Digital

APRIL 22 – MAY 19 | TORONTO 
DIGITAL • DIGITAL LARGE FORMAT

Having to compete more and more with high-performance cameras on smartphones, Fujifilm decided to stand out – where its competitors cannot – to achieve superior image quality using a zoom.

In 2017, a concept for Fujifilm won the 2nd prize in Astral’s Carte Blanche For Creatives contest in the Toronto market. Two years later, the idea finally came to life! A camera with a Fujifilm X Series lens was installed in a waterproof case on an Astral large-format digital billboard overlooking the Gardiner Expressway. The camera’s real-time photos gave the drivers a clear view of what they could not see, the traffic in front of them.

Coupled with traffic data, the message and photo captured on the superboard were updated in real time in Fujifilm’s pre-established visual using an online application.

Media Agency: Dentsu X
Creative Agency: DentsuBos

APRIL 15 – MAY 12 | TORONTO 
DIGITAL • DIGITAL LARGE FORMAT

The 2018 Toronto Carte Blanche winning concept is currently up and running in their market! Zulu Alpha Kilo developed a colorful concept for the contest. The idea was to synchronize the color of the CN Tower and KitchenAid’s legendary stand mixer on our large format digital boards in the same area. The campaign began on April 15, 2019 and will be live for four weeks. You can admire Michael Romaniuk & Patrick Godin creative idea here.

Media Agency: Zulu Alpha Kilo
Creative Agency: Cossette

APRIL 22 | MONTREAL
DIGITAL • DIGITAL LARGE FORMAT

Last April 22 was Earth Day, and lg2 seized the opportunity to display its winning 2018 Carte Blanche for Creatives concept for the Quebec market. Some of Astral’s large format digital billboards were equipped with cameras to monitor the number of cars circulating nearby. Just like in sports competitions, the billboards tallied the score for “Earth vs. Cars”, demonstrating the impact that automobile pollution has on our planet. The pollution tally goes up constantly, while Earth’s score remains stuck at zero.

Media Agency: LG2

MAY 7 – MAY 14 2018 | MONTREAL
TRANSIT • VIDEO WALL + METROVISION

To raise awareness of the new Super Screen Go, commuters discovered a masked super hero come to life upon arrival of their train at the McGill metro station. Astral developed a technology that activates a video based on measuring the force of the wind. The Superhero’s cloak ends up moving with the force of air on the platform. In addition, the digital mural below aired a synchronized spot encouraging passengers to watch while they waited.

Media Agency: Bell Media
Creative Agency: Bell Media

5 FEBRUARY – 25 FEBRUARY | CAL, EDM, TOR, VAN
DIGITAL • DIGITAL LARGE FORMAT

In partnership with the radio teams from Calgary, Edmonton, Toronto and Vancouver, Astral has launched an exclusive, state-of-the-art campaign combining radio with out-of-home for its client Infiniti. Whenever an Infiniti ad airs on the radio, our new system sends out a signal to display the same campaign on Astral’s digital boards.

Media Agency: OMD

SEPTEMBER 2017 | TORONTO + VANCOUVER
MOMENTUM • DIGITAL LARGE FORMAT

In September, Kayak joined forces with Astral Out of Home to leverage our coast-to-coast network of large-format digital billboards in order to advertise current flight trends and low fares in real time. Astral’s Momentum service was used to set up the dynamic 4-week campaign, allowing the advertiser to post exact prices and current promotions. Data was fed through an RSS feed, providing real-time information about accurate prices and the most popular destinations.
In addition, Kayak created extra impact by posting the campaign on Canada’s longest full-motion-video digital horizontal billboard (located at Yonge Street & Dundas Square in Toronto), and with domination coverage at the corner of Robson and Granville in downtown Vancouver.

