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Open Media pay special tribute to Michael Molloy and the Tyred Campaign

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On the anniversary of his passing, Open Media honoured the life and legacy of talented 18-year-old musician Michael Molloy, from Liverpool, who was tragically killed in a coach crash while travelling home from a music festival on September 10th 2012.
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Michael and two others, Kerry Ogden, 23, and coach driver Colin Daulby, 63, died after a 19-year-old tyre on the coach blew out on the motorway. All the tyres on board were found to be dangerously old, with even the spare 14 years old.
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Following the crash, Michael&#8217;s mother, Frances, launched a campaign for a ban on tyres over 10 years old for buses, coaches and lorries. The Tyred Campaign faced many hurdles and was rejected eight times in parliament overall.

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In 2019, however, Frances and the Molloy family were victorious, with the government announcing legislation to ban tyres 10 years or older on the front wheels of buses, coaches, minibuses and goods vehicles.
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And on Tuesday, the 12th anniversary of the tragic crash, Open Media turned their Liverpool City Centre screens into tributes, remembering Michael the musician and the life-saving influence of the Tyred Campaign.
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In 2013, Michael&#8217;s song &#8216;Rise and Fall&#8217;, which he performed with friend Alex Evans, was released by his family, breaking into the UK singles chart at number 38.

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Open Media lit up five of their most popular screens in Liverpool City Centre with an image of Michael, playing his beloved guitar, and the slogan &#8216;Legends Never Die&#8217;, as well as the Tyred Campaign logo, while thousands passed by.
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His mother Frances told the Liverpool ECHO: &#8220;This is how we remember Michael &#8211; he was a musician first and foremost. He loved music, it was his whole life. Once he learned to play guitar, I don&#8217;t think I can remember a day when he didn&#8217;t play it.
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&#8220;He was always thinking about what he was going to do next with music, so that&#8217;s how people remember him. All his friends describe him as a larger-than-life character.&#8221;

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Open Media CEO Mike Smith said: &#8220;Open Media are proud to play a small part in remembering Michael Molloy and his inspirational legacy. The Tyred Campaign has, and will, save countless lives.
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“As a firm with strong Liverpool roots, Michael will forever be in our hearts and the tribute was important, for all of us at Open, to play our part in remembering a special human being.&#8221;

Christmas, it’s the most wonderful time of the year. Spirits are high and against the twinkling lights and sparkly decorations, shoppers are starting to undertake the sometimes mammoth task of their Christmas shopping. We see the high streets come alive as crowds of shoppers flock to stores, presenting an ample opportunity for brands to get in front of receptive and engaged audiences using out-of-home (OOH) at Christmas time.
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Christmas sales figures in the UK are unsurprisingly reported to be the highest in Europe, with Brits expected to spend over £600 on Christmas gifting each year. Popular gift categories include clothing &amp; shoes, as well as food, beverages &amp; alcohol. Despite a significant shift in online shopping over recent years, a substantial amount of the public’s hard-earned cash is still spent in physical stores around the Christmas period. Last year, it was reported sales in store saw a rise of 3.5% in the run up to December compared to the previous month, and as more people are out and about, OOH advertising will also benefit from the increase in footfall, positively impacting viewership figures. Although the lead up to Christmas Day is extremely important, sales post-Christmas also make up a significant portion of December spending. Last year from Christmas Day to the end of December, 58.3 million people were forecast to head to the high street in search of their post-Christmas bargains.
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This year as we head into the Golden Quarter, we wanted to conduct a deep-dive into the motivations and intent around Christmas shopping, uncovering the best opportunities for OOH activations around this period. We are delighted to have collaborated with Starcount on this project, an advanced audience platform that integrates signals from social, demographic and banking spend transactions to reveal consumer motivations and behaviours. Together, we have identified three key categories (Alcohol, Clothing &amp; Footwear, and Electronics &amp; Technology) that present the best opportunities for OOH activations during the festive period. With December being an imperative month for spending within these categories, OOH can help a brand become front of mind at arguably the most important time of the year.

