Games developer Ubisoft launched a dynamic digital out of home campaign to promote its new Xbox One fitness game “Shape Up”. The campaign, conceived by Ubisoft and Villain & Co, used a mix of dynamic and linear content, and ran for 2 weeks from the 15th December on London bus and Underground sites.
The dynamic component of the campaign is powered by OpenLoop, the dynamic digital out of home campaign management platform which utilises Transport for London bus information data provided by Transport API to deliver content tailored to location and bus arrival times. Each Clear Channel Outdoor Adshel Live screen serves up two versions of creative.
One execution uses bus arrival information to set a challenge for travellers by asking how many lunges they could accomplish before the next bus arrives. The second calculates how many calories would be burnt by the average person doing press-ups before the next bus arrives.