The magazine is using Ocean Outdoor’s Eat Street digital billboard as a live canvas to reach shoppers at the Westfield London shopping mall, including promotion of Stella McCartney’s highly anticipated Olympic Adidas collection on Saturday.

Under the banner ‘Fashion As It Happens’, Vogue.com plans to provide daily highlights from all the catwalk shows, behind the scenes footage and live daily Twitter updates from the 100 or so events as they unfold.

Vogue.com has an average of 1 million unique users and 21.9m page impressions (source: Google Analytics July-Dec 2011).

twitter.com/BritishVogue

Designer labels such as Mulberry, Burberry and Alexander McQueen’s new diffusion line McQ will feature across the week along with highlights of the shows of more than 10 other top designers including Paul Smith, Jonathan Saunders, Matthew Williamson, Mary Katrantzou, Roksanda Ilincic, Meadham Kirchhoff and James Long.

Condé Nast Digital Director Jamie Jouning said: “Westfield is a premium destination for shoppers who are in the mind set to explore new ideas from the very best of international fashion design. This is a media first for us and we are delighted that we can provide first class Vogue.com content in a new dynamic format to reach and engage with fashion lovers.”

Ocean Outdoor has signed an exclusive deal with fashion retailer Next for the duration of the London Fashion Week campaign, interspersing Vogue.com’s catwalk content with Next’s latest collections.

Ocean Outdoor Marketing Director Richard Malton said: “The immediacy of Vogue.com’s content demonstrates the flexibility of digital outdoor and its ability to deliver advertisers such as Next a highly engaging environment in which to showcase its brand.”

The UK wide promotion of ‘Lurpak Lightest’ across January, involved large format Outdoor display on the UK’s most iconic and prestigious advertising locations.

The stunning creative design enhanced brand awareness and engagement of this FMCG brand, and made a truly bold announcement to the British public to “Be Wonderful and Wise”.

• IPM’s Managing Director, Chris Marjoram’s thoughts on the Olympics and the effects on UK outdoor
• Charlie Hugill, Creative insight Director at Posterscope’s international arm PSI talking about the growth of International brands for 2012
• Kinetic’s Global Marketing Director, Nick Mawditt’s thoughts on the significance of banners in this “digital” world.

Also win the opportunity to join Ocean at the Beach Volleyball this Summer.

Click here to read online.

The iconic advertising structures, which are located in the shadow of Canary Wharf, are designed to target high net worth employees working in London’s financial district. BMW has secured The Two Towers as the launch commercial advertiser.

The £1 million digital advertising structures pay homage to the award-winning Two Towers West which are located on the premium route from Heathrow Airport to London’s West End.

The Two Towers East command an equally prestigious position at the gateway of Canary Wharf, The City of London and London’s exclusive City Airport.

“The Two Towers East have their own clear proposition in the market place, but the synergy between The Two Towers West and East is clear. We are now able to create one of the strongest sales propositions afforded by any combination of digital sites in Europe, dominating both the Western and Eastern routes into London,” says Marketing Director Richard Malton.

Ocean CEO Tim Bleakley, says: “This is a fantastic addition to Ocean’s portfolio of iconic digital sites and absolutely fits the definition of what an Ocean site is; simply put, best in class.

“The Two Towers East present advertisers with an opportunity that was previously missing in East London.  It is fitting that Tower Hamlets has a prestigious advertising offering that reflects the inward investment that has been attracted to the area. The location of these sites is absolutely critical for top tier brands wanting to communicate with a high value audience and the location for the Olympics is perfect.”

For further information visit the Two Towers East product page

The award judging panel said they were impressed how a “relative minnow” had held its own in what is regarded to be a pretty tough marketplace.

The 6 strong Ocean sales team, which is led by Iain Chapman, took the award for its innovative approach and the delivery of clear and seamless strategy from brand to sales execution.

“This is an outstanding achievement for a company of our size in a market dominated by global organisations and a testament to a lot of hard work and incredible team spirit across the last 18 months,” said Iain Chapman.

Ocean Outdoor Marketing Director Richard said : “It is an honour to be recognised as one of the media owners at the forefront of selling the medium. It’s not just a matter of our products and marketing, we have a team which is using the unique Ocean proposition to steal a share of other media.”