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It’s no secret that alcohol spend over the Christmas period makes up a significant part of the festive budget. Whether you are hosting Christmas dinner or buying bubbles as a gift, the uplift in alcohol sales in December year-on-year is huge. Seasonal spending on alcohol is a key element of the festive economy and is often driven by targeted OOH campaigns, so we delved deeper to understand who is spending the most, and when.
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We discovered 3 key findings when analysing alcohol spend data:
<ul class="ul1">
<li>The alcohol category sees the highest spend in Q4, specifically the month of December.</li>
<li class="li1">The week leading up to Christmas was the largest week in terms of alcohol sales.</li>
<li class="li1">The 35-44 age bracket spent the most, as well as those earning £100k+</li>
</ul>
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It’s no surprise the alcohol category sees the highest spend in Q4, with an 8% increase compared to November. This increase is likely due to most festive celebrations occurring in December, especially the highlight of the season, Christmas Dinner.
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Looking into the periods where alcohol spending is at its highest, we see an expected increase in sales throughout November and December, suggesting that consumers are stocking up for the holiday through physical, in-store shopping or alcohol delivery services &#8211; something that likely doesn’t happen at any other time of the year. Interestingly, the week leading up to Christmas Day was the largest week for alcohol sales in Q4, representing a WoW growth of 26% vs the week ending the 17th December.

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Indexed Alcohol Spend vs. Week (1)

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Indexed Alcohol Spend vs. Month

Taking a closer look into the types of people who spend highly on alcohol during the Christmas period, we can see that the ages between 35-44, and with an income of 100k+ are the highest spenders in the alcohol category. This is likely due to this audience having a higher level of disposable income and will therefore indulge in products with a more premium offering, either for personal use or splashing out on family and friends over the festive period. Alcohol brands should keep this front-of-mind and allocate some of their OOH budget towards targeting last-minute buyers during the week of Christmas.
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In accordance with this audience, we have hand-selected a few of Open Media’s sites that index perfectly against those who spend the most on alcohol at Christmas and would make a perfect canvas for alcohol brands’ campaigns: Our Trafford Centre sites (Landscapes, Portraits &amp; D48), Wandsworth High Street, Hammersmith High Street &amp; BOXPARK Liverpool.
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By utilising these targeted locations during peak spending periods, alcohol brands can craft a highly targeted campaign, reaching the right audience at the perfect moment.

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Thatchers Moor

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Peroni ABC banner

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Erdinger New CS Ext

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Insight_Stats

Whether as part of gifting or Christmas parties and festivities, spending on Clothing &amp; Footwear at Christmas time surges every year. Interestingly, we are starting to see the once ‘Boxing Day Sales’ arriving earlier in the year.
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We discovered 3 key findings when analysing Clothing &amp; Footwear data:
<ul class="ul1">
<li class="li1">December is the highest spending month for the Clothing &amp; Footwear category, seeing a MoM increase of 7% vs November.</li>
<li class="li1">We witness two periods in December where spending peaks: the first week in December, and the week after Christmas.</li>
<li class="li1">The people that spend the most in this category at Christmas time are those aged between 35-44, with low-mid income levels of £20-40k.</li>
</ul>
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November &amp; December are key months within the clothing and footwear category as people start to head out on their Christmas nights out and purchase items over the festive period, with December seeing a MoM increase of 7% vs November. This uptick is likely driven both by purchasing gifts and personal buying, and it’s important to note those who possibly don’t spend much on this category throughout the year spend more in Q4 when buying gifts.
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Looking at the peak spending period across Q4, we witness two key periods within December where spending rises; the first week of December and the week following Christmas. The latter increase is likely fuelled by stores starting their Boxing Day sales early, with people wanting to build their wardrobe for the festive season. Brands should consider these two key moments when planning campaigns, targeting both early gifters and last-minute shoppers to influence purchasing decisions effectively.

