14 Dec 2019

Avatar dominates Cromwell Road with spectacular outdoor display

Avatar billboards on Cromwell Road

The spectacular world of James Cameron’s new blockbuster AVATAR has been brought to life on London’s Cromwell Road for a four-week poster campaign.

Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out characters exploding out from the poster, the interlinked billboards are the longest advertising face in the UK.

AVATAR will be released in cinemas nationwide and in Ireland by Twentieth Century Fox on Thursday December 17, 2009.

Chris Green, Marketing Controller at Twentieth Century Fox UK, said: “Avatar will be an epic film on every level and this will be reflected in the advertising. The Cromwell Road special allows us to create a real stand out piece of media that really captures the essence of the movie”.

The outdoor campaign was developed by Twentieth Century Fox with Clear Channel Outdoor’s Create division, creative agency TEA, media agency Vizeum and outdoor specialist Posterscope.

This is the first time in more than a decade that the opportunity to dominate one of London’s most famous outdoor locations has arisen. Located between Heathrow and the West End, this campaign will deliver almost 6 million impacts, according to data from the Department of Transport.

Avatar billboards on Cromwell Road

Richard Simkins at Hyperspace, the innovations and special projects division of Posterscope, said: “A movie of this quality and scale deserves advertising that is equally as impressive. We know that out-of-home campaigns of this nature are likely to be more memorable and entertaining for our audience, and think the final execution of this build will not fail to amaze everyone who sees it.”

A live action film with a new generation of special effects, AVATAR takes us to a spectacular world beyond imagination, where a reluctant hero embarks on an epic adventure, ultimately fighting to save the alien world he has learned to call home. James Cameron first conceived the film 15 years ago, when the means to realise his vision did not yet exist. Now, after four years of production, AVATAR, delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film disappears into the emotion of the characters and the sweep of the story.

Pre-register now for FESPA 2010 for a chance to win an IPod Touch

Register for FESPA 2010

Visitor pre-registration for FESPA 2010 (22 – 26 June 2010, Messe Munich), the industry’s largest global imaging event is now open. All those who pre-register before 26th February 2010 will be entered in a draw to win an IPod Touch.

Promising a fresh and vibrant event that showcases the latest in screen, digital and textile printing, industry professionals cannot afford to miss FESPA 2010. Visitors that pre-register will not only gain admission to the exhibition free-of-charge, but they will also be kept abreast of the very latest FESPA 2010 show news and developments.

For your chance to ‘Catch the New Wave of Innovation’ at FESPA 2010 in Munich and to win an IPod Touch, simply visit the FESPA 2010 website at http://www.fespa2010.com and click on the ‘register now’ logo. The lucky winner will be announced on Friday 5th March 2010. Good luck!

Application - Jolly Rogers Boat Wrap by Pro DeZigns

Jolly Rogers boat wrap by Pro DeZigns

Like buses, you wait ages for one, then 2 come at once.

Earlier this week we posted details of a boat wrap carried out by Image Monster, it was the first ever wrap of a boat featured on LFR, yet no sooner had the pixels dried on the page than another one came in.

This boat wrap was designed, printed and installed by wrap specialists Pro DeZigns for client Tom Haley, owner of waterfront club and bar, Jolly Rogers.

Tom bought this 38' Carver boat at a very reasonable price and wanted to spruce it up a bit, and as an alternative to a very costly paint job they looked at wrapping the boat in vinyl graphics as an option.

Jim Wheat of Pro DeZigns met with the client, discussed a few design ideas and ultimately landed on this very cool looking pirate ship - a look that is sure to catch the eyes of passing boaters. What a great, and fun marketing tool.

 

Outdoor Advertising is Silent but Deadly According to New Research

6-Sheet Poster

The latest research conducted by Acacia Avenue and commissioned by Clear Channel Outdoor UK - Sign of the Times - reveals how outdoor advertising can be used by advertisers to build trust and influence audiences in the current climate. The results were unveiled by Caroline Hayter, Co-founder and Strategist at Acacia Avenue, at Clear Channel Outdoor’s Ideas Seminar, held at the London Transport Museum and attended by more than 100 agency and client guests.

