Electronics giant ASUS has kick-started its ‘End Bad Gifts’ Christmas marketing campaign in the UK with an unmissable Out-of-Home (OOH) launch, in partnership with JCDecaux.
The campaign utilises almost all of JCDecaux’s OOH offering namely Rail, Roadside, Retail and Digital.
Launched on 16th November with a station domination at London Waterloo, the campaign will also be deployed in Stratford’s immersion zone on 24th November and will be visible at other railway stations and shopping malls across the UK.
The campaign will be live until mid-December, making full use of key shopping dates during the Christmas period such as November payday and Black Friday (27th), Cyber Monday (30th) and early December payday. November is also the key month for purchasing technology gifts according to JCDecaux’s brand new Christmas research.
The London Waterloo domination includes an impressive window vinyl, double sided hanging banners at the entrance/exit to the London Underground, floor graphics, and transvision screens playing the ‘End Bad Gift’ videos.
The Stratford Immersion sees ASUS takeover the Western and Central tunnel that links the station to one of the largest urban shopping centres in Europe: Westfield Stratford City, enabling ASUS to tell a story about their brand to shoppers.
The creative features a selection of ASUS’ state-of-the-art laptops, tablets and all-in-one PCs on offer this season, with the message to “End Bad Gifts” this Christmas. The OOH campaign complements and leads a fully integrated global campaign that includes digital marketing, social media marketing, radio advertising and mobile targeted advertising.
The campaign will be visible at some of the biggest and busiest stations in the UK including London Waterloo which remains the most heavily used station in Britain clocking nearly 125 million passenger entries and exits per year, Charing Cross (53 million), Manchester Piccadilly (28.5 million), & Liverpool Lime Street (24.3 million)*.
ASUS has chosen the perfect time to partner with JCDecaux for the OOH campaign as our Christmas research shows that people spend more time consuming OOH than any other media during the festive period! Last year, 4 in 10 consumers used their mobiles to shop for Christmas while outdoors, and this increases to a massive 74% when looking specifically at both AB’s & 18-34s. In addition to this, London rail commuters spend a whopping 45% of their commute on their phones, with the top retail site being Amazon.com (a key seller for ASUS).
Lee Madine, Creative Solutions Project Manager, JCDecaux UK, said: “ASUS has taken full advantage of what OOH can offer, using impactful and eye-catching creative which brings your attention to the company as well as the products available, especially during the biggest gift-giving season of the year. We’re privileged to be working with them to help make their marketing in the UK the most successful ever.”
John Swatton, UK Marketing Director, ASUS, said: “To date, this is our largest-ever Christmas OOH campaign with JCDecaux, underlining the importance of OOH in helping us raise our brand awareness and perception in the UK. The JCDecaux network provides a fantastic platform for engaging with UK consumers.
“2015 has already been our most successful year in the UK for sales of laptops, tablets and desktop PCs combined. 2016 promises to be another exciting year, with the launch of a number of exciting new innovations, and out of home (OOH) advertising will continue to be a significant part of our UK marketing strategy.”
The campaign has also been deployed on transvision screens, mall 6-sheets, M-Vision’s and key roadside digital screens such as the A40 Spire, Holland Park Tower, The Stratford Sail, and the M4 Torch.
For more information on the campaign or JCDecaux’s Christmas research, please click here or contact: Agency Marketing.
(*Source: Network Rail)
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