Friday, May 10, 2013

Gizmodo - This Ad Has a Secret Anti-Abuse Message That Only Kids Can See


Developed by the Grey Spain, this simple but effective Out of Home advertising uses a simple lenticular technology to achieve its campaign objective.

From Gizmodo -

In an effort to provide abused children with a safe way to reach out for help, a Spanish organization called the Aid to Children and Adolescents at Risk Foundation, or ANAR for short, created an ad that displays a different message for adults and children at the same time. The secret behind the ad's wizardry is a lenticular top layer, which shows different images at varying angles

Good Out of Home advertising is - simple, effective and thought provoking. Algorithm mix of location, media, creative, production techniques and execution.

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Monday, April 22, 2013

POSTER 2.0 - By Chris Ong

By Chris Ong  


“Video killed the radio star~ Video killed the radio Star~”
 
Somehow, this song just rang in my head when I am writing this. Just like how the world claims that technology will start to take over every simple thing that we do and see in life. Well, to some extent, this might be true, but not everything.

A lot of marketers have this conception that social and online advertising will take over the world or advertising. Well, I don’t think so, for me, the birth of these technologies only helps to enhance the advertising power of billboards and posters.

When we make a certain decision about something, we want to act on it at that instance. A simple example would be to see a Louis Vuitton poster and just step into the nearest boutique to grab your favorite bag. Advertising on the internet might not yield you a similar result when the consumer is at his comfort of his couch at home.

Hardest decision, left or right? From Cateroutdoor
 
Louis Vuitton billboard in shanghai. From Maosuit

Previously, I have shared about Tesco’s successful implementation of a shopping wall in train stations. That would be the best example of combining wall posters and technologies to drive sales and also to create awareness to the public.

Again, from the land of Kimchi, we have yet another brilliant campaign that combines outdoor media and online media, WIFI Poster. These movie posters act as portable hotspot for mobile devices to connect to the internet. When connected, the users will be fed with pictures and trailers for the movie. At the same time, they will be able to book tickets through this service. Within 5 days, 2 million viewers were recorder and 60% of the advance tickets were sold.

Information within seconds. From adverblog
Information within seconds. From adverblog
What is so amazing about these posters is like what I have mentioned, decision making on the spot. The first thing that would capture the consumer’s attention would be the loud and striking posters that they come across. When their phone starts to receive images and also trailers of the movie, they were given the chance to do the booking of the ticket. Notice that all these actions are done within a matter of minutes. This might not be as successful if it were just only a movie trailer on your TV or Facebook share that you come across.

We can see how important and beneficial billboards are when we want to influence a consumer’s behavior and also decision making. With the additional boost from technologies, the effectiveness of billboards and posters will be further enhanced and maximized.

Read more about WIFI Poster here

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Monday, March 25, 2013

Asahi Shimbun - Airports entice arrivals with oversized fake sushi at baggage claims

Taken from the Asahi Shimbun by YUJI SHIMOYAMA, full article here

A fake Toyama Bay-style sushi set takes a ride on the baggage carousel at Toyama Airport. (Yuji Shimoyama)
[In an effort to boost tourism,] a fake Toyama Bay-style sushi set (Giant plates of fake sushi--red queen crab, white shrimp and yellow tail among them - YUM) takes a ride on the baggage carousel at Toyama Airport. Set on the baggage carousel, the imagery is an offshoot of the ubiquitous rotating sushi bar, pieces of Japan’s famed cuisine ridding with other pieces of baggage! Other airports in Japan feature huge replicas of other food or even manga characters in the hopes that these local specialties will bring more tourists to these areas

Toyama prefectural officials said they spent about 150,000 yen ($1,600) to produce each model sushi, which measures about 50 by 80 by 35 centimeters 
Great great execution especially the use of the conveyor belt of both baggage and sushi. Out-of-Home advertising must be one of the most fun media ever.  

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Muslim Tourism Surge

A recent article by the AFP last July caught my eye: "Global travel industry gears up for Muslim tourist boom". Based on a study conducted in 47 countries by Singapore-based halal travel specialist Crescentrating, along with DinarStandard, a U.S.-based firm that tracks the Muslim lifestyle market - I note some interesting points for sharing. The full article is found here.

