Digital OOH Case Study – British Airways #LookUp Billboards

British-Airways-interactive-billboards-1British Airways, with the help of Ogilvy 12th Floor, installed innovative digital billboards that interact with the planes flying over them. The ads are part of the airlines’ “Magic of Flying” campaign, that highlights how magical flying can be, especially from the eyes of a child.

These digital billboards use custom-built surveillance technology and flight schedules to detect planes flying overhead and change the current digital display to that of a child pointing at the plane, when there is a BA plane overhead.  The billboards also display the plane’s flight number and route. When a plane is detected, it triggers an image of a child pointing up at the aircraft, along with a message containing the flight number and departure city — e.g., “Look, it’s flight BA430 Amsterdam.” That’s followed or accompanied (in installations with more than one sign) by a second message, e.g. “Amsterdam, one of 34 city break destinations.” Other complementary messages highlight things like low fares or the current temperature at the destination.

These billboards are currently running on Storm displays in Piccadilly, in Central London, and the West London neighborhood of Chiswick, whose positions allow juxtaposition with BA planes landing at London’s busy Heathrow Airport.

“The digital billboards are a first for the company and for UK advertising, too. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them. We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be.”– Abigail Comber, Head, Marketing, British Airways

Check out the video on how the interactive billboard works @Piccadilly Circus

Social Media Case Study – Absolut Unique Access (Whatsapp)

Absolut UniqueHere comes the first social media campaign on WhatsApp, a major mobile messaging platform (OTT) to communicate the exclusive Absolut Unique launch party in Argentina.

Recent studies have indicated that users are substituting their time spent on Facebook with mobile messaging services like Whatsapp. Absolut Vodka’s South American advertising agency built a campaign to celebrate the launch of their Limited Edition Absolut Unique collection.  The idea behind the Unique line, was to produce 4 million Absolut Vodka bottles that were each uniquely designed.

For the Argentinean launch they decided to host a very exclusive party. The party was so exclusive that there were only 2 invites that were available to the general public. The goal of this campaign was to build awareness and establish a closer line of communication with the brand. However for a brand that historically doesn’t “speak”, they created a fake bouncer namedSven on Facebook (the account was run by their community manager). Anyone wanting to win these tickets had to attempt to convince him using Whatsapp…but he wasn’t an easy sell.

With over 600 contacts and over 1000 unique images, videos, and audio messages created to convince Sven, this marketing campaign effectively engaged and built buzz in the community.

Check out the case study video of the campaign:

The Smartphone Market Mentions on Social Media – Q2 2013

A recent study published by eBay Deals – “The Great Smartphone Debate” for Q2 2013 – highlighted some of the interesting findings on the smartphone market competitive landscape as well as mentions on different brands across top social media channels. Here is a quick recap of these findings:

The Current Smartphone Landscape – Market Share (Source: IDC)

Smartphones Market ShareIn 2013, smartphones had gained 51.8% of the market share, literally surpassing feature phones for the first time ever. The report projects that smartphone usage will grow to 55.4% in 2014. In Q2 2013, Samsung was the single most successful smartphone vendor, yet they still held only a third of the market at 31.7%. Apple came in second at 14.2% – a one-tenth increase from a year ago.

Smartphone Market Share Q2, 2013

Although, these 2 players dominate less than 50% of the market; the biggest piece of the pie is taken by the “others” such as HTC, Nokia, and BlackBerry. In fact, this quarter, the biggest yet for smartphones, saw 225 million smartphones sold – 1,700 every single minute. Google’s Android is the most popular, used by a massive 79% of phones. Apple’s iOS is second at 13%, and the relatively recent Windows Phone has now reached almost 4%. BlackBerry, once the reigning kings of the smartphone world, has now fallen to a mere 3%.

Smartphones Mentions on Twitter

Smartphone Social MentionsIn September 2013, following the announcement of the iPhone 5S and 5C, eBay Deals sampled 10,000 tweets spanning 10 hours – all of them containing the word “smartphone.” On Twitter, Android was mentioned the most at 558 times, with only 295 for iOS, and an even smaller 120 mentions of Windows. Yet when it came to the brands people were talking about, it became clear the buzz was much different from the market.

