A photo of the Branded Cities dynamic DOOH activation in Times Square during New York Adweek

Branded Cities and Grand Visual have teamed up to create a dynamic DOOH campaign targeting creative agencies, media buying agencies and advertisers attending Adweek in New York, 29th September to 3rd October.

The campaign will run 40 times per day throughout Adweek on Branded Cities’ Nasdaq and Thomson Reuter’s digital sites in Times Square. It will feature a call to action for Adweek attendees to submit either an Adweek selfie, or text an update including their name, agency and #BCNAdweek. Submissions will appear instantaneously on the sites demonstrating the power of large format digital for social and interactive campaigns.

The agency with the most participants over the week will be rewarded with campaign space for themselves or their clients to use. They will also be featured as a winner on the boards themselves, giving the winning agency valuable exposure and highlighting the powerful reach of the sites.

Grand Visual, which opened in New York earlier this year, created the “live” feed updates via its OpenLoop management dashboard. This technology allows real time social interaction and showcases the OOH medium as the perfect vehicle for an interactive/social campaign.

Tim Kennedy, President, Eastern Region for Branded Cities Network said: “This campaign will show off the brilliance and interactive/full motion capabilities of the Nasdaq and Thomson Reuter’s digital screens. We’re looking forward to seeing how Adweek responds and to sharing the results.”

Ben Putland, COO of Grand Visual said: “We were delighted to be able to work with Branded Cities to deliver a campaign that will allow a huge number of people to get involved and, potentially win a fantastic prize. It is also a chance for us to show our target audience how our OpenLoop technology can be a hugely useful tool in creating immediate impact for an OOH campaign.”

A photo of the Branded Cities dynamic DOOH activation in Times Square during New York Adweek

Click here to download a PDF of the press release.
Click here to download a Word format version of the press release.

A photo of the Virgin Atlantic Dream Ticket dynamic DOOH activation at Waterloo

This month sees international carrier Virgin Atlantic run a dynamic digital out of home (DOOH) campaign to support its autumn flight sale.

Running until the 23rd of the month, the creative, conceived by Y&R, features iconic symbols from global travel spots alongside current price information for popular Virgin Atlantic destinations. Pricing and destination information is tailored to screen location, giving information pertinent to the nearest Virgin Atlantic served airport.

The September sale coincides with the airline’s Dream Ticket competition in which people can enter the competition to win free flights by describing their dream Virgin destination on Twitter or Facebook accompanied by the hashtag #dreamticket. Tweets from those entering the competition are included in the creative, delivered dynamically via the DOOH campaign dashboard OpenLoop.

The dynamic DOOH campaign is running on JCDecaux D6 and Transvision screens, and MediaCo D6 in London, Edinburgh and Manchester, with media planned and bought by Talon Outdoor. Digital production was by Grand Visual, and dynamic pricing and Twitter content is managed and delivered by OpenLoop.

Example of the D6 creative for the Hertz Winning Service DOOH activity

Hertz Car Rental ran a digital out of home campaign throughout Wimbledon fortnight to promote the 20th anniversary of the company’s role as official transport provider for the Tennis Championships, and the Hertz Gold Plus Rewards loyalty program.

Running on rail D6 screens at stations in the vicinity of the All England Club, the creative featured photographs of members of the public waiting in The Queue who visited the Hertz tennis gallery. The screens also delivered tips on improving service — in both the tennis and car rental sense.

Fans had the opportunity to participate in a tennis serve game, in which they took aim at Wimbledon and Hertz themed targets, with the best servers given the chance to win tickets for the 2015 men’s final. Photos from the challenge were then delivered daily to digital screens at Wimbledon station.

Michel Taride, Group President, Hertz International, said: “We are thrilled to be celebrating our second decade as the Official Transport Supplier for the Wimbledon Tennis Championships.”

Neil Cunningham, General Manager, Hertz UK, added: “It’s a blast engaging with fans through our experiential activity in The Queue, where they can try out our Winning Service Tips for tennis, courtesy of Hertz Gold Plus Rewards.”