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Indexed Clothing Spend vs. Week

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Indexed Clothing Spend vs. Month

Focusing on the demographics that spend the most in this category during Christmas, individuals within the 35-44 age band are the top spenders, likely purchasing clothing for both themselves, their children, and potentially even their parents. Additionally, those earning between £20-40k are spending the most in the category during this time
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The table below highlights Open Media sites that perfectly target the audience of those who spend the most on Clothing &amp; Footwear during Christmas. Targeting select sites during key times within the festive period aids in the successful execution of OOH campaigns at this important time of year. Those sites include: Coventry Central, Newcastle Metrocentre, Trafford Landscape &amp; Portrait, Swansea Central and our Trafford D48.

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Insight_Stats2

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Boss Kidswears Liverpool The One

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Calvin Klein Wandsworth

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H&M Trafford Portrait

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PLY Drake Circus

Despite economic challenges over the past few years, Electronics &amp; Technology (E&amp;T) remain a popular gifting category over the festive season. Driven by Black Friday and Cyber Monday, we see an uplift in spending within this category each year as Christmas lists continue to be populated with the latest tech items.
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When analysing the data from the E&amp;T category, we discovered 3 key findings:
<ul class="ul1">
<li class="li1">The highest spending month was in November.</li>
<li class="li1">Brands should align their E&amp;T campaigns with the two key Q4 periods of sales: Black Friday &amp; Boxing Day.</li>
<li class="li1">The age group spending the most in this category are those in the 25-34 age bracket, with an income of £100k and over.</li>
</ul>
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Contrary to the previous categories we have analysed, E&amp;T spending during the festive season peaks in November rather than December. This is due to Black Friday &amp; Cyber Monday sales going live with people aiming to get the best deals on their E&amp;T purchases. Brands should keep this trend front-of-mind when planning their E&amp;T campaigns, as consumers tend to make purchasing decisions earlier in the year. This presents a golden opportunity for E&amp;T brands to launch their Christmas campaigns in or before November, and capture consumer attention when it matters most.
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The graphs below clearly illustrates the impact of Black Friday, with a significant spending spike during November. The following weeks, however, fall short of this peak. Interestingly, there is a smaller uptick in spending after Christmas, likely driven by consumers spending their Christmas money and taking advantage of the Boxing Day sales. Brands should therefore not only prioritise the timing of their campaigns, but also ensure they create impactful and memorable campaigns that resonate with consumers even after the festive season comes to an end.

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Indexed E&T Spend vs. Week

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Indexed E&T Spend vs. Month

All age brackets are shown to spend more money on E&amp;T in November vs October and December. However the data shows younger audiences, more specifically those aged 25-34, are more likely to spend within this category as they engage with new technology products compared to older age groups. Also, it is important to note another key audience within higher income bands of 100k+ spend the most within this category, and are likely to capitalise on the discounts available during Black Friday and the subsequent weeks in November.

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Polariod

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O2 Speke

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Amazon

The table below highlights Open Media’s sites that engage the best with the target audience of the higher spenders on E&amp;T at Christmas. These sites are a handful of our LFD network: BOXPARK Wembley, Coventry, Hammersmith, BOXPARK Liverpool.

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It is evident from our research with Starcount that shopping in these categories remain a key part of the festive season, with consumers splashing out both on their loved ones and themselves. Key dates in the calendar such as Black Friday means the E&amp;T category sees the most spending in November, and the earlier advent of the Boxing Day sales mean consumers are spending more pre-Christmas than ever before. It is therefore important for brands to take note of key consumer shopping periods and consider how they impact spending when planning campaigns.
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Mindsets are also seen to play a key role in Christmas spending, with consumers likely to spend more and become more generous at this time of year. OOH campaigns can play a key part in consumer mindsets, with strategically placed festive campaigns impacting on Christmas shoppers in retail locations.
It is important for advertisers to take note of these key category-dependent time scales to ensure their campaign hits consumers at the perfect moment for purchasing intent. Alongside reaching consumers at the right time, brands should ensure they are advertising in OOH locations to the right audience, and for each category we have hand-selected the Open Media sites that allow advertisers to perfectly tap into these high spenders across the Christmas period.
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Alcohol:  35-44 age, 100k+ income, activating during the week leading up to Christmas: Trafford Centre sites (Landscapes, Portraits &amp; D48), Wandsworth High Street, Hammersmith High Street &amp; BOXPARK Liverpool
Clothing &amp; Footwear: 25-34, £20-30k income, activating during two key moments in December: Coventry Central, Newcastle Metrocentre, Trafford Landscape &amp; Portrait, Swansea Central and our Trafford D48.
Electronics &amp; Technology: 35-44, 100k+ income, activating during Black Friday &amp; the following weeks in November: BOXPARK Wembley, Coventry, Hammersmith, BOXPARK Liverpool.
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Get in front of the right consumers, in the right place, at the right time this Christmas using OOH. To find out more how Open Media can support you in the run up to the Golden Quarter, get in touch here.

