Ocean Outdoor and British Fashion Council Turn London Fashion Week Into National Celebration Using DOOH Screens
UNITED KINGDOM — This year’s London Fashion Week will be seen by more than 35 million people across the United Kingdom using digital out-of-home (DOOH) screens, a first in the UK, thanks to a new collaboration between the British Fashion Council and Ocean Group.
The outdoor campaign will feature exclusive footage from the shows of top designers including Temperley, Ashish and Osman that will be screened across 60 Ocean and Signature Outdoor digital out-of-home (DOOH) sites across Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester and Newcastle and in four locations in London including Canary Wharf, Holland Park roundabout, Two Towers West and Westfield London.
London Fashion Week’s DOOH campaign will start with a countdown beginning on February 15 and runs until February 23. Opening on February 19, London Fashion Week AW16 returns to showcase 83 designers on a schedule that boasts some of the world’s most influential creative talent. Content will also include live streams from six catwalk shows and special preview content. Ocean’s DOOH screens will celebrate the talent and variety of designers showing on schedule, followed by daily round ups of all the show events and highlights during the week itself. The campaign was planned by the British Fashion Council, BBH and Ocean.
“Collaborating with Ocean means we are able to bring London Fashion Week to more people than ever before. With more conversations taking place around involving the consumer in fashion weeks this is the perfect opportunity to open up parts of LFW to the public not just in London but across the country,” said Caroline Rush CBE, CEO, British Fashion Council.
“Our partnership with the British Fashion Council builds on previous innovations which allowed us to present the UK’s first shoppable billboard in association with Twitter and Top Shop and broadcast the AW15 Hunter Original London Fashion Week show across The Grid,” said Tim Bleakley, Ocean CEO. “This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio.”
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