CNN are running a 2 week campaign across the London Underground and Decaux’s Torch. Promoting the new chat show Piers Morgan Tonight, copy will change throughout the campaign to promote each of the guests featured on the evening show.
reactive
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.
To mournthe passing of the “King of Pop” the Evening Standard published a supplement detailing the singers extraordinary life. To promote the supplement, distributed the day after his death, the newspaper created a piece of copy for use on portrait screens on the underground targeting the evening rush hour.
Virgin Trains have been using Ocean Outdoor’s enormous screen in Liverpool to react to public activity in the area by displaying bespoke messaging in real-time. Copy includes references such as :
“we are faster than that number 45 bus!”,
“Hey road sweeper guy, we get to London in a tidy 2 hours and 7 minutes”,
“Hey you with the bag, get carried away to London”
Lastminute tactical activity was booked for Cadbury’s Creme Egg Twisted on JC Decaux’s ‘PrimeTime’ digital billboards with the campaign running for just 2 days
Digital OOH website ‘Daily DOOH’ featured Meridian Outdoor’s user generated content campaign for Oxfam whereby members of the public could submit their own “Be Humankind” slogan.
click here for Daily DOOH story
click here for one of the slogans
The Independent recently ran a last minute, 1 day campaign on JC Decaux’s Prime Time digital billboards to make fun of the ads currently running for The Times newspaper.
For some last minute tactical activity BHF took a digital advan to the streets of London as part of their ‘watch your own heart attack’ campaign
The London 2012 Olympic Committee used digital 48 sheet billboards plus JCDecaux’s M4 ‘Torch’ site to deliver a range of congratulatory messages to individual British medal winners as well as a countdown to the handover from Beijing to the UK