Open Media’s latest installation at BOXPARK Liverpool marks a significant milestone for the business on two fronts. 
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As Open Media’s first BOXPARK-affiliated site outside of London, the addition of <a href="https://openmedia.uk.com/insights/campaigns-boxpark-liverpool-launch">BOXPARK Liverpool</a> builds on the business’ longstanding partnership with BOXPARK, in a move that brings the vibrant energy of London’s Brick Lane to Liverpool’s Baltic Triangle, adding to Open’s existing presence in the Liverpool City region. 
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Furthermore, this expansion represents a strengthened partnership between Open Media and international signage company, Daktronics, to deliver a market-first in England which sees the international signage company&#8217;s EcoSmart technology brought to Open Media&#8217;s prime DOOH estate for the very first time.
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The new LED display at BOXPARK Liverpool becomes the first site to feature Daktronics’ EcoSmart technology in the country, offering up to -50% energy savings, aligning with Open Media’s ongoing commitment to sustainability. The EcoSmart technology incorporates eco-friendly features into Daktronics displays, such as hardware upgrades, blue light reduction, high-contrast louvres, intelligent content detection, and sleep mode. These features result in focused light, reduced eye strain, improved contrast, automatic brightness adjustment and minimal power consumption. For brands activating on the site, this means even higher quality campaigns that deliver a lower environmental impact. 
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Located in a bustling area of Liverpool, this new display replaces a static banner with dynamic digital signage, offering an extensive range of benefits to clients, by ensuring excellent image clarity and contrast across campaigns live on the site.

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For more information about the BOXPARK Liverpool site, please visit our location page: <a href="https://openmedia.uk.com/locations/boxpark-liverpool-2">Here.</a>
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For more information about Daktronics, please visit their website: <a href="https://www.daktronics.com/en-gb">https://www.daktronics.com/en-gb</a>
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Daktronics provide digital technology solutions that allow for flexible scheduling, quick content changes, and additional services that add value and generate revenue for customers in the out-of-home advertising industry.

Rewind a few years ago and Electric Vehicles (EVs) were an uncommon sight on our roads. Limited choice paired with poor battery life were a common gripe with many EV vehicles owners. Fast forward to present day and owners of EVs are no longer few and far between.
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The number of EVs in the UK is growing at a rapid rate and by the end of June 2024, there were over 1,140,000 full electric cars on our roads. From 2022 to 2023 the UK saw a 41% growth of registered plug-in and hybrid electric cars, and by 2030, it is expected that 80% of new cars sold in Great Britain will be electric.
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It’s not just the popularity of EVs that has increased but technology has also progressed rapidly in the field of EVs, too. Efficiency, model availability, faster charging, reduced operating costs and price premium are some of the positives that EV owners are benefiting from.

