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Along with our incredible agencies and partners, Talon has won 14 awards for Out of Home (OOH) at The Drum Awards Festival and Media Week Awards 2024.

A month the Talon team will never forget, let’s dive into the campaigns and what made them award-winning.

Media Week Awards

Gold 🥇

Econometrics: Location Matters for MMM

Our research, in partnership with JCDecaux UK and Nielsen, explored the role of econometrics and how we can make clients’ OOH measurement more effective. We found that utilising granular location data in MMM modelling can increase OOH ROI by up to 42%.

Media Innovation: Doritos Silent

Snacking and gaming are increasingly incompatible. But in 2023, Doritos wanted to change that with the launch of Doritos Silent, the world’s first AI-augmented snack. An idea like this needed a new approach – an OOH campaign to launch the impossible and drive the nation into a frenzy. ​

A Piccadilly Lights takeover, banners, murals and prOOH made Doritos Silent unmissable. Driving hype, the stop-and-stare OOH creative made people double-take, on the streets and online – placed at the heart of the campaign strategy.

Silver 🥈

Long-Term Media Strategy: Walkers #CrispIN or #CrispOUT

Lunch is a must-win battleground for Walkers. Once a staple of lunchboxes up and down the country, by 2020 they’d become a bit stale; over half the nation just weren’t thinking of Walkers at lunchtime.

Walkers would utilise its media to jolt a new behaviour. How could they get light buyers to crunch? With a peculiar British ritual; the crisp sandwich. 88% of Brits agreed crisps improve sandwiches. But they ferociously disagreed on whether they belong in or out of sandwiches. Could we marry Brits’ favourite lunchtime snack with their favourite lunchtime staple to successfully resolve a time-honoured British debate?

A once in a lunchtime idea; are you #CrispIN or #CrispOUT? Over 3 years, we used media to create a dividing line. In or out. Yes or no. Them or us. Pitting sides of the country against each other. A little levity, a lot of debate. With transformational results for Walker’s, we pulled it out of the bag.

Media Creativity: Under £250k: Channel 4 Partygate

Partygate. We sacrificed, they partied. The country was outraged. Meticulous research and new sources told the real untold stories of Partygate juxtaposing wild nights at Downing Street with the experiences of the general public.  ​Our task was simple but not easy, get people to watch.

With OOH being the backdrop to people’s lives, our strategy was based on being present on formats which fitted the style of urban and gritty media placements. We would hide in plain sight. Using legal national flyposting, we positioned Partygate alongside real event adverts, with beautifully designed posters inspired by the 90s rave scene.  ​

Media Idea: Launch: Don’t Gift – NOTHS

8 in 10 Brits reported receiving a “bad gift” for Christmas 2022. As a result, over 3.08 million bad gifts were thrown away. NOTHS’ aim was to encourage ‘wiser’, more sustainable gifting.​ Kicking off the campaign we launched three special builds in London’s Westfield Shepherd’s Bush and Vinegar Yard and in Manchester’s Salford Chapel Street. 

The final burst of OOH consisted of our fully optimised DOOH schedule consisting of Large Format Digital, D48s and D6s in motorway service areas, shopping centres, underground, roadside and rail environments.​

Media Creativity: Launch: Doritos Silent

Media Creativity: Over £1m:  Doritos Silent

Large Collaboration: Over £250k: Doritos Silent

The Drum Awards

Gold 🥇

Advertising: Dynamic and Interactive Digital Screens: Share the Warmth with Quaker Oats

Quaker shared the warmth by helping to ensure access to a warm and nutritious breakfast for families across the UK – in a way that is intrinsic to the brand itself. Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity and its charity partnerships; with attention grabbing 48s and interactive/dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather average temperatures. 

Silver 🥈

Advertising: Creative Humour: This van driver Should’ve gone to Specsavers

Specsavers pushed the boundaries of OOH advertising by creating its very own parking fail – a Specsavers van parked on a rising bollard! The results were phenomenal with over 6 million social media views and almost 1 million likes, comments and shares. The stunt even had coverage on ITV, radio and in numerous news titles as well as industry wide recognition amongst our peers and other advertisers.

