Elizabeth Arden have launched an intelligent data-driven Digital Out of Home campaign to introduce their new high-tech invisible skin shield: PREVAGE® City Smart Hydrating Shield SPF50.The dynamic campaign uses live pollution data to alert Londoners when levels are high and emphasise the benefits of using PREVAGE® City Smart Hydrating Shield SPF50 for neutralizing the impact of environmental and oxidative stress on the skin. The 2-week campaign runs on Exterion Media’s Digital Escalator Panels at Oxford Circus Tube Station, alongside a Digi-Wall domination from the 1st August.
Created by Grand Visual, the campaign provides pollution facts and statistics, with the call to action to “Outsmart the City” and protect skin against pollution with PREVAGE® City Smart Hydrating Shield SPF50. Delivered through OpenLoop, real-time pollution data is pulled from LondonAir, which provides pollution readings pinpointed to Oxford Street.
The DOOH activity was planned and booked by Talon Outdoor and PHD and supports a broader campaign including video on demand, print, and digital.
Janine Fernandes-Havenga, Senior Brand Manager from Elizabeth Arden, commented
“As the leading authority in high-tech environmental anti-aging solutions, it is befitting that we are introducing PREVAGE® City Smart Hydrating Shield SPF50, with a bespoke, high-tech Digital Out of Home campaign. What better way to drive home our message than with the immediacy and context of real-time, location-specific pollution readings.”
Dan Dawson, Chief Creative Technology Officer at Grand Visual said:
“This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention. The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden’s message with much greater impetus.”