Spending by Muslim tourists, growing faster than the global rate, is forecast to reach $192 billion (156 billion euros) a year by 2020, up from $126 billion in 2011 - Muslim-majority states such as Egypt, Malaysia and Indonesia were already favorite destinations, but non-Islamic countries are now "taking a serious look" at Muslim holidaymakers

Other findings from the survey include:
  • The availability of halal food tops the list of Muslim travelers' requirements 
  • Ranked Bangkok's Suvarnabhumi Airport the most Islam-friendly airport in a non-Muslim country.
  • Destinations such as Thailand and Australia, especially the Gold Coast, are already taking into account these travelers' needs in their services and facilities, that includes prayer rooms at airports and hotels, halal restaurants and even spas adapted to religious requirements
  • The Economist Intelligence Unit said in a March report also noted that "that meeting the needs of the world's 1.8 billion Muslims is fueling business opportunities in a range of sectors....It also notes that more than half of the world's Muslim population is aged 24 or younger, many of them well educated"
Another article popped up on my news feed today - "Guest post: Marketing to Muslim Tourists" on the Financial Times by Shelina Janmohamed of Ogilvy Noor. On a side note, I find the premise of Ogilvy Noor as "the world's first bespoke Islamic Branding & marketing consultancy agency" to be keenly au fait. I noted these interesting points for sharing. The full article is found here.

  • The Muslim consumer market, worth an estimated $2.1tn. Over 90 per cent of Muslims say their faith affects their consumption...
  • In 2011, Muslims spent an estimated $126bn on travel and tourism, an amount predicted to rise to $192bn by 2020 – and that is without counting the religious pilgrimages of hajj and umrah. This expenditure accounted for more than 12 per cent of total global outbound tourism expenditure in 2011, according to the World Tourism Organisation...
  • Global revenue from Muslim tourists is expected to rise 4.8 per cent a year over the next eight years, compared with a global average of 3.8 per cent....
  • Some Muslim travellers are looking to connect with Muslim populations in other countries to learn more about the ‘ummah’, the global Muslim nation and its heritage and, for some, visiting sites from Muslim history is important....
  • Countries with minority Muslim populations are starting to see them as assets when it comes to attracting Muslim tourists, either through food availability or as an incentive to visit the extended ‘ummah’...

Telkomsel at Soekarno–Hatta International Airport in Jakarta

Even in our advertising locations within the Soekarno–Hatta International Airport in Jakarta, Indonesia, brands such as Telkomsel and the Accor Group (Ibis hotels) have advertising specifically aimed at muslim tourists going to religious pilgrimages of hajj and umrah or for the Ramanda hotel packages respectively.

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Sunday, March 24, 2013

Upside Down and Mirrored



Copenhagen Skatepark: Upside down and mirrored poster which are only readable in the puddle reflections which is ideal for an indoor skatepark.

Spotted via I Believe In Advertising

Reminds me of another great media execution by BMW using this mirror effect in one of the airports as shared in an earlier post. Brilliant.

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NFC Breakthrough through VISA and Samsung Collaboration


Samsung and Visa Take NFC Mobile Payments Global - By Mashable

As mentioned in the article, this move by mobile giant Samsung and the global secure platform provided by VISA "is exactly the sort of boost NFC needs to really take off in the payments space in the U.S. and other regions that have been reluctant to adopt it."

Aside from the current use of QR codes, digital screens and real-time information pushing, NFC is the next step to in digital Out-of-Home. QR codes are successful in several campaigns worldwide has shared in an earlier post by Chris. TPM Outdoor also had a great case study on one of our billboards shared in an earlier post by Stephen. We also wrote about NFC trials taking place by overseas industry players shared in an earlier post here.

Fearfully exciting times. We are getting closer to that infamous "Minority Report" scene, shared in an earlier post and here...


Guess Tom Cruise could have paid for his purchases at Gap more easily with NFC.

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CBS Outdoor Business Converting To REIT

"CBS shake-up to create outdoor ads Reit"from the Financial Times
" CBS Turning Billboard-Ad Business Into a REIT" from Bloomberg

At time of announcement, market analysts have all given a positive review of this move by CBS since it will free up cash flow and will benefit from the nature of Reits - tax exemptions and distribution of taxable income back to shareholders as dividends.