Advertising: Immersive Experience: Pepsi MAX X UEFA Champions League Final London 24

Pepsi MAX went all in for the UEFA Champions League this year. Bringing unexpected enjoyment to audiences across the UK, Pepsi MAX ran three activations for fans in football-focused cities of Liverpool, Manchester and London. Whether you were looking for a quick 2v2 game and a free football at their hidden pitches or wanted to watch the live game on the big screen, with a Pepsi MAX in hand, then they had you covered. Pepsi Hidden Pitches was born!

Bronze🥉

Advertising: Charity/Not for Profit/Social Purpose: British Heart Foundation ‘Til I died’

British Heart Foundation (BHF) set out with the goal to highlight a tragic reality – 12 people under the age of 35 are lost to sudden cardiac arrest in the UK each week. Using the stories of 12 young football fans who died too soon to highlight this tragic disease, we unveiled 12 powerful murals of football fans who lost their lives to sudden cardiac death, in time with the UEFA Euro 2024 kick-off for an extended audience reach. This campaign went viral across social media and outlets, it even had a slot on BBC Breakfast.

Advertising: Immersive Experience: Will you be next? Allwyn, Lotto

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talk-ability, engagement and consideration to play. Anyone can be a millionaire with Lotto, you must be in it to win it!

Advertising: Use of Location: Big Little Welcomes, British Airways

Connecting loved ones for over 100 years, British Airways (BA) wanted to celebrate the warm, fuzzy feeling with the hundreds and thousands of people landing back in the UK to spend Christmas with their loved ones.  ​‘Big Little Welcomes’ made sure that BA was a part of these reunions, giving audiences the chance to write messages for their loved ones as they landed back in the UK.

As a result, the campaign saw strong customer engagement with BA receiving 200+ messages submitted in just the first day of the recruitment going live! These messages were displayed on OOH formats as the passengers landed back in the UK.​ Post campaign, BA saw positive movements in brand health during a period where category average was in decline.​

We’d like to thank everyone who made this possible, and congratulations. Roll on 2025…

View the full results for The Drum Awards and the Media Week Awards.

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The IPA recently released the latest findings from its “TouchPoints: Making Sense Report.” This report provides insight into how the commercial media landscape is evolving and points to OOH’s very strong position throughout.

Euan Mackay, Chief Strategy Officer at Route shares that OOH continues to be one of the mediums that has stood the test of time as it continues to enable brands to reach mass audiences, at the right time and in the right place.

To understand what the report means for OOH, Lucy Baumgartner, Effectiveness Manager at Talon, broke down the key points and outlined the key findings.

PATTERNS OF MEDIA USAGE HAVE SHIFTED BACK TO LONG-ESTABLISHED NORMS

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Source: IPA Touchpoints 2024

What does this mean for OOH?

The pattern indicates that OOH consumption builds throughout the day, becoming the top consumed media between 12-4pm. This illustrates the continued importance of OOH’s role alongside consumer’s habitual movements and commuting patterns.

OOH REMAINS A SIGNIFICANT SHARE OF MEDIA TIME WITH CAPABILITIES SUPERCHARGED

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Source: IPA Touchpoints 2024

Despite a plethora of new platforms launching, the pattern of media consumption has seen virtually no change between 2005 and 2024. ​Of course, during the 2020 and 2021 lockdowns, media consumption shifted drastically. ​But as of 2024, we have now seen broad patterns of media usage shift back to long-established norms.

What does this mean for OOH?

OOH has almost returned to its pre-pandemic position with hybrid working patterns only marginally impacting OOH’s share of media time by -3% from 2015 levels.

ONLINE DIGITAL MEDIA CONTINUES TO GROW ITS WEEKLY REACH

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Source: 1IPA Touchpoints 2024, 2 4th Space Research

OOH has seen the smallest shift in weekly reach of -2% since 2015, with much more dramatic shifts seen across the industry.

