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.”

A crop of the Playstation - This is for the Players creative – Grand Visual, premier digital out of home production agency

Sony Playstation PS4, official gaming console of the 2014 FIFA World Cup, ran a dynamic digital outdoor campaign for ten days in June to coincide with the international football tournament.

Created by Drum, the UK wide digital out of home activity used real-time feeds to power dynamic creative in reaction to the England team’s World Cup game results.

Using the tagline “This is for the players”, creative featured a range of images of Playstation enthusiasts combined with dynamically delivered copy. Appropriate images were selected and copy prepared in response to game results, with the creative being instantly sent to rail, underground and mall digital 6-sheets.

Media was planned and bought by Manning Gottlieb OMD and Talon, with creative provided by Drum. Media owners were Exterion Media and JCDecaux. Digital production was by Grand Visual, and dynamic campaign management was handled by Grand Visual’s campaign management platform, OpenLoop.

Camelot, the UK National Lottery operator, launched a campaign to celebrate the fact that they are making more National Lottery Scratchcards winners than ever before. As part of Camelot’s ‘Surprising Numbers’ drive, an innovative real-time and destination-specific Digital Out of Home campaign ran across screens at Rail Stations and on the London Underground.

The activity brought to life the number of National Lottery Scratchard winners in a given timeframe by syndicating information from National Rail and Transport for London, to provide tailored messaging based on the next departing train.

The campaign was planned and bought by OMD, Havas and Talon, with production, technology and delivery by Grand Visual. The creative featured a human counter starring normal people with the number of National Lottery Scratchcard winners displayed on their T-Shirts.

The dynamic, geo-targeted campaign was delivered via OpenLoop, where localised messages for each site were entered and then contextualized with the data from National Rail and TfL. For example, commuters arriving at Liverpool Street around 9am for the train to Norwich may be targeted with the message “Winners before the 09:05 to Norwich leaves? 1,562.”

Additional contextual messages ran on supporting screens along important commuter routes and on large-format screens in city centres. The Digital Out of Home activity was part of a broader drive which included TV and press.