The Dove Invisible Dry campaign kicked off with a tactical digital experiential event at Waterloo station to coincide with Royal Ascot’s Ladies Day. Taking advantage of one of the most fashionable days of the year, women heading to Royal Ascot were offered the chance to have a professional photograph taken.
Grand Visual developed a custom tablet app that live-streamed selected images via OpenLoop to [email protected]Waterloo. Experiential staff took a photo, and could then select or type a line of copy to be showcased to the busy station concourse, and shared across Facebook.
A live infographic displayed the spread of colours commuters were wearing on the station concourse, and was updated in real time.
Callum Galloway, Dove deodorants brand manager, added: “We are very excited to be working with Kinetic Active and Grand Visual on this unique activation. It is an amazing opportunity to bring this colourful campaign to life using ground breaking technology.”
The event was conceived and planned by N2O, with media planned and booked by Mindshare and Kinetic. Digital production was by Grand Visual.