Media Agency: Touché Toronto

SEPTEMBER 6 2017 | MONTREAL
MOMENTUM • DIGITAL LARGE FORMAT

The agency Alfred, in collaboration with Astral Out of Home and QuatreCentQuatre, launched an innovative advertising campaign for Hertel, aimed at helping people deal with messy roommates who never seem to get the message when they’re told to pick up after themselves.
The advertiser’s website had a dedicated space where people could give guilty roommates a housecleaning ultimatum to put more pressure on them to clean up their act. The ultimatums were then posted in real time on an Astral Out of Home large-format digital billboard – the perfect way to make the message loud and clear.
The billboard was posted for 24 hours on the Hertel website and on Facebook Live (see the video).

Advertiser: Hertel – Sylvie Jenneau, Andréa Paquin-Lessard, Mylène Côté
Agency: Alfred
Creative Director: Jean-François Bernier
Creative Writers: Martin Charron, Marc-Antoine Fortier
Art Director: Nicolas Rivard
Account Services: Johanna Lessard, Fanny Richelet, Krystelle Ruest, Audrey-Kim Poulin
Strategy: France Guay, Marilyse Dionne
Social Strategy: Marie-Anne Larochelle
Production: Général Films – Fanny Richelet, Antoine Bernier
Director: Édith Jorish
Web Production: QuatreCentQuatre
Media: OMD, Alfred
Public Relations: Canidé
Music: JD Leblanc

JUNE 19 – JULY 16 | TORONTO
MOMENTUM • DIGITAL LARGE FORMAT

Using Astral Out of Home’s Momentum service, Hotels.com created a dynamic ad campaign directly linked to traffic conditions. The ads appeared on two large-format digital billboards to promote the company’s online booking service for the summer vacation season. The first face was located on the Gardiner Expressway, reaching drivers from Toronto’s western suburbs, while the second was located on the TransCanada Highway, close to Iron Workers’ Memorial Bridge, near downtown Vancouver.

The amusing concept used the latest traffic conditions as a way to emphasize product benefits, i.e. instant rebates when traffic was light and rewarding deals when it was heavy. The ads were designed to bring a smile to commuters’ faces, regardless of the traffic situation.

Media Agency: MEC
Creative Agency: J. Walter Thompson Toronto

AUGUST 21 – SEPT 17 | MONTREAL + TORONTO
MOMENTUM  • DIGITAL LARGE FORMAT

To encourage drivers to start riding trains, Via Rail and its agency, Touché, turned to Astral Out of Home’s Momentum offering to bring life to their latest campaign. A predetermined set of strategic highway billboards located in Montreal and Toronto displayed messages based on the latest traffic conditions. Pushing the boundaries of this technology even further, Astral displayed the driving time from the exact location of a billboard to a specific destination if it happened to be greater than the travel time by train.

The objective of the campaign was to demonstrate that taking the train is often faster (not to mention less frustrating) than driving.

Media Agency: Touché
Creative Agency: Cossette

JANUARY 16 – FEBRUARY 13 | MONTREAL
TRANSIT • DIGITAL MURAL

By making use of Momentum, Astral Out of Home’s dynamic digital content service, Desjardins was able to promote how quick and easy it is to use their app for submitting insurance claims. Digital murals within the Montréal subway system were updated in real-time, showing the estimated minute arrival of the next train. This tailored digital messaging encouraged commuters to make use of the Desjardins app while they waited.

Media agency: Touché
Creative agency: LG2

NOV 7 – NOV 13  |  MONTREAL
DIGITAL • DIGITAL SUPERBOARD

McDonald’s, through its Media Agency, OMD, made use of Astral Out of Home’s Momentum service to boost its campaign, McJoueur. McDonald’s wanted to intensify the debate that is raging in the Greater Montreal area: who, between Brendan Gallagher and Alex Galchenyuk, created the best McDonald’s burger? Each of the Montreal Canadiens created their own signature burgers, and put theirs to the test. Consumers could buy both burgers and then vote on their favourite. For maximum impact, large format digital boards in the Greater Montreal area were specifically chosen for this campaign. The digital outdoor campaign showed the real-time popularity of the burgers as they were purchased in McDonald’s restaurants.

Momentum, Astral Out of Home’s new service, brings life to digital ad campaigns by including dynamic content and allowing updates on campaigns in real-time.

Media Agency: OMD
Creative Agency: Cossette

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