American Express, in partnership with Grand Visual and OgilvyOne UK, instigated the UK’s first ever interactive billboard campaign that sends location-based content direct to user’s phones.
The campaign ran on JCDecaux Transvision screens across 10 of London’s biggest train stations and was designed to help passengers make the most of their travels. Passers-by were encouraged to send an SMS message, including their name, to ‘London’s Insider Tip Generator’ to get their own personalised and location specific message featured on the billboard.
Each text triggered a personalised piece of information or tip highlighting insider knowledge about the area local to them e.g. “A tip for Tim: Look outside Kings Cross station and see if you can spot a 19th century lighthouse!” The participant also received the tip as an SMS message, so they could take it away with them and share.
The campaign runs until the middle of June. SMS integration is managed through Grand Visual’s OpenLoop platform allowing moderation and the publishing of tips instantly across all 10 sites from a desktop location.