Google Outside Dynamic Digital OOH
Welcome back to another Top 5 countdown! Today we’ve narrowed down our favourite dynamic campaigns to just five (plus some honourable mentions). 

If you missed the last countdown, where we picked our favourite augmented reality campaigns, you should definitely check that out.

So drum roll please… in no particular order, here are our top 5 dynamic digital OOH campaigns. 

1. Spotify: 2018 Wrapped

To celebrate the end of another great year, Spotify revamped its popular campaign “Wrapped” with a dynamic, digital OOH twist! Spotify’s premium users were encouraged to sign up for a breakdown of their year in music – for the chance to appear on iconic billboards including Times Square and Piccadilly Lights. The campaign gave over 7000 ordinary people the chance to see their name in the famous lights. What an awesome way to wrap up a year!

2. Google: Introducing Explore

To encourage New Yorkers to explore their exciting city, Google launched this contextual, digital OOH campaign. Based on Google Maps’ latest features, the campaign made the public aware of new places and even reminded residents to check out places that they haven’t visited in a while! We love this campaign as it’s messaging continuously evolved based on what was going on at the time. Live in the Summer of 2018, “Introducing Explore” went on to win a silver OBIE!

3. Hiscox: Cyber Live

In a digital OOH first, cybercriminals were unknowingly behind this unique campaign for Hiscox Cyber Live. To drive awareness of cybercrime to small businesses, the campaign creative was responsive to real-life cyber attacks. As each attack took place, a spot on the poster would flash and pulse. A dynamic campaign that was truly unique, Cyber Live went on to win numerous awards including “Campaign of the Year” at the Campaign Media Awards 2019.

4. McDonald’s: The Iconic Weather Forecast

McDonald's McWeather Dynamic Digital OOH

We’ve seen a few dynamic weather campaigns over the years, but none as innovative as the Iconic Weather Forecast. Taking advantage of the ever-changing UK weather, McDonald’s decided to forecast the weather with a savoury twist. Overturned fries became rain, cheese-burgers became sunshine and chicken nuggets became snow… A chip dipped in sauce became the nation’s thermometer! The dynamic campaign was so popular in fact, that it ran for a second year in 2019.

5. Benadryl: Pollen Counts

Benadryl came to the rescue for hay fever sufferers with this clever, dynamic campaign. When pollen counts across the UK were irritatingly high, the reactive-creative alerted sufferers, prompting them to take action with Benadryl. Winning multiple awards, including a COOH award, the successful campaign was re-booked every summer for three years.

Honourable Mentions

It was so hard to pick just 5 dynamic campaigns, that we had to add these honourable mentions as well… Enjoy!

Top Dynamic Digital OOH Campaigns

Specsavers owned trending news and gossip with this hilarious campaign; prompting consumers to ask themselves if a leaking phone was more important than regular eye tests…

Exploring London was made easier than ever with this data-rich campaign for Google Outside. The digital OOH campaign went on to win two Cannes Lions later that year.

The out-of-home industry’s leaders encouraged other industries to “Get Out of Home,” with this tactical campaign.

Who would have ever thought that a camera-wearing cow would make for pure digital OOH gold…

We hope that you’ve enjoyed these campaigns as much as we do; stay tuned for our next countdown!

Benadryl Pollen Counts DOOH

Last Summer, Benadryl (the anti-allergy treatment), ran a dynamic, reactive, and location specific digital out of home campaign to alert hay fever sufferers when pollen counts were high.

The Benadryl Pollen Count campaign was so successful that it ran again this year — with a few improvements of course.

Created by JWT and produced by Grand Visual, the campaign promoted Benadryl’s Social Pollen Count App by behaving in a similar way to the App — delivering real-time, relevant information whatever your location.

The creative drew on official Met Office pollen counts, then targeted those areas registering high levels, and provided localised map readings based on the exact location of each individual digital outdoor screen.

The campaign was booked by Kinetic, and managed through Grand Visual’s dynamic out of home campaign management tool, OpenLoop. For this year’s campaign we updated the creative and reworked the backend to improve usability of the interface and credit system. Daily pollen forecasts were received by Kinetic, and the activation could be requested for up to four days in advance.

Benadryl DOOH

Benadryl launched a dynamic, reactive, location-specific Digital OOH campaign to alert hay fever sufferers when pollen counts are high this summer. In a media first, the data-driven campaign based on official Met Office pollen counts, targets those areas registering high pollen counts, and provides localised map readings based on the exact location of each individual digital outdoor screen location.

Created by JWT and produced by Grand Visual, the campaign promotes Benadryl’s Social Pollen Count App by behaving in a similar way to the App – delivering real-time, relevant information whatever your location.

The tactical campaign was planned and booked by GroupM Primus and Kinetic and runs during the summer period, when grass pollen allergies affect 95% of hay fever sufferers. Dynamic content is managed, updated and distributed through OpenLoop. Digital posters and billboards are regionally activated when the pollen count is High/Very High according to MET Office readings that day.