Creative Guidelines - BMMbrightmovemedia.com/wp-content/uploads/2014/08/Creative-Guideli… ·...
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Transcript of Creative Guidelines - BMMbrightmovemedia.com/wp-content/uploads/2014/08/Creative-Guideli… ·...
Help and Support:
[email protected] or 020 8242 1848
TaxiCast uses ultra bright LEDS to broadcast
a message through all light conditions over
a large distance
A well designed advert will command
attention within 25 metres of every taxi
As taxis are often on the move, with an
average speed of 11 mph around London,
the messaging should be short or concise
and simple – fewer larger sized words rather
than many small sized words will ensure the
ad audience ‘gets it’ instantly and intuitively
We recommend a Minimum Font
Requirement (MFR) for adverts to ensure
they can be easily read from the roofs of
our iconic London taxis
Visual Opportunity Campaign Considerations
We recommend a working resolution of
640 x 192 pixels during the creative process or a
resolution that maintains this aspect ratio
Periodically rasterise and re-size the image to
160 x 48 pixels for visual inspection to ensure
message readable over large distances
Once everything looks good submit the final
640 x 192 pixel image for scheduling and
broadcast
We can accept files in PSD, JPG, PNG, AI and
most other formats
Creative Process
Campaign adverts can be single slot or multi-
slot and contain a generic message
accompanied by optional day-parted and /or
geo-targeted variants
Creative Guidelines
Help and Support:
[email protected] or 020 8242 1848
No bleeds, crops or margins required. We recommend using all the available canvas
Ideally no more than three lines of text, with simple message statements over the fewest possible words
The Canvas
The Catchment Area
Audience capture potential is vast. TaxiCast LED technology grabs attention from over 25 metres
away. The right message can be effectively digested within a 2,000 square metre area of the taxi
when at standstill, or over 3,000 square metres over a 5 second advert period at the fleet’s average
speed of 11.6 mph.
800 mm
240 mm
Use all available space
We recommend a 640 x 192 pixel resolution
during the creative process.
To maximise the impact of the campaign we recommend using all of the available screen space with
a simple message. TaxiCast LED technology will broadcast the advert effectively over the catchment
area, 25 metres in all directions.
25 metre
catchment
radius
1,964 square metre catchment area at standstill
3,260 square metre catchment area over 5
seconds at average speed
Creative Guidelines
Creative Guidelines
Billy Elliot Example
The objective of the Billy Elliot campaign was to promote, through general awareness, this
well known brand to the London audience and remind everyone of its presence.
A simple 5 second advert reinforced brand awareness and West End show performance.
Help and Support:
[email protected] or 020 8242 1848
Generic advert
Zoopla Example
The campaign objective was to display the number of properties for sale and for rent in
real-time across London’s 119 post codes. The Zoopla campaign consisted of two ‘Smart’
adverts interspersed with 119 post code geo- fenced adverts where the messaging would
advertise the number of properties for sale and rent within any post code area.
Help and Support:
[email protected] or 020 8242 1848
Geo-targeted adverts
Creative Guidelines
Mamma Mia Example
The objective of the campaign was to promote the smash hit musical to the London
audience and inform of it show times. Flexible day-parting across 3 creative treatments was
perfect to advertise the 8 weekly performances of Mamma Mia.
Help and Support:
[email protected] or 020 8242 1848
Day-parted adverts
Creative Guidelines
Jacks Of London Example
Rotating 5 different messages in a single 5 second slot enabled Jacks of London to display
their entire product range. Each time around the TaxiCast loop (never more than 40
seconds) the next advert in the group would be broadcast, ad infinitum.
Help and Support:
[email protected] or 020 8242 1848
Group of adverts
Creative Guidelines
SquashPod Example
Displaying a sequence of two back-to-back 5 second adverts enabled SquashPod to
demonstrate its functionality, i.e. in the open and closed position of the SquashPod, a nifty
container that keeps your money safe!
Help and Support:
[email protected] or 020 8242 1848
Sequence of adverts
Creative Guidelines
Other Examples
Help and Support:
[email protected] or 020 8242 1848
Generic Cadbury advert
Climate Week Prize Draw
Temperature triggered Magnum advert
Single generic Once advert Single generic Missing People advert
Sequence of 2 Telegraph Cars adverts
Group and Sequence of retail MasterCard partnership adverts
Single generic Full Monty advert London post code geo-targeted information
Creative Guidelines
Birthday countdown day-part messages