Last month Ocean Outdoor picked up a silver medal at the Media Week Awards for Media Brand of the Year.

Brands target the young urban maverns that are drawn to the area and are doing so in increasingly creative ways.

In early November Cher Lloyd’s agency MGOMD decided to literally apply street Art to one of Oceans billboards, creating an amazing canvas for the launch of Cher’s Stick’s & Stones album.

This is the second time that Ocean sites have been commissioned for “live” art events, in 2010 Beck’s did a similar project using The Foundry @ Shoreditch, featuring the artist Jamie Brown.

Ocean won the Award for its work to reposition the boutique digital out of home agency as a challenger media brand which is actively turning the premium outdoor sector on its head.

Using the metaphor, The Art of Outdoor, Ocean created a new approach, values and language to effect a step change in the way digital outdoor is thought about, approached, planned and bought.

Ocean has also expanded its footprint in key UK cites, establishing itself as the first request on many premium brand plans. Iconic campaigns which have appeared in 2011 include debut DOOH campaigns for Chanel and Bentley and the first ever interactive live broadcast linking Eat Street Westfield with the West Indies.

Commenting on the win, Ocean Outdoor Marketing Director Richard Malton said: “Ocean faced the reality of being a small brand in a marketplace dominated by global players. Twelve months ago Ocean was defined in the mind of agencies and advertisers by its product. We needed a clearer role and reasons why a premium for Ocean was justified.

“By reshaping ourselves through a new set of values and behaviours, we have challenged established perceptions and engaged with our customers differently. The fact that we have been recognised in an award category over and above some real media giants is a shot in the arm for the digital outdoor sector as a whole and a credit to our people.”

The Award shortlist included Sky News, Discovery Channel, BBC Magazines and Global Radio. The Gold Award went to Google YouTube.

As the largest advertising site in the UK, the cylindrical wrap gives brands the opportunity to produce unique creative to enhance engagement from four different angles.  The ‘Brazil is Calling You’ creative utilised the iconic branding platform with photography from some of Brazil’s most impressive locations.

The IMAX forms the core part of their advertising campaign in London, the timing of which coincides with one of the Travel industry’s largest annual events, The World Travel Market, held at London’s Excel from 7-11 November.  As the leading global event for the travel industry, a diverse range of destinations and industry sectors present to UK and International travel professionals, and by using the IMAX in this way, the Brazilian Tourist Board have made a key positioning statement from the outset.

Ocean Outdoor has announced the winners of its annual The Art of Outdoor competition which celebrates pioneering agencies and brands that are pushing the creative boundaries of the digital out of home landscape.

Cereal brand Jordans was voted overall winner for Hedgerow Home, an augmented reality wildlife game which aligns Jordans with ethical farming and the protection of the British countryside.

Second place is awarded to last year’s competition winner, British Airways, for They Will Fly, an Olympics themed campaign which invites audiences to train in real time with a British Olympian.

Third place goes to The MicroLoan Foundation for Pennies for Life, an interactive appeal to raise small business loans so that poor women in Africa can set up sustainable enterprises to support their families.

The winners were announced by Ocean Outdoor CEO Tim Bleakley at an awards event at London’s IMAX, location of the largest iconic outdoor banner opportunity in the UK.

Competition entrants were judged for their visually stimulating, innovative approaches, using full motion, layering, subtle, time sensitive, augmented reality and data streaming.

Tim Bleakley said: “This year’s competition has generated exceptional concepts which will help drive digital out of home as the essential ‘must have’ medium of 2012. We have seen some impressive adaptations of traditional campaigns which aim to engage consumers in rewarding game play with high returns.

“Our top three winners showcase the immediacy and versatility of high profile digital outdoor installations as a powerful medium with big audiences. They offer a snapshot of what’s possible and the potential for advertisers and agencies who are prepared to think well beyond the static image.”

Rich Sutcliffe, editor of Brand Republic which partnered with Ocean for The Art of Outdoor competiton, said: “What was remarkable about the entries this year was the creative thought and the scale of the ideas that were produced. The winners really utilised the unique nature of the platform, as well as bringing audience participation, social interaction, mobile and additional technology into the campaigns to put DOOH at the heart of an idea that was amplified far beyond the position of the site.”

