Creative - It’s great because
For the first time ever consumers were able to SEE taste.

Results - It’s great because
Over 21 days we increased footfall to the store by 350%, weekly sales by 150% and consumer generated content that continues to be shared. 

The story of the Brief

Freggo is a virtually unknown ice cream brand in the UK. It is an artisan product, made with premium ingredients and tastes different (better) than a lot of its competitors out there.  It is slightly more expensive than your average ice-cream, so we needed to appeal to an audience with a slightly more sophisticated palette who would be prepared to pay for quality.  

Our objectives were therefore to 1. To establish Freggo as a premium artisan ice-cream in London.  2.  Increase sales at their first West End store.

We believed that if we could find urbane, trendy Londoners and get them to try Freggo’s quirky and unusual flavours, they would experience the difference in taste and spread the word for us. 

Except, how do we find these people?  And what do we need to say to them to get them to come into store?   Our target audience is inured to typical marketing activity. We realised that we couldn’t just tell them that Freggo tastes different, we had to show them. 

The Creative & Media

We each experience taste in a different way.  Based on this insight we created a taste-test app that captured an individual’s response to Freggo and enlisted a digital artist to take the data and turn it into a visual representation of their taste experience. 

Each visual representation is a bespoke piece of art, unique to the person who created (tasted) it.   People would be able to actually SEE what their taste of Freggo looks likes.

This gave us the inspiration for our channel strategy; Getting urbane Londoners to a sampling event was virtually impossible – but invite them to a private view at an art gallery and they would come in their droves. 

Results.

• As a result, in the 12 days following the event, over 300 people went to the store and sales increased by 150%. 
• The event, listed in LeCool, Arts Wednesday, Metro, Blue Tomato and Londonist generated £20,000 of PR coverage.
• We attracted over 500 people to the Private View and a further 450 came along in the following week – record attendance for the gallery.
• We created over 800 ‘artists’ who each created their own taste art at the exhibition.
• Over 500 people shared their art with friends and family via facebook, extending the reach of a £10,000 product sampling campaign to over 1,000 people.
• The taste test is now a permanent feature in Freggo’s store with hundreds of customers taking the taste test and creating unique Freggo art.
• When the Executive Team of Freggo Argentina saw the installation in store, they asked for it to be introduced to the 400 stores in Argentina.

Dominique Bergantino, OgilvyOne   

1. In 2011, retailers' business challenge for cross-channel was integrating new cross-channel processes into stores.
   
   
2. Aside from keeping up with evolving shopping patterns, retailers report that one of their fastest growing opportunities in cross-channel is creating an opportunity for shoppers to connect with each other through the retailer's brand.
   
   
3. Community is going to be one of the most important trends of 2012 - and is currently one of the least represented aspects of the digital experience in stores.
   
   
4. Ecommerce is going to be one of the most important platforms for delivering digital experiences in stores - 30% of retailer’s surveyed report that they have implemented their eCommerce platform as their in-store kiosk in at least the last year, and another 17% plan an implementation in the next year.
   

Learning outcomes:

1. The top pressures that retailers are facing around their stores and how is it shaping their interest in in-store communications and enabling technologies
   
   
2. Ways retailers are leveraging digital channel strategies as part of their in-store marketing efforts
   
   
3. Examples of real-world pilots and installations of in-store media integrated with digital channels - the good, the bad and the ugly

Nikki Baird, Managing Partner, RSR   

Featured campaigns include Dominos Pizza, Groupon, Heineken and O2.

Learning Outcomes:

1. Consumer usage of mobile phones and smartphones during the purchase cycle
2. Optimising your digital budget and selecting the right mobile ‘format’ (e.g. SMS, mobile sites,
   Apps, social location) to meet your campaign objectives
3. Creating targeted, relevant, personalised content which creates long term loyalty rather than short term hype

Rob Thurner, Mobile Consultant and Trainer, Burner Mobile   

Airport advertising delivers the ‘connected consumer’.  Areas of high dwell time and, once in the Departure lounge, places where consumers actively seek distraction, airports enable advertisers to engage with consumers in unique, deep and memorable ways. 

As the world leader in Airport advertising, with a monthly audience of more than 125million people globally, JCDecaux commissioned a worldwide study to understand how passengers experience brand communication in the airport environment.

One of the objectives of the study was to explore the connected dynamics of passengers, brands, advertising and the airport itself.  And a very important part of that exploration was to understand the roles played by digital screen media and interactivity in airport advertising.  Do they enrich the airport experience for consumers?  And if so, exactly how do they add value?  What do consumers want from digital and interactivity?  How can advertisers best exploit the opportunities available?

1. The presentation will focus on the global response to digital screens and interactivity in the airport, from the perspective of the passenger.  It will demonstrate the various ways of adding engagement and the effect that this has on consumer relationships with the airport, the media and the brands using it. 
2. It will also investigate consumer responses to interactivity from across the world; and hear from some experts in various interactive technology how they feel it could be best deployed in the airport environment.  

Steve Cox, Marketing Director, JCDecaux Airport   

In a world where audiences carry their own personal digital screen wherever they go, how does out-of-home add value to the consumer’s life?