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As more people consider purchasing an EV, advertising is becoming an important tool in reaching this audience. With studies reporting that over half of young drivers are likely to switch to an all-electric vehicle but also that they are the most likely to engage with out of home advertising (OOH)   and make a purchase, there is a prime opportunity for electric vehicle brands to target this audience.
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A study from YouGov found that people considering buying EV/plug-in hybrid cars are significantly more likely to notice ads displayed from certain medians, with over a quarter stating they would notice EV ads placed on billboards.
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So, why is OOH so effective for EV ad campaigns?
<ul class="ul1">
<li class="li1">Broad reach: OOH ads can provide auto brands with the opportunity to reach a wide audience.</li>
<li class="li1">Prime locations &amp; contextual relevance: Campaigns can benefit from being placed in high traffic areas within both roadside and retail environments, or even in proximity to charging hubs or garages.</li>
<li class="li1">Enhanced brand perception: Large, high quality OOH displays can help portray EVs as a modern and innovate premium product.</li>
<li class="li1">Impactful storytelling: This is made possible with OOH by utilising formats such as dynamic images and 3D campaigns.</li>
</ul>
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We have delved into the audiences of Open Media’s portfolio to discover just how popular EVs and EV-related interests are. Utilising data from Starcount we have uncovered sites with over-index against three important interests; Sustainability, Climate &amp; Green Issues, and Electric Vehicles.

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Spanning across the county, the audience data has shown the clear appetite for EVs and interest in sustainability issues, most notably in Southern areas. The evidence is clear, electric vehicles are here to stay and OOH provides the perfect opportunity to target and become front of mind of consumer audiences.
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To learn more about how OOH could work for your EV campaign, contact fiona@openmedia.uk.com
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Sources: Statista, Zap-map, <a href="http://gov.uk">gov.uk</a>, ONS, theecoexperts.co.uk, YouGov, Warc, Starcount

Heineken’s Champions League Takeover at BOXPARK Wembley

The Olympics are back, and captivating audiences across the world. This year, as sport takes centre stage, Open Media is here to put your brand at the heart of the action with our strategically placed out of home sites.
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In 2022, the Euros saw a staggering 356 million viewers, and 2024 was even bigger. With fan parks springing up in key cities across our Open Connect network, passionate football fans were gathering in droves to cheer on their teams.
 
The sporting calendar is a continuous stream of high-profile events – from the Euros to the Premier League, to Wimbledon and beyond. These events turn cities into vibrant hubs where supporters gather to celebrate. But as a brand, how do you reach these passionate audiences beyond the traditional stadium environment?

Our extensive Open Connect network, comprised of 22 digital screens stretches across some of the UK&#8217;s most renowned sporting cities, including legendary football grounds in London and Manchester. But we go beyond these iconic venues. We position your brand in the heart of the action &#8211; at high-traffic fan zones like Boxpark Liverpool and Wembley.

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BOXPARK Liverpool

New Balance takes over our brand-new digital screen at Boxpark Liverpool

Imagine your brand taking centre stage amidst the electric atmosphere of one of the UK’s major cities during a national sporting event. High-impact digital screens and strategically placed banners ensure maximum visibility for your message. This isn&#8217;t just about showing your logo – it&#8217;s about capturing audience attention during peak moments of excitement and creating a lasting association between your brand and the positive emotions of live sports.  
 
Keen to find out more? Download our <a href="https://api.openmedia.uk.com/wp-content/uploads/2024/05/Open_Media_Fanzone_Deck_1.pdf">Fan Zone Deck.</a>

<h2 class="!text-[3rem] mb-[25px] font-normal ">Case study: Heineken’s Champions League Takeover at BOXPARK Wembley</h2>

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2278, Heineken, Boxpark, Wembley Stadium, June 2024, View2fill

The atmosphere was electric at Wembley Stadium for the Champions League Final, and Heineken brought the celebratory spirit to life with a dynamic campaign. Partnering with us, Heineken transformed Boxpark Wembley into a fan haven, utilising a full domination of our digital Open Connect screens and surrounding banners to showcase their &#8220;Real Fans&#8221; campaign. This immersive experience placed Heineken at the heart of the action, connecting with fans throughout the exciting match

We understand the power of sports to connect with audiences on an emotional level. Partnering with us ensures your brand becomes part of the experience, driving brand recall long after the final whistle blows. 
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Contact us today to explore possibilities for upcoming sporting events and ensure your brand scores big with passionate fans!

