London, 24 October 2016: Out-of-home (OOH) communications agency Posterscope and media agency Vizeum are launching a dynamic, digital OOH advertising campaign for Timberland to celebrate the brand’s Sensorflex comfort system and its heritage Yellow Boot brand.
The campaign represents first time that the brand has used dynamic digital outdoor advertising. Posters on digital sites and bus T-sides in transport hubs and high footfall retail environments across the UK will target Outdoor Lifestylers until the end of October.
Vizeum and Posterscope have designed a campaign to inspire urban adventures through creative that will be dynamically updated by Posterscope’s Liveposter platform. The use of data will highlight local places of interest along with proximity to store information, distance in steps and metres, estimated walking time and calories burned.
Mark Waddell, Client Director at Posterscope, said: “Timberland want to inspire people to have urban adventures using their new Sensorflex collection. The ability to deliver customised content across multiple networks through Liveposter enables us to target these individuals in the right place at the right time, with creative that not only captures the imagination but also provides practical information on local attractions and store locations.”
Stacey Leonard, business director at Vizeum added: “Out-of-home is a natural fit for the brand and its target audience. However, we worked with Posterscope to develop an OOH strategy that would enable us to target our audience in a sophisticated way by using data to provide relevant and inspiring content. This type of execution is likely to become a standard for future campaigns”
Andrea Kengelbacher, marketing coordinator, from Timberland commented: “Our new Sensorflex technology provides all day comfort whatever the terrain so it is ideal for urban adventurers. Using the latest technology in OOH we can promote the collections directly to people with an interest in outdoor lifestyles, and inspire them to explore new destinations and our stores.”
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For more information on Posterscope, please contact:
Gill Huber – e: firstname.lastname@example.org t: 020 7863 2075
Posterscope is the world’s leading out-of-home communications agency. It knows more about how consumers behave when they are out of home than anyone else. Posterscope understands the connection between out-of-home, mobile and digital, and pioneers trials to understand how consumers will use emerging technologies. Posterscope has 56 offices around the world, buying over $3bn of out-of-home advertising space each year.
In an increasingly connected and convergent world, Vizeum’s vision is to be its clients’ most innovative partner. The agency achieves this through two guiding principles – adopting the 70/20/10 model of innovation management and a mantra of ‘Simple strategy, brilliantly activated’, turning ideas into valuable business solutions.
All of which is underpinned by our bespoke research tool, CCS, real-time reporting and our unique Dentsu Aegis operating model, delivering integration without compromise.
Vizeum has a global network that spans 40 countries worldwide and over 1,000 people. Our clients include 20th Century Fox, AB InBev, Burberry, Camelot, IKEA, MINI and Panasonic.
Timberland, a brand of VF Corporation (NYSE: VFC), is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, and Timberland Boot Company® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. Timberland® products are sold throughout the world in leading department and specialty stores as well as company-owned retail locations and online. Timberland’s dedication to making quality products is matched by its commitment to “doing well and doing good” — forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work.
To learn more about Timberland, please visit www.timberland.com.