the LD6 portfolio that went live in late November. Clear Channel also won a contract extension with Meadowhall to install new digital screens which, together with the Westfield Regional win, expanded its
digital portfolio by 60%, creating the UK’s largest network of digital mall screens. Socialite, Clear Channel’s new urban social network of digital screens in pubs and bars across the UK has more than doubled since opening for business in August this year. It is the first nationwide in-bar digital portrait network in the UK and delivers high dwell-time for advertisers seeking to engage with a young, affluent audience in their chosen environment. Advertisers are now able to play with more than 750 digital connection points with Clear Channel, across multiple environments around the UK.
Clear Channel a winner in Southampton and Norwich Following a competitive tender, Clear Channel UK retained the long-term contracts held for 20 years, to supply and maintain street furniture in the cities of Norwich and Southampton. The contracts cover more than 600 ad panels across the cities, consolidating Clear Channel’s expanding portfolio. Clear Channel has been reappointed to transform the advertising opportunities to offer more flexibility and enhanced creative possibilities for clients and agencies. Our shelter designs, our ability to be flexible and deliver customer needs as well as our reputation of being a strong partner have contributed to this win. Clear Channel holds over 350 municipal contracts in the UK including the largest street furniture advertising contract.
This win opens a whole spectrum of possibilities to our clients and consumers alike and will ensure Clear Channel’s growing network will continue to deliver powerful, flexible and interactive campaigns.
Norwich and Southampton are both in the top thirty cities for outdoor advertising. This win opens a whole spectrum of possibilities to our clients and consumers alike and will ensure Clear Channel’s growing network will continue to deliver powerful, flexible and interactive campaigns in the UK’s best locations.
Curb & Clear Channel go multi-sensory
CURB, the natural media agency, has launched the UK’s first dedicated Sensoryout-of-home (SOOH) division. Marrying some of the world’s leading experts, cutting edge multi-sensory technology and Clear Channel’s media network, advertisers can now augment out-of-home using scent, sound and even taste. Multi-sensory communication, a growing international trend, is already been used by over 35% of consumer-facing brands in the US. Although Europe is currently lagging behind, more and more brands are benefitting from the results created by adding multi-sensory elements to their marketing strategies,
influencing how people feel and behave by tapping into the emotions that drive them. Multi-sensory is a huge opportunity in outdoor and experiential for brands to create truly memorable engagement. Major retailers are already using multi-sensory techniques to influence mood and engage customers on an emotional level. Examples include fast food restaurants playing in-store music sped up by 5% increasing the speed at which diners’ eat. A UK-based debt collection agency has gone as far as patenting a scent that they claim, when added to the bills they send out, increases payment rates by 17%.
A year with Clear Channel Create For 25 years the Beck’s bottle has been the canvas for some of the biggest names in contemporary art and, in celebration, creative agency Mother created the ‘Art Crawl’ around Shoreditch. The campaign, planned and bought by Vizeum and Posterscope, saw people check interactive maps on Clear Channel’s digital 6 sheet bus shelter screens around the area to find participating pubs in the ‘Art Crawl’, visit these pubs and check-in on Facebook to be in with a chance of winning artwork by Tracy Emin, Jeff Coons and Tim Head. Along side this, Clear Channel’s Create team showed exclusive interviews with an array of famous artists on these digital screens dotted around the area, where people could plug in their headphones and listen to the content.
To promote their new variation Berry & Lime, Bulmers did a huge push across press, outdoor and TV with the tag line ‘experimenters wanted’. The campaign, created by Exposure, Grand Visual and bought by Starcom, Kinetic and Hi-Resolution, encouraged people to interact via the website, Twitter and Facebook. Interactive (QR) codes on press and shelter wraps took them online enabling passersby to interact with the Clear Channel bespoke screens, creating their own literary masterpiece with fridge letters to share with friends via Facebook.
To drive awareness of 3D film Immortals, Universal Pictures booked a campaign on Clear Channelâ€™s real 3D screens to give a 3D experience to the advertising campaign. A digital campaign went live on sites across London promoting the new film. The screens showed real 3D, seen without glasses, on new improved screens with a sharper, deeper 3D image. This cutting-edge campaign enabled consumers to engage with a bespoke 3D trailer on 42â€? HD screens. The campaign was bought and planned by Mediacom and Kinetic.
In 2011, Fiat launched a car which was exempt from any congestion charges. To promote this launch to commuters travelling into London, Clear Channel worked with Maxus and Krow Communications to launch a multimedia campaign seeking out key commuter touchpoints. For the first time, three life size Fiat 500 cars were placed at centre stage on the Cromwell Road, the largest site, on the busiest A road in the UK. The campaign was run on premium and large-format sites such as the M4 Towers around London to reiterate the messaging and target other drivers on different routes into London.
Events in 2011 We started the year on a high with the annual ice skating party at Somerset House. Journalists, partners, clients and agencies attended and were greeted with mulled wine and canapĂŠs. We then held an Olympic themed party with James Cracknell, double Olympic Gold winner as our guest speaker. The Outdoor Planning Awards were held at Circus bar in Covent Garden in April where Nike GRID took the grand prize for Best use of Innovation in Outdoor. The team also attended Cannes and sponsored the Campaign drinks. The second half of the year was full of digital launches. We launched Socialite in August, announced the LD6 platform in October and celebrated the creation of Clear Channel Play at the Science Museum and all of our digital achievements to date.
Annual ice skating party at Somerset House
Olympic themed party
LD6 development announced
The Outdoor Planning Awards
Clear Channel Play at the Science Museum
Socialite launched in August
Clear Channel launches 2012 Outdoor Planning awards
The Clear Channel Planning Awards, held in association with Brand Republic Group, have been open for entry since 3rd November 2011. The awards celebrate effective and intelligent planning of the outdoor medium and, in their successful sixth year, have been expanded to include a new category: Best use of Digital in Outdoor. The new Best use of Digital in Outdoor category reflects the growing expansion of emerging platforms and will reward campaigns which demonstrate the best use of digital technology out-of-home. Digital should be central to the campaign idea and credit will be given to campaigns which creatively engage through multiple copy changes, dynamic copy updates and links with social and mobile media. The five categories now are: 1. Best use of Outdoor in a Multi-Media Campaign 2. Best use of Multiple Formats in Outdoor 3. Best use of Continuity in Outdoor 4. Best use of Innovation in Outdoor 5. Best use of Digital in Outdoor
There will also be one overall prize for the most effective and forward-thinking campaign of 2011. Last year’s Grand Prize winner – Nike GRID - was also the winner of the Best use of innovation of outdoor category. Ac cording to the judges it was a powerful collaboration between Mindshare, Kinetic Worldwide, Wieden & Kennedy and AKQA that was a “fresh, impactful and premium idea, dripping with planning insight, built around laser sharp targeting and making intelligent use of technology.” The deadline for entry is Friday 3 February 2012.
The Clear Channel Outdoor Planning Awards are now open. Now in its sixth year, the Outdoor Planning Awards celebrate the most innovatively planned and effective outdoor campaigns of 2011. With a new digital category and a judging panel consisting of industry experts and advertisers alike, this is your chance to gain real recognition for your work. We are offering a grand prize of ÂŁ30k in advertising space for the winning brand, a luxury short break for the winning planner and a ÂŁ1,000 cash prize for each category winner.*
*Full terms and conditions apply
Rewarding exceptional outdoor planning.
Content Elaine Bailey, Editor D +44 (0)20 7478 2941 E email@example.com Design Richard Porter, Graphic Designer D +44 (0)20 7478 2268 E firstname.lastname@example.org Photography Malcolm Menzies & Maciej Jablonski