OOH advertising can be treated as a ‘prompt’ for connected audiences to navigate both online and offline. These prompts may be a simple brand awareness exercise or involve a more engaging experience, involving a call to action. Ensuring each of these prompts are relevant to the audience is key. Rest assured, the more relevant the prompt to the connected audience, the more likely for a response. Today’s connected audiences have the power to instantaneously engage with this prompt using their mobile device.

As an industry we must identify methods that complement the user’s habits and does not fight against them. Digital OOH plays a key role in bridging the gap between the mobile, online and offline world. Whether it is roadside, underground, on a taxi, wherever your digital signage, you are a ‘prompt’, informing connected audiences.

For Digital OOH to interact and engage with today’s connected audiences, each prompt must be relevant. By relevant, we mean in harmony with the audience’s mindset and journey. The more we are able to do this, the more integral our role will be in the advertising landscape. ‘Digital’ presents us with a number of ways to ensure that these prompts are more relevant (and therefore more effective) than traditional print media.

The iTaxitop ensures relevancy of each prompt through syncing the advertisements with the audience’s mindset and journey. Adverts are targeted by both time of day and location. Although this is nothing new, adding movement to these digital screens on the roof of taxis, presents a series of interesting applications and benefits.

Using this highly adaptive digital broadcast medium, enables the iTaxitop to play out the right prompt to the right audience at the right place and time. This of course, is not a simple task and involves an evolutionary approach to advertising. The term AI (artificial intelligence) often synonymous with computers and robotics can be applied to advertising with what I like to call Advertising Intelligence. As media owners, it is our role to ensure that these prompts continue to resonate with connected audiences and are validated. Introducing the appropriate call to action is key. Connected audiences are equipped to respond, under the right terms. If we can get this right, we have a powerful means of closing the loop between the online and offline ecosystem of the connected audience.

Broadcast mediums such as the iTaxitop married with the more narrowcast feel of mobile, can give birth to a highly effective campaign.

We would encourage brands to do this and certainly we are already seeing today a mix of broadcast and narrow cast campaigns that engage, interact and excite connected audiences.

Learning Outcomes:

1. OOH advertising is a ‘prompt’ for connected audiences to navigate online and offline.
2. Digital (OOH) makes these prompts more relevant. Greater relevance means more effective campaigns.
3. Connected audiences have the power to instantaneously engage with this prompt.
4. Call to action and closing the loop is key to develop your ‘AI’ (Advertising Intelligence).
5. Leveraging digital screen real estate to facilitate new interactions with connected audiences is the future.
6. Future proofimg is key
   

Richard Corbett, CEO, Eyetease Limited   

This presentation focuses on utilizing POS and 3rd party audited data in order to allow the advertiser to better target their audience and utilize the correct “connected” mobile technology to engage that customer.

While most DOOH Networks have focused on back-end data as well as traffic counts, where most have missed the boat is in building a truly deep demographic and psychographic model of their customer base (viewers). Not only do agencies and media buyers both desire and need this information to better target their advertising spend, but that data is imperative to understand which mobile engagement technology makes the most sense to use in your connected screen media environment. Does the DOOH Networks consumers use smart phones? IS SMS the main connection point they would use? Or, are they most likely to engage in connector technologies like QR, NFC or audible applications? Does the consumer base of the DOOH network heavily utilize social media? Demographic and psychographic data is key to understanding which engagement modalities to use for best effect.

Integrated campaigns will also be highlighted which demonstrate the use of both static in-store signage and POP along with the retail DOOH screens.

Learning Outcomes:

Participants in this presentation will leave better understanding what media buyers and agencies are looking for as far as DOOH Network Data as well as what viable options they have to connect the viewer with the content on the DOOH Screen.

Case studies and industry data will be shared showing how to create the front-end consumer models needed and actual data on campaigns utilizing SMS, QR and NFC touch-points.  Creative examples will be shared as well so the attendee walks away with key findings:

1. Integrated campaigns (digital, static and POP)
2. 3rd Party Consumer Demographic Studies
3. Mobile engagement devices that can connect the consumers with the advertisers and brands
4. Mobile and Social usage based upon ethnicity

Sheldon Silverman, CEO & Founder, SmartBomb Media Group/iCASHtv - Chairman and Founder of
Liquid Marketing, Inc.   

The shopper world is undergoing huge change, particularly in relation to when and where we can shop. As technological advances present shoppers with ever more opportunities to shop any time, any place, anywhere, it is becoming increasingly important to look at this changing world from the shopper perspective.

As we learnt from in-store Digital Signage deployments of only a few years ago, we can’t just put technology in place and assume shoppers will use it. The “build it and they will come” era has long since passed. Now more than ever, we need to understand the purchase journey and how different touch-points can influence shopper behaviour in order to generate a meaningful dialogue and ultimately, a response.

Based on original research by Shoppercentric this presentation looks to identify how shoppers are interacting with all the retail touch-points (traditional and emerging) and as a result we can look at the opportunities for screenmedia to carve out its role in this new landscape.

Danielle Pinnington, Managing Director, Shoppercentric Ltd