Pollution-Activated DOOH Campaign Alerts Londoners When Levels Are High and the Benefits of Using PREVAGE
UNITED KINGDOM — Elizabeth Arden has launched a data-driven DOOH campaign to introduce their latest product, a high-tech invisible skin shield called PREVAGE City Smart Hydrating Shield SPF50. The DOOH campaign uses live data to alert Londoners when pollution levels are high and emphasizes the benefits of using PREVAGE for neutralizing the impact of environmental and oxidative stress on the skin.
The 2-week DOOH campaign is running on Exterion Media’s Digital Escalator Panels at Oxford Circus Tube Station, alongside a Digi-Wall domination starting on August 1st. The DOOH campaign was planned and booked by Talon Outdoor and PHD and supports a broader activity that includes video on demand, print, and digital.
“As the leading authority in high-tech environmental anti-aging solutions, it is befitting that we are introducing PREVAGE City Smart Hydrating Shield SPF50, with a custom, high-tech digital out-of-home campaign. What better way to drive home our message than with the immediacy and context of real-time, location-specific pollution readings.”
Created by Grand Visual, the campaign provides pollution facts and statistics, with the call to action to “Outsmart the City” and protect skin against pollution with PREVAGE. The campaign, driven by Grand Visual’s OpenLoop, pulls real-time pollution data from LondonAir, which provides pollution readings pinpointed to Oxford Street.
“This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention. The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden’s message with much greater impetus,” said Dan Dawson, Chief Creative Technology Officer at Grand Visual.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media