Waitrose launched a digital OOH Christmas campaign to promote a variety of deals on firm festive favourites, such as chocolate, champagne, and party food. The campaign showcases the latest deal with a store-specific call to action to tempt Christmas shoppers instore. The activity runs nationwide across rail, transit and retail locations from 30th November – 15th December.

Created by Adam & Eve DDB, and produced by Grand Visual, the campaign features the latest deals alongside appetising product shots, such as festive truffles, caramels, and pralines along with the announcement that it’s ½ price on chocolate boxes today only. Festive food is promoted with the line “At Christmas, there’s nothing quite like Waitrose,” and a geo-targeted play-out directs shoppers to their closest store.

OOH media was planned and booked by Manning Gottlieb OMD and Talon, and spans 1,408 digital 6-sheets across the UK. Creative delivery and geo-targeted playout is managed through OpenLoop, which updates promotions and dynamically inserts store locations. The creative can then be updated at a national and local level when stocks run low at proximity stores.

Dan Dawson, Chief Creative Technology Officer at Grand Visual, said:

“A tasty and tactical campaign from Waitrose which demonstrates just how important digital OOH has become as a channel for running promotions, last-minute deals and flash sales, that incorporate location-specific information to steer people to their nearest store. That’s powerful.”

Virgin Trains East Coast Network brought its ‘Bound For Glory’ campaign to Digital Out-of-Home with a dynamic campaign promoting live ticket prices. Live ticket prices were displayed for trains departing from Kings Cross to York, Leeds and Newcastle with the campaign displayed in key transport areas in over 270 sites across London.

Grand Visual’s OpenLoop platform has been integrated with Virgin Train’s API to pull through live prices which are then pushed out in real time across Digital Out-of-Home. The Digital Out-of-Home element of the campaign is supporting the national ‘Bound for Glory’ campaign that also features TV, press and digital media.

Jeremy Taylor, Strategy Director at Grand Visual said:

“It’s great to see a major brand like Virgin Trains embrace smarter messaging. This campaign is a great example of how Digital Out-of-Home offers a platform for brands to communicate with customers with relevant messaging, at scale.”

The campaign creative is displaying across JCDecaux, Exterion and Clear Channel networks for 28 days. Manning Gottlieb OMD is the media agency and Talon is the out of home media specialist.

Now in its 6th year, Ocean Outdoor’s Digital Creative Competition results were revealed on Thursday morning at the BFI IMAX in London. Over the years, the competition has become well known for nurturing campaign concepts that go on to win at Cannes Lions and beyond. The annual awards are a testament to the growth and value of Digital Out of Home. Only a handful of campaign concepts were pitched at its inception 6 years ago and now in 2015 submissions numbered nearly 100.

This year Grand Visual took first place in the ‘Creative Techniques’ category. The winning entry was for the Odeon ‘Smarter Cinema’ campaign submitted in partnership with Talon and MG OMD. The proposed campaign would see the cinema chain combine micro level sales data and digital out of home technology to serve hyper-local cinema adverts. The campaign communicates film showings, ticket availability and variable pricing to drive ticket sales on digital screens within the vicinity of an Odeon. The  creative is updated to deliver the most effective information in real time and is supported by geo-targeted mobile ads to amplify the message.

The judges said:

“Brutally normal, but brilliant all the same. It makes a lot of sense, using smart real-time based solutions to resolve a local business problem. The novelty factor is that it hasn’t been done before.”

Watch our competition entry below:

To review all the competition winners you can check them out here.