Commercial live / recorded TV has seen a sharp drop of -17%. While channels that have seen growth are predominantly online digital channels, with commercial online news seeing the sharpest increase of +271%.

What does this mean for OOH?

Those channels which have seen sharp increases largely link to commuting and travel entertainment habits, e.g. checking online news (+271%), listening to podcasts (+119%) and streaming online videos (+73%).

OOH is well positioned to prime these channels while consumers are out of their homes. Talon research shows that activating the same content across DOOH and social media can increase campaign effectiveness by +23%.

OOH REACH_

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Source: IPA Touchpoints 2024.

More importantly, OOH is the only channel that delivers 90%+ weekly reach across the commercial media landscape. This illustrates the strength of OOH for ensuring the brands messaging is heard and seen by the right people.

SOCIAL MEDIA REMAINS THE MEDIA 16-34S SPEND THE MOST TIME CONSUMING, WITH OOH PLACING SECOND_

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Source: IPA Touchpoints 2024.

How does this translate for OOH?

As a non-disruptive and passively consumed channel, OOH offers a welcome relief from online screens and so is highly effective at reaching and influencing Gen Z who are a digitally saturated audience –

OOH PROVIDES THE HIGHEST REACH AND CONSUMPTION PER DAY AMONG 35-54S, DESPITE HYBRID COMMUTING PATTERNS_

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Source: IPA Touchpoints 2024.

How does this impact on OOH?

With functional internet/search placing second in media time spent for 35-54s, OOH provides the perfect opportunity for priming this channel on the commute.

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Source: IPA Touchpoints Databank.

SHARE OF TV’S MEDIA TIME HAS DROPPED BUT REMAINS AN IMPORTANT MEDIA FOR 55+_

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Source: IPA Touchpoints 2024.

What does this signify for OOH?

OOH compliments TV viewing patterns offering higher reach throughout the day, before TV takes over in the evening.

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Source: IPA Touchpoints 2018.

GET NOTICED WITH THESE TAKEAWAY FINDINGS_

Broad patterns of media usage have shifted back to long-established norms

With the end of lockdowns and a return to normality, media consumption has shifted back to habitual norms, with OOH is once again the top consumed media between 12pm-4pm.

OOH has become the only channel to deliver 90%+ weekly reach

With a reduction in commercial live / recorded TV, OOH leads the industry as the only commercial media which has the ability to reach over 90%+ of the population weekly in isolation.

Online digital media continues to grow share of media time

With consumers spending more time on smartphones while commuting, OOH is uniquely positioned to reach and prime commuters where attention is shared between online and offline channels.

Read the full report here.

Sustainability Net Zero (1)

While carbon emissions must be reduced, how we measure them within the advertising hasn’t been standardised, creating challenges for advertisers and agencies alike.

Alice Date writes for WARC on the importance of a uniformed method when measuring sustainability. Service industries such as advertising have typically flown under the radar with regard to sustainability, as they are unaffected by complex manufacturing supply chains and reliance on abundances of natural resources.

According to the Purpose Disruptors report from 2022, advertising is responsible for 32% of the
carbon footprint of every single person in the UK: 208 million tonnes. Providing transparent emissions data allows clients to make reasonable and informed decisions
about their options.

Read the full article here.

Talon Treated Mug (3)

Talon Benchmarks show that lower budgets are no barrier to effectiveness in OOH writes Lucy Baumgartner, Effectiveness Manager at Talon

OOH advertising is enjoying something of a golden period. Driven by its adaptability, digital innovation and the ever-growing consumer appetite for experience, the latest figures from industry body Outsmart show OOH’s post-Covid renaissance continues apace as the sector delivered its highest first-half revenue growth since records began over the first six months of 2024.

This phenomenal growth demonstrates that brands increasingly understand and see the value of OOH in terms of impact and effectiveness. More brands are leveraging the medium’s broadcast reach and dynamic creativity, and that’s not just limited to big-name brands with huge budgets.

