Flower Council of Holland Creates DOOH Experiential Campaign to Highlight the Joy Flowers Can Bring
The Flower Council of Holland has created an interactive digital out of home activation on Ocean Outdoor’s Eat Street digital site at Westfield London.
The campaign involves ‘Flower Hunks’ encouraging shoppers to use digital flowers to send a message to a friend or loved one. Users write a special message via tablets, select their friend’s favourite flower and the message is then transmitted to the giant digital Eat Street screen in real-time. Using CGI modelled flowers the message appears as if written in those favourite flowers and animates into a beautiful scene of a grassy meadow.
A snapshot of each message is also distributed to 50 digital 6 sheet units and the Centre Spectacular screen inside the Westfield Shopping. This supporting dynamic display element is facilitated through OpenLoop, the campaign management platform for dynamic digital OOH advertising.
Participants will also be given a real flower to take away, along with a call-to-action to drive participation of the ‘Favourite Flower’ game on funnyhowflowersdothat.co.uk.
The campaign, launching on Monday 20th October and running for three days, is intended to promote flowers from the Netherlands as the ultimate gift. It has been planned and bought by UM London and Rapport. All creative production and application development was delivered by Grand Visual. The campaign’s experiential element (space and staff) is provided by Ambient Media.
Dan Dawson, Grand Visual’s Creative Technology Director said:
This activity demonstrates how digital out of home can be employed to amplify a brand message as part of a multi-channel campaign. The combination of experiential and dynamically delivered content enables The Flower Council to provide shoppers with an engaging experience that is then extended throughout Westfield London. It builds awareness of the brand and also drives traffic to the campaign’s online elements.
Craig Barber, Head of Innovation & Emerging Media at Rapport added:
This activation showcases the very best of digital out-of-home – user generated content, immediacy of message and above all an engaging experience. It provides the perfect platform for our audience to demonstrate friendship whilst ensuring flowers are front of mind as a gift option.