Waitrose launched a digital OOH Christmas campaign to promote a variety of deals on firm festive favourites, such as chocolate, champagne, and party food. The campaign showcases the latest deal with a store-specific call to action to tempt Christmas shoppers instore. The activity runs nationwide across rail, transit and retail locations from 30th November – 15th December.

Created by Adam & Eve DDB, and produced by Grand Visual, the campaign features the latest deals alongside appetising product shots, such as festive truffles, caramels, and pralines along with the announcement that it’s ½ price on chocolate boxes today only. Festive food is promoted with the line “At Christmas, there’s nothing quite like Waitrose,” and a geo-targeted play-out directs shoppers to their closest store.

OOH media was planned and booked by Manning Gottlieb OMD and Talon, and spans 1,408 digital 6-sheets across the UK. Creative delivery and geo-targeted playout is managed through OpenLoop, which updates promotions and dynamically inserts store locations. The creative can then be updated at a national and local level when stocks run low at proximity stores.

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

“A tasty and tactical campaign from Waitrose which demonstrates just how important digital OOH has become as a channel for running promotions, last-minute deals and flash sales, that incorporate location-specific information to steer people to their nearest store. That’s powerful.”

Google is launching a tactical, data-driven digital OOH campaign to promote its second-generation smartphone, Pixel 2. The campaign uses location, audience, traffic, and moment specific data, to run contextual messaging across road, transit, and retail locations in a nationwide push from 6th November – 18th December, followed by a Christmas specific push which runs through to 31st December.

Created by BBH and produced by Grand Visual, the campaign highlights 5 key features of the new Google Pixel 2; Assistant, Lens, Storage, Battery, and Camera. The campaign brings each feature to life by responding to conditions at each location to trigger the most appropriate feature in that moment and to contextualise creative at a city and even fashion, food or nightlife hub. The campaign also takes into account, traffic delays, time of day and key dates such as Bonfire Night and New Year’s Eve to provide relevance in its messaging.

On Friday night, for example, digital billboards close to nightlife hotspots could ask “Did my nightlife just get brighter?” whilst displaying the Pixel 2 with low-light camera. Alternatively, heavy traffic at roadside and transit locations could trigger creative for Google Assistant and query “Could it win me points for punctuality?” with an image of someone running for transport. All photo imagery used in the campaign was shot on a Pixel 2 and taken by fashion and food influencers.

On London bus lines, digital, geo-targeted side panels will display messages such as “Pixel 2, now at an EE store in Hackney” will display and adjust depending on the neighborhood or particular landmark the bus is passing.

The media was planned and booked by OMD and Talon and spans 8 cities and 7 different media owner inventories. To enhance the contextual relevancy of the campaign, artwork is dynamically triggered through OpenLoop which integrates traffic, rail, time of day, and location data, and automates the delivery of specific creative when predefined conditions are met.

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

“Using data to inform digital OOH creative keeps messages targeted and useful throughout the consumer journey. By exploiting the context effect, Google has created a compelling call to action that is aligned with the consumer mindset.”

To promote the importance of regular sight tests for maintaining and protecting eye health, Specsavers has launched a tactical digital OOH campaign ahead of National Eye Health Week. The ‘More important than’ campaign leads on topical one liners that react to some of the more trivial news stories, TV gossip and what’s trending, and remarks that regular eye tests really matter. It follows research from Royal National Institute of Blind People (RNIB) and Specsavers that at least 50% of all sight loss is avoidable.

The campaign runs on predominantly roadside screens, alongside rail, across 12 UK cities from 11th – 25th September 2017.

‘More important than’, which is being created in-house by Specsavers Creative and produced by Grand Visual, is a departure from Specsavers’ long running much-loved ‘Should’ve Gone to Specsavers’ concept.  Instead, reactive, contextual and locally relevant copy lines pose suggestions like: “More important than leaking phones” and “More important than post-match handshakes”. The statements are followed by the call to action to book an eye test at specsavers.co.uk.

The reactive campaign is managed and delivered through OpenLoop, the dynamic digital OOH campaign management platform from QDOT. Specsavers updates copy instantly through OpenLoop’s dashboard with the ability to target digital billboards at a National and City level. The OOH activity is planned and booked by Talon Outdoor and Manning Gottlieb OMD, and supports a broader campaign serving topical updates across print, digital, and social channels throughout the course of the day.

Graham Daldry, Creative Director at Specsavers, said:

“This is a new direction for us and a renewed focus on being fresh and topical while focusing on a coherent campaign that delivers across all of the digital touchpoints. By piggy backing off the current news and gossip we can deliver a targeted and engaging campaign with local relevance to make sure our important message for maintaining eye health cuts through.”

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

“This is digital OOH at its best. Reactive, targeted, relevant copy that is updated throughout the day. By harnessing the ‘context effect’ the media is working hard for the client delivering an important message in an intelligent way.”

Jo Fisher, Head of Retail at Talon, who booked the campaign, added:

“This is Specsavers’ first digital OOH campaign, and we have really pushed the boundaries with technology, using content around topical news, gossip and events that will be delivered to hand selected premium digital sites. The dynamic, targeted and contextual campaign brilliantly showcases how digital OOH can work for targeted proximity campaigns, and at a national scale.”

