Google wanted to feature their upcoming digital workshops in Birmingham, posting event schedules using highly contextualized, specific workshop information across digital OOH screens.
The smart linear campaign was broken up into different categories and displayed course information for improving people’s digital skills. The creative featured real people with questions about career improvement. It then displayed the relevant course, times and location with a pin-drop on a google map. For example, Jan, a retiree from Erdington asked ‘How do I get online?’ The following information displayed the course ‘First Steps Online’ Learn basic digital skills to improve your confidence with free face-to-face coaching from Google. The date and time of the course and location. GV re-versioned the creative to fit all the formats, and to promote all the available workshops.
The digital OOH campaign was deployed across Signature Outdoor’s Birmingham Loop screens and Ocean Outdoor’s Screen @ New Street and ran from the 15 August to 3 September 2017.