Now in its 6th year, Ocean Outdoor’s Digital Creative Competition results were revealed on Thursday morning at the BFI IMAX in London. Over the years, the competition has become well known for nurturing campaign concepts that go on to win at Cannes Lions and beyond. The annual awards are a testament to the growth and value of Digital Out of Home. Only a handful of campaign concepts were pitched at its inception 6 years ago and now in 2015 submissions numbered nearly 100.
This year Grand Visual took first place in the ‘Creative Techniques’ category. The winning entry was for the Odeon ‘Smarter Cinema’ campaign submitted in partnership with Talon and MG OMD. The proposed campaign would see the cinema chain combine micro level sales data and digital out of home technology to serve hyper-local cinema adverts. The campaign communicates film showings, ticket availability and variable pricing to drive ticket sales on digital screens within the vicinity of an Odeon. The creative is updated to deliver the most effective information in real time and is supported by geo-targeted mobile ads to amplify the message.
The judges said:
“Brutally normal, but brilliant all the same. It makes a lot of sense, using smart real-time based solutions to resolve a local business problem. The novelty factor is that it hasn’t been done before.”
Watch our competition entry below:
To review all the competition winners you can check them out here.