Crystal Ski Holidays Digital OOH Campaign

Crystal Ski Holidays has launched a dynamic DOOH campaign #GetMoreWinter, targeting Londoners with enticing real-time snow reports, ski package deals, and resort photos. The month-long campaign runs mid-week targeting commuters and office workers looking to stave off the post-Christmas blues by booking their next holiday.

The dynamic campaign is constantly evolving, providing snow alerts for specific resorts alongside information, photos and holiday packages for that resort. It also features user generated content, sharing images and customer experiences straight from the slopes, all with the call to action to “Choose a better winter at”.

The campaign was created by RAPP who used Crystal’s customer data to provide dynamic solutions. The campaign was produced by Grand Visual, with planning and booking by Talon and real-time content delivery via OpenLoop.

The DOOH activity runs across Exterion Media and ECNLive LCD networks and supports a broader campaign spanning press, digital and social media.

Real-Time Dooh

Dan Dawson, Chief Creative Technology Officer at Grand Visual, commented:

“This campaign is a good example of how DOOH can play an important role in an integrated digital strategy, mirroring on-line information and last minute deals, whilst helping to drive OOH audiences online to the point of sale.”

Lauren Everitt, Client Planning Director, at RAPP said:

“Data and insight was key to the #GetMoreWinter campaign which we used to inform smart media choices across multiple platforms. The DOOH provides the ideal platform to deliver live snow reports from ski resorts to the streets of London and inspire those in need of a post-Christmas mood boost! This will encourage a deeper connection with the target audience and increase awareness of the brand itself.”

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.”

Grand Visual has produced a colourful motion graphics creative to support the launch of the Clinique Pop Artistry lip-gloss and lipstick line.

The motion graphics sequence promotes the new lip lacquers & glazes from Clinique’s Pop Artistry range, and directs consumers to the interactive website featuring music artist, Zara Larsson.

Grand Visual worked with M2M and Talon Outdoor to produce the colourful DOOH campaign which is currently playing out across JCDecaux, Exterion Media and the iconic Signature Loop screens in Birmingham & Manchester.

A digital poster displaying the Virgin Trains Live Prices DOOH creative

Virgin Trains East Coast Network brought its ‘Bound For Glory’ campaign to Digital Out-of-Home with a dynamic campaign promoting live ticket prices. Live ticket prices were displayed for trains departing from Kings Cross to York, Leeds and Newcastle with the campaign displayed in key transport areas in over 270 sites across London.

Grand Visual’s OpenLoop platform has been integrated with Virgin Train’s API to pull through live prices which are then pushed out in real time across Digital Out-of-Home. The Digital Out-of-Home element of the campaign is supporting the national ‘Bound for Glory’ campaign that also features TV, press and digital media.

Jeremy Taylor, Strategy Director at Grand Visual said:

“It’s great to see a major brand like Virgin Trains embrace smarter messaging. This campaign is a great example of how Digital Out-of-Home offers a platform for brands to communicate with customers with relevant messaging, at scale.”

The campaign creative is displaying across JCDecaux, Exterion and Clear Channel networks for 28 days. Manning Gottlieb OMD is the media agency and Talon is the out of home media specialist.

Rightmove digital out of home making commuters happy

This week Rightmove launched a Digital Out of Home campaign supporting the “Find Your Happy” message. The campaign highlights the unrivalled choice and stock available on Rightmove, reminding passers-by that they’re more likely to find their next home on Rightmove, with dynamic & localised messages deployed on the Exterion and JCDecaux networks across London.

Delivered through OpenLoop, the dynamic campaign promotes properties For Sale and To Rent in London & specific regions based on each site location and other contextually relevant data. For example, a commuter travelling on the Victoria line would encounter a message like, “From Brixton to Walthamstow. More London rental properties than anywhere else.” Whilst those travelling from London’s commuter belt, messaging on the JCDecaux transvision screens encourage commuters to search for their ‘place with potential’ with Rightmove.

The DOOH campaign has been deployed to amplify Rightmove’s marketing activity running across traditional OOH, TV, print and online media. The DOOH campaign was delivered by Talon Outdoor, with Media Partnership agency Electric Glue and creative agency Homebrew.

Last weekend Top Shop transformed their store into a giant playland complete with a huge inflatable store frontage and a giant arcade claw that filled the entire store window. As part of the promotion, Grand Visual produced a fun and tactical DOOH campaign, for the Exterion DEP’s at Oxford Circus Tube Station.

The fun playland creative featured the details of the promotion and directed commuters up the escalators and towards the store entrance on Oxford Street.

From Friday 29 May until Sunday 31 May, shoppers could get involved in a series of activities including a Zoltar ‘fortune teller’ who read the ‘fashion future’, Pac Man and a Penny Pusher fairground games. The store also gave away Slush Puppies, popcorn, candy floss and ice cream sandwiches as part of the promotion.

Virgin Media’s latest dynamic campaign keeps commuters across the UK up to date on the most popular TV shows from the night before and in the process promoting its streaming services.

The dynamic campaign uses OpenLoop to combine real-life viewing data from last nights most popular programs along with Virgin’s iconic animal characters. The iconic Virgin creative reminds commuters that they can ‘get on the stream train’ with messages like ‘Last Night, 235,000 Night Owls streamed Goggle Box’

The dynamic campaign was planned booked by Talon Outdoor and will appear across JCDecaux, Clear Channel and Exterion Media networks running for four weeks from the 18th of May, 2015.