DailyDOOH

Gail Chiasson, North American Editor

Here’s a short rundown on may of the speakers at the Out-of-Home Marketing Association of Canada’s Ignite trade and show and conference, held Thursday, Nov. 14/13 in Toronto.

Steffan Postaer, executive creative director, gyro, San Francisco:

“Don’t deny a trend, but don’t get too caught in one, either.”

“No other media energizes action like signs. Billboards provoke.”

“It’s creative fuel that we should bring into the digital age.”

”Be careful of location.”

Lisa Tomkins, director of marketing and communications, CN Tower, Toronto

Tomkins said that the CN Tower has dominated the Toronto skyline for 37 years. There are few areas in the city where one cannot see it. One of these is at Dundas Square, so, since 2011, a tall vertical spectacular board has been able to still make people aware of it.

She then went on to say that, because attendance was expected to dip a bit this year, an app was developed using augmented reality to show give people the actual feeling on their mobile phone of doing the famous Edgewalk (where people, held with harnesses, actually walk the edge of the tall structure). The app also allows people to book an actual Edgewalk. People could see three creative executions on 30 out-of-home sites for 12 weeks.

Among several successful results: 13% of users clicked through to book and a 3.4% increase over the expected number of visitors over 12 weeks.

Hope Bagozzi, director of creative and media, McDonald’s Restaurants of Canada, Toronto:

Begozzi showed a series of examples of how McDonald’s integrates its advertising worldwide, but illustrated how the touchpoints of each campaign and in each locale are not always equal. She also touched on the use of Facebook.

Jocelyn David, director of product marketing, Western Union Canada, Alberta:

David gave an interesting talk with illustrations on the company that ‘moves money’ – a company that I, for one, knew little about – and its efforts to reach and engage especially the immigrant population. The main campaign on which she focused was ‘Send $50 for $5’, aimed at those who send money abroad to family and friends.

Another campaign was ‘The Gift of Possibility’ which used digital walls, a Facebook app, and an online wishing well with app. It drew 33,000 wishes, with the most wished-for item being money.

“Out-of-home was the key in both cases,” she said. “And digital out-of-home is here to stay.”

Polina Buchan of brand operations, fabric care, Procter and Gamble Canada, Toronto:

“Consumers have become experts at tuning out,” said Buchan, noting that you have to know when and where to reach them. “Relevancy plus context plus engagement can reach great experiences.”

Buchan took the audience through the campaign for a new Tide extension that removes major stains and sweat marks. The campaign targeted everyday users of gyms and in addition to sampling, coupons booklets and other media, actually invited the athletes to leave their dirty gym clothes behind to be washed by the new Tide to have them returned clean and fresh. The ‘Sweat the workout, not the laundry’ campaign ran in over 70 locations. Citing figures that included 8 million impressions and five times the conversion rate to purchase, she said that a total of 871 freshly laundered gym outfits were provided the athletes who took up the offer.

Stacey Knight, director of digital, JCDecaux UK, London:

Knight wowed the audience from the beginning with her 007 impersonation of a Bond girl, and then went on to show multiple examples of JCDecaux work including campaigns for Mini, Mercedes Benz, Burberry, Pony Mashups, British Airways, Audi and the Skyfall campaign for Coca-Coa Zero. and more. She explained each one’s aim and involvement, eg. ‘dynamic personalization’ (the Mini campaign); ’live streaming’ (Burberry);‘use of YouTube’ (Pony)’ and ‘gamification’ for British Airways, among others.

“There are no frontiers,” she challenged the audience, showing that there are ways to develop almost anything a client or agency might want.

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