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Blippar – QR codes on steroids – augmented reality advertising

Edward — Thu, 05 Jan 2012 15:45:58 +0000

We have been watching with interest how the new print/online technology Blippar is being used by brands to advertise creatively in print while also integrating direct response marketing. Blippar is an application you need to download to your smartphone or tablet. Once it is activated you can hover the camera function over a page (usually an advert in a paper/magazine or a piece of editorial with a colour image) to play with the message, link to web pages, enter competition details there and then and other really rich and quite funky experiences. It is one of a number of augmented reality (AR) technologies available to marketing professionals.

Barry O’Sullivan is a member of Irish Internationals growing digital team. The agency recently worked with Aer Lingus to deliver a print campaign integrated with the Blippar technology. Barry approached Digital Times with the case study and some results and the details are below. It is good to see Irish agencies and Irish brands looking to use AR technologies to deliver direct response campaigns across print and online as part of an integrated campaign, and not just stand alone pieces of advertising.

At Irish International we’re always looking for fresh ways to bring our clients’ brands to life.
It’s why we love digital technologies that build on more traditional media experiences. QR codes were a good start. But we found them limiting, and they weren’t the most pleasant to look at. AR magazines were interesting, for a short while – but it didn’t make sense to hold a magazine up to a webcam: users should be able to interact with the extra content while they’re reading. It was then that we discovered Blippar. An ‘image recognition’ app that could effortlessly transform a print ad (or any still image) into a rich interactive experience, right in front of the consumers’ eyes. A piece of technology that lets you direct people to whatever content you want. Whether that’s a simple 3D animation. A source of extra information, a money-off coupon, a video, anything.
We had to try out this new technology. Our client, Aer Lingus, was already using QR codes, so we showed it how it could make them work even harder, by not using them at all. Instead we offered the user a deeper, richer experience on their journey to purchase airline tickets – through the first ever ‘augmented reality’ print ad from a travel brand. In just three days in Metro’s AR edition (a world first), our ad received over 1,000 unique Blipps. So that’s a perfectly effective press ad in its own right – which also delivered more click-throughs than we’d get from 650,000 views of an average banner ad.

So will apps like Blippar revitalise print?
Combine newspapers with smartphones, and you have a new channel that is not only engaging, but also allows you to share content with friends in ways that until now, we had only ever seen in Minority Report. And newspapers are just one application – the possibilities for adding value to outdoor media, to packaging, even to shopfronts and window displays are staggering. Below you can watch a demo that shows how the Blippable Aer Lingus ad worked. You’ll also see the full print ad. To Blipp it, just download Blippar from your app store hold your phone over the ad and discover what the Blipp everyone’s been talking about.

Below is the advert if you want to play around with the application. Just click on the image for a larger view and then hover your device’s camera over it.

Blue Cube’s Lottery win

Stephen — Fri, 04 Nov 2011 15:17:43 +0000

(l-r) Jonathan Heron, Blue Cube; Ronan Hayes, National Lottery; Ronan Leech, National Lottery; Eric Sexton, National Lottery; Jenny Paetzold, Blue Cube and Sébastien Sicot, Blue Cube.

Blue Cube Interactive has won the digital strategy, project management, creative and design account for Lottery.ie after a competitive five way pitch.
The digital agency will assist in the strategic development of the lottery on web, mobile and social channels. It will also project manage all elements of the web site development and hosting and will build the National Lottery brand online – through web design, advertising banners, micro-sites, emails, mobile phones and tablets.
Lottery.ie recently re-launched with a transactional website where visitors can register an account and play National Lottery draw games (Lotto and EuroMillions) and instant win games online.
The website receives approximately 40,000 visitors a day and can reach up to 125,000 visitors on days where jackpots are high. The iPhone app has over 100,000 downloads.
“Play Online is a real growth opportunity for the National Lottery,” says Ronan Leech, National Lottery marketing development manager.
“The National Lottery’s connection with all its consumers is unique and we look forward to deepening that connection online,” says Sébastien Sicot, managing and creative director for Blue Cube Dublin.

Leo Burnett appoints new head of digital

Stephen — Thu, 30 Jun 2011 10:37:23 +0000

Emer McHugh, head of digital, Leo Burnett, Dublin

Leo Burnett, Dublin, has appointed Emer McHugh as its new head of digital. The agency, with close to 30 staff, says it now offers a fully-integrated digital business.
Previously, McHugh was Deputy MD of Initiative media and director of its digital division. She is a graduate of the DIT and has over 15 years experience in the ad business, including prior stints at Clear Channel and Mindshare. In 2007 she was appointed to the board of Initiative when she also set up and managed its digital division.
“We’ve won the accolades for our digital work, including gold at the eircom Spiders for the Best Online Marketing Campaign last year. However, we must keep moving forward and rethinking how best to connect people and brands, regardless of the medium,” says Shane McGonigle, MD, Leo Burnett.
“This business is not about print or TV ads, websites or media rich banners, it is about penetrating consumer insights and creating great ideas that move people, on or off-line. Digital must have a really clear role in the mix and if it’s not clear it should not be there. Once we have defined this, it leaves us open to developing digital strategies around consumer-centric thinking. Unfortunately this often gets lost in digital with many agencies, where they are keener to do the latest as opposed to the right thing,” says McHugh.
The new appointment is effective from 6th September 2011.

