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The ‘face of advertising’ revealed as a young white man

Our latest campaign with MEC UK where people attending Advertising Week Europe were asked to #BraveYourBias.

Article via Campaign

The average face of attendees at Advertising Week Europe this year is that of a young, white man, it has been revealed.

MEC UK created the average face by merging photos of delegates that attended Advertising Week Europe on the first day.

It is a visual representation of the lack of diversity in the industry.

As part of a diversity drive at the event, MEC UK also asked delegates to take Harvard University’s Implicit Associate Tests, which highlighted unconscious bias in the industry.

Here, Jason Dormieux, the chief executive of MEC UK, discusses the finding:

“Predictably, the Face of Advertising is a white twentysomething male. This clearly demonstrates the scale of the task ahead if the industry is to hit Campaign and the IPA’s 2020 targets of 15% of people in leadership positions from a non-white background and 25% per cent of new joiners from BAME backgrounds.

“And it’s not just gender and ethnicity that’s an issue, our recent research on ageism in media revealed we are losing people over the age of fifty at a time when the population is living to a much greater age.”

Of the Harvard tests, Dormieux said: “As more of us take the tests and become aware of our biases we can start to recognise where we as individuals can make changes. For example, when we are recruiting, questioning why we think a candidate is good. Is it because of their ability, or because they think like us?

“Even though as an industry we are behind many others when it comes to diversity, equally we know that bringing together more diverse teams results in better work, even if it makes life harder initially, because people from different backgrounds tend not to automatically agree with one another.

“While we can put processes and structure in place to help steer people in the right direction to be more inclusive, ultimately you can’t eradicate in built prejudices because it’s part of who we are. The key is to make people conscious of their biases and take responsibility for keeping a check on them.”

Brands use tech to help endangered animals in ‘March for giants’ campaign

The “March for giants” campaign, which is the first to use digital out-of-home in this way, was an International Winner in the 2016 creative digital competition run by Campaign and Ocean Outdoor.

Corporate donors will be invited to create an elephant decorated with their logo and brand colours for £5,000, the cost of protecting an elephant for life
Individuals and companies will be able to generate their own branded adult and baby elephants to swell the herd which will march in real time across Ocean’s high-impact digital outdoor sites in the UK and across some of their Alliance partners screens in Hong Kong and New York. The campaign supports the work of the conservation organisation Space for Giants.

Corporate donors will be invited to create an elephant decorated with their logo and brand colours for £5,000, the cost of protecting an elephant for life in the wild in Africa. Individuals will have the chance to name a baby elephant for £5 or sign up to an annual subscription of £5-a-month, which will protect an elephant for one year.

The virtual herd will be created and grow online during March before being released across five giant digital out-of-home screens operated by Ocean. These include Tsim Tsa Tsui in Hong Kong, Times Square in New York, Westfield Stratford City in London, The Media Eyes at Grand Central in Birmingham and the Manchester Printworks.

The march will begin in Hong Kong on March 23 before moving to New York and on to London on March 24. It will continue to Birmingham on the following day and end in Manchester on March 26.

Corporate donors already signed up to the “March for giants” include National Express, Givergy, Made by Riley, The Delta Group, Westfield, Chantecaille, BCD Travel and First Avenue.The march will be supported in social and broadcast media by a network of celebrities, social influencers and international news networks across the world.

William Thacker, creative director at 18 Feet & Rising, approached Space for Giants after the 2016 Great Elephant Census reported that a third of all African elephants have been wiped out in the last seven years.

The creative digital competition run by Campaign and Ocean rewards creative concepts that are later brought to life on Ocean’s digital screens. “With the competition open, we saw an opportunity and real possibility of securing some global media on a scale significant enough to make a difference to an extremely serious and unreported issue,” said Thacker. Digital agency Popped also worked on the campaign and DOOH.com worked on digital integration.

“To see this march of virtual elephants unfold across the world is a massive ideas made possible by an incredible team,” said Tim Bleakley, chief executive of Ocean Outdoor. “The creative concept and cause are worthy winners of our creative competition.”

Source: Campaign

“This is a worldwide media first for our industry, supporting an amazing charity and delivered across multiple channels simultaneously. This is why I approached ‘18 Feet & Rising’ at the Ocean award ceremony offering our complete and free support” Andrew Phipps-Newman – CEO DOOH.com

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COOH Awards

Last night DOOH.com attended the COOH Awards and won an amazing 8 awards and 4 Commendations. We won awards for our PHE – Health Stop, Lynx CALM – BIGGERISSUES, Land Rover – Hibernot and The Sun – Tournamental which also won the Grand Prix award!

It was a great night with our friends and colleagues from Pulse, Kinetic, Clear Channel and MEC.

PHE – Digital Health Stops
Agency: Clear Channel UK, DOOH.COM, MEC UK
Digital: Interactive
Digital: Use of Digital Technology
Commendation – Campaign: Out of Home Campaign

Lynx CALM – #BIGGERISSUES
Agency: DOOH.COM, Kinetic WorldWide UK, TMW Unlimited, Mindshare
Campaign: Digital Campaign
Campaign: Integrated Campaign

The Sun – #Tournamental
Agency: Pulse Creative, Kinetic Active and DOOH.com
Grand Prix
Campaign: Out of Home Campaign
Digital: Digital Advert
Innovation
Commendation – Campaign: Digital Campaign
Commendation – Digital: Use of Live Updates

Land Rover – #Hibernot
Agency: Kinetic WorldWide UK, Mindshare UK, DOOH.COM
Commendation – Digital: Use of Digital Technologies

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Photo Credit: The Drum/COOH Awards

DOOH Lights Up Eindhoven & Madrid

This week DOOH went international again and provided a dynamic campaign for Lays around the UEFA Champions League. Using their special promotional packs we got football fans to #CheerForYourFavourite.

