The UK’s Largest ever Digital Outdoor Campaign AND The World’s Biggest Coffee Morning

Adrian J Cotterill, Editor-in-Chief

June 2007 saw Grand Visual lay claim to a credible 7 networks as the largest UK Digital Outdoor Campaign so far (for Bacardi), although Posterscope previously ran Guinness across 8 networks…

…however I am very happy to be able to report that the record for the largest digital campaign now stands at 20!!!!

Over the last couple of months I have been busy acting as an executive content producer for Macmillan Cancer Support.

“The World’s Biggest Coffee Morning” is one of the biggest fundraising events in the UK, with an estimated 2 million people raising their mugs for Macmillan Cancer Support last year. This year’s event, which will be held on Friday 28th September, is expected to raise over £7 million for people affected by cancer.

Twenty of the UK’s biggest Screen Networks have each donated considerable air time for a campaign that will run during the last week of August and the whole of September.

Networks taking part: –

  • Big Media group
  • Brightspace Media/Kaleidovision and Mitchells and Butler Edwards
  • CAN Media’s The Life Channel
  • Captive People
  • City Gateway Media
  • Community Image
  • Digital Screen Networks
  • Firebrand Media and Jackson’s convenience stores
  • Gym-TV
  • I-VU
  • Liquid Digital and WH Smiths
  • MIS and SubpostmasterTV / Community Network
  • Motional Media / MoMedia
  • Obus Plc and IntaTV and SalonInteractive
  • On Screen Solutions
  • PointFour and DecisionVision
  • PosterPlus
  • Teamtalk and Moto and Costcutter In Tune Radio
  • Remote Media and Thomson Travel

We recruited the digital signage content specialist Amigo Digital Ltd and asked them to come up with suitable outdoor creatives based on Macmillan’s existing brand and print.

Amigo Digital initially provided Macmillan with an incredible variety of creative executions to choose from. Macmillan chose 2 that they felt really fleshed out their brand – basically a character and personality not seen in their traditional print formats – something that manifested itself rather well via digital signage.

Screen Networks can choose digitally from lengths of 5, 10 and 20 seconds, a choice of portrait and landscape and even bespoke creatives for the really large outdoor digital screens kindly provided by City Gateway Media and Posterplus.

From a Digital Out of Home perspective, the choice of formats made available; ranging from Mpeg 2, to WMV to uncompressed native .mov files and the ease of retrieval and previewing capabilities (for schedulers etc.) is unprecedented in this sector.

Shortly we will be showcasing the content online and also talking about the creative in a round table podcast (with studio time kindly donated by USP Content). More on that later.

If you want to hold your own Coffee Morning at your Gym, Health Club or place of work and then donate the proceeds to Macmillan then details on how best to do this can be found at…

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