Tag: TV

OMD FWD w/c Aug 15th

With the continued popularity and hype around Pokemon Go, the spotlight on Augmented Reality is bright with attention on Artificial Intelligence and Virtual Reality also increasing. The future of these technologies is still uncertain but hints of what is to come can be seen in recent industry headlines. Whilst the battle for which technology platform becomes the norm continues, the BBC has launched BBC Sport360 and NBC has an called NBC Sports, both of which will put you at the the heart of the Rio Olympics through VR capabilities. Sports fans are able to experience the closing ceremony, athletics, boxing and many more activities through 360-degree storytelling. Not all of us will have this technology lying around the house, but Facebook mentioned in April that more than 1 million people had used their VR Gear (a Facebook Samsung collaboration) for an array of experiences – from sports and movies to video games. Even more exciting is what type of product and user experiences VR will unlock for brands as the spotlight on this technology increases. Share anything you spot that is interesting with #OMDFWD

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Renault Business Booster

85% of Italian businesses are family-run; however, families working and living in close proximity can cause disagreements and ultimately put the business at risk. Thanks to their range of commercial vehicles, Renault has a wealth of experience with family enterprises and wanted to come to the rescue with an innovative solution that would help improve internal management. In partnership with Google For Work, Renault developed a dedicated app allowing fathers and sons to work together at a distance. The app provides a set of digital tools, such as folders, memo documents, delivery schedules, etc., to help them share their work, without sharing a physical workspace. The Renault Business Booster allows dads and their sons to have space from each other during the working day and to come back together in their spare time, saving their businesses and relationships.

https://youtu.be/D0bBDVaJizM

To demonstrate the power of the Renault Business Booster in real-life situations and stay true to the client’s positioning of ‘success boosters’, OMD targeted craftsmen, small entrepreneurs and the owners of family enterprises. We selected channels and content with high affinity to this group, adopting a seamless approach where media channels and content merged. A direct affiliation campaign drove app downloads, while a partnership with Mediamond allowed us to produce a TV show to bring real family business stories to life. ‘SOS Family Business’, a four-part series, aired on Mediaset channels in prime time and was supported by online video on popular sport websites, stories about fathers and sons in a major local magazine and content on Renault and Mediamond’s social channels.

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The final chapter of this fully integrated story was the launch of a roadshow which took Renault’s new range of commercial vehicles to 100 Italian cities. Consumers were given the chance to participate in events, interact with the app and sit behind the wheel of one of the new vehicles with exclusive test drives.

Results

  • 79,000 app downloads
  • Over 29,000 digital media impressions (+45% impression delivery)
  • 5m interactive video views
  • 2m TV reach
  • 41%+ of Twitter followers
  • 11,391 new sales leads
  • 40%+ commercial vehicles sold vs. 2014
  • 1 importer of commercial vehicles in Italy in 2015

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OMD FWD w/c May 2nd

MTV, eager to cultivate new youth audiences on screens other than those belonging to a TV set, said it would revive its popular series “Cribs” as a short-form programme designed specifically for the instant-messaging app Snapchat. In a retooled version, artists and celebrities will be able to guide Snapchat users through their homes by speaking to camera, providing fans with an intimate experience. Keep an eye out for its launch in June. Please do share anything interesting you spot on Twitter with #OMDFWD

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OMD FWD w/c April 11th

Getting someone to put down the remote control (or smartphone) and pay attention to TV adverts is harder than ever. In the digital age, viewers have limited attention spans, more distractions and countless ways to skip ads. A recent study has found that only 35% of the average paid TV break is actively viewed, instead 19% of people are channel surfing, 18% are looking at other devices and 13% are distracted by food, pets and the TV guide. As always, share what you find interesting with #OMDFWD

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And finally….First there was Snapchat…prepare yourself for Rapchat


OMD FWD w/c March 14th

Fed up of sitting on hold? New app Hero lets users message questions and queries directly to restaurants, shops, cinemas, gyms and hotels. Next time you want to check if your favourite restaurant has a free table; whether that stylish shop has those shoes in stock; or what time the latest blockbuster hit is screening at the cinema, you won’t have to spend valuable minutes of your life listening to Coldplay on hold. Read, learn and share away….!!! #OMDFWD

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Week Three- McDonald’s Top Chef

By OMD Spainimage 4

The challenge

In Spain the Quick Service Restaurant category faces a huge lack of differentiation due to aggressive communication centered on price, creating the battle of the €1 promotions. Yet despite low prices consumers still want more for their money. Consumers are hungry for added value and far from impressed with ordinary promotions. Therefore, we challenged McDonald’s to strengthen the communication of their premium products through innovation and quality, leaving the €1 battle behind.

Top Chef

The idea was to create a brand new burger right in front of the consumer’s eyes, promoting McDonald’s commitment to innovation and quality. Our objective was to tell the whole story from the very beginning with authentic and credible people up till the selection process when a new McDonald’s product would be born.