As the Bloomberg article -

"Real estate investment trusts, or REITs, have become a popular tool for companies to lower taxes and improve returns for investors. REITs don’t pay federal income taxes, with the understanding that they distribute at least 90 percent of taxable earnings to shareholders as dividends. CBS could split off the REIT as a separate stock to shareholders. ...To qualify as a REIT, a company has to invest at least 75 percent of its assets in real estate and obtain 75 percent of its gross income from rents or interest on mortgages from financing property, according to the National Association of Real Estate Investment Trusts, a Washington-based trade group."

In my humble opinion, I had always thought of the outdoor business as a form of real estate business in the first place as the mantra of "Location Location, Location" is always ringing in my ears as I present to clients on our billboards. Start with billboard location, mapping details, proximity to transport nodes and key routes, resident businesses and captive attractions and necessities; profile of target audience, journey planning and volume of passers-by, vehicular flow and viewing angles and distances etc etc.

Interesting perspective and bold action by CBS. Let's see how the execution pans out.

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Sunday, February 24, 2013

Billboard That Produces Water - Fast Company

Through the ingenuity of the clients, the engineers, the advertising agency and all the behind-the-scenes people, a billboard can impact the world beyond the realm of advertising and branding. A billboard with a heart can generate a story and several recurring positive physical impacts that improve the lives of people who interacts with it.

There are some billboards are powered solely by renewable energy such as the Ricoh Tower in London. Or those that can bring children to school, such as the creative Out of Home which doubled up as a school bus - the TriKademiK in Ghana. I highlighted the TriKademiK's launch and sponsor, mobile telecom operator Zain Ghana here on this blog in 2011. These are advertising with CSR - Corporate Social Responsibility.

One recent billboard which had creative a positive impact was featured by the Fast Company's article on See The Billboard That Produces Water This billboard is in Lima, Peru and produced by the Mayo DraftCFB in conjunction with the University of Engineering and Technology.


The generators in the billboard work to capture the high humidity of Peru's atmosphere, filters it, and turns it into potable drinking water which is stored in tanks at the bottom of the billboard and accessible by the public.

Can your advertising do this?

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Thursday, February 14, 2013

Relocating Jakarta

By Chris Ong

Talks about relocating Jakarta, the capital of Indonesian, have been on-going for more than 50 years. The recent flood that is happening in Jakarta had just ignited the debate once again. Jakarta is increasingly under strain from intense activities and the effects of climate change, the government are having talks to either relocate the capital or moving the seats of the government.

Typical traffic in Jakarta
Pluit had been hardest hit by the recent flooding in Jakarta in January 2013. The fate of Pluit hangs on the system of dams, embankments, and water pumps. So, what exactly caused the devastating flood in Pluit? Yes, the heavy rainfall can be the "scapegoat" for the series unfortunate events, but it should not be the only reason why this is happening.

The flood waters had difficulties in subsiding as geographically speaking, Pluit is already 2 meters under the sea level. Furthermore, it had been backed by studies that the land in Jakarta was settling on an average of 1.6 meters from 2000-2010. The dams and pumps failed to work as it should when the water gushed in at twice the pumping speed has caused huge devastation and fatalities. Many analysts are taking this as a final wakeup call to the politicians as put forth in the Jakarta Post 2013 Jan 26 “Relocation of capital from Jakarta: No pain, no gain” 

Floods in the heart of Jakarta

They say action speaks louder than words, which is always true, talks and plans about flood controlling have been always floating around since 1960s, but only a few manage to materialize to help control the flooding in Jakarta. The most successful one that was implemented is the building of the East Flood Canal (KBT). This 25 km canal which traverses 11 sub-districts in East Jakarta and 2 in North Jakarta helped to reduce the flooding area by a huge 90%. Sadly, at the same time, there were talks about building more Dams and merging rivers upstream that were vaporized without a trace. So what could be done if the flooding cannot be stopped? Discussion about relocating the whole capital eventually emerged. Today, flooding is not the only problem that Jakarta faces, the rising population is another vital issue that needs to be tackled and dealt with care.


Palangkaraya
There are a few proposed sites that are in consideration, the earliest one would be Palangkaraya, Central Kalimantan. Largely due to the fact that is safer from the danger of earthquakes and Volcanoes. To support this idea, many iconic buildings were built to reflect the idea of Great Indonesia.

