Odeon Cinema and NHS Blood and Transplant Top Ocean’s Digital Out-of-Home Advertising Awards
UNITED KINGDOM — Ocean Outdoor has announced the winners of its annual digital creative competition which celebrates pushing the creative boundaries in digital out-of-home advertising.
Odeon cinema chain and NHS Blood and Transplant were named overall winners at an awards event at the IMAX in London before an audience of more than 500 guests from the UK’s media, creative and advertising sectors. Mini, RSPCA, Eurostar and London Cycling were named runners-up.
Odeon came first in the Creative Techniques category for Smarter Cinema, created by Talon, in collaboration with Manning Gotlieb OMD, and Grand Visual. The campaign combines audience data and digital out-of-home technology to serve live hyper-local messages about movie ticket availability. Content is updated to deliver the most effective information in real-time, amplified by geo-targeted mobile advertising.
An augmented reality campaign created by 23red, NHS Blood and Transplant, took first prize in the Interactive category. The Virtual Blood Donation digital out-of-home advertising campaign is designed to address a drop in the number of blood donors across the UK. The virtual donation campaign shows the transformational effect of giving blood via an augmented reality app. Passers-by are asked to use their mobile device to connect to a microsite and “upload” a virtual donation which automatically fills a bag on the large digital out-of-home screen. As more blood flows, a patient featured on the screen requiring the donation grows healthier, physically demonstrating the difference giving blood makes.
Ocean’s digital competition attracted a record 91 entries, a third more than 2014 showing significant incremental growth every year the competition has existed. Entries were judged by a panel of 12 cross industry creative, advertising and media experts. The winners share a £450,000 prize and a chance for their concepts to be showcased on Ocean digital out-of-home network across the UK.
“The sixth competition has given us record entries and an overall increased standard, with yet another impressive shortlist of outstanding creative ideas. Our winners are striking in the power of their visual ideas and innovative use of technology. They deserve to be recognized for their immediacy and relevance to their target audiences,” said Tim Bleakley, CEO, Ocean Outdoor.
Last year’s winning campaign created by WCRS for Women’s Aid generated global mainstream news coverage and went on to collect two distinguished Cannes Lions awards; a gold for digital out-of-home and a silver in the Cyber category, and a Silver Clio – the ultimate prize and yet another defining moment for Ocean’s competition.
Visit Ocean Outdoor to see a complete list of 2015 winning campaigns.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
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. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.