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.

Sainsbury's TU Digital OOH

This March, TU at Sainsbury’s took its fashion inspiration to the streets in a nationwide dynamic digital out of home (DOOH) campaign which matches latest styles to real-time weather conditions. In a fashion industry-first, the weather activated campaign promotes a range of best looks from TU’s spring collection, which react and change in accordance with Britain’s erratic springtime weather. The campaign runs as a domination on Clear Channel Adshel Live screens across the UK from 13th March through to 26th March.

The campaign creative evolves and changes based on Met Office data, providing fresh style updates when it’s sunny, dry, wet or windy, and reinforcing that TU has the right outfit, for the right moment.

The DOOH activity was conceived by PHD, and the execution was a collaborative effort between client agencies PHD, Talon, Seven, and AMV, and produced by Grand Visual. Live updates are managed through OpenLoop which analyses Met Office data and automates the geo-targeted playout to each individual screen. The DOOH activity supports a broader campaign spanning Digital, Social, Print, YouTube and Native.

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

“This data-driven DOOH campaign is a great example of how the medium has become a real-time marketing platform. It’s about providing fresh and responsive creative that ensures campaigns messages remain targeted and engaging.”

Virgin Trains on the east coast is launching an innovative data-driven, dynamic Digital Out-of-Home (DOOH) campaign aimed at car drivers to remind them that there is a stress free, fast, viable alternative. The reactive campaign automates messages based on local traffic data, to add relevance and context to messages that will be deployed on premium DOOH roadside inventory in Leeds and Newcastle from the January 30 through to February 12.

In Leeds, the traffic reactive campaign changes based on congestion levels on roads in close proximity to each digital billboard site and provides tailored, contextually relevant messages aimed at encouraging drivers to consider Virgin Trains’ service. Produced in partnership with Grand Visual and Manning Gottlieb OMD, the dynamic campaign aligns with driver’s mindset in the moment by suggesting commuters should “avoid all this bleeping traffic” when traffic is heavy during the morning rush-hour, for example, followed by the call to action “Leeds to London, 2HRS 14MINS”. Live updates are managed through OpenLoop which analyses Google API’s data and automates the playout and delivery of geo-targeted content to each Media Owner in real time.

The campaign is the result of a collaborative effort between Virgin Trains, client agencies Krow, Manning Gottlieb OMD, Talon, and production outfit Grand Visual, and the media owner’s Ocean Outdoor, City Outdoor and 8 Outdoor. The DOOH activity supports a broader campaign spanning TV, Digital, OOH, Print and Radio.

The initiative represents a new marketing direction for Virgin Trains, as it pushes to innovate it’s marketing communications with intelligent use of data and technology to keep messages targeted and relevant.

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

“Clever use of data and technology amplifies campaign relevance, transforming digital out-of-home advertising networks into real-time marketing platforms. With the right team and a collaborative approach, it’s never been easier to produce engaging and responsive campaigns at an individual screen level ensuring the campaigns remain targeted and relevant.”

ITV, now home to The Voice UK, is kicking-off an interactive DOOH campaign to promote the show’s brand new coaching line-up ahead of the rebooted show’s debut on ITV. The week-long campaign domination features superstar coaches Gavin Rossdale, Jennifer Hudson, Sir Tom Jones and will.i.am who surprise shoppers passing by large-format, Ultra HD screens in shopping centres across the UK including Bluewater, Arndale and the Bullring.

The campaign features the coaches sitting in their famous red chairs with their backs facing the public. Each time a shopper passes close by the content is triggered and the chairs spin round to reveal the all-star cast accompanied by claps and crowd cheers and the call to action to tune in to ITV, 8pm Saturdays, #TheVoiceUK.

The DOOH activation was conceived by Goodstuff and Talon, with production and interactive build by Grand Visual, using a bespoke Arduino tech solution with integrated PIR sensors. The campaign runs across Limited Space’s large format digital network, with full audio and vinyl surround installation and supports a broader outdoor and multichannel push announcing the arrival of The Voice to screens on Saturday January 7, 2017, on ITV.

Natasha Reddy, Marketing Manager – Entertainment and Daytime, ITV, commented:

“One of our main objectives with launching The Voice on ITV was to make the campaign and all comms around the launch as innovative as possible and we think these interactive panels have done just that. We’re incredibly pleased and excited about being able to give our audiences such a premium and fun experience.”

