Interactive Advertising Campaign Engages Consumers Using Mobile, Online and Digital Out-of-Home Platforms
UNITED KINGDOM — A new interactive advertising campaign has launched on behalf of Lloyds TSB, a UK-based financial services firm with over 30 million customers, Lloyds TSB’s ad campaign engages consumers using an interactive driving game called “Sidecar Grand Prix” to introduce the bank’s new features for their Personal Current Account. The game details key features of the Lloyds TSB Current Account and entices people to play across mobile, online and digital out-of-home platforms.
The interactive advertising campaign was developed by RKCR/Y&R, a full-service advertising agency that provides creative services to clients which include Virgin Atlantic, Bacardi and the BBC. RKCR/Y&R teamed with Grand Visual, a UK-based digital production company to produce and build the final product.
The goal of Sidecar Grand Prix’s is to collect 5 different icons in the fastest time. Users begin the game by using an interactive touch screen to initiate a countdown and start collecting icons. Each icon represents a key smart feature of Lloyds TSB’s Current Account which are then summarized at the end of the game along with the user score and call to action to visit their nearest branch or website to customize an account.
“We know from our own research that fun, interactive brand experiences create longer lasting and more accessible memories. Compelling, interactive experiences are now more achievable for an out-of-home audience through clever use of digital technology”, said Dan Dawson, Digital Director at Grand Visual.
The campaign was planned and booked by MEC and Kinetic. This is the first interactive campaign to run on CBS Outdoor’s LCD screens and it will also air across Clear Channel ID6’s and JCDecaux’s interactive 6 sheets.
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 place-based 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.