How to get ahead in advertising

Stephen — Fri, 17 Jun 2011 10:12:51 +0000

Sinead Dennis

The winner of the inaugural IAPI One to Watch Award, Sinead Dennis, says she is thrilled to have won the award: “Taking on the post grad was one of the best decisions I’ve ever made and I’m now doing something I love.”
The award goes to a graduate student of the IAPI/DIT Advertising and Digital Communication Postgraduate programme.
The prize is a place at the International Summer School of Advertising to be held in Barcelona this year. This will include workshops held by Paul Burns (Saatchi & Saatchi), Mickey Denehy, Gurdeep Puri, and Steve Henry (Creative Director of HHCL) who is the youngest person included in Campaign’s Hall of Fame.
The IAPI/DIT Advertising & Digital Communications Postgraduate Programme was created due to a chronic shortage within the advertising industry for skilled staff. In 2010, 14 students enrolled. 93% of the class is now in full time employment in the advertising industry.

Young creative speed date with the wise and good

Edward — Fri, 27 May 2011 13:34:42 +0000

Last night, across the world in 30 cities, young, creative advertising hopefuls got to pitch their ideas [and portfolios] to advertising agency stalwarts. In Dublin, the event was hosted by Ogilvy where 60 students went three rounds of speed dating with 25 creative directors from all over adland. The night is in its ninth iteration and grows from strength to strength.

Charlotte Akomfrah, Connor O'Hare, Rob O'Rielly

The event had, in what we think is a first for Portfolio night, a live webcam broadcasting to the world. Expertly ran by Alex Gibson, the interviews ran for about an hour and captured the thoughts of numerous advertising types from 7pm onwards. Caricatures of attendees were supplied free of charge by the resident cartoonist, an ideas wall was rapidly filled by willing, at-risk youths and the bar was manned by a finance director and a client services director. The world was as it should be.

Jim Condren

Well done to all involved. Hopefully we will see employment out of the night. There is definitely one internship resulting from the night, supplied by Ogilvy and I am sure that some of the creative directors will be ringing for follow ups today.

Steve Doogan, Colin Numik, Caroline Shesgreen, Stephen Moran, Claire Carroll, J.P. Donnelly

Some more information on the night has now arrived. I have pasted it in below:

Last night saw over 60 aspiring creatives and 25 of Ireland’s most prominent Creative Directors gather in the Dublin offices of advertising and communications agency Ogilvy Group for Portfolio Night 9. Hosted in Dublin by Ogilvy for the second consecutive year, Portfolio Night is the world’s largest simultaneous advertising portfolio review event.

Devised by Toronto-based ihaveanidea.org, advertising’s intellectual archive, the event sees thousands of aspiring young advertising copywriters, art directors and designers meet with the industry’s renowned advertising creative directors in a fast-paced evening of advice, networking and recruitment. The event which was held simultaneously last night in over 30 cities around the world is designed to help students and aspiring young creatives around the world break into the advertising industry and to showcase the next generation of creative talent.

Last night’s Dublin event was also strongly supported by The Institute of Creative Advertising and Design (ICAD) and Windmill Lane Studios. In a setting similar to ‘speed-dating,’ each aspiring creative received three 15-minute portfolio review sessions with three of the country’s most prominent Creative Directors, who offered them advice on improving their portfolios. The evening also provided useful networking opportunities in break-out sessions organised on the night. In addition aspiring creatives got the opportunity to see a showcase of work by renowned illustrator John Berkely and leading photographer Dave Campbell.

Commenting on Portfolio Night 9, JP Donnelly, chief executive, Ogilvy Group in Ireland said: “Portfolio Night is clearly establishing itself as a key date on the Creative Advertising Calendar for both experienced and aspiring creatives. The feedback from our peers, over 25 Creative Directors from across the industry, was that this is a fantastic event, and so critical for our industry. The creative community need to pull together to develop our talent and take it to another level. Last night was just a small demonstration where everyone worked together to illustrate what can be achieved.”

Online comparison market to become more competitive

Edward — Tue, 10 May 2011 09:36:33 +0000

A UK utility comparison behemoth is entering the Irish market. uSwitch, a telephony and online switching service for consumer bills, has been in business for ten years in the UK and now hopes to capitalise on the relatively underdeveloped Irish market.
The Irish office will be headed up by Eoin Clarke and he had this to say about the new business: “Starting up in a recession is tough, but the timing couldn’t be better as cutting household bills will help consumers get through the recession, while being able to get advice and support on online search marketing strategies will help businesses to boost revenue and grow. With so many people now using the web, Irish businesses cannot afford to ignore this important source of new customers.”
Clarke was previously at TradeDoubler Ireland for just over three years where he specialised in affiliate marketing, lead generation and online partnerships. He now joins Forward3D, the agency behind uSwitch, and they will look at search marketing (in addition to the comparison business) as a revenue stream.

