Winning with DOOH As for campaign examples from Ocean Outdoor, 2023 saw the digital signage specialist work with all manner of brands and organisations on thoughtprovoking projects. One that stood out in particular for both its message and interaction was a joint effort with TMW Unlimited and the Trussell Trust, alerting shoppers to the real-time needs of food banks in their area. The ‘Put It On Your List’ geo-targeted, DOOH campaign aimed to increase donation levels to food banks and also let people know the items that are needed “We’ve always seen DOOH as the essential building block for any media plan and it’s a go-to medium for the luxury, entertainment, and film categories in particular,” Ocean Outdoor UK CEO Phil Hall says. “Headliner takes this a step further by making it easier for brands to leverage their long-form cinema and TV ads in iconic, clutter-free DOOH environments which deliver unique cover and elusive younger audiences. This is a compelling offer for clients who want to make their campaigns relevant, work harder, and deliver the fame they are looking for.” 54 www.signlink.co.uk Issue 251 - February / March 2024 We’ve always seen DOOH as the essential building block for any media plan and it’s a go-to medium for the luxury, entertainment, and film categories in particular DIGITAL AND INTERACTIVE SIGNAGE most by the food banks in their local area, helping guide their donation choices and ensuring food banks got the items they required. Displays on digital screens prompted shoppers to add these items to their shopping list and drop them off at supermarket collection points or scan an on-screen QR code to make a direct donation to their local food bank. Brian Brady, creative director at TMW Unlimited, comments: “We’ve become so used to the presence of food banks that it’s easy to forget just how essential and ongoing those services are. We wanted to connect that need with local populations in a way that informs and surprises them into action. Digital OOH is a great way to tap into urgency and local pride, empowering people to solve real needs as they arise.” The interactive campaign was made possible by winning first prize in the Charity category of Ocean Outdoor’s 2022 Digital Creative Competition, which came with ▲ Ocean Outdoor’s Headliner accommodates 30-second domination spots Research from Ocean Outdoor shows digital-out-of-home is 2.5 times more impactful than static out-of-home sites Factoid
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