In the context of what’s going on in the world, Acacia Avenue has identified five major themes impacting consumer behaviour:

  • Erratic decision-making behaviour - can be explained by the phenomena of ‘choking’ and ‘perceptual narrowing’. People are either losing faith in their own intuition or relying too much on it.
  • Reappraisal of entrenched habits – has led to people trading down and trimming expenditure wherever they can, or trading up to little indulgences instead of big ones.
  • Behaving in step with popular culture – people are feeling a need, whether or not they’ve been directly affected by the recession, to behave in a more modest way.
  • A time of nostalgia – people are looking backwards rather than forwards, giving themselves a sense of stability.
  • The issue of trust - people are on the look out for brands that offer them reliability, consistency, knowledge and professionalism and are quite apt at reading signals of desperation or lack of transparency when it comes to decoding every day brands.



So what does this mean for brands? According to the respondents, brands should:

1. Give me confidence. One of the worst things that a brand can do at this point in time is to go silent – just as nature hates a vacuum, in a climate like this, brands going mute are likely to have their relationships with customers severely compromised. Out-of-home’s stature gives it credibility and newsworthiness that punches well above its weight in today’s environment. Frequency of both message and touchpoint is an important part of projecting a brand’s confidence.

2. Tell me a story. Story-telling is an implicit way of gaining people’s trust as the brand is giving something to its customers – any intrigue gains attention, it engages the viewer and enhances talkability. Because outdoor is so public, more people are likely to be part of the storytelling and subsequent word-of-mouth activity. Multiple sites and messages can also be used to dimensionalise a story and maintain momentum.

3. What’s the catch? Press ads with a heavy amount of copy were criticized by the respondents, with small print in particular being found to have the potential to undermine an entire ad. Consumers are calling on brands not to overstate or say too much – simplicity is king as it communicates confidence and transparency. This is where outdoor comes into its own.

4. Make it easy for me. Ads that direct people to instant call-to-actions were praised as the decision could be made before they knew it. Outdoor was heralded in particular for being able to democratically plant an idea in people’s minds, particularly at point-of-sale.

5. Take me away from it all. Pyschology reveals that for the human mind, bad is stronger than good. People want to be lifted from the doom and gloom around them, and the more lifts they get, the better. Entertainment is more important than ever, and outdoor is a medium that people turn to for entertainment when they are out and about, particularly when driving or waiting.

6. Let me decide. People resent being second-guessed by a brand, they want to decide what is worthy of their attention. Consumers recognise that outdoor may have a subconscious effect on them. For example, one respondent said: “It gets inside people’s minds, it is silent but deadly.”

7. Urban colour. Whether consciously or not, people use outdoor as a means of day to day navigation – ads act as signposts that people look out for, and they miss them when they’re not there. Long-term ownership of an outdoor site has particular relevance for this theme as it makes the brand a daily presence and expected part of a journey. It also demonstrates that a brand is stable, committed and reliable.

8. Standing alone. Independent messages that are not fighting clutter deliver messages and provide newsworthiness. The surrounding context and nature of outdoor advertising give brand messages strength and help them to be perceived as clear and independent. Isolated sites in particular punch well above their weight.

 

According to Pip Hainsworth, Marketing Director at Clear Channel Outdoor UK: “This study reveals essential insights into how outdoor is perceived in the context of trust and will enable us to better inform current and prospective advertisers about how outdoor can build brand influence and engage audiences.

“Clear Channel Outdoor’s investment in research is the largest in our industry and this latest study, in conjunction with our work in the area of econometrics, will continue to push outdoor as a vital, and increasingly important, part of the media mix.”

96-Sheet Billboard

Methodology

The research project recruited ABC1 consumers aged 18 to 34 years and tasked them with following a number of brands over a 10 day period. Respondents were invited to blog about every interaction they had with these brands – from above the line advertising, to shop-fronts, to people using the product/service, to word of mouth. Over the fieldwork period, respondents captured photos of ads, noted down what caught their eye, what mood they were in, and how they felt about the ads they saw. The blogs formed the basis for discussion during eight individual face to face depth interviews, to enable a better understanding of the role of outdoor within the media mix.

Two mini focus groups were also carried out, acting as a forum for a dynamic conversation with consumers around trust and the role of outdoor. Prior to attending the focus groups, participants assembled a collage about what trust meant to them, and also wrote a story about trusting a brand.


About Acacia Avenue

Acacia Avenue is a research and strategy consultancy, specialising in a multi-strand qualitative technique. Their toolkit encompasses a full range of consumer interviewing, observation, ethnography, workshops, desk research such as semiotics and cultural analysis.