Virgin Trains is combining traffic and location data to accurately tell drivers stuck in traffic how much longer their journey will take them by car compared with how long it would take by train.

The out-of-home campaign goes live today 11 September, targeting car-driving commuters in London, Birmingham and Leeds on large format roadside screen along major arterial roads. It will run until 1 October.

Executions will for instance tell commuters travelling from Birmingham: “Current journey times to London”, “by car” and “by train”.

During particularly heavy periods of traffic, additional, 48-sheet sites at service stations along the routes will be activated.

Created by Anomaly, and produced by Grand Visual, the campaign is managed and distributed through OpenLoop, which analyses Transport API’s data and automates the information according to each poster site’s location. Manning Gottlieb OMD is handling the media and Grand Visual said the campaign is a media first.

The digital out-of-home work, which supports a broader TV, digital, OOH, print and radio campaign, is part of a new marketing direction for Virgin Trains, which is innovating in its use of technology and data.

Anomaly’s first ad for the brand since winning the account earlier this year launched in June.

Katie Knowles, Virgin Trains’ marketing director, said:

“Integrating real-time data feeds into this roadside campaign produces a clear and hard-hitting message for drivers: that Virgin Trains is a quick, easy and viable alternative. During peak travel times when congestion is heavy, the live stats deliver our message in a compelling and impactful way.”

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

“Clever use of data provides a powerful call to action for using Virgin Trains. The campaign is constantly updated throughout the day providing useful, relevant, real-time information. You can’t argue with stats like that.”

Sky Game of Thrones Reactions

Spectacular fan reactions to the wildly popular Game of Thrones drama, now in its seventh series, are being captured and shared moments later in a new UGC powered digital OOH campaign from Sky Atlantic. The campaign taps into the buzz and excitement of the show’s phenomenal online and social engagement across Twitter, Facebook and Instagram, and publishes the best UGC fan-reactions in a nationwide dynamic digital billboard push on the 1st, 22nd, and 29th August 2017.

The digital OOH campaign consists of 3 bursts of activity following pivotal story-plot moments in the hit fantasy drama, during episodes 3, 6 and 7. Produced by Grand Visual, the creative features the best fan reactions shared via the hashtags #GoTS7, #GameofThrones and #WinterIsHere, in the form of tweets, images, and Boomerang videos.

The UGC content is collated, moderated and distributed to multiple media owners through OpenLoop, QDOT’s dynamic digital OOH campaign management platform, just hours after each episode airs.

The UGC powered OOH campaign was created by Sky Atlantic and planned by Rapport and forms part of a broader outdoor and multi-channel push spanning TV, radio, digital, and social.

This Game of Thrones fan-led campaign capitalises on the shows prolific social buzz, providing a fun and fresh execution that drives intrigue and excitement around key episodes and events. Digital OOH is the ideal medium for broadcasting online conversations whilst rewarding participation from the shows hardcore fanbase.

Dan Dawson, chief creative technology officer at Grand Visual, said:

“This fully integrated campaign makes the most of Digital OOH’s ability to react and evolve to social triggers and conversations. Its scale and immediacy make it the perfect platform to amplify this season’s highlights whilst engaging loyal fans with a humorous playout, that extends the life and reach of the show’s social strategy.”

Sainsbury’s launches a nationwide dynamic digital out of home (DOOH) campaign, to continue to be front of mind throughout the longer summer days.

Evening rail commuters around the UK will see live sunset data for their local area pulled in to key commuter facing DOOH sites, displaying a countdown of how long they have left until sunset as they head home, encouraging them to embrace these extra hours with a weeknight BBQ as an example of Living Well in the summer. The campaign will be displayed on large format digital screens across the UK’s busiest stations, such as London Waterloo, Manchester Piccadilly & Edinburgh Waverley.

The campaign strategy is fueled by the insight that 83% of people believe that longer evenings are the main trigger for feeling summer is ‘officially here’. 40% then make more effort to leave work on time and 79% like to make more of their summer evenings [YouGov, 2017]. The Sainsbury’s DOOH campaign will work to keep Sainsbury’s summer campaign in line with consumer mindset, expanding the brands Living Well ethos into the frontline summer moment for Brits.

This execution has been planned to encourage people to embrace the longer evenings by communicating ‘Weeknight BBQ is Living Well’ to commuters on their way home for the extra hours the season brings, whilst highlighting that the supermarket understands the importance of these moments to the British Public.

Led by Omnicom Media Group’s PHD, the DOOH was conceived and executed through a collaboration between client agencies Talon, Wieden and Kennedy and production outfit Grand Visual. Dynamic content will be managed through OpenLoop which analyses Met Office data and automates the geo-targeted playout to each individual screen.

Michael Florence, chief strategy officer, PHD, said:

“Powerful data insight enables PHD’ers to get in-tune quickly with customers in order to weave campaigns into the daily fabric of their lives, ensuring brands are thought of, more often, in more buying situations. Combining these insights with the new possibilities that dynamic DOOH advertising offers means we can react and engage in exciting and interesting ways in OOH environments. This Sainsbury’s summer activation is a great example of consumer rhythms planning in action.”

