1. Brief
Kraft Foods launched a large scale digital OOH campaign for Belvita Biscuits, spanning several formats that included a live interactive poster at Euston Station. The dynamic campaign addressed individual members of the public with funny, live commentary.
2. Response
It was the first time JCDecaux’s Transvision screen had ever hosted a live copy campaign addressing individual members of the public. The bespoke messages targeting morning commuters were managed and delivered with OpenLoop.
3. Results
The digital OOH campaign was live in January 2011.
Nicola Wilkinson, Marketing Manager – Biscuits, at Kraft Foods UK, commented
“We wanted a campaign that created a real buzz and was able to connect with commuters and raise awareness about Belvita Breakfast biscuits. Creating a humorous live copy execution was a great way to insure stand out during the busy rush hour commute.”