We projected fans instantly onto The Blob in Eindhoven and the screen in Callao Square in Madrid. Using our Hero system we then shared their Hero moment with them via social media.

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COOH Awards Shortlist

DOOH.com is proud to be shortlisted for a massive 18 COOH Awards this year. The COOH Awards take place on the 23rd of November.

We are shortlisted for 5 of our campaigns from 2015/16;

Land Rover – Hibernot – Kinetic and Mindshare

Twitter & England 2015 – Rugby World Cup – Twickenham Towers – Curb Media and Icon

Public Health England – One You – Clear Channel and MEC

Lynx C.A.L.M – #BiggerIssues – Kinetic, TMW Unlimited and Mindshare

The Sun – #Tournamental – Pulse Creative, Kinetic and Mindshare

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MEDIACOM AND GREY DEVELOP LUCOZADE SPORT’S FIRST EVER VENTURE INTO INTERACTIVE OOH

‘Wait Training’ campaign launches video content on Facebook and YouTube

In an effort to get a million people moving more by 2020, MediaCom and Suntory have harnessed a new and innovative means of utilising digital out of home.

‘Wait Training’, which was developed by creative agency Grey London, as part of its wider ‘Made to Move®’ campaign for Suntory’s Lucozade Sport, features a bespoke bus shelter in Manchester, installed with live streaming capabilities. The shelter facilitates live fitness sessions with a trainer, motivating unsuspecting ‘waiters’ at the bus stop to join in with the session and be rewarded with a Lucozade Sport Body Fuel or Low Cal dispensed at the shelter.

Reactions from this live activation, which has been produced by DOOH and Kinetic, have been filmed on location, with the content being shared socially via Facebook and YouTube from today.

View The Video

Dominic Goldman, ECD at Grey London, says: “To reinforce the campaign idea ‘Made to Move’ we’ve created a nice bit of fun to get unsuspecting people moving when they’d typically be sitting down waiting for a bus, to then sit down again on a bus later. More entertainment than a typical ad.”

Kay Bartlett, Brand Manager at Lucozade Sport says: “We’re really excited to launch the new Made to Move campaign, a mission to get the nation moving more – one element of the campaign will showcase the world’s first bus stop fitness session which will encourage the unsuspecting public to use their time standing at a bus stop for movement. Converting a bus stop shelter into a live interactive exercise area, whereby a trainer will encourage the British public to take part in a variety of exercises from Zumba® to boxerciseBoxercise®, shows that we are committed to achieving our target of getting one million people moving more by 2020.”

David Munt, Business Director at MediaCom, adds: “It was really exciting to bring to life a brand purpose in such a direct and innovative way. Lucozade Sport is all about getting people moving and we’re thrilled to have been able to do this, in such a physical way.”

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Find Your Flavour

Just Eat relaunched their brand with DOOH.com and Kinetic across DOOH using our Rush system. Rush allowed them to preload their content that was then triggered by the day of the week, temperature (cold and hot) and raining. The Rush system also allowed Just Eat to ‘takeover’ from the automated triggers and publish bespoke creative at any time.

The campaign launched across; Primesight, JC Decaux, Ocean Outdoor, Outdoor Plus, Forrest, Signature and Exterion across October and November.

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‘Play With Pooch’ in RSPCA’s First Interactive DOOH

MediaCom, Kinetic and DOOH.com has presented a new and innovative means of utilising digital out of home to support RSPCA’s latest campaign “Play with Pooch”. Starring rescue dogs in need of a home, “Play with Pooch” is an interactive digital out of home game and family event which aims to get more abandoned pets adopted.

The campaign cements RSPCA’s first involvement in incorporating dogs in conjunction with digital/interactive OOH and stems from a joint MediaCom/Kinetic entry into last year’s Ocean Digital Creative Awards, an industry-wide competition promoting innovation in OOH. “Play with Pooch” dominated the colossal Media Eyes located at Birmingham New Street Station on September 23, turning the area into an experiential playground for pets and their people.

This activity represents an entirely new format brought to life at New Street Station, Birmingham’s latest redevelopment project in the heart of the city. The bespoke video game, developed & produced by DOOH.com specifically for The Media Eyes, invites people to play with four different dogs using their phones or iPads as the control pad, as the game plays out on the big screen.

This live interaction gives the audience a chance to submit their details, ready to be contacted by the RSPCA or make a donation.

Chris Wainwright, Director of Communications and External Relations at the RSPCA said: “Although the RSPCA is almost 200-years-old we are keen to embrace new technology and pioneer exciting ways to get our rescue, rehabilitate, rehome message across to supporters.”

“Play with Pooch” is a really fun and different way of engaging with the public and encouraging them to think about rehoming and donating to us. We were delighted to win the opportunity to put our fabulous rescue dogs on the big screen getting all the fuss and attention they deserve.”

Ocean’s Head of Marketing, Helen Beacham said: “This is a highly engaging campaign and the fulfilment mechanism really delivers making it a simple, engaging show stopper.”

Rosh Singh, Director of Digital Innovation and Head of Kinetic Active said, “We devised “Play with Pooch” as a fun, engaging and innovative way to raise awareness of the animals in care at the RSPCA. A perfect fusion of real-time technologies and premium OOH brought to life in an addictive game that is bound to see people falling in love with these amazing dogs”.

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Nominated!

Our Lynx CALM #BiggerIssues campaign with TMW, Kinetic, Mindshare and W Communications has been nominated for a massive 6 Dream awards!

Earlier this year the campaign won a silver Cannes Lions.

The campaign highlight male suicide on digital out of home across the country with amazing results!

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