The May issue of WIRED UK, marking its first birthday, heralds the roll-out of a multichannel marketing campaign for the magazine, which includes a mobile text programme. Condé Nast has worked with WIRED’s agency Hurrell Moseley Dawson & Grimmer (HMDG) for the creative, with M2M handling the media channels, FMG Media for the online sampler using Ceros, and Ogilvy Advertising looking after the text campaign.
The digital outdoor campaign breaks today and incorporates giant Transvision screens and digital LCD 6 sheets at 15 national mainline train stations, including nine in London (including Victoria, Waterloo, Euston, Liverpool Street, Kings Cross) and six major cities across the UK (Edinburgh, Manchester Piccadilly, Glasgow Central, Birmingham New St, Leeds and Liverpool). The creative will last for 20 seconds and reveals the line ‘The future is under construction’. The combined audience of this element of the campaign numbers 3.5 million people. In addition to the May issue, this outdoor activity will be replicated to support the June, September and December issues of WIRED.
WIRED will also have a presence from 1 April on the Premier Ocean sites at Holland Park Roundabout, the Two Towers site on the A4, and Eat Street, the new digital site that can carry animation at Westfield. Combined audience figures for these sites total over 3 million a week.
Also breaking today is the ‘Safe Text’ campaign created by Ogilvy Advertising. This is a WIRED ‘self-destructing’ text, promoted using the creative ‘The Future can be erased’. Users register to send Safe Texts from a dedicated mobile site by texting ‘WIRED’ to 83118. Once registered, they can send 10 Safe Texts per day, though the recipient will also need to connect to the mobile web to read the text. Once read, the text disappears to reveal the anniversary issue cover of WIRED. The WIRED-branded Safe Texts will work on any mobile which can connect to the Internet. Recipients of Safe Texts are encouraged to use the service themselves and forward it on to friends and family.
The opportunity to spread the WIRED word will be communicated through advertising on 12 giant Transvision digital screens, across the country. The Safe Text campaign is powered by Velti, while media is provided by Blis Mobile.
The digital outdoor campaign breaks today and incorporates giant Transvision screens and digital LCD 6 sheets at 15 national mainline train stations, including nine in London (including Victoria, Waterloo, Euston, Liverpool Street, Kings Cross) and six major cities across the UK (Edinburgh, Manchester Piccadilly, Glasgow Central, Birmingham New St, Leeds and Liverpool). The creative will last for 20 seconds and reveals the line ‘The future is under construction’. The combined audience of this element of the campaign numbers 3.5 million people. In addition to the May issue, this outdoor activity will be replicated to support the June, September and December issues of WIRED.
WIRED will also have a presence from 1 April on the Premier Ocean sites at Holland Park Roundabout, the Two Towers site on the A4, and Eat Street, the new digital site that can carry animation at Westfield. Combined audience figures for these sites total over 3 million a week.
Also breaking today is the ‘Safe Text’ campaign created by Ogilvy Advertising. This is a WIRED ‘self-destructing’ text, promoted using the creative ‘The Future can be erased’. Users register to send Safe Texts from a dedicated mobile site by texting ‘WIRED’ to 83118. Once registered, they can send 10 Safe Texts per day, though the recipient will also need to connect to the mobile web to read the text. Once read, the text disappears to reveal the anniversary issue cover of WIRED. The WIRED-branded Safe Texts will work on any mobile which can connect to the Internet. Recipients of Safe Texts are encouraged to use the service themselves and forward it on to friends and family.
The opportunity to spread the WIRED word will be communicated through advertising on 12 giant Transvision digital screens, across the country. The Safe Text campaign is powered by Velti, while media is provided by Blis Mobile.
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