Today Kraft Foods launched a large scale digital out of home campaign spanning several formats including a live interactive poster at Euston mainline rail station. It was the first time that JCDecaux’s Transvision screen at Euston has hosted a live copy campaign addressing individual members of the public with bespoke messages.
Messages were created in situ by Belvita’s brand team at Euro RSCG and managed through Grand Visual’s OpenLoop platform which allows advertisers to manage live copy executions across all major UK digital outdoor networks. The live comments reflected activity on the concourse and pick out individual people by playfully enquiring about their breakfast habits and encouraging them to try Belvita Breakfast Biscuits.
The live poster is supported by a broader day-part digital outdoor campaign from Euro RSCG and produced by Grand Visual. The campaign targets commuters across road, rail and underground formats as well as static posters and bus sides.