Today marks 100 days to go until the start of the 2012 Olympics. Omega is running a one day campaign on digital screens to celebrate this.
bespoke duration
Green Giant ran a campaign that linked digital screens and experiential with the use of augmented reality. Running in the Trafford Centre for a weekend, children were given the chance to Hi-Five the giant on the large digital screen to see if they were eating their 5 a day.
Colin Jackson also had a go acting as the brand ambassador.
National Express ran a one day campaign recently to upweight the first day of a national out-of-home campaign promoting a 2 for 1 travel deal.
The activity ran on Transvision, City Screens and on the London Underground.
Digital screens across the country were used to raise the awareness of the launch of Spartacus on Bravo on 25th May.
The campaign ran for two days, acting as a final reminder to view, following a national 48 sheet campaign.
Overnight ratings suggest that the show was the the highest rating show on a paid for channel.
The Independent used the majority of available digital outdoor in London on Wednesday 21st April to promote its evolution under new ownership Lebedev, running alongside a period of free distribution and election specials. The content called attention to the newspaper’s refusal to back any political party in the elections, thereby asserting its independent stance.
A second takeover is live today, 29th April.
Below are links through to some of our favourite campaigns of 2009. There was no set criteria when putting this list together but the campaigns include personalised content, interactivity through both touch and sound and some great use of tailor made creative.
Five USA stream live content from Times Square on to XTP
Glaceau delivers live, personalised comments to those waiting for trains
Creme Egg touch-screen game hits the streets
Air New Zealand cabin crew featured in ads
RNID visualise noise to demonstrate the effects of hearing loss
RNID, the Royal National Institute For Deaf People, ran a campaign to raise awareness that 1 in 7 people around the UK suffer from hearing loss.
By linking a microphone and some bespoke software developed by M&C Saatchi to digital screens, the content reacts to sounds similar to a graphic equaliser.
The campaign ran on Limited Space’s ADHD screens and two digital LCD screens installed into Clear Channel bus shelters in London.
In a recent TV interview Arsene Wenger asked the question ‘can you buy players at Waitrose?’
Waitrose answered this question by producing a specific creative targeting Arsenal fans at Angel station on the day of the next home game. The creative followed the same structure as the rest of the Waitrose campaign however it also displayed Arsene Wengers comments.
Over the last few years broadcasters have become quite prolific users of digital out-of-home with one of our resulting research projects demonstrating that 64% of people who had seen a particular programme ad on OOH screens were more likely to watch the show as a result.
More recently, during Derren Brown’s live prediction of the lottery numbers, Channel 4 utilised projectors placed in public spaces to broadcast the show via a live feed. Footage was shown in major cities including Manchester, Birmingham, Edinburgh & London.
Magners Cider have been using multiple digital formats to encourage product consideration towards the end of the week. Ads run during Thursday & Friday evenings and all day on Saturday. Locations include large city centre screens in Glasgow, Liverpool and Manchester as well as the London Underground.