Banjarmasin
Located closer to the centre of the country, Banjarmasin would be another choice in the list. This area was considered due to the fact that it has better access to the Java Sea and also has a better infrastructure.

Jonggol
Among all the potential areas for relocation, Jonggol, West Java, was dubbed as the most realistic option to move the capital city, Jonggol has become a planned future capital of Indonesia since the era of Soeharto presidency.

Anything that could ease the congestion in Jakarta would be a blessing, but this could only means the huge amount of investments that is needed to fund this major overhaul. The choice of location can also lead to questions over government policy, and spur regional jealousies in a country composed of many different ethnic groups and religions. Eventually, these moves are typically driven by political rather than economic considerations.

No matter the decision- what and WHEN, the team here at TPM, would like to send our blessing to the people who are affected by the recent floods in Jakarta.

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Friday, February 8, 2013

Happy Lunar New Year!

By Jonas Bai, Erin Noorman and Chris Ong
 
Chirpy New Year Songs? Checked. 
Red Packets? Checked. 

As we usher the year of the hissing Snake, TPM Outdoor has something special to kick start this wonderful Lunar New Year!

TPM Outdoor is always on the hunt for the perfect location for our billboards to ensure we turn heads and attract the right targeted audience. This year, our goal remains the same, but to rev things up, we are packing this burning passion into our gifts!


Choosing the Perfect Mix!
This year, we have decided to bring across our own idea of outdoor to you. To better deliver our message, we made use of this wonderful advertising space that we own. We are proud to present you, TPM’s very first unique gift bag for this special season!

We made sure that for this year, the gifts you receive from us will be the one that we customized just for you! Therefore, we have handpicked all the individual items in our gift bags and collaborated with Chocoelf to provide us with some very unique chocolates!

Customised chocolates - taste as good as they look!

Also, among all the potential candidates for the lunar new year pastries, Happy Grass emerged as the winner this year to provide us with their tasty homemade pastries.

Postcard from the most happening location in Singapore to welcome the Lunar New Year!
This year, TPM Outdoor will be sending out newsletters in the form of postcards from every corner where TPM Outdoor is marketing Out of Home advertising - our postcards could be from the cosmopolitan city of Jakarta, Indonesia; or the emergent heart of Myanmar, Yangon; or from Singapore's own backyard in the bustle of the Singapore's busy streets and heartland areas etc. More importantly, these postcards will give you a snapshot of the general OOH advertising scenes in the area and key market insights. All these are aimed at providing our clients and partners with more information to help the decision making process to create the perfect media mix for outdoor advertising. 

And as the year of Snake hisses closer, we cannot wait for the God of Fortune to be knocking on your doors! Thus to celebrate this festive season, TPM Outdoor will be holding our very own Hong Bao Draw. The lucky “gold” ingots which come with our gift packs are tagged with our very own special $D oops, 4D number; this will be your key in unlocking our attractive prizes, so keep a look out at your email inbox after 25th February to see if you could be our lucky winner!

The winner could be you!
Does this not excite you?
We hope you will like our gift bags as much as we enjoy putting them together. So from us at TPM Outdoor, here’s wishing you a wonderful and prosperous Lunar New Year!

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Wednesday, January 23, 2013

SCAN IT!

By Chris Ong
 
Our marketing colleague, Chris has unearthed some insights for digital and Out-of-Home OOH. Here are his thoughts -

Marketers have been implementing the use of QR codes in out door advertisement, bringing traditional print campaign with online contents to make it more accessible with consumers. There has been an increasingly amount of local marketers tapping into this innovative technology to gain competitive advantage in their projects.


Scan and go at one of the shopping wall! From Wallblog


One simple example we can look at is how one of our local transport provider and a supermarket chain collaborate together to come out with Singapore’s first shopping wall. This innovative campaign that can be found at some MRT station make use of simple QR codes that allows consumers to purchase items with just a simple scan of the QR code. Sounds great?


Tesco’s shopping wall in Korea From The CMO Site

We can look at one very successful implementation of a similar campaign that was done by Tesco in Korea, this very successful campaign helped pushed Tesco to claim first in the online market and a close second in offline market. This proves that the specific and strategic position of the posters could really gain exposure and penetrate to the busy and hectic people of Korea. Simple use of outdoor advertising and QR codes made it easy for consumers to purchase their items when they are waiting for their train.

