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LFW to hit outdoor screens across the UK


London Fashion Week will be screened on billboards across the UK in collaboration with Ocean Outdoor for the first time this season.

The British Fashion Council will be showing LFW footage to over 35 million people, through 60 screens in Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester, and Newcastle as well as around London.

The content will run from February 15-23. In the build-up it will include the spring/summer 2016 shows, before switching to daily round-ups from the new catwalk collections and presentations.

Caroline Rush CBE, CEO of the BFC, said: “Collaborating with Ocean Outdoor means that we are able to bring British talent and London Fashion Week to more people than ever before. At a time when many conversations are taking place around connecting fashion weeks with consumers, this is a perfect opportunity to reach both new and existing fashion fans throughout the UK.”

Ocean has previously worked with both Hunter and Topshop to screen content from LFW on its outdoor network. Hunter broadcast its autumn/winter 2015 collection live, while Topshop teamed up with Twitter for a shoppable billboard initiative.

data Editor's pick social media

Topshop wins outdoor ad contest with real-time Twitter trends concept

TopShop Art of Outdoor

Real-time data integration is something we’re tracking across out-of-home advertising at present, making it no surprise to hear the winner of Ocean’s fifth annual Art of Outdoor digital awards follows along the same lines.

Topshop took the top spot in the Creative Techniques category for a campaign called #toptrends. This sees real-time Twitter data feeding information to the digital screens about styles and trends being talked about from London Fashion Week. Equivalent Topshop product is shown alongside, including apparel, accessories and beauty.

Time of day, location of the screen and the weather all impact the content displayed, increasing relevancy to the viewer. As the accompanying video (below) shows, if it’s raining in Glasgow the data will surface product more suited to that weather condition like boots and jackets, compared to if it’s sunny in London. The morning will also show day time looks, while evening trends will appear as the sun goes down.

The entries in Ocean’s contest are concepts at this stage, with the winners given the opportunity to run their campaigns across its Grid network in 2015. Topshop’s will tie in with London Fashion Week in February for the autumn/winter 2015/16 shows. Each site that will be used is no more than a 10 minute walk away from a Topshop store.

The Interative Category of the contest also hosted a retail winner – The North Face for its campaign called The Thermoball Jacket, Creating Warm Leads. This sees the brand’s hero jacket placed on the screen while cameras and thermal imagery pinpoint who the coldest shoppers are nearby. Brand ambassadors alongside are able to then show those individuals just how low their body temperature is and offer them a jacket to try on to visibly see it increase. A discount code will be offered to each to buy one at their nearest store.

First place in this category went to domestic violence charity Women’s Aid, for a campaign utilising facial recognition technology to demonstrate how it only takes one person to notice domestic abuse to start making a change. Other winners included British Airways, Spotify and NEST.

data e-commerce Editor's pick

Net-a-Porter showcases real-time shopper trends in digital out-of-home campaign


Data visualisation continues abound with news of Net-a-Porter’s new out-of-home campaign showcasing live shopper trends from around the world.

Hosted on an Ocean Outdoors screen in Canary Wharf, London, the initiative brings to life purchases taking place on the luxury e-commerce site as they happen in real-time. Running as an extension of the Net-a-Porter Live project hosted online, it presents imagery of the exact pieces being bought as well as the specific country the customer is transacting from. There is also a live count of shoppers online.

Leila Ratnani, international account director at Havas Media, who managed the creative concept and execution alongside PSI and Liveposter, said: “Since its launch last year, Net-a-Porter Live has set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. Being able to further bring this campaign to life via digital out-of-home is a great opportunity for the Net-a-Porter brand and its followers alike.”

The campaign will be in place for two weeks. It is Net-a-Porter’s first foray into outdoor advertising.