Field of dreams provides harvest for OgilvyOne

Stephen — Tue, 03 May 2011 10:24:37 +0000

(l-r) The OgilvyOne team: Colm O’Gaora, Erik Ryan, Niamh O'Kennedy, Janice Tilley, Olive Fogarty and MC for the evening Jennifer Maguire

The Grand Prix and Best Creative Execution gongs at the recent APMC Awards went to OgilvyOne for its work on the Kellogg’s Field of Dreams campaign.
The campaign also won three Golds and a Bronze. OgilvyOne was the most awarded agency on the night with more prizes pocketed for its work on SCA (Velvet), Cadbury, Smirnoff, Lucozade and Heinz across promotional, digital and social media.

One to watch in adland

Stephen — Fri, 29 Apr 2011 08:51:46 +0000

The winner will land a place at the International Summer School of Advertising to be held in Barcelona

IAPI & DIT have inaugurated the IAPI One to Watch Award. The [annual] award will “recognise the achievement of excellent professional standards, creativity and innovation in marketing communications by a graduate student of the IAPI/DIT Advertising and Digital Communication Postgraduate programme”.
The first winner will be picked from the Postgraduate class of 2010 (graduated in February 2011). Programme lecturers will vote from this short list:
• Lauren Whelan
• Sinead Dennis
• Edelle McHugh
• Mark Duggan
The winner will land a place at the International Summer School of Advertising to be held in Barcelona this year. This will include workshops held by Paul Burns (Saatchi & Saatchi), Mickey Denehy, Gurdeep Puri, and Steve Henry (Creative Director of HHCL).

For more information go to http://bit.ly/lfus27

Portfolio Night for aspiring ad creatives

Stephen — Tue, 12 Apr 2011 12:51:22 +0000

JP Donnelly (right) leads the way

Calling all young, wannabe ad creatives – the Ogilvy Group will host Dublin’s Portfolio Night 9, for the second year running. Portfolio Night is the world’s largest simultaneous advertising portfolio review event and the Irish event will take place in Ogilvy’s Dublin offices, Ely Place, Dublin 2 on Thursday evening, May 26.
The idea behind the global event is simple – gather thousands of aspiring young advertising copywriters, art directors and designers to meet with the ad industry’s well-known advertising creative directors. It’s like speed dating meets recruitment.
The event in Dublin is also supported by The Institute of Creative Advertising and Design (ICAD), which is reaching out to its members. Each participant on the evening will receive three 15-minute portfolio review sessions with three of the country’s most prominent creative directors, who will offer them advice on improving their portfolios.
JP Donnelly, chief executive, Ogilvy Group in Ireland said, “Hosting last year’s event was a great experience and exceeded our expectations.” Tickets are now available for the Dublin Portfolio Night 9. It costs €20 to participate and emerging creatives with an advertising portfolio must register online at www.portfolionight.com.
Pictured are JP Donnelly (right) leading the way to the launch announcement for Portfolio Night 9 with three of Ireland’s renowned advertising creative directors, (from left) Martin Wright, Gospel TM, Martin Cowman, Cawley Nea\TBWA and Judith O’Broin, Young Euro RSCG.
Follow on Twitter here: http://twitter.com/#!/PNDublin
More information and schedule here: http://portfolionight.com/9/archives/4507

Smart phones changing way we commute

Emma — Mon, 21 Feb 2011 12:21:45 +0000

New technologies and the spread of smart, mobile devices are transforming the way people travel and commute.
CBS Outdoor International commissioned a survey called ‘Europe on the Move’ to better inform it of outdoor advertising strategies and see how consumers interact with out of home media. The most obvious finding was how smart phones are “enhancing the power of the oldest advertising medium on the block”.
According to the findings of the survey, boundaries between outdoor and indoor lives have blurred, with Irish travellers shopping, working, socialising and researching online during even routine journeys. Nearly half of (45%) of all European travellers report multi-tasking while on the move, including using mobile technology.
The report also shows how Europeans’ moods and thoughts are affected by their mode of travel and time of day – and how these patterns vary across the UK, France, Italy, Spain, the Netherlands and the Republic of Ireland – which will help marketers to design more effective campaigns, integrating outdoor and mobile digital channels.

Some other findings:
• Nearly half of (45%) of all European travellers report multi-tasking while on the move, including using mobile technology, with Ireland being among the highest multi-tasking countries
• Irish people are also the most flirtatious on their journeys, with nearly 30% of Irish travellers fancying a fellow passenger or wondering if a fellow passenger fancied them
• Irish “on the move” are the friendliest in Europe with 61% of respondents having spoken to a stranger on public transport
• Irish are a more polite nation than their fellow Europeans with 63% (highest) saying that they had given up their seat to an older or pregnant passenger

The full report is available for download on: www.europeonthemove.com