Two Creative Campaigns by Kinetic Active Recognized for Innovation
UNITED KINGDOM — Kinetic Active has won first place in Ocean Outdoor’s creative digital out-of-home competition in the Interactive UK and Interactive International categories. The winners were announced before an audience of 500 at London’s IMAX cinema on Thursday, October 13. This year’s winners were chosen from more than 8o digital out-of-home campaign entries. The winning campaigns will share in a £650,000 prize pot and will be featured across Ocean Outdoor screens in the UK, New York and Hong Kong over the next 12 months.
Kinetic Active’s winning campaign for McVitie’s in the Interactive UK category featured an interactive robot that allowed consumers to test which biscuit had the most staying power by playing an interactive dunking game.
In the International Interactive category, awarded for the first time this year, Kinetic Active won with a game created to mark the forthcoming global release of the Warner Brothers’ film King Arthur, Legend of the Sword, directed by Guy Ritchie, which allowed players to test their ability to pull Excalibur from the stone.
“It’s a real privilege to see the work of our fantastic Kinetic Active team recognized for its creative versatility and innovation in the field of digital out-of-home. Digital out-of-home media is going through a massive transformation with limitless opportunities for brands to contextually connect with people on the move,” said Stuart Taylor, CEO Western Europe of Kinetic. “Winning these prestigious awards prove that we’re operating on a par with some of the most talented creatives in the industry to deliver innovative campaigns for our clients.”
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