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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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International News Live

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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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Zalando lights up Piccadilly Circus!

This week we launched our latest project with Ocean Outdoor for fashion brand Zalando.

We gave members of the public the chance to show off themselves and their fashion on the iconic ‘Curve’ screen. They were asked to give their most fabulous pose and choose an headline that most suits them. Within less than a minute their image was on screen as part of the Zalando advertising. The member of public was then given a printed photo of their pose along with money off when shopping with Zalando. Using Hero we then sent them their fame moment to them via Twitter.

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Shortlisted!

In the last week two of our campaigns have been shortlisted for awards.

Our multi award winning Heathrow Express Comparison Generator has been shortlisted for a ‘Marketing New Thinking Award‘ in the Data Creativity Category.

Our campaign for Public Health England with Clear Channel and MEC has been shortlisted for a ‘Media Week Award‘ for Media Innovation.

The Calming Effect

There are only a few campaigns that you’ll work on in your life time, that have a true and well worthy message and make a difference in this world, like saving lives.

TMW and Kinetic came to DOOH.com with just one of these projects. Their client, Lynx decided to sponsor and pay for a DOOH dynamic campaign and it’s media plan, allowing their name to take 2nd place against the Charity ‘Calm’. Calm supports male suicide awareness. This type of investment is risky, without knowing how successful it might be.

What was the message? Suicide is the biggest killer of men under 45, claiming a life every 2 hours. Now just say that to yourself again, shocking isn’t it.

TMW devised a great idea, though slightly dark, the message was memorable. By comparing incidental everyday topics, being talking about more than suicide and state that they are #Bigger than suicide. Every headline was substantiated with a micro site revealing the exact number of impressions. The campaign was published to 450 screens throughout the UK, this allowed the use of topics and trends regionally. But importantly every screen would update every 2 hours, to mark that someone in the UK has taken their life.

For instance in Manchester ‘Lemon’s – Are Bigger than Suicide’ as The Stone Roses announced their return. ‘The Force is Bigger than Suicide’ as the new star wars film was released. As people started to check out the campaign on-line, they could easily show their support by agreeing to be part of a ‘Thunderclap’ where a message on your behalf gets tweeted out for maximum impact.

It wasn’t until early this year I started to realise what impact our DOOH campaign had. After meeting the CEO at yet another awards ceremony, the reality of success started to dawn on me.

The charity had gone from £12k donations last year, rising to £1.2m this year. Prince William saw the campaign and connected the charity to become officially involved. Finally early suicide figures have seen for the first time in years, a fall. So can we say that our campaign saved lives, proudly I think we can!

This Campaign has won over 20 awards so far with the pinnacle moment being, when taking a Cannes Lions Silver.

The charity has also been nominated best Charity of the year, we wish them luck.

Andrew Newman – CEO

LandRover #Hibernot Shortlisted for Two Festival of Media Awards

Earlier this year we launched a campaign for LandRover to show Winter differently. Using the tagline #Hibernot they asked us to show Winter differently through Digital Out of Home.

Working with Kinetic and Mindshare we set up cameras in existing DOOH screens throughout the country. The camera turned the screen into a window of the scene behind the screen and applied Instagram style filters so people could see Winter differently.

The second phase of the campaign allowed people to share their #Hibernot moment via Instagram which were then shown on DOOH screens throughout the country.

We’re happy to say this campaign has been shortlisted for two Festival of Marketing Awards
– Multichannel Marketing – Best campaign using four or more media
– Outdoor and Location-based Marketing

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