A photo of a London Underground escaltor running the Androidify campaign DEP execution

Google has launched a DOOH campaign promoting its Android brand, and the Androidify app.

The app, available either online or via download to a mobile device, allows users to customise an Android avatar to look like them, their friend, or anyone else they choose. The user is then encouraged to share the customised avatar on social media.

The campaign, created by Adam & Eve DDB, uses linear and dynamic DOOH to showcase the huge range of customised characters available under the tagline “be together. not the same”. Creative features a cast of customised avatars in environments tailored to screen locations. For example, activity running on London Underground DEPs shows a multitude of personalised avatars travelling on an escalator.

The campaign is running throughout November at locations in London and Manchester, including Underground, rail stations, shopping malls, roadside, and bus shelters. Dynamic content, powered by Grand Visual’s OpenLoop campaign management dashboard, will be displayed on JCDecaux’s new Old Street EC1 screens.

Digital production is by Adam & Eve DDB and Grand Visual, with animation by Passion Pictures. Media was planned and booked by Talon. Media owners are JCDecaux, Exterion, Clear Channel, and Ocean Outdoor.