The experiential and DOOH activity was supported by a twitter campaign which gave fans not at the tournament a chance of winning tickets by tweeting a Wimbledon inspired picture accompanied by the hashtag #winningservice.

To promote the Post Office’s special next day and Saturday delivery services, a dynamic Digital Out of Home campaign launched ahead of Mother’s Day to capitalise on the live conversations occurring on Twitter. The campaign provided a live tally of the number of tweets discussing the shared experience of how best to celebrate Mother’s Day!

The campaign used a selection of search terms to measure popular themes around Mother’s Day – such as expressions of love, gift ideas, and panic, and displayed the number of tweets mentioning these terms from a large, live sample. Tactical messages supported the live tally alongside details of the Post Office’s guaranteed special delivery options and the call to action “pop in to your local branch”. The tally was updated throughout each day and pushed live to screens via OpenLoop.

The campaign was planned and booked by Mindshare and Kinetic and ran on bus shelter LD6s, rail D6s and London Underground XTPs from Tuesday 25th to Friday 28th of March.

On International Missing Children’s Day (25 May), the Outdoor media industry joined the charity Missing People in harnessing the power of Twitter in a dynamic Digital Out of Home campaign with excellent results.

The #bigtweet for Missing Children saw celebrities including Simon Cowell, Stephen Fry, and Lord Sugar joining the search for missing children on Twitter, and throughout the day, appeals and tweets were shared live on digital billboards across the UK in an initiative organised by the Outdoor Media Centre and Grand Visual.

The #bigtweet highlighted 48 children still missing, via 58,000 retweets, and reached an online audience of 40 million with the appeals. The charity published many of these to Outdoor screens across the UK using the OpenLoop dashboard and extending the reach of the campaign to millions more people.

The activity sent the #bigtweet trending on Twitter and increased the charity’s Twitter followers by 14,000. The special day has so far raised £60,000 for the charity Missing People. The charity is now following up all sightings and information received.

The outdoor campaign covers major cities London, Birmingham, Manchester and Glasgow and is supported by JCDecaux, CBS Outdoor, Primesight, Ocean Outdoor, blowUP media, Outdoor Plus, Forrest, Eyecorp, Verifone and Amscreen.

This weekend Entertainment One launched an interactive Mother’s Day campaign that ran as a domination on Ram Vision’s iconic screen at Glow Bluewater. The campaign encouraged passersby to Tweet Mother’s Day messages to #BreakingDawnMum to see them on the big screen.

The live Twitter wall scrolled through the latest Mother’s Day Tweets and announced the arrival of The Twilight Saga: Breaking Dawn – Part 1 on DVD and Blu-ray. The interactive content was interspersed with the film trailer and DVD pack shot which directs customers to the HMV store.

The campaign was created by GV Film and produced by Grand Visual, with live Twitter moderation and delivery through OpenLoop. The live element was supported by an experiential team from Staffwarehouse who handed out postcards and T-shirts to shoppers and encouraged them to get involved in the campaign by Tweeting their Mother’s Day messages.

Over the weekend the campaign was seen by more than 260,000 people at Bluewater, generated hundreds of heartfelt Tweets, and achieved a 25% sales uplift for HMV on Breaking Dawn DVDs– significantly higher than average sales across the HMV Group.

A digital screen for London Fashion Week 2012, projecting behind-the-scenes images and highlights live from London Fashion Week's Twitter.

The British Fashion Council partnered with CBS Outdoor UK and Grand Visual to bring a live feed directly from London Fashion Week – one of the world’s largest fashion events, to over 60 Cross-track Projection (XTP) screens in tube stations across central London.

For the first time, a dedicated photographer had exclusive backstage access at London Fashion Week, where they were able to wirelessly distribute behind-the-scenes photos directly from the event to XTP screens. Within minutes, the glitz and glamour of London Fashion Week was broadcast exclusively on CBS Outdoor’s network of XTP screens on Tube platforms across London.

Images were projected alongside highlights from the @LondonFashionWk Twitter feed and hot off the press fashion news.  The activity was produced by Grand Visual with the live content and social media activity monitored and delivered via OpenLoop.