ITV Player DOOH

This month sees ITV run an online and digital out-of-home campaign promoting the portability of its online catch-up service, ITV Player. The online activity started on January 16th, with DOOH following a week later.

The DOOH creative includes two specially shot spots entitled Painter and Baby. The Painter spot features a young man happily painting a floor before realising he has painted himself into a corner. The Baby creative shows a father vainly trying to get his crying baby to sleep before realising that he has no choice but to sit by the cot. In both spots, a mobile device with ITV Player offers a way to while away the time.

The online campaign featured takeovers and banners on sites such as MSN.com, TVGuide.com, Mail Online, and IMDb.com, amongst others. The digital out-of-home creative ran on Transvision, XTP, D6, Access Manchester, the Birmingham Bullring, and the Liverpool Media Wall formats. Grand Visual provided consultancy on the DOOH shoot and produced and trafficked the online assets.

Colgate UGC Campaign Onto Digital Billboards

Last week Colgate-Palmolive kicked off a dynamic digital outdoor campaign to promote their ‘Keep Britain Smiling’ campaign. The campaign integrated UGC content from Colgate’s Facebook page where people were asked to ‘share a smile for charity’ and then the photos featured on large format digital billboards across the UK in support of children’s charity Barnardo’s.

Created by VML London and produced by Grand Visual, the campaign used Grand Visual’s OpenLoop platform to randomly select photos of smiling Facebook users to stream them directly to the digital billboard creative. The campaign aims to collect one million “smiles” this summer, and has pledged to donate £100,000 to children’s charity Barnardo’s when that target has been reached.

On Colgate’s Facebook page every photograph of a smile, wall comment and ‘like’ is worth a number of additional smiles which are registered on Colgate’s smile-o-meter and help Colgate to reach its target to then make the £100,000 donation to Barnardo’s.

This weekend an experiential campaign ran alongside the DOOH activity at London’s Westfield Shopping Centre. Managed by Blazinstar, the experiential activity was staged around Ocean Outdoor’s large format digital billboard on Eat Street, the team handed out free samples and also took pictures of shoppers who wanted to ‘share a smile for charity’ and be featured on the billboard itself. Photos were uploaded via Grand Visual’s Open Loop platform and streamed to the billboard instantly. The opportunity to feature in a large billboard advert proved to be extremely popular amongst shoppers and created a real buzz around the digital site.

The broader digital out of home activity screened across Ocean Outdoor’s large format digital billboards at Westfield London, the Birmingham Bullring and the Liverpool Media Wall, as well as on JCDecaux’s Transvison network and CBS Outdoor’s XTP screens on the London Underground.

Nike Write the future DOOH

Nike launched the first ever live DOOH campaign to run across 9 different networks. The campaign was based on England’s progress during the World Cup and featured immediate, post match copy written by Nike’s team at Wieden+Kennedy London. Grand Visual’s OpenLoop was at the heart of the campaign with copy lines being entered and pushed to the multiple formats in one pass. The campaign targeted people on their way home from watching the game – by tube, rail and car, and featured Nike’s sponsored players.