Smartphone Social MentionsSmartphone Mentions on Social MediaHowever, in terms of brand mentions, Apple was clearly the most popular and talked about, being mentioned 1,533 times, courtesy iPhone 5S and 5C. On the other hand, Google, only appeared 603 times – less than half that of Apple. Samsung, the single largest smartphone vendor, placed a distant third. The same trend was seen for specific models of phones, iPhone 5 an extraordinary 2,127 times, nearly 10 times as much as the runners-up, Google’s Nexus 4 and the Samsung Galaxy S4. And while the BlackBerry Z10, Sony Xperia Z, and HTC One all placed in the top six, each received less than 100 mentions.

On Google and YouTube Search

Google Smartphone SearchYouTube Smartphone Search

Over the past 6 months, Samsung Galaxy S4 has produced nearly the same number of searches as the iPhone 5. On Google, the iPhone 5 still comes out on top, receiving the most image searches over the last year. But over the past six months, the Samsung Galaxy S4 has emerged as a worthy competitor, producing nearly the same amount of searches as the iPhone 5. Compared to these two juggernauts, the HTC One, Sony Xperia Z, and Google Nexus 4 received hardly any attention. The same pattern of interest showed up in YouTube searches, with iPhone 5 and Galaxy S4 searches at the top – and, after April of this year, the searches for the S4 exceeded those for the iPhone 5.

On flickr

Flickr smartphone mentionsEach smartphone inserts its model name into the photos it takes, and Flickr compiled this data to reveal smartphone popularity over the past year. Of the top 5 most-used smartphones for posting photos to Flickr, 4 were iPhones: the 3G, 4, 4S, and 5. Only the Samsung Galaxy S III approached any of these Apple phones in popularity. When it comes to everyday photography and photo sharing, Flickr says it’s still an iPhone world.

It would have been interesting to see a similar insight from Pinterest. Although it is a female dominated photo sharing social platform, the findings could have highlighted interesting trends on the popularity of smartphones among its users.

Conclusion

Although in terms of sales volume, Samsung clearly beats Apple in market share globally – thanks to its umpteen number of smartphone models perfectly targeting users across different spending slabs, iPhone is certainly the most sought after and discussed on search as well as social media platforms.

As quoted in the report, “To many, “iPhone” has simply become a byword for smartphones in a way that “Samsung Galaxy” just isn’t, and the latest iPhone models seem likely to cement this even further. However, Samsung’s substantial share of the market still leaves them in an excellent position to put up a fight against Apple’s dominance in consumers’ minds, and users now seem to show as much pre-purchase curiosity about the Galaxy line of phones as they do about iPhones.”

Today, mobile users have more choices than ever to find their perfect phone and social media sites & search offer them the perfect tool. Let’s see how these stats change when eBay Deals releases the next version of this amazing insights report.

To download the infographic of these findings, please click here.

Digital Case Study – WWF Ant Rally

“For the first time in history, insects stood up, marched out, and went viral.”. So says BBDO Germany, that has created a beautiful campaign for the 50th anniversary of WWF.

The stunt, “The Ant Rally,” created by BBDO Dusseldorf (and production company Parasol Island) for the World Wildlife Fund, involved laser-carving tiny messages about saving the rainforest into leaves and then having the ants march around with them. It’s certainly the best bugvertising we’ve seen in a while.

“The Ant Rally” also won a silver in the Branded Content & Entertainment Lions category this year, and a bronze in the Direct Lions.

OOH Case Study – IBM Smarter Cities

Working with analytics and mathematical model to spark positive change with the people, IBM launched the smarter cities initiative. This project gives the leaders the tools to analyze data for better decisions, anticipate problems to resolve them proactively and coordinate resources to operate effectively.

In order to publicize their smarter cities project, IBM has teamed up with creative consultancy Ogilvy & Mather to create thoughtful outdoor advertising: a bench, a shelter and a ramp that are useful to city dwellers.

Digital Case Study – adidas Window Shopping

‘adidas Window Shopping’, an interactive, life size digital window concept, which combines 2 properties into 1; store and web.

The entire surface of the store’s physical window is used and consists of a large touchscreen interface. It lets you explore adidas’s current collections, check out how products look on life-size interactive models and, of course, buy the products you like right away. ‘adidas Window Shopping’ also lets you share updates about your shopping experience with your friends on social media channels.