So, how can we make this process even simpler and faster? A rising star in digital outdoor advertising is the Near-Field Communication (NFC) provides a tentative solution. It’s a set of short-range wireless protocols, similar to Bluetooth, which enables devices to share information, provide wireless access such as electronic keyless entry, and enables transactions such as mobile payment. Currently, not all handsets are equipped with this new technology, but we strongly believe that this will be the new and promising direction that digital out-of-home advertising will go!

What about us?

One of our clients had jumped onto the bandwagon and proved to us that this new technology will be here to stay and grow!

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Sunday, January 6, 2013


Since we have been on the topic of Japan for the previous posts, I will round off everything on Japan with a final post on a mobile billboard that Nike had executed for the recent FIFA Club World Cup 2012 which was held in Japan (Yokohama and Nagoya) and Korea (Ulsan) from December 6th to 16th 2012. 

These mobile billboard trucks broadcasts music from 7pm to 10pm in the streets where they roam. 

 

Mobile billboard executions are regularly spotted in lively places in Tokyo - more here
TPM team had executed similar mobile billboard trucks for Shell and Queensland Tourism in Singapore - details of Shell is here and Queensland Tourism's here 

HAPPY NEW YEAR!  
 

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Wednesday, December 12, 2012

Tokyo Highlights - OOH Advertising

According to a March 2012 ZenithOptimedia forecast, Japan's adspend has grown by 3.1% in 2012 from 2011 - this is a rosy outlook from its decline in the previous years.Japan is the second largest ad market in the world with China trailing a close third place. 

We had blogged about the advertisements around the Shijuku area before and it is evident that Out-of-Home OOH advertising in Japan remains vital to a populace that works hard, plays hard (and drinks hard).

OUTDOOR advertising = OOH formats are balanced with static billboards still taking a good dominance of OOH outdoor spaces in the key city areas like Shinjuku, Harajuku and Akihabara etc. Selected prime areas are developed into digital formats especially on buildings with fashion dominance or music and movie entertainment. These digital formats are dominant in size, excellent quality with minimal or no blockages for maximum impact

Akihabara - Electronics and Comics (otakus' haven)

Takeo Kikuchi Shibuya Store
OUTDOOR advertising = OOH formats are innovative, and good shop frontages are powerful media for the retail outlets. Even the Takeo Kikuchi global flagship store in Shibuya which was still under renovations when we visited was a key OOH platform. The Takeo Kikushi store is a success of Japanese Minimalist architecture and it is well documented by Dezeen and Mooponto

Depending on advertisers' needs, the lighted mobile billboards are an effective medium for short term targeted messages. However, this is not a mainstream form of advertisement and most advertisers are events or music and movie entertainment targeted.

Mobile Billboards roaming around Shibuya

Shibuya Crossing - plethora of OOH formats
TRANSIT advertising = OOH formats are small to allow for efficient and frequent change visuals by a labour force that cannot afford a large number of workers.  The displays are changed even on a weekend display basis and the materials used are based on PP (polypropylene “paper") which is light weight and potentially recyclable. 

Shinagawa Station and its digital screens
TRANSIT advertising = OOH digital usage is less pervasive than we thought. This is a good thing since OOH digital usage has high fixed and variable costs, the hidden costs from equipment breakdown and compensation can also be an unpredictable factor in the decision to invest.

Nonetheless, OOH digital usage is well used in a multiple installation: Shinagawa Station - digital screens were installed on both sides of a long commute corridor which serves as a thoroughfare for tonnes of commuters. Tokyo Station had 4 exits within a rounded hall and the digital screens were unobtrusive and synchronized in their displays. The digital and the recently restored traditional facade and interiors were well matched. 

Roof of the newly restored Tokyo Station

Digital screens above each exit of the Tokyo Station
What are your thoughts on Out-of-Home advertising? If the location is right, then is the format right? What about the creative? Any opportunity for interaction? What's the frequency and duration of exposure? Is there a "So what's next?" for your target?