Ellie Dixon, campaign manager, Sainsbury’s, said:

“The nations’ love of longer evenings offered us an amazing opportunity to combine data and our Living Well brand message with something unique and specifically tailored to customer mind set. We work with PHD to ensure our campaigns are aligned to the rhythms of customers lives, but this is the first time we have created something this bespoke, based on what we know about consumers and what the summer season means to them.”

Ben Putland, managing director of QDOT, said:

“This campaign uses the scale and immediacy of digital OOH to target commuters with a dynamic countdown to sunset. Dynamic content is delivered through OpenLoop and provides a powerful call to action to make the most of the long summer days with a sizzling weekday BBQ.”

Martin Pittendreigh, business director, Talon said:

“This campaign is the perfect canvas to demonstrate the flexibility and data driven creativity Digital Out of Home now provides. By linking data driven technology and forensic audience site planning, Sainsbury’s Summer ensured effectiveness through relevancy and provided summer evening inspiration to our audience.”

Skoda

ŠKODA UK launched an innovative digital Out of Home campaign earlier this month, for the all-new ŠKODA Kodiaq SUV. The activity forms part of ŠKODA’s new brand push ‘Driven by Something Different’ and highlights the importance of taking time out every day to reconnect with what really matters. The nationwide campaign ran across multiple city and roadside formats spanning ten different media owners.

The creative featured four unique locations across the UK which lend themselves to reconnection, Rye, Wales, the Lakes and Norfolk. Each location was chosen for its natural beauty, offering Britain’s finest scenery, greenest countryside, grandest views or prettiest seaside villages, to demonstrate to drivers how simple it is to rediscover your surroundings and reconnect with the real and natural aspects of life.

The digital OOH campaign used stunning imagery of the Kodiaq in each location to entice drivers away from their day-to-day journeys. Each digital billboard displayed the time it would take to travel from that exact spot to the location featured in the visual. OpenLoop, the DOOH platform from ad tech specialist QDOT, dynamically updated journey times based on Google’s API traffic statistics to reflect real-time travel estimates.

The digital OOH activity was produced by Grand Visual and supports a broader digital and TV push, created by Fallon, and planned and booked by PHD and Talon.

 

Created by Saatchi & Saatchi and delivered through OpenLoop, the DOOH billboards will synchronise with targeted radio adverts that will play to drivers as they pass the DOOH sites.

Direct Line today announces the launch of a digital out of home (DOOH) campaign – the first using large scale DOOH roadside formats – in support of its new ‘Onward Travel’ proposition.

Tailored to match the conditions that consumers see the advert in (e.g. raining in Manchester at 9pm or sunny in Bristol at 12noon), the campaign will use a combination of technology including geomapping and content footage feeds to deliver hyper-relevant digital adverts to consumers.

With the strapline “Don’t let a little accident stop you… Direct Line will get you a taxi to wherever you’re going”, the campaign will run for two weeks from Monday 10th April across six DOOH roadside networks covering five cities.

The ‘Onward Travel’ proposition provides customers with a taxi to their destination of choice when their car needs to be recovered following an accident. Direct Line is the first insurer to not only launch Onward Travel cover anywhere in the UK, at no additional cost, but also to cover transport of all passengers and items in the car, not just the driver.

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Saatchi & Saatchi is championing the agility of digital and our new delivery platform to generate a truly ground-breaking campaign.

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

“This campaign provides contextual relevance with creative that is tailored to the time of day, the weather and the exact location of each billboard, giving a compelling reason to pay attention.”

CLIENT QUOTES

Lucy Brooksbank, Head of MarComms at Direct Line Group, comments:

“At Direct Line Group we are constantly striving to fix and prevent the problems our customers face. Our Onward Travel proposition reinforces to customers that Direct Line can fix things for them in a way no other company does, reducing the stress of an accident. Keeping customers moving, even when their car is off the road, is another way of us showing how we are looking to add more value so being able to visualise this through the DOOH campaign is great.”

Sam Wise, Head Of Planning at Saatchi & Saatchi London said:

“Direct Line does things that no other insurer does, so it is up to us to match them. We have found Out Of Home can be a unique media channel to assert our differences. Out Of Home is a promise to the public, it is the most bold and confident media if it is used disruptively.”

 

McDonald's

McDonald’s launched a nationwide Digital OOH campaign to support its much loved McDonald’s Monopoly game which gives consumers the opportunity to win millions of prizes.

The extensive DOOH campaign ran on digital 6-sheets across roadside, the underground, shopping malls, and city centre locations across the UK. Produced by Grand Visual, the dynamic DOOH campaign, which provides real-time updates on the number of prizes collected alongside geo-targeted calls to action such as “Birmingham could you be lucky?”. The campaign was delivered through OpenLoop to JCDecaux, Clear Channel & Signature Outdoor Networks.

The DOOH campaign forms part of a wider multi-media activity comprising of TV, press, radio, and in-store activity. It was created by Leo Burnett and produced by Grand Visual with planning and buying through OMD UK and Talon.

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 crystalski.co.uk”.

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.”