The luxury goods market encompasses a wide range of sectors including; clothing, footwear, accessories, eyewear, watches, jewellery and cosmetics. With the rise of social media and that of social media influencers, the appetite for luxury goods is a large one and continues to grow.
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Great Britains luxury goods sector is projected to generate a revenue of a massive £13.61bn this year, with a growth rate of 4.05%. The market continues to thrive, driven by a strong demand for high-end fashion and accessories.
The largest segment within the luxury sector is fashion and some of the most popular brands in the UK include; Rolex, Gucci and Burberry. Known for their high quality products, the luxurious nature of these brands puts them well placed to be included within OOH (out of home) media plans.

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Luxury brands are increasingly turning to OOH for their campaigns and Outsmart figures from 2021-2023 reported that cosmetics, as well as clothing &amp; accessories were among the top-spending categories, making up a combined 8% of ad spend. Coupling this with the growth of outdoor, at an impressive 28% last year, luxury clients are wanting to get in on the action.
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So why is OOH one of the most smart ways for luxury brands to distribute their campaigns?
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<ul class="ul1">
<li class="li1">The luxurious nature of products can be portrayed on a grander scale using OOH. With impressive imagery and placement, OOH gives luxury brands the opportunity to display the very best elements of their products in an eye catching way.</li>
<li class="li1">Local and global reach. Brands can tailor relevant messages according to specific audiences but also simultaneously campaigns can maintain a global brand image with the use of OOH, ensuring that the brand is communicated globally.</li>
<li class="li1">Proximity targeting. Not only can brands reach a large amount of consumers with OOH, but they can also display campaigns in proximity to crucial retail outlets.</li>
<li class="li1">Creative flexibility. OOH gives luxury brands the option to create something impactful, digitally stunning and can create memorable brands experiences for consumers.</li>
</ul>
Luxury brands are often the first to embrace new technology, something which within the world of OOH can translate into 3D campaigns and even installations alongside digital sites.
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Last year, Maybelline Cosmetics launched the worlds biggest 3D campaign to promote their New York Falsies Surreal Extension Mascara. Covering 280 screens in towns and cities around the UK, the campaign was the largest 3D OOH campaign of its kind. With the product appearing to pop out of the screen at the viewers, the result was both memorable and eye catching, and really displayed the powerful nature of fantastic OOH.

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OOH provides the chance to capture attention, create lasting impressions to connect to an audience in a meaningful and impactful way. Couple this with a luxury brand campaign and the results will speak for themselves.
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Sources: YouGov, Statista, The Media Leader, Outsmart

Sports marketing has evolved massively over the last few decades and is now something which is such a common occurrence, you could argue that it is woven into the fabric of every day life. Whether that be ads on buses, big campaigns for tournaments or the launch of an exciting new product, it is something which is hard for the public to avoid.
Due to changes in consumer behaviour and advancements in technology, we see big sports brands such as Nike and Adidas plow more and more money into their advertising budgets each year, with Nike spending equivalent to $4.06bn on advertising and promotion in 2023 alone.
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In the UK, sports advertising encompasses a wide range of different activities including; sponsorship, TV adverts, out of home advertising (OOH), and digital advertising, to name just a few. Because of this, the exact size of the market can vary, but what we do know is the sports advertising market is substantial and shows no signs of slowing down.
With the rise of online advertising using social media as well as streaming services and online ads, sports brands have endless options as to when and where they display their ads, so why is DOOH (digital out of home) an ample opportunity for sports brand campaigns?

