Dynamic Campaign Competition Showcases Creativity from Havas U.S. Media Teams.
Talon America, a leading independent Out of Home (OOH) media specialist, this week launched dynamic Digital Out-of-Home (DOOH) campaigns for two of Havas Media Group’s clients, Stop & Shop and Kraken Rum, following awarding entries for a new DOOH creative competition. Building on the existing Talon America and Havas Media Group strategic partnership, the competition called for entries from Havas U.S. media teams to submit creative, data-led, and dynamic campaign ideas that capitalize on the unique capabilities of DOOH to deliver highly impactful and relevant brand messaging.
The winning entries, Stop & Shop’s ‘Feed the Moment’ and Kraken’s ‘Tide Warning,’ were awarded digital creative development and production services to support ideation, design, and implementation of DOOH campaign concepts. Additionally, OUTFRONT Media provided premium DOOH media placements. Entries were submitted in March 2021 and judged by an esteemed panel that comprised of Peter Mears, Havas Media Group CEO; Dan Dawson, Grand Visual Chief Creative Officer; Jim Wilson, Talon America CEO; and Eddy Herty, OUTFRONT VP National Creative Director.
“We created this competition with Havas to showcase the innovations in Digital Out-of-Home and tease out fresh ideas for how brands can harness the creative agility and impact of this powerful medium,” said Enza Chiodi, Senior Vice President, Client Strategy at Talon America. “The ability to dynamically adjust creative and create hyper-targeted messaging with DOOH is invaluable for marketers and the Stop & Shop’s ‘Feed the Moment’ and Kraken’s ‘Tide Warning’ campaigns leveraged the best of these capabilities with captivating creativity.”
The Stop & Shop ‘Feed the Moment’ campaign leverages real-time data to dynamically adjust the ‘Feed the Moment’ messaging. The campaign highlights various moments in a given day and how current real-world conditions can trigger an in-store purchase.
The Kraken® Black Spiced Rum’s ‘Kraken Tide Warning’ campaign showcases the unique, nautical theme of using tidal data to alert consumers when the Kraken lurked nearby in the waters below, a component that captivated the judging panel. As each tide passed, new ways to enjoy Kraken Rum were introduced to the audience.
“This competition created new opportunities for our teams to brainstorm and bring DOOH campaign ideas to life to engage with outdoor audiences in new ways,” said Peter Mears, CEO of Havas Media Group. “We look forward to building on our innovative partnership with Talon to elevate OOH’s prominence and maximizing its full potential for our clients.”