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..."

Friday, August 10, 2012

Billboards are more creative than anyone has yet to imagine: Mike Fromowitz

Taken from Campaign Asia "Billboards are more creative than anyone has yet to Imagine" By: Mike Fromowitz.

...there are still many traditional mainstream means of advertising, like outdoor billboards that have been, and are still today, useful and powerful means of advertising products and services. Generally, many of us tend to travel the same routes on a daily basis. This repetition makes outdoor advertising a great choice to generate high awareness levels in a short period of time. Because of this valuable characteristic, the medium is often used for new product or service introductions. Regrettably, many billboards being created today are boring and unmemorable, resulting in very little return on investment....

I’ve always liked the creative potential of billboards. The best of them capture your attention, whether driving on the road or walking along the street. Some will even change themselves according to weather and time! Some are brilliant. Others are very funny. Perhaps its time to review their great potential once again.

Mike Fromowitz goes on to share a detailed list of strategies that he ensures will get your billboard noticed and remembered. These strategies include:
  1. Six to Eight words or less works best. 
  2. Get Notice: Being very, very clear about the product message.
  3. Copy styles: Copy must be big and clear in order to be read easily.
  4. Billboards are not the place for direct response: Billboards are a medium for quick messaging.
  5. Billboard graphics: Use graphics that will make people turn around and take a second look
  6. Billboards should be smart, and simple. 
  7. Don’t Say It, Show It. Do something eye-catching and memorable
  8. Entertain and use humour
No amount of paraphrasing will beat the full article found here.
Other creative gems for billboard desgins from Pauldervan and James Adams are archived here and here