Plane and simple

We've noticed some really nice outdoor ads on our respective commutes to Pure Towers recently(which will obviously please the advertisers!) but it's not just pretty pictures that have caught our eyes...

Emirates recently launched a series of ads which tap in superbly to the aspirational, flighty (pun intended) side of people's daily lives - they are telling us that it's not as far as we think to our dream holidays as we wait to embark on our not so dreamy daily commutes.

The clever bit from our perspective is how they have tied in targeted personalisation/ geo-targeting using station names in the Headline. Not least because the sites are all good old fashioned paper posters as opposed digital sites that offer so much more targeting and creative flexibility these days.

Although the 'personalisation' is important and very effective, there is something to be said for keeping it simple - the clear messaging ensures that the brand campaign is easily absorbed cross platform....unlike the effort below from Mitsubishi.

Whilst the creative idea is a good one in terms of salience of commuter messaging and location, the somewhat clunky copy and text-heavy ad makes for difficult reading...which in turn means the clever location targeting gets a tad lost and in turn loses impact.

#PurePoint

Pure Quest ... Outdoor Art Bingo

 What do David Hockney, Lucian Freud, John Constable, LS Lowry, Tracey Emin, Sir Christopher Blake and many more artists have in common??

Their works are among over 50 pieces of British art selected by the general public to feature in the World's largest outdoor media 'Art everywhere' campaign that launches today.

The artwork will be shown on 22,000 digital outdoor poster sites across the UK - in a joint collaboration between the art world and the advertising and media industries....with sites donated by major outdoor contractors including CBS Outdoor, ClearChannel UK, JCDecaux, Ocean Outdoor & Primesight....no hidden agenda, just the opportunity to celebrate 'Art'.

 

At Pure we are always on the look out for interesting outdoor campaigns - as well as a challenge amongst the team, so we have taken it upon ourselves to try and spot all 50+ pieces of artwork in situ.

Our last quest was to capture the 150 names that Coke claimed to have used in personalised products and ads earlier this year, only to have seen very few of them in the outdoor ad campaign due to the fact the reality of the production budget clearly outweighed the creativity of the multi executional delivery.

Dabbers to the ready .... we're hoping the digital nature of this campaign and the promise of over 50 creative exections will enable us to get a collaborative 'full house' over the coming weeks.

 BINGO!!

#PurePoint #PureChallenge #PureAdOfTheWeek

Magnifying Glass anyone??

Highly impactful use of colour and visuals for this new outdoor campaign running on 48 sheet posters targeting commuters on station platforms.

So confident is the TV Channel promoting the new drama that starts next week - that they have omitted to highlight what channel the programme will be aired on ... oh, unless you can see the microscopic URL in the bottom left hand corner.

Given there are currently 250+ stations available to view in the UK - this clearly is a brand that believes in itself.

#PurePoint