John Lewis, the official department store of London 2012, has wrapped its Oxford Street and Westfield Stratford City stores in spectacular fashion, with branded banners as part of its support for the Games. The Oxford Street store has been wrapped with an asymmetric British flag, whilst a banner displaying medals made from items shoppers can buy in store has gone up at Stratford. The campaign, devised by MG OMD was executed by Posterscope and media owner Blow-Up and forms part of a wider campaign targeting both domestic and international tourists while they are around the Olympic venues and travelling across the capital.
McDonald’s have launched their digital OOH campaign which forms part of their overall £10m ‘We all Make the Games’ Olympic and Paralympic campaign. The OOH activity consists of digital screens located across the country, as well as the iconic screen at Piccadilly Circus. All the screens are enabled to allow copy to be uploaded dynamically with a number of copy changes planned for each day which will document and celebrate people, moments and emotions of the games. Content will be supplied by creative agency Leo Burnett as well as from consumers with their own images which fit under the heading ‘what kind of supporter are you’? The Piccadilly Circus screen, in addition to featuring live moderated content, will also have a return-path which notifies the user to inform them that their image has been used and sends them a video via Facebook. The campaign was planned and bought by OMD and Posterscope and Cloud and Compass managed the LivePoster DOOH delivery platform.
As part of its Olympic campaign, Coca-Cola has taken over Hyde Park and Marble Arch with its station dominations targeting spectators as they travel to events at Hyde Park, which include swimming and triathlon events in the Serpentine and the BT London Live Opening Ceremony celebration concert. Coke’s other OOH activity includes a strong presence at both Heathrow and Gatwick airports – welcoming visitors and athletes to London – a special build on Cromwell Road, the iconic Piccadilly Circus site, the Westfield bridge at Stratford, as well as a variety of other roadside, rail, underground, bus and mall formats. Digital formats will be used to showcase Coca-Cola’s range of products at relevant times. The campaign was booked and planned by Vizeum and Posterscope.
As part of GE’s Olympic OOH campaign, they have wrapped an entire three-coach train on the DLR service, as well as taking all the carriage internal ad displays, to promote the fact that it is providing digital imaging equipment for the Olympic Games. The campaign, executed by CBS, and planned and bought by OMD International and PSI, will run for 16 weeks and features computer generated images of the athletes in action. GE will also be using central London buses, taxi liveries and premium sites in key London locations and at airports.
EDF’s ‘Helping London 2012 shine brighter’ OOH campaign is concentrated on the key transport hubs for the Games. This includes the largest domination ever seen at Westminster station, close to the beach volleyball events at Horse Guards Parade, a brand takeover at Waterloo Station with ads appearing above and below the ground on multiple formats, as well as activity at City airport and King’s Cross St. Pancras International station. The campaign, featuring 15 Olympic and Paralympic champions, was planned and booked by MPG and Posterscope.
In the run up to the launch of the Olympics, adidas are running a series of iconic posters championing several key members of Team GB. Using tag lines including ‘Take the stage’, ‘Take the gold’ and ‘Take the pressure’, the campaign is focused across London using large billboards, 6 sheets and buses, making it unmissable on the street during Games time. The campaign was planned and bought by Carat and Posterscope.
The Daily Telegraph are making the most of the flexibility that digital screens offer with their Olympic campaign on CBS’s underground digital escalator panels. The campaign, created by Carat and Posterscope, appears during commuter hours, and features dynamic copy with the latest headlines from the 2012 Games. Morning commuters will be kept up to date with the events from the previous evening whilst the evening commuters will see the headline results from the day’s events.
Lego, the official product of the Olympics, is running a four week OOH campaign featuring multiple creative executions. The ‘Great Building, Great Britain’ campaign consists of digital 48 sheet panels in key London locations, static sites in the Olympic Park and an animated billboard in Westfield Shepherds Bush. Copy will change on a daily basis to reflect the Olympic sporting schedule. Targeted at Londoners and visitors to the capital, the campaign, planned and bought by Carat and Posterscope, aims to engage its audience with the Minifigure Team GB range during the world’s biggest sporting event.
Cadbury, an official London 2012 Olympic supporter, kick-started their Olympic activity with a national 6 sheet campaign which included 100 special-builds. The special builds replaced the head of the featured Olympic Athlete with mirror vinyls and passers-by were encouraged to ‘insert’ their faces to become an Olympian. Cadbury’s other OOH activity included premium backlights located on key routes into Stratford and close to the Olympic park, London buses and proximity targeted large format panels covering all of the regional Olympic venues. The campaign was booked and planned by PHD and Posterscope.
As part of their Olympic campaign, Panasonic is using Ocean Outdoor’s landmark Two Towers East to broadcast exclusive content from the Games to showcase its status as an official Olympic partner in the Audio Video Category. Panasonic will use dynamic copy change to feature iconic action images from the sports spectacular which will be provided by official Olympic photographer Getty Images using Panasonic’s LUMIX G cameras. In between, Panasonic will feature portraits from its Flag Tags Facebook and mobile app campaign which invites people to show support for their country by virtually painting their faces in their national team colours. The campaign was created by Vizeum and Posterscope.
BT is using British tri-athletes Alistair & Jonathan Brownlee and Paralympic sprinter Oscar Pistorius as brand ambassadors on their bus & Street Talk advertising throughout the Olympic period. With over 25,000 phone kiosks nationwide, BT has achieved phenomenal coverage with a very relevant ‘connected’ message. Supporting the bus & Street Talk activity nationwide are Transvision Screens and 750 liveried taxis in London ‘Taking People To The Heart of London 2012’. The campaign was devised and executed by Posterscope, JC Decaux, CBS, Verifone & Ubiquitous.