OOH drives strong results for brands across the whole funnel

According to analysis from Talon’s Benchmarks, OOH drives strong results for brands across the whole funnel, including newly launched brands and those who have previously felt like OOH was inaccessible due to budget.

Talon Benchmarks are a simple but sophisticated database which has been collated through using a consistent measurement framework across over 200 brand uplift studies. This database provides unique insight into OOH’s effectiveness.

Our Benchmarks show that for brands with spend under £150,000, using OOH can increase prompted awareness by 3%, brand preference by 3.5% and, crucially, purchase intent by 6.2%.

Couple that with OOH’s long-established ability to build brand awareness and trust with consumers, it is the ideal partner for newly launched and lesser-known brands that are ambitious to grow category and market share. To get the most from OOH, campaigns need to be optimised across creative execution, format and environment selection.

Different OOH formats and environments can drive specific brand metrics

Using Talon’s Benchmark data, it is possible to pinpoint how different OOH formats and environments can drive specific brand metrics meaning campaigns can be optimised based on a client’s objectives. Put another way, if a new brand has a brief to drive purchase intent, the data shows that a mix of transport, large format and digital formats will deliver the strongest results.

Even with a sharp focus on formats and targeting, the most significant factor influencing a campaign’s effectiveness remains creativity. Without it, a campaign may not achieve its objectives. With lower spends, it is even more vital that your work stands out from the crowd.

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Competitive pricing can help differentiate

Using competitive pricing to differentiate a new or lesser-known brand from its competitors while also appealing to the broader consumer concerns around the cost of living has been shown to deliver strong results across all metrics. Talon’s Benchmark data show that, when compared with standard creative, using price as a tool drove much stronger uplifts across consideration and purchase intent while it increased quality perceptions by an incredible 17%.

uplift

Focusing on price or monetary offers should not come at the expense of an engaging and human approach to creativity. The analysis also shows that the use of people, faces, and characters in lower-budget campaigns can hugely boost engagement, driving message take-out up by 21%, relevancy by 14% and emotional engagement by 11%. Proving once again that connection with audiences is invaluable for building trust and driving awareness and consideration.

A unique opportunity to speak to audiences outside of their homes

OOH has long been a part of consumers’ everyday lives and is a unique opportunity to speak to audiences outside their homes. Digitisation and innovation have transformed OOH into a more flexible, relevant, and interactive medium than ever. OOH offers all brands, regardless of their size or budget, the opportunity to deliver the right message to the right audience at the right time—effectiveness made simple.

Talon APAC Britcham

Talon APAC are a member of BritCham and are proud to be supporting their 70th Anniversary Year celebrations. We admire their devotion to fostering continued support for businesses, communities and connections.

We were delighted to attend their celebrations at the High Commissioner’s residence, Eden Hall, and enjoyed the discussion about the continuing close trade relationship between Singapore and the UK.

Based in Singapore with offices worldwide, Talon APAC boost brands locally, nationally and globally with innovative Out of Home campaigns.

Read more about Britcham and how they support British businesses.

Parenting Out Loud Birmingham Ocean

London, August 2024: Workplace culture change programme Parenting Out Loud has embarked on a national Out of Home campaign, in partnership with Talon, to tackle parenting inequality, coinciding with the end of the school summer holidays.

The campaign encourages dads to be transparent – “loud and proud” – about their childcare responsibilities. Planned by Out of Home agency, Talon, it launched on August 26th and will run until and September 6th as children from across the country return to school.

Parenting Out Loud is live in shopping malls via JCDecaux and across select Ocean Outdoor large format digital locations in Birmingham, Manchester and Glasgow.

The creative shows a father walking with his two children and features the words: “School is back. A new season. Time for more… Parenting Out Loud… where dads are loud and proud about their childcare responsibilities at work.”

