“Conversations Start Here” a Digital Outdoor campaign we worked on with Gravity Road for Huffington Post won a Silver Media Lions for ‘Best Use of Screens’. The campaign featured dynamic content showcasing the latest blogs from HuffPost.co.uk and pioneered “open connectivity” to its website in new communal spaces, including London Underground.
In a partnership with Virgin Media and CBS Outdoor the campaign utilised Virgin Media’s wi-fi service, mobile splash pages, and an extensive dynamic digital outdoor campaign across the tube network highlighting the latest user comments from each blog throughout the day. The aim was to demonstrate the actual conversations taking place around the site in real-time.
Across 2012, HuffPost leapt from 10th to 5th in the UK market. With dwell times averaging 6 minutes their site usage increased by 11% amongst key commuter audiences. The campaign reached over 2m commuters and brand recognition for those exposed to Underground activity was 54% vs 4% in the control group, and 34% of those were more likely to consider HuffPost to be “innovative”, “cool”, “social”.