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

“Digital Out of Home has come a long way. With the right team and a collaborative approach, it’s never been easier to produce engaging, responsive and interactive DOOH experiences – at scale.”

Samantha Sida, co-founder of Limited Space, added:

“It is always great to be part of a campaign that is designed specifically for the medium and our network. This campaign takes full advantage of the visual and audio properties of our large format, landscape digital screens and will actively connect and entertain shoppers as a result.”

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.”

Today, Age UK is launching a geo-targeted DOOH campaign to raise awareness about the plight of loneliness amongst older people over the festive period and, indeed, at other times of the year too. The activity will see the charity take its “No one should have no one at Christmas” message nationwide in a geo-targeted and contextually relevant campaign spanning roadside digital billboards until the 4th December, 2016.

The DOOH campaign draws on the charity’s ground-breaking ‘loneliness heat maps’ which show the risk of loneliness among older people in every neighbourhood in England. Grand Visual produced the campaign from repurposed poster artwork and each execution referenced locally relevant figures with subtle motion techniques added for those sites that permit it, like Signature’s CityVision, Holloway Head billboard in Birmingham, which announced ‘There are 41,000 lonely older people in the West Midlands’ alongside the strapline “No one should have no one” and call to action to visit www.ageuk.org.uk.

The nationwide DOOH campaign was planned and booked by Talon and runs across Primesight, Signature and Clear Channel roadside D48 networks. The DOOH activity supports a larger outdoor push and is part of a fully integrated campaign spanning direct response and social media. The campaign aims to drive donations, encourage people to volunteer and take action locally, and raise public awareness of the issue more broadly.

Beverley Sullivan at Age UK, commented:

“It is important to highlight this issue at Christmas, a time of year when many older people may feel especially lonely and ‘left out’ of the festivities. DOOH gives us the opportunity to reach a national audience with locally relevant messaging which we hope will really resonate with people and encourage them to help Age UK to combat loneliness at Christmas and throughout the year.”

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

“Digital Out of Home is the ideal medium for reaching a broadcast audience with locally relevant messages. Contextual relevance provides a deeper level of emotional engagement and provides a great impetus to get involved and go online to find out more.”

augmented reality brand activation digital ooh lays

Lay’s, the classic potato chip brand, is rolling out a social video featuring shoppers having fun with an Interactive AR poster at a busy mall in Madrid. The video captures participants using the touch-screen poster to create hilarious football themed “Cheer of Champions” selfies for online and social sharing.

Produced by Grand Visual, the DOOH execution mimics Lay’s’ Snapchat Lens, allowing participants to select one of Lay’s new crisp pack-designs to match their team’s shirt colour. Other real-time animations such as beards, brows and face paint can then be added.

The Lens layers the effects to give the impression that the participant is wearing their team’s shirt against the backdrop of a busy football stadium. Users can then take photos of their humorous football poster, and moment of fame, and share their selfie online with friends and family.

To create the interactive experience a digital 6 sheet was transformed with a custom touch-screen hardware build from Grand Visual, including facial recognition technology, real-time motion tracking and augmented reality software, to enable the layering of ‘facial effects’.

DRUM captured footage from the mall stunt in a video which has been shared on Lay’s’ International Facebook and YouTube channels.

The DOOH activation was planned and booked by Talon and OMD International and supports a broader outdoor and multichannel push from Lay’s this month.

Aman Matharu, at PepsiCo commented:

“DOOH is the perfect platform for bringing our popular Lay’s Cheering bags activity to Out of Home audiences, in a fun, accessible and memorable way. We have also tapped into the most popular mobile app of the moment whilst harnessing the excitement and anticipation for Europe’s most revered sporting event, is a great way of driving relevance and buzz, whilst creating assets that can extend the life of the campaign online.”

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

“Digital Out of Home can deliver personal and engaging experiences that get people interacting with your brand in a fun and engaging way. Lay’s have produced a DOOH activation that can also be shared online, further extending the reach and impact of the campaign and integrating the activity within their broader digital strategy.”

