To celebrate the arrival of Hasbro’s new Furby Connect, Hasbro is launching a unique dynamic DOOH campaign in cinema foyers across the UK. A range of fun animations will bring the new Furby Connect range to life, accompanied by dynamic, contextual, furbish commentary tied to local film screenings. The campaign runs as a weekend domination on Primesight’s D6 network and spans 90 UK cinema locations to the end of October, including the school half term until 28th October inclusive.
Produced by Grand Visual, each Furby Connect character debuts with their own style and commentary. Furbish chatter uses sound and on-screen copy, and is based around a selection of family films that align with the FURBY brand image and target market. Prior to Kubo and the Two Strings, FURBY may announce “Mystery and danger, no biggie!” or proclaim “Me have black belt in awesome” whereas, Miss Peregrine’s Home for Peculiar Children, could provoke “Stay peculiar, boom chika wow wow!” and “Seriously? Keep it strange man!”.
The campaign was planned and booked by OMD and Talon with data-driven copy facilitated by OpenLoop, which pushed dynamic copy based on location, time and film listings to each individual screen. The DOOH activation supports a broader media campaign ahead of the Furby Connect release.
Dan Dawson, Chief Creative Technology Officer at Grand Visual, commented:
“Clever use of data and technology amplifies the context effect, by delivering tactical, targeted messaging to boost engagement, and turning individual screens into real-time marketing platforms. Messaging at a screen level could change based on time and data variants to ensure the campaign remains fresh, relevant, and evolving over time.”