We created a story told in a natural, non-intrusive way that linked to the Spanish food culture. We found the perfect laboratory to create this innovation: the most watched TV contest for professional Chefs, called “Top Chef”. Top Chef is the most watched cooking show for professional chefs in Spain and, since its first season, has maintained the highest audience numbers during prime time. For McDonald’s it was the perfect place to gain credibility around quality and innovation while being closely connected to a user with the same interest and passion around food.

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Making the vision a reality in under 24 hours

The eight competitive chefs faced a challenge to create the most delicious burger ever, whilst using any ingredients they wanted. At the same time McDonald’s accepted the challenge of turning the winning creation into a commercial product right after the show, and without knowing which recipe would make it to their restaurants, this was a great risk for the brand.

The 20-minute branded TV content was a springboard to launch the new product nation-wide, 24 hours later. What’s more, all viewers who voted for the winning creation, through our specially designed app, were invited to try out the burger the very next day.

With the Jury

The results

The results were outstanding for both McDonald’s and the category as a whole. From an estimated 4% increase in sales, the burger exceeded all expectations with sales reaching 2.5 times higher in just six days, accounting for 10.1% of all McDonald’s products sold.

Five weeks later sales kept rising at 6.5%, a rate 2.5% higher than predicted.

Brand awareness increased 15% compared to the 4 previous weeks and, after the show, McDonald’s reached 74% brand recall with an 88% buying intention.


Week One- Channel 4 Humans

By Claire Dean, Strategy Director OMD UK, and Chris Evans, Business Director OMD UK

Humans was the brand new drama from Channel 4 that imagined a world where synthetic humans (“synths”) are the new must-have household gadget. It asked what it means to be human – if synths can drive a car and raise a child, what is our role in the world?
Humans Channel 4 - Archway

Our challenge was to demonstrate the show’s appeal beyond the sci-fi geek and get people to tune in. We needed to do this and stay true to Channel 4’s ‘challenger’ remit of disrupting the status quo.

Our insight

We realised that the issues that surfaced in the show were already attracting heated public discussion, with commentary from the likes of Professor Stephen Hawking and Elon Musk on the risks of artificial intelligence fuelling the debate further.

The idea of synths playing a role in real human life evoked a very emotional response.

Our challenge was to take this cerebral theoretical debate into the mainstream, make it real, and absolutely relevant so that ordinary people weighed in with their viewpoints and tuned in every week to watch.

Making Persona Synthetics a reality

The solution was to launch Persona Synthetics, the fictional company from the show, as a real business, promoting synths as genuine products available for purchase.

To ‘launch’ the Persona Synthetics brand in under eight weeks was a near impossible task. This wasn’t just about planning and booking media: we assembled a SWAT team with key people from across OMD UK and Fuse, partnering with Channel 4 Marketing, 4creative, and our media partners Microsoft and eBay – as well as PR teams from all parties.

Bringing it to life

It started with a Persona Synthetics TV advert, free from any Channel 4 branding. Social media accounts on Twitter and Facebook supported the belief that Persona Synthetics were real, and then came the physical heart of our campaign: a flagship store on London’s Regent Street.

The storefront dominated the high street, sitting next door to the world famous Hamley’s toy shop and across the road from London’s iconic Apple Store. The frontage housed two 90” digital screens which incorporated the latest Microsoft Kinect technology, allowing people to personalise synths through gesture control. We had actors posing as Persona Synthetics employees delivering synths to the store, reinforcing the illusion that these products were available to buy – right there, right then. Print, digital and social ads directed people to the shop, allowing us to behave in every way like a real retail launch.

We secured eBay as our online retail partner where we pretended to auction off two synth models. This was the first time a fictional brand has been sold on the site.

Humans Store Ad Half Page

“Convincing the nation that synthetic humans were real products available for purchase and helping to get over six million people to tune into the premiere of Humans was an incredible achievement. We were proud to work with our partners to make this campaign happen and it truly set the benchmark for advertising last year.”

Laura Ward, Channel 4 Group Marketing Manager

 The results

The rich mix of campaign elements came together beautifully to produce game-changing results: Persona Synthetics trended as the #1 search on Google and Twitter on opening weekend and within three weeks, Persona Synthetics’ website had over 1 million hits.

Most importantly, a staggering 6.1 million people tuned into episode 1, over three times our target number. Humans became Channel 4’s highest rating originated drama of all time.


OMD FWD w/c February 22nd

As Mobile World Congress rolls around for another year we see a flurry of updates from those trying to win attention on the small screen and the process of monetising it.

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Like always read, learn and share away!!


OMD FWD w/c 1st February

Pinterest rumoured to be launching Video advertising, GM buys a ride sharing company, everybody’s buying on Mobile, Kids spending more time online than watching TV and prepare to play with a Hologram whilst taking a break…Share what you find interesting #OMDFWD

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And finally….prepare to see a drastic increase in the sale of home popcorn…maybe…

Have a great week!


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