JOHN BLAKEMORE - advertising director, Glaxo SmithKline
'Glaxo SmithKline is probably one of the top 20 users of outdoor in the
UK. Our latest outdoor campaign is the new Lucozade Sport work.Posters
are a very simple medium - the message is taken in by the consumer very
quickly. As with any poster site, people only look at it for a second or
so. A lot of what posters are about is brand awareness. But with
Lucozade there's also the advantage that as an impulse buy you can have
posters at the point of purchase. Outdoor is really best used for
awareness. You could use it if you haven't enough money to do a TV
campaign or if you want to use it as a second medium.
'We have toyed with ambient (or what I mean by ambient), such as
shopping trolley advertising, though not really used it in any serious
way. My own view is that ambient is pertinent for some, but not all,
Perhaps for a new product or specific sales promotion.
It's difficult to measure, like any medium. Even TV is difficult, but
you do know with TV that if you have good creative work you'll see an
immediate blip on the sales chart.
'With outdoor, that takes longer. And with TV you know the average
market price at any one time. With posters there's always the question:
'Have I picked the right rate?' Using an outdoor media specialist (Glaxo
SmithKline uses MediaCom Outdoor) is the way the industry goes. I think
if you didn't use a third party you'd be losing out. No single agency on
a consistent basis has enough poster work for the economies of
'New outdoor technology such as scrolling posters, back-lit or the new
cross-track projections, I find interesting. We used scrolling posters
for Beechams and for Lucozade Sport. But like any media, it's the
creative work which is vitally important.
'Over time the poster industry has got its act together and the quality
of sites is always improving. There's been the introduction of new
formats such as scrollers and back-lits and you now rarely see tatty
sites on gable ends.'
DOMINIC BOX - marketing director, Cussons
'Imperial Leather has built on two or three years of very successful use
of outdoor. It has given the brand standout and saliency. We've used a
traditional medium in a non-traditional way. Shower ads tend to be
people in white coats or sanitised showers. We wanted to break
conventions and outdoor is good for that because it's so public. We had
an outdoor execution which was a 'before and after' - a basic product
demonstration with a girl bare from the waist up using our aerosol can
or a normal shower gel.
It got a lot of PR coverage.
'We've found that outdoor does seem to generate more rapid response in
terms of notoriety. It's there in front of you in the street for two
weeks on your way to and from work. Then we did a 48-sheet, 96-sheet and
six-sheet campaign showing people having a great time in shower
cubicles. On TV it would have been less graphically illustrated and
difficult technically. Outdoor allows hyperbole. We were showing the
cubicle full to the brim with lather: all you can see is legs or heads
'It's received wisdom that to engage and entertain, you use TV: you have
a longer time and moving imagery and can tell a story. But if you're not
trying to impart anything too complicated, then posters can do that just
'Most recently we've done a big relaunch through our ad agency,
BDH/TBWA, which used TV and outdoor. Because it's close to the point of
purchase, outdoor does reinforce the message on TV. There's one poster
which is a big pool of lather with the logo and we're simply using the
medium as a flag for the brand with the visual trick of dropping the 'e'
from leather to spell lather.
We're also doing cross-track where there's a consumer need - people are
sweaty and smelly and may make a purchase decision.
'The use of telephone boxes was driven by the medium. A telephone box
looks like a shower cubicle. Using this new medium and posting a still
of a woman on 400 phone boxes is highly impactful. We had coverage in
the marketing press and letters and phone calls, and the latest tracking
through Millward-Brown is spectacular. We wanted new innovative thinking
and CIA London's outdoor specialists were able to sort the wheat from
the chaff. As with all our campaigns, outdoor has never been the poor
ALISTAIR BUCKLE - head of marketing, easyJet
'We've found outdoor to be extremely effective - for reach, awareness
and impact. Do we think the same of ambient? Yes. The easyJet brand is
anti-establishment, bucking the trend and we try to take this into the
advertising message and into the media we use. About 18 months ago we
launched our Luton to Liverpool route and because we weren't just
competing with trains, we used lorry sides as the perfect advertising
vehicle. 'The motorway we use is always clear' made a good headline for
people sitting in a traffic-jam on the M6.
'We do our advertising in-house and use BBJ for buying. Any agency worth
its salt will look at all types of advertising. Like many clients, we
get a lot of wacky ideas, but easyJet is more open to taking risks. I
think we were one of the first with the lorry. We've looked at most
things - washroom ads, advertising on petrol pump nozzles, sandwich bags
and, of course, we've had ads on the sides of our planes. Stelios, our
chairman, thought a low-cost airline needed to be efficient with its
advertising and use its own advertising vehicles.
'Outdoor is particularly hard to measure. But the beauty of our business
is our very simple, straightforward way of doing business. As most
marketing teams would do, we make sure we have the best spread and mix
But we do whatever we feel works for us. So, 48-sheets, Underground
six-sheets ... in the summer, we're very keen to appeal to the influx of
visitors in London, so we use taxis.
'Unlike Go, which has built a brand through TV advertising, we felt we
didn't have the budgets to compete with traditional carriers. But we can
build the brand using outdoor, radio and PR. Ambient ads became the PR
in itself. And having an in-house team, rather than using an agency, we
think, means we're able to react quicker to the market or to