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Tuesday, December 11, 2012

Tokyo Highlights - Advertising Musem and LED Art Gallery

Was recently in Japan for a short trip; the food is great, the scenery is stunning and the people are charming and warm. But what really touched my geeky heart and my love for advertising was...


1. ADMT - Advertising Museum Tokyo is the first advertising and marketing museum in Japan. The museum houses an exhibition space and a library on advertising and marketing. The permanent exhibition features the history of advertising. Guided by the concept that "Advertising is the mirror of society" the exhibition chronicles advertising in Japan from the Edo Period (1603-1868) till today on the 21st century wall and explores new developments in advertising. 

I was struck by the advertisements from the eras: The influx of foreign brands during the Meiji, the 1964 Tokyo Olympics and the eco-drive themes of the 21st century. The advertisements from events and periods were clear markers of history and the changing mindset of the society. This was really fun even for the non-advertisement geeks.

2. SCAI The Bathhouse Inspired by 10 of the best contemporary art galleries in Tokyo complied by Ashley Rawlings for the Guardian UK, I set off for the Mori Art Museum but it was closed for the Aida Mako's Monument for Nothing. So I set off to the SCAI The Bathhouse instead. Getting to the SCAI The Bathhouse from the Ueno station was half the adventure in itself as it was tucked away in an old neighbourhood of traditional wooden houses and temples. The transformation and restoration of the SCAI The Bathhouse is also another piece of art on its own too.
 

After viewing Teddy Lo's MEGAPOV during the Marina Bay's iLight 2012 in Singapore earlier this year, I have been intrigued by LED lighting art. The concept MEGAPOV is a light installation using a new digital light format to produce a news flash effect showing symbols. The symbols are seen as "flashes" from rapid eye movement which I have yet to figure out HOW (?!)

Anyway, Tatsuo Miyajima "LIFE I-model" was the featured solo exhibition during my visit at SCAI The Bathhouse. Using digital counters based on light-emitting diodes (LEDs) which operates in an unpredictable and a random rhythm, Miyajima's illustrates this thinking which based on three concepts—"Keep Changing," "Connect with All," and "Goes on Forever." So the digital counters were flickering counting up and down in a random fashion to symbolize human's adaptability and the paradox of time.


If I lost you there in the above paragraph, please do not be put-off. I was feeling the same when I walked out of the gallery and the feeling was even more accentuated  because there was only 2 or 3 pieces of exhibits. But a good art piece sets you thinking for a long time. And this was one of those art.  


Will put together other photos of Tokyo in the next post. No yummy sushi photos though. 

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Monday, August 13, 2012

Olympics 2012: BBC was forced to move cameras to avoid sponsor's ad

Hijacked by a Billboard!

The Olympics 2012 came to a close a couple of hours ago with a big bang -  as Monty Python Eric Idle's "Always Look On The Bright Side Of Life" performance ended with some stuntpeople getting launched out of a cannon. The Olympics 2012 was certainly something great to remember for all and then some. Dow Chemical was also well-remembered for their media coup with a well placed giant billboard that garnered them extra media attention and forced BBC cameramen scrambling to correct their little blooper.

Taken from the Guradian UK, the full article is found here

Dow Chemical has paid more than £1m for a giant billboard, the approximate size of two tennis courts, to wrap around part of Westfield for a 12-week period covering the Olympic and Paralympic Games.

The billboard was visible during the Opening Ceremony Countdown before Boyle's opening ceremony from 7pm to 9pm on Friday 27 July. The show drew a peak five-minute audience of almost 19 million and had an average of just over 10 million on BBC1.

It was also visible during the first Olympic Breakfast programme from 6am to 9am on BBC1 on Saturday 28 August, fronted by Sian Williams and Chris Hollins, which drew a peak audience of almost 3 million viewers and an average of 1.8 million.

One media buying executive said that appearing in the live coverage of such a globally important event could have been worth anything up to the equivalent of spending £2m on TV advertising.
 From the OOH media standpoint - that's a gold medal for Dow Chemical's media planner!  Whoo...!

And because Monty Python is so universal and it is back to reality on a Monday morning with a full week's load of work, I think we ALL deserve this:


"Cheer up, Brian. You know what they say. Some things in life are bad they can really make you mad Other things just make you swear and curse When you're chewin' on life's gristle, don't grumble give a whistle And this'll help things turn out for the best..."

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