Spotify has joined forces with country singer Maren Morris to celebrate strong women, in a socially driven digital OOH campaign that launched on International Women’s Day.

The digital OOH activation coincides with the release of Morris’ second album ‘GIRL’, bringing a powerful female perspective to the predominantly male country music scene.

#ShareYourCrown amplifies Morris’ custom Snapchat Lens which was debuted by the artist during a takeover of Spotify’s Snapchat channel. The special lens invites fans to take a picture of themselves and other important women while wearing the singer’s signature crown. These images were then shared online via the hashtag #ShareYourCrown.

Conceived in-house by Spotify’s creative team, the dynamic digital OOH activation was produced by Grand Visual. We monitored the hashtag across social media channels in real-time and published fan-generated photos to multiple iconic digital billboards across New York City, Dallas, Los Angeles and Toronto.

The digital Out of Home campaign champions powerful women by capitalizing on the positive social media buzz. This extends the reach of #ShareYourCrown to OOH audiences’ across North America in time for International Women’s day.

On 6th December 2018, Spotify extended its popular end of year marketing campaign ‘Wrapped’ with a real-time, digital OOH campaign.

The campaign sees subscribers’ music habits streamed live to digital billboards around the world including, Time Square and Piccadilly Lights. The campaign celebrates the importance of music in people’s lives and Spotify’s role as the platform of discovery.

Produced by Grand Visual, the digital OOH creative features the user’s profile picture alongside their top artists, songs, and genres, and time spent listening. OpenLoop, the digital OOH campaign management platform from QDOT, takes the live data feed from Spotify and distributes the creative to media owners across the USA, Canada, Australia, UK, and France.

Already gracing traditional billboards across the world, this is the first real-time OOH activation for the music brand and the largest multi-market live execution for the medium. The campaign was planned and booked by UM London and Rapport and ran through to December 31st.

“Our annual Wrapped ad campaign is a true embodiment of our proposition as a ‘platform for discovery.’ Our users have come to expect the year-end wrapped campaign year after year, and are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community. At the same time, it serves as a large-scale ‘thank you’ to our listeners for their collective impact in shaping the platform throughout the year while further solidifying our place in the global cultural lexicon.”

June Sauvaget, Spotify’s Global Head of Consumer Marketing

 

“This is a great example of how digital brands are embracing the OOH medium more than ever before. Now that the systems and platforms are in place, a real-time data-driven multi-market activation is a natural progression for Spotify Wrapped, which seeks to reward listeners with a moment of fame and their name and music tastes in lights, on digital billboards close to home.”

Dan Dawson, Chief Creative Technology Officer, Grand Visual 

To announce the return of the hugely popular Monopoly prize game, McDonald’s has kicked off a revitalised, tactical, copy-led digital OOH campaign to encourage consumers to ‘Peel and Play’. The UK-wide dynamic activation contextualises copy using date, weather, and prize data and will run across Retail, Roadside and City Centre locations for four weeks from 21st March – 19th April.

The revamped style creative uses retro comic speech bubbles announcing, “Winning feels as likely as getting caught in the rain without an Umbrella” on a bad weather day, for example. Bursts of activity run across the month and tap into date, weather and prize data with copy lines that play on the real-time conditions experienced at each billboard. A live counter also reveals the number of prizes claimed so far with the added call to action to “Get peeling for that winning feeling.”

The revamped campaign was created by Leo Burnett, produced by Grand Visual, with planning and buying by OMD and Talon. Dynamic content is managed and delivered by QDOT, using ad tech platform OpenLoop, to analyse Met Office data and trigger the geotargeted playout of messages.

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

“The retro, sixties style vector artwork combined with the dynamic and contextual messaging makes this a simple, eye-catching and engaging execution that remains fresh and relevant throughout the duration of the campaign.”

Vicky Marshall, Client Director at Talon, adds:

“The brand’s successful Monopoly OOH campaigns have evolved significantly to drive real consumer action and engagement using smarter digital OOH that is dynamic and contextual. This supports wider brand activity that really stands out and elevates people’s experience with McDonald’s.”

Today, in a bid to drive awareness of advanced cybercrime and the threat to small businesses, Hiscox insurance has launched an intelligent and hard hitting Digital Out of Home campaign. In a media first, the data-driven creative is powered by real-life hackers and displays real-time cybercrime in a tactical digital OOH execution which will run nationwide across key city and roadside locations from the 19th – 26th February.

The unique campaign works by pulling data from a purpose-built honeypot system typical of any standard small business server set-up. The honeypot monitors live hacks and the poster creative responds with a real-time pulsing “Cybercrime” headline and a ticker showing passers-by the cumulative amount of attacks to have hit the honeypot that day. As the breaches build, so too does the headline, with each poster evolving and reacting throughout the course of the day.

The campaign was created by AMV, with production and tech build by Grand Visual. Dynamic content is managed and delivered by QDOT, using the AdTech platform OpenLoop to analyse real-time data and distribute to multiple screen formats and networks across the UK. Media planning and buying is by Goodstuff and Talon and supports a broader campaign.

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

“Clever use of data and technology means this digital OOH campaign delivers a hard-hitting message and a compelling call to action for Hiscox Small Business Insurance. The threat is real, the proof is here, and the figures speak for themselves.”

James Brunton, Client Director at Talon adds:

“This campaign showcases the real potential of digital OOH and how for the right client you can steer the message using real-time context and data to match a real issue to the Hiscox brand strategy.”

In June, skincare brand Simple took advantage of the arrival of the British summer to remind people about the challenges their skin faces each day.

The creative, adapted from a US campaign created by Weber Shandwick, began with a chart that used real-time data provided by the Met Office and Department of the Environment and Rural Affairs (DEFRA) to present a visual summary of the environmental challenges facing the viewer in their specific location at that particular moment. It then transitioned to a video of a model’s face that demonstrated how things like weather, pollution and stress impact the health and appearance of skin, complete with the copy “Simple is kind to city skin”.

The creative was unusual in that it ran for 60 seconds, instead of the more usual 20 second slot.

Media planning was by Mindshare, and the activity ran on JCDecaux’s wide format Motion@Waterloo and Ocean Outdoor’s The Screen @ St Enoch in Glasgow. Digital production was by Grand Visual, with original US production by Science & Fiction.

Real-time data and campaign management was handled by Grand Visual’s dynamic digital out of home campaign management platform, OpenLoop.