DOOH advertising is particularly well-suited to sports campaigns due to benefits including:
&nbsp;
<ul class="ul1">
<li class="li1">High visibility: with screens strategically placed in high-traffic areas such as stadiums and retail locations. These areas ensure that the campaign is seen by a large and diverse audience.</li>
</ul>
<ul class="ul1">
<li class="li1">Creative opportunities: endless opportunities are available with DOOH. From immersive 3D and dynamic ads to real-time updates, brands can let their imaginations run wild for their sports campaigns.</li>
</ul>
<ul class="ul1">
<li class="li1">Targeted advertising: DOOH has the power to offer advanced targeting capabilities allowing brands to target specific demographics using factors such as location, time of day and audience behaviour. This allows ads to be in the right place, at the right time and in front of the right people.</li>
</ul>

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Emerging and growing trends such as; Esports, virtual and augmented reality, AI and experiential marketing all provide plenty of opportunity to let the power of DOOH shine through within sports campaigns.
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World-famous brand Nike regularly utilise the magic of DOOH with impactful and memorable campaigns. One most recently centred around their Phantom line of football boots, featuring Haaland and Putellas. Using a minimalistic style throughout their campaign, allowing the image to do the talking. The campaign was displayed in high traffic areas on specific days, such as our Wembley Boxpark location on the day of a football match at the stadium. The result was thousands of impressions in front of their intended target audience.

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The future of sports marketing is an exciting one which will be characterised by innovation, technology integration, and creating meaningful connections with viewers using creative methods, something which DOOH can provide and more.
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Sources: Statista, Deloitte, ResearchGate
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With the Premier League season now over, the football world’s focus has unanimously shifted to the kick off of the highly anticipated UEFA Euro 2024. 
Hopes are high for Gareth Southgate’s England team to go all the way this summer, with preparations being made up and down the country to host fan zones to cheer on the team! Cities such as London, Manchester, Liverpool and Newcastle are home to some of the most exciting fan zones in the country, in city centre locations, making them accessible to a broad audience.
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And our sites across the <a href="https://openmedia.uk.com/connect">Open Connect</a> network are perfectly placed in close proximity to these planned fan zones across most major cities in England, providing a great opportunity for brands to engage with these passionate supporters.
We’ve pulled together an information deck on these fan parks, which will hopefully see more viral moments like those unforgettable goal celebrations at Boxpark Wembley! You can see this information deck by clicking the download button below.

Fanzone's Information Deck

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Team OPEN

We asked the Open Media team what their top 3 out of home campaigns were this month. Here’s what they said&#8230;
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Mean Girls – Sophie Steventon &#8211; Insight &amp; Marketing Executive
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“The lively &#8216;Mean Girls&#8217; campaign flooded our Open Connect network with a vibrant sea of pink when the new Mean Girls film was released in January 2024 . The copy was impactful and eye catching, the perfect way to brighten up a gloomy winter morning. The aim was to target cinema goers, as well as the wider public, to keep the new release at the front of mind. In particular, I liked that it was positioned strategically in city centres near the locations of cinemas to maximise impact.”
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<img loading="lazy" decoding="async" class="alignnone wp-image-13619 size-full" src="https://api.openmedia.uk.com/wp-content/uploads/2024/05/the-Mean-Girls-.jpeg" alt="the Mean Girls" width="700" height="467" />
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&#8216;Man Vs Bee&#8217; &#8211; Lemara  Bailey &#8211; Business Director
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“Netflix&#8217;s &#8216;Man Vs Bee&#8217; campaign may be a few years old, but its impact remains unmatched. I think the fusion of special builds on digital sites are quite rare &#8211; and our distinctive Trafford sites – portrait and landscape – are incredibly unique and eye-catching. For this campaign, we added the signature Netflix ‘N’ on to the podium next to our Trafford Portrait screen – this was a really nice, creative touch and is a great example of how additions like this can stop an audience in its tracks.”
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<a href="https://openmedia.uk.com/insights/looking-back-on-a-summer-to-remember"><img loading="lazy" decoding="async" class="alignnone wp-image-13620 size-full" src="https://api.openmedia.uk.com/wp-content/uploads/2024/05/Netflix-man-vs-B.jpeg" alt="Netflix man vs B" width="700" height="433" /></a>
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Phantom Nike &#8211; Marvin Henrius &#8211; Photography &amp; Design Assistant
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&#8220;The most recent campaign that I’ve admired has been from Nike, centred around their Phantom line of football boots featuring athletes like Haaland and Putellas. It’s a classic Nike campaign,  they know exactly how to balance focus between the athlete and the sportswear. What resonated with me the most was the campaign&#8217;s minimalistic nature. The way they’re able to convey the sense of precision with design elements, mainly on the copy with just the boot is amazing to me since it’s so stylish while not being gaudy. The subtle use of the Nike ‘Swoosh’ is excellent. it’s subtle enough that you don’t focus on it too much, but you can see its presence while letting everything else take focus.  All that together makes it a great campaign addition of photography showcasing the footballers&#8217; styles which adds to the campaign&#8217;s precision.&#8221;
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<img loading="lazy" decoding="async" class="alignnone wp-image-13621 size-full" src="https://api.openmedia.uk.com/wp-content/uploads/2024/05/Phantom-.jpeg" alt="Phantom" width="700" height="366" />
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The entertainment industry is bigger than ever and the public are constantly sniffing out something new, whether the latest series on Netflix, or the newest release on the big screen, the appetite for entertainment is a large one, and is continually growing. The UK entertainment and media industry is set to lead Europe, with annual growth expected to increase by 4% by 2026.
After a tough few years, the UK box office welcomed over 123.6 million visitors to the cinema in 2023, an impressive 5.3% increase from 2022, whilst in the fourth quarter of 2023, the number of UK households subscribing to a video-on-demand (VOD) service amounted to around 18.8 million.
With both an exciting present and future for the entertainment industry, how does this translate into out of home (OOH) advertising?
<h4 class="p1">Audiences</h4>
Focusing primarily on cinema and SVoD, average audiences for both mediums fall into younger categories spanning from ages 15-34. Similarly, it is interesting to note that a large OOH audience in the UK indexes high within the same age categories.
When choosing what to watch at the cinema, this age group in particular are likely to have chosen the film for its content but also are influenced by factors such as the studio director of the franchise and also the film’s advertising- creating a big opportunity for advertisers looking to utilise outdoor advertising.