Elizabeth Arden have launched an intelligent data-driven Digital Out of Home campaign to introduce their new high-tech invisible skin shield: PREVAGE® City Smart Hydrating Shield SPF50.The dynamic campaign uses live pollution data to alert Londoners when levels are high and emphasise the benefits of using PREVAGE® City Smart Hydrating Shield SPF50 for neutralizing the impact of environmental and oxidative stress on the skin. The 2-week campaign runs on Exterion Media’s Digital Escalator Panels at Oxford Circus Tube Station, alongside a Digi-Wall domination from the 1st August.

Created by Grand Visual, the campaign provides pollution facts and statistics, with the call to action to “Outsmart the City” and protect skin against pollution with PREVAGE® City Smart Hydrating Shield SPF50. Delivered through OpenLoop, real-time pollution data is pulled from LondonAir, which provides pollution readings pinpointed to Oxford Street.

The DOOH activity was planned and booked by Talon Outdoor and PHD and supports a broader campaign including video on demand, print, and digital.

Janine Fernandes-Havenga, Senior Brand Manager from Elizabeth Arden, commented

“As the leading authority in high-tech environmental anti-aging solutions, it is befitting that we are introducing PREVAGE® City Smart Hydrating Shield SPF50, with a bespoke, high-tech Digital Out of Home campaign. What better way to drive home our message than with the immediacy and context of real-time, location-specific pollution readings.”

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

“This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention. The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden’s message with much greater impetus.”

Oreo Eclipse Linear DIgital OOH

Grand Visual, in partnership with Talon and PHD UK, took home the Brand Republic Digital Award for Best DOOH campaign this month for Oreo Eclipse. Additionally this month, Oreo Eclipse also won a D&AD pencil within the Tactical Outdoor category.

Last year Mondelez – known for its tactical campaigns – set out to capitalise on the notoriously bad British weather and provide people across the country with the only eclipse they were likely to see. The #OreoEclipse campaign, which included print & social media, became one the stand out campaigns of 2015.

With the latest two additions to our awards shelf, #OreoEclipse has now become Grand Visual’s most “winning” campaign, capturing a record 18 awards including a Bronze Cannes Lion, a D&AD and a Gold Obie Award.

Dynamic DOOH, UKTV

The broadcaster UKTV has deployed a dynamic DOOH campaign encompassing real-time triggers, locational context, alongside data and social media trends to promote its on-demand service UKTV Play.

The campaign is the fruition of UKTV’s winning concept entered into Talon’s ‘Smarter as Standard’ competition, activated across major media owners. The digital OOH activity will run alongside a wider media campaign entitled ‘Love your thing’ which will feature on TV and social media platforms.

The dynamic, programmatically informed, campaign creative – facilitated by digital production agency Grand Visual – will be triggered to play based on factors including location, environment and when specific conditions are met. The campaign’s creative is split into five categories: roadside (driven by traffic data and Google Maps API), high street (weather data), shopping malls (time-of-day), rail (location and time-of-day), underground (time-of-day, commuter specific copy). The content mapped to each programmatic condition will be updatable throughout the campaign via OpenLoop, the digital OOH campaign management platform.

Alongside these dynamic triggers, using overnight BARB data and social media trends to reveal consumer insights. The campaign provided a contextual element by reminding audiences of the most popular recently aired programming that is available to stream on the on-demand service.

The campaign will go live on the 20th June, running for two weeks, and features across a number of different formats including rail, roadside, mall and underground environments. The campaign is further supported by use of classic formats commencing after the dynamic digital campaign ended.

Talon’s Chief Client Officer, Adrian Skelton, who launched the competition at Talon’s Leadership conference last November, adds:

“Contextual use of Digital Out of Home should no longer be viewed as innovation, it’s just how we now plan our medium. Smarter is now standard. We had some outstanding entries to our competition but the UKTV entry really stood out in capturing Talon’s ‘Smarter as Standard’ philosophy towards data planning and digital Out-of-Home.”

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

“Technology is opening up new avenues for creativity in Digital Out of Home, enabling brands to react in the moment with messages that are contextual and relevant. This intelligent campaign from UKTV is a great example of this – data and creativity coming together to connect with audience mind-set in the moment.”

The competition entry was based around dynamic locations-based UKTV Play messaging, with the aim to drive engagement and downloads of the channel’s app through contextual use of digital OOH content – creating a greater resonance with audiences.