Parenting Out Loud JCD Westfield
Parenting Out Loud JCD Westfield

It also encourages fathers to share their working dad stories on LinkedIn using the hashtag #parentingoutloud. A video filmed by Parenting Out Loud founder  Elliott Rae showcasing some of the billboards and highlighting why the campaign is important can also be watched on LinkedIn.

Rae, an advocate for working dads and campaigner on mental health and masculinity, launched the Parenting Out Loud campaign in April. It aims to inspire a cultural shift and change in attitudes around the role of fathers that has persisted for generations. The campaign supports employers in building workplace cultures where working dads can be unapologetic, proud, and transparent about their childcare responsibilities

The programme champions equal parenting and gender equality at work and home and seeks to change the way society views dads and male carers by normalising male caring and changing the narrative around fatherhood.

Research has shown that one in three working dads feel uncomfortable talking to their employer about their family commitments, yet equal parenting is key to gender equality, with around 80% of the gender pay gap attributed to the motherhood penalty.

Equal parenting is also vital for the wellbeing and happiness of fathers and their children, with research showing that positive and consistent paternal involvement in the early years results in significant positive impacts on children’s education and resilience.

Parenting Out Loud w Elliott Manchester
Parenting Out Loud w Elliott Manchester

Elliott Rae, Founder of Parenting Out Loud, said: “Parenting Out Loud may not sound like a revolutionary act, but when fathers parent loudly at work, they help normalise male caring in the workplace and role model this behaviour for others.

“Encouraging, supporting and enabling dads to be equal parents is essential to addressing the gender pay gap, the motherhood penalty and achieving gender equality at home and at work. With this campaign, we want to encourage all dads taking responsibility for caring for their children to share their stories and help remove the stigma around male caring. Together, we can change the narrative around fatherhood in the workplace.”

Luke Willbourn, Managing Director – UK at Talon, said: “The Parenting Out Loud initiative is massively important, and partnering with Elliott to raise awareness of the campaign using Out of Home is a proud moment for us and for me personally as a proud and vocal working dad to two young children. His message aligns perfectly with Talon’s people-first philosophy and our mission to ensure everyone belongs at Talon.

“Belong, our DEI employee committee, works with the leadership team to shape working practices and staff wellbeing policies, and our School’s Out policy is specifically aimed at supporting working parents across the business. Parenting Out Loud’s mission to change the narrative around dads in the workplace and male carers is one we are thrilled to help spread.”

Talon Sustainability

Equistone recently launched its ESG review 2023 and featured Talon as a case study. It featured the multitude of strategies we have in place to reduce our impact on the climate with Equistone recognising that we are leading the industry in terms of sustainability endeavours. Delivering and executing our sustainability plan is a top priority at Talon and our sustainability framework sets out three main pillars of focus:

o ENVIRONMENT – Minimising negative environmental impact of our operations.
o PEOPLE – Building a purpose-driven culture to attract and retain diverse talent.
o COMMUNITY – Localising support for the community to encourage positive behavioural change.

To read the full Equistone Partners Europe ESG Review 2023 click below.
https://www.equistonepe.com/website/sites/EN/uploads/documents/esgreviews/ESG-REVIEW-2023.pdf

To read more about the sustainability initiatives we include within our core strategy click below.
https://talonooh.com/en/sustainability/

JCD JOHNWEST 14 08 24 074 pp

Talon was pleased to work with Havas London, Havas Media UK and Grand Visual on the Out of Home element of this campaign which received Campaign’s Ad of the Day.

With the Paris 2024 Paralympic Games just under two weeks away, John West – the UK’s leading tinned fish brand and trusted household name- has launched a new campaign to celebrate the strength of ParalympicsGB athletes, and their role as proud protein partners of ParalympicsGB.

Building on John West’s brand positioning ‘EAT STRONG, GO STRONG’, the campaign showcases the power of natural protein, and how it fuels you to be strong, in whatever you do.