This year’s judging panel included James Copley, COO of the poster specialist agency Kinetic; Glen Wilson, MD of the global out of home agency Posterscope; Steve Parker, Managing Director, Mediavest; Elizabeth Hillerby, Campaign Manager, British Airways; Alix Pennycuick, Executive Creative Director, Publicis Modem; Tim Bleakley, CEO, Ocean Outdoor; and panel chairman Richard Sutcliffe, Editor, Brand Republic.

The top three winners share a £300,000 advertising campaign pot for their brand on Ocean Outdoor’s prestigious digital network in 2012.

Winner – Jordans
Agency – Grey London

Collaborators:  Rachel Clough, Henrik Ridderheim

Grey developed an interactive hedgerow as a “clever extension” of the existing Eat Street hedgerow at London’s Westfield shopping centre, using augmented reality to encourage shoppers to use their smart phones and an application to capture and set free animals on the digital billboard.

Virtual wildlife including hares and hedgehogs, birds and butterflies are placed around Westfield. The public is invited to give them a better home by releasing them into the hedgerow. The more animals they relocate, the more rewards they collect to purchase Jordans products at Westfield stores.

The judges said Grey London had used “good engagement” to help children understand what hedgerows were about and consumers make the clear association between Jordans, its commitment to the British countryside and the positive impact it has on hedgerows and wildlife. The entry was praised for its “low interaction and high rewards”.

Second – British Airways
Agency – BEING

The theme of BEING’s entry is They Will Fly and supports British Airway’s status as official airline partner of the London 2012 Olympic and Paralympic Games. The idea is that an Ocean digital screen such as Eat Street becomes your Olympic trainer. Shoppers are invited to stand in front of the screen and use motor sensor technology to compete in their very own Olympic sporting event, be it the sprint, javelin, discus or cycling. Best times and distances are recorded on the screen’s leader board and the winner in each discipline gets the chance to train live with a British Olympian. Wherever the featured athlete is in the world, they are linked live to the screen to chat with the winners, train and compete against them in real time.

Judges praised the entry as “a cracking idea. Game playing is a real winner and this has got some real, campaignable elements to it.”

Third – The MicroLoan Foundation
Agency – DLKW Lowe

Collaborators:   Paul Hancock, Richard Warren, Greg Delaney, Gabrielle Gribbin

The MicroLoan Foundation is a London based charity that provides small business loans to some of the poorest women in Africa so they can set up their own sustainable businesses to support  their families. Pennies For Life uses the Eat Street screen to create a giant, interactive picture of an African woman made up of pennies. Shoppers are invited to complete the picture by texting the word “change” and their name for the cost of a £1 donation. The donor’s name then appears on the giant poster with a thank you message. The donation triggers a hand full of pennies which appear on the screen and drop into the uncompleted image. The more people text, the faster the picture builds. Each completed portrait is sent to  a virtual gallery on the charity’s website. Text messages tell donors where they can find their picture, complete with their credit as a named “artist”.

The judges praised this entry  as “the strongest in terms of the video and creative submission”, and said that the concept “would make you want to do it to make the largest possible difference to women and their families in Africa.”

All winning and shortlisted entries can be viewed at www.artofoutdoor.com

In the highly acclaimed Media Week awards Ocean have been nominated for the coveted Media Brand of the Year. We are up against some of the UK’s largest media brands including the BBC, Skysports, Capital Radio and YouTube. As the only outdoor brand in the category and the only pure B2B brand we consider it a huge privilege to be considered amongst such strong brands.

Additionally we have been shortlisted for a strategic sales pitch to Hello! Magazine which involved Photo’s of the Royal Wedding being uploaded onto the digital screen’s within minutes of the event. The Photo’s were used to help drive sales of Hello!’s Royal wedding Special which was published the following day.

Our third shortlist is for The Campaign Media awards, Outdoor Sales Team of the Year. Again, we are facing competition in the shortlist against the global giants of JCDecaux and Clear Channel.  It is great to be recognized for the progress we have made in such a short time against some of the world’s best media companies.