Image Monster Make Waves with their Boat Wrap

Quad Zeus Boat

The world’s first quadruple Zeus®-powered vessel is making its public debut this week in Fort Lauderdale, sporting the wildest look ever seen on a sportfish boat.

QuadZeus.com is a 60-foot convertible, powered by four Cummins MerCruiser Diesel QSC8.3-liter 600-hp engine/pod units, giving it joystick maneuverability and outstanding speed + range. This boat was on display Oct. 29 though Nov. 1 at the Bahia Mar in Fort Lauderdale, Florida, in conjunction with the Fort Lauderdale International Boat Show.  And it was hard to miss: It was wrapped with a mural painted by renowned marine artist Steve Goione.  Design, layout, and printing was the responsibility of Image Monster’s own head designer Zach Schaeffer.  A boat wrap of this proportion required the assistance of some of the nation’s most experienced installers.

Steve & Zach worked hand in hand to create a stunning design that would bring people closer to see what really makes QuadZeus.com special: its state-of-the-art marine propulsion system.   The result of 15 years of research and testing, Zeus pod propulsion delivers a whole new level of performance, fuel efficiency, protection and vessel control.

Quad Zeus Application


Since its doors first opened in 1999, Image Monster has prided itself on being a creative and effective answer in the large format digital printing industry. With abilities too numerous to mention, their skilled team educates their clients in small business visual marketing, fine art reproduction, vehicle wraps, custom artwork, etc.

Jed and Karen McDonough started www.ImageMonster.com as a home-based business with a single printer. Today, the business is housed in a 4,000 square foot retail facility that boasts one of the largest photo-quality printers on the East Coast. The New Centre Drive retail location is complemented by an installation facility available for larger jobs. Despite such success, Jed and Karen’s young company continues to take pride in helping small businesses like their own gain maximum exposure by utilizing better and newer technologies and by developing cutting-edge marketing concepts for all price ranges. As a result, Image Monster’s services have expanded from printing to include intensive graphic design, full vehicle wraps, fine art reproductions, and a variety of trade show graphics. If you can imagine it, www.ImageMonster.com can print it, BIG!

Production companies join forces to launch new Concept & Build service

1 lump or 2?

Event production specialist GTMS and large-scale prop maker Model-Tec Studio are combining expertise to offer clients in a range of industry sectors a new Concept & Build service thanks to the launch of a one-stop-shop website.

The joint venture between the companies is set to benefit both new and existing clients. The new site www.concept-build.co.uk is now live and clients can now source one-off bespoke props and themed displays to large European experiential touring kits from the Concept & Build service.

The new Concept & Build team comprises multi-skilled, experienced artisans with the capability and resource to fulfill any project - from conception through manufacture to installation.

Both GTMS and Model-Tec Studio bring a proven track record across a wide range of industries from fine art and interior, technology and international motorsport to experiential and architectural.

GTMS’ Director, Dominik Short said, “Combining our efforts with Model-Tec Studio will give us the tools to deliver even greater projects with ease and confidence. This new service is a designer's dream and we will provide tailor made solutions for artists, creative directors and engineers alike.”

The joint venture is borne out of numerous successful, high-profile projects the companies have undertaken together in the past including the creation of giant coffee jar for a leading brand so large it required a 7.5t truck to transport it.

Hampshire based GTMS is one of the UK’s leading event production and high impact branding companies and has 25 years of experience under its belt. Sussex-based Model-Tec Studio was established a decade ago and comprises a team of multi-skilled and experienced artisans.

GTMS’ and Model-Tec Studio’s combined client portfolio includes Fat Face, Goodwood, Allen Jones, Bacardi and an array of experiential, marketing and PR agencies. GTMS also offers large format print services for large-scale and complex projects. www.print-large.co.uk.

Andy Dance Director of Model-Tec Studio said: “We have worked with GTMS on a number of projects to date and we share their passion and dedication. The Model-Tec Studio team has a great deal to offer in terms of experience and complimentary expertise and Concept & Build will ensure greater exposure and open new doors.”

Dominik Short said, “Launching the Concept & Build website is an exciting step forward for GTMS and will dramatically increase our position in the market to undertake those larger projects. Because we have everything under one roof we are able to add value to everything we do and work closely with our clients to deliver far greater results and save them money!”

GTMS’ forward-thinking team of 23 employees operates from under one roof – a 38,000 sq. ft purpose-built site complete with offices, print house, build workshops and warehouse.