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OOH has the magic ability to be both a broadcast channel, but also give clients the opportunity to target specific audiences through data-driven purchasing. Reported to reach 98% of the public weekly, brands can leverage this massive potential audience using data sources to get them in front of the right people, in the right place, at the right time.
So why should OOH be included on a media buying plan?
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<h4 class="p1">Influencing the Sales Funnel</h4>
OOH ads have been reported to have influenced the sales funnel by creating awareness. By creating awareness, outdoor touch points can cause an audience to take action and learn more about an offering. Not only this but studies have also suggested that OOH can also affect the consideration and buying phase of the funnel.
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<h4 class="p1">Attention and Emotion</h4>
The creative opportunities in OOH are limitless, from dynamic ads, immersive 3D campaigns, to special builds, the attention grabbing nature of OOH is perfect for impactful entertainment campaigns. A great example of a special build was for the campaign carried for Netflix show Man vs Bee. Located on our Trafford location, the campaign on the digital screens was complimented by giant bees resting atop totem poles. Read more about it <a href="https://openmedia.uk.com/insights/netflix-create-a-buzz-with-unique-special-build">here.</a>

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Immersive OOH is known to elevate feelings of joy and excitement with consumers and can help people engage with a brand campaign in a memorable way. In turn, emotions are effective on driving behaviour, but most importantly, emotions can influence decision making which is paramount in measuring the effectiveness of a campaign.
The growth of the entertainment industry doesn’t seem to be slowing down with the value of UK entertainment sales increasing for the eleventh successive year in 2023. Forecasts indicate that the the UK cinema market is estimated to reach a massive £2bn by 2027. Couple this with the exciting nature of OOH, adding out of home onto an entertainment campaign plan can yield tremendous results and drive an impressive return on investment.
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Sources: UK Cinema Association, Statista, <a href="http://pwc.co.uk">pwc.co.uk</a>, ofcom, YouGov, <a href="http://advanced-television.com">advanced-television.com</a>, billups.com, Amplify Outdoor, Talon, mediacat magazine, <a href="http://cinema.org.uk">cinema.org.uk</a>

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