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Clear Channel Outdoor (CCO), the leading innovator in out-of-home advertising, has rolled out its new ‘Connect’ interactive mobile advertising platform in Latin America with a campaign from the largest cosmetic franchise in the world, O Boticário.
The Brazilian beauty firm has decided to use the innovative platform to raise awareness and increase brand engagement for the launch of a new line of fragrances dedicated to the city of Rio de Janeiro.
As part of the wider Connect rollout in Latin America – which will see 1,500 outdoor sites fitted with tags enabled for Near Field Communication (NFC), QR code and SMS capabilities – the O Boticário campaign has transformed 100 of Clear Channel’s prime, pedestrian-accessible sites near the beaches in Rio de Janeiro into interactive mobile launch pads.
Consumers are given the power to access exclusive interactive content via their smartphones. With a simple tap or scan of the Connect tag, consumers are directed to a mobile site (www.rioqueinspira.com.br/mobile) where they can watch the campaign’s TV commercial and can identify the nearest store to buy the product itself.
The O Boticário campaign marks a successful roll-out for Connect in Latin America, which is initially targeting Mexico and Peru in addition to Brazil. The innovative platform creates seamless integration between out-of-home and mobile, and is driving deeper brand engagement with consumers when they are out and about.
Combined with a number of expansions in CCO’s digital out-of-home inventory in Latin America, the Connect rollout represents a major progression in the evolution of out-of-home media across the region – generating more opportunities for consumers and brands to connect.
In recent years, Clear Channel has invested heavily in Latin America – and the region continues to be instrumental in the overall CCO growth strategy in 2014. Clear Channel’s Latin American regional network has over 10,000 ad sites, with the potential to reach over 94 million people across Brazil, Chile, Mexico and Peru.
The company already has the largest outdoor digital network in the region and has more than tripled its digital footprint in the last two years, with 160+ digital panels by end of 2014 (up from 30 in 2012). This includes 70 digital clocks in Brazil (up from 0 in 2012), 44 in Chile (up from 12 in 2012), 28 in Mexico (up from 8 in 2012), and 22 in Peru (up from 10 in 2012).
Clear Channel Latin America highlights in 2014 include:
- Regional: Winning a Cannes Lions award for its "Share a Coke" campaign with Coca-Cola that allowed users - across several international markets - to see their name integrated into the iconic Coke logo on a Clear Channel digital display by posting their name on Facebook.
- Mexico: Overseeing the fourth expansion phase of the EcoBici public bike transportation system in Mexico City, which – when completed – will be the biggest bike operation in the Americas with over 6,000 bikes.
- Brazil: Upgrading 70 digital clocks in Rio de Janeiro along the city’s most iconic beaches – Ipanema, Copacabana, Leblon, Botafogo and Tijuca. The upgraded clocks have been active since May 2014 and had an important role during the FIFA World Cup, showcasing live scores.
- Chile: Winning the most relevant OOH tender in Las Condes, Santiago’s financial district and high income residential area, in which Clear Channel will be deploying 22 additional screens to reach 44 by end of 2014 and will be implementing 1,000 bikes.
Aris de Juan, Regional President for Latin America, Clear Channel Outdoor, says of the Connect launch and the region’s continued digital expansion:
“We are delighted to bring Connect, the world’s first outdoor global mobile network to Latin America, following its success in Europe and most recently, North America. Connect enables advertisers to drive deep engagement with consumers individually, immediately and effectively by bridging the online and offline worlds via their mobile devices.”
He adds: “Combined with the continued expansion of our digital out-of-home network across the region, Clear Channel Outdoor is truly accelerating the metamorphosis of outdoor from being the oldest form of advertising to the most modern and creative.”