Elle invited 600 magazine fans to the shoot, each receiving a full make over. An Instagram image of each styled reader, through our moderation system, became part of the Ad campaign. ‘HERO’ then automatically took a picture of the screen and posted it back to Instagram. It was published via our moderation tool which closes the social media loop, simply known as ‘closing the loop’. To each reader’s delight they were tagged by Elle, so they could then share their moment of fame.
DOOH.com received one of it’s highest accolades yet this weekend at The British LGBT awards, dubbed the gay Oscars by the UK press, taking away the award for best marketing Campaign. The campaign was produced for Pride in London in 2014, the ceremony received national press attention throughout the UK.
Andrew Phipps Newman Co-founder of DOOH.com said
“We’re delighted with this award as this ceremony recognise companies, individuals and charities that make a positive difference to people’s lives. To be awarded as one of those companies is truly humbling. The awards, voted for by the public are a true reflection of how well the campaign cut through and engaged with it’s audience. The #Freedomto campaign set out to galvanise diverse age groups and demographics, which it successfully did culminating in 63million twitter impression on Pride day alone. Partnering with Exterion we set out to prove that DOOH can activate a mass audience that reaches far beyond it’s initial audience”.
DOOH has broken out of it’s historical shackles to become a medium that can lead a campaign and not just compliment it. With the correct partners you can really innovate with the DOOH medium, each week we see new amazing creative ideas that come to life and gain massive traction through social media and the medium itself is now the highlight of TV commercials like Kleenex or central to a campaigns activation for Walkers crisps or Pepsi Max.
We believe DOOH should innovate on every level, not just on a pure creative level but each step of the way, through cost, efficiency and through the use of Data. We relish the challenge to make the technology behind dynamic campaigns almost invisible so the message shines through above all else, which is exactly the reasoning behind our recent campaign for Heathrow Express.
In a media first, smart screens have been installed at Heathrow Terminal 2’s baggage reclaim zones showing passengers live price and journey time comparisons between taxis and the airport’s train service to central London.
Heathrow Express, digital out-of-home media agency DOOH.com and JCDecaux Airport UK have worked in partnership to create a world-first proposition – the ‘journey comparison generator,’ which combines real-time traffic, weather and train service information to help customers make the best choice for their onward travel.
It uses a moderation engine produced by DOOH.com, formerly known as Enigma, to pull together five different layers of real-time feeds from TomTom, Heathrow Express, Google, the Highways Agency and the Met Office.
The screens present passengers with the estimated time and costs at the exact moment they would use the rail link to reach central London versus getting a black taxi. Along with displaying the time of the next Heathrow Express train, the campaign also employs GPS-focused technology to highlight real-time traffic on a map that displays the journey between the terminal and Paddington.
In another media first, the campaign will turn multilingual from mid-April, as the screens on each baggage reclaim carousel will be translated to the main language of people on the arriving flight. The campaign will also be installed across Heathrow’s Terminals 3 and 5 later in the year.
The journey comparison generator shows that by using Heathrow Express rather than black cab taxis, travellers can save up to money and time. Currently, more than 100,000 passengers arrive at Heathrow Airport every day.
Fraser Brown, Heathrow Express director, said: “The aim of the ‘journey comparison generator’ is to enable Heathrow passengers to get into London as speedily, easily and as cheaply as possible. By harnessing many different sources of real-time data into one we are helping to make this happen. Research shows Heathrow Express trains are three times faster than taxis and a quarter of the price. These screens show how that comparison varies minute to minute depending on traffic