To relay this message, the campaign humorously dramatises the effects of John West’s natural protein on ParalympicsGB athletes via a bespoke special build with a life-sized javelin peeking out, with supporting copy ‘’warning, protein-fuelled javelin throwers are getting serious air miles’’. The special build sits alongside a number of DOOH, which feature other sports, including cycling and shotput – further playing on the effects of John West’s natural protein.

The media plan, developed by Havas Media UK, strategically positions the special build across three screens in major UK cities to ensure nationwide visibility. Key commuter spots have been selected to maximise exposure, including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.

JCD JOHNWEST 14 08 24 140 pp

The campaign also includes a series of humorous TikTok videos, which sees three ParalympicsGB athletes; Kadeena Cox, Para Cycling and John West protein Ambassador, Nathan MacQueen, Para Archery and Hollie Arnold, Para Athletics, not realising their own strength – lifting up cars and retrieving their equipment from people’s gardens. Filmed in an undercover style way, the videos utilise the popular doorbell footage TikTok trend and showcase a range of Paralympic sports.

In February 2023, John West Foods was announced as an Official protein partner of ParalympicsGB. The four-year partnership with ParalympicsGB, covers the Paris 2024 Summer Paralympics and the Milan-Cortina 2026 Winter Paralympics, as well as activities outside of the Games period. This long-term partnership will bring to life the brand’s ‘Eat Strong, Go Strong’ message and further amplify John West’s protein credentials.


Vicki Maguire, chief creative officer Havas London said: ‘’This campaign is fuelled by natural protein…bringing a touch of humour, while getting behind our ParalympicsGB athletes, to bring home the glory….’’
Vikki Babb, John West International, Marketing Director added: “We are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue in cheek tone of voice and benefits of our natural protein.”

Andrew Darby, Managing Partner, Havas Media Network said: “We’re honoured to work alongside our sister agency, Havas London to support John West’s journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein. This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes.”


The campaign is live from the 12th of August, kicked off by the special build, followed by the DOOH on the 19th of August. The TikTok films will be live across the summer and throughout the Paralympics.

-CREDITS –
Project name: John West Paralympics – Eat Stong, Go Strong
Client: Vikki Babb (International Marketing Director) & Laura Cooper (Marketing Manager)
Creative agency: Havas London
Chief Creative Officer: Vicki Maguire
Creative Director: Dave Mygind
Copywriter: Joe Roberts
Art director: Doug Redfern
Managing Partner: Dave Owen
Account Director: Andrew Symonds
Senior Account Manager: Rica Dezoller
Head of Production: Louise Bonnar
Agency Producer: Ella Myerscough-McClymont
Senior Integrated Producer (print): Kat Loizou
Creative Production Director: Dean Trendler
Strategy Director: Jack Lewis-Barclay
Chief Design Officer: Lorenzo Fruzza
Design Director: Josh Toogood
Designer: Morgan Shipley
Designer: Walt Gregory
Media agency: Havas Media UK
Outdoor partner : JCDecaux Creative Solutions
Outdoor partner : Talon
Outdoor partner: Ocean
Production company: Prose on Pixels
Director: Doug Redfern & Joe Roberts
Executive Producer: Ben Kaufman
Producer: Rosie Smith
Production Assistant: Ella Higgins
DoP: John Fisher
Editor: Navid Khayati-Daryan
Post-production: ELMNTL
Post-production producer: Jenna Le Noury & Rose Crisp
Post-production (OOH): Prose on Pixels
VFX: Antonio Jimenez + Mustafa Pertev
Colourist: Henry Howard
Soundtrack composer: N/A
Narrator / VO: Joe Roberts
Audio post-production: Joe Marsden

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Lucy Baumgartner, Effectiveness Manager Talon, writes for Ad Age on why she doesn’t engage with social media anymore and why – with 3 in 5 now regularly undertaking social media detoxes – marketers should adapt their digital-first perspectives to effectively engage Gen Z. Lucy explains the reasoning behind her choice to step away from social media, and why marketers may need to consider alternatives when reaching Gen Z.

Read the full article.