Contextual Commentary Amplifies Listerine’s Activity Across DOOH

This summer Listerine reminded consumers to ‘Bring Out the Bold’ with their Real-Time DOOH campaign. The campaign, produced by Grand Visual, aimed to amplify Listerine’s ‘Bring out the Bold’ activity, which promotes the idea that people who use its products are bolder and more adventurous than anyone else – just like the sports stars and musicians featured in its DOOH ads over the summer.

The nationwide DOOH campaign featured contextual commentary based on the boldest moments from the biggest sporting and cultural events of the summer.

As bold moments took place, Listerine was able to target nationwide audiences with real-time, contextually relevant messaging. Delivered through OpenLoop, the ads reacted to news and developments from events and competitions such as Euro 2016, Wimbledon, Glastonbury and the Olympics.

Dan Dawson, Chief Creative Technology Officer commented:

“Technology is opening up new avenues for creativity in digital out-of-home, enabling brands to react in the moment with messages that are contextual and relevant. Listerine is using this to great effect by tapping into the excitement and buzz during this summer’s most high-profile sporting, music and cultural events”

The campaign was planned and booked by Rapport is running across Clear Channel, Exterion Media & JCDecaux until the end of September.