Talking Posters on MSA's

Admedia roll out ‘talking’ posters on the UK’s motorways

Admedia has extended its network of movement-activated ‘talking’ washroom posters across Motorway Services nationally, as a result of increased demand from key advertiser categories.

‘Talking’ Posters have been proven to further heighten audience receptiveness to washroom campaigns and feature an ‘audio logo’, soundtrack or voiceover on a motion-activated thirty-second sound chip. A TV or Radio creative is generally utilised and has been proven to increase brand saliency and stimulate conversation within venues.

Brands using talking frames over the last few months include Die Hard 4, Max Factor, Nivea for Men, Rocky Balboa and Wonderbra.

Talking Posters have previously only been available across Admedia’s Bar, Pub & Club network of 1000 venues - designed to capture the attention of 18-34 socialisers. The new motorway location is expected to attract increased spend from film and motoring categories among others.

Admedia provides coverage of every one of the 131 Motorway Services in the UK reaching 24 million visitors every 2 weeks with washroom and 6 sheet media. Today’s Motorway Services cater for demands of the modern consumer with a range of branded retail and food retailers including WH Smith, Starbucks and M&S Simply Food. Operators include Moto, Road Chef and Welcome Break.

Die Hard 4.0 brings the action to washrooms

Twentieth Century Fox launched a nationwide campaign in Admedia’s bar network to promote the release of Die Hard 4.0.

The campaign features Male washroom posters across 400 bars and 300 talking posters. 500,000 beer mats and ‘Die hard rulebooks’ are being distributed in the bar environment.

Listen to the talking poster

Beer mats front & back:

Die Hard booklet excerpt:

The campaign will reach an estimated 1.7 million males.

Die hard 4.0 sees Bruce Willis reprising his role as John McClane. He teams up with Justin Long, who plays a young hacker. The two men face off a gang of virtual terrorists.

Raymond Snoddy on media

Raymond Snoddy described washroom advertising as one of the greatest mediums of the past 20 years, in a recent article in Marketing magazine. He invisages washroom posters as having a vibrant future in the age of engagement.

Read his article.

Wonderbra plunge into top UK clubs

Wonderbra has launched a national indoor advertising campaign for its ‘Multi Plunge’ bra across the UK’s biggest nightclubs and style bars. 75 Luminar venues including 10 Oceana mega-clubs will host the activity, which runs through May and June and is estimated to reach 500,000 female clubbers. The Luminar Group is the UK's leading operator of late night venues.

The activity marks the first time the brand has ventured in to the late-night venue environment. The campaign, coordinated by Admedia, has been planned by MPG with creative by Publicis. Using washroom posters with a tear-off response mechanism, branded tissue coaster, mirror and door stickers and branded bar-staff t-shirts the campaign will feature the strap line “BANISH VBS (Visible Bra Straps)”.

The Wonderbra activity follows increased investment in washroom and late-night venue media as a way of reaching young, fashionable female socialisers. Other female-focused brands recently using washrooms include Nivea, Pretty Polly, Unilever Personal Care, Max Factor and Sloggi.
Admedia launched a new integrated campaign package in January 2007 specifically for cosmetics, toiletries and fashion brands and has invested over £100k in research to assure advertisers of the effectiveness and relevance of the washroom format, which reaches over 3.3 million females in 4 weeks at Admedia-controlled venues.

Philip Vecht's response in Mediaweek

Philip Vecht, CEO of Admedia, recently responded to MediaWeek's article on succesful niche players:

"May I congratulate you on the Outdoor feature highlighting the importance of 'niche' players. At a time when the buzz seems to be almost exclusively focussed on the emergence of digital opportunities, these engaging and highly relevant niche media platforms are still very much responsible for driving innovation in the sector - delivering a level of audience penetration that digital cannot yet achieve.

I'd like to agree with your view that most 'niche' outdoor media performs most effectively in situations where it can truly engage with audiences at a moment when they are static and looking for some visual stimulation.

Although we can now hardly call ourselves a 'niche' player with over 25,000 washroom displays across over 2,000 leading leisure and entertainment environments (Shopping Centres, Bars and Clubs, Motorway Service Areas and Private Health Clubs) when we established the then 'ambient' washroom format the premise and the attraction to advertisers was that invaluable engagement factor.

10 years on we continue to see new advertisers coming onto washroom format seeking a greater level of message engagement, penetration of specific audiences and being 'in the right place at the right time'.

For example we have already seen a 500% increase in film advertising this year to date now that films distributors have wised up to the fact the cinemagoers also love going to bars and night clubs. Additionally our ‘talking posters’ have given some releases massive PR value. Similarly cosmetics and toiletries brands targeting young fashionable females now feature in washrooms on a continuous basis. We now attract repeat investment across all major advertising categories.

Our mission is to get brands seen 'in the right place at the right time' and in the process of doing so we reach over 40 million consumers with our medium on a monthly basis - as well as offering many other ways of engaging with distinct consumer audiences.

We have proven that, with time and an appropriate and consistent investment in audience and effectiveness research, successful niche players have the opportunity to be regarded as a standard format with great potential to attract new advertisers to the outdoor sector."

Philip Vecht
Joint Chief Executive
Admedia

Wild Hogs goes nationwide

(scroll down to see the trailer, a movie highlight and some bloopers on set.)

BVI has booked a nationwide campaign with Admedia promoting the release of their latest feature film: Wild Hogs. The film will be advertised on Admedia 6-sheets and A3 washroom panels from the 26 of March till the 8th of April, and will be seen by approximately 27,625,000 individuals. The campaign was booked through Carat and Posterscope.

Wild Hogs film summary:

Wild Hogs follows the lives of Woody Stevens (John Travolta), Doug Madsen (Tim Allen), Bobby Davis (Martin Lawrence) and Dudley Frank (William H. Macy). They are four successful middle-aged suburban men who find themselves frustrated with the pace of life, and have recently come to experience a crisis.
Woody finds his marriage ending and subsequently goes bankrupt. Doug is a dentist who cannot connect with his son. Bobby is a plumber who’s under his wife’s thumb.

The four men’s collective hobby as younger men was to ride their motorbikes around the city. They even had leather jackets with their biker names: “Wild Hogs”, stitched on it.

Woody persuades his friends to embark on a cross-country road trip, and soon the men wind up from one embarrassing adventure into another, knocking some sense back into the men.

Film highlight 01:

The four men decide to seize life by… going skinny dipping. Their moment of ‘young boys’ glory soon gets interrupted by a family who joins them in the pond. When the family discover the four men are naked, they get uncomfortable and leave immediately. To compound their predicament, a gay policeman (John C McGinley) decides to strip and join the four men, showing sexual interest in the ‘daredevils.’

Trailer

Film highlight 02:

Bloopers

Stark naked warning

Bikers who fail to wear protective clothing are warned today that they might as well ride naked. Last year, 44 riders of motorbikes, mopeds and scooters were killed and 801 were seriously injured in London. Experts say many would have suffered less severe injuries if they had been properly dressed.

The Right Gear campaign is currently advertising this and other posters in Admedia's pubs, clubs and shopping centres. The campaign is accompanied by talking posters. Click here for the audio-creative.

The campaign was booked though The Dynamic Advertising Group for a joint initiative from London local councils.

Download the creative: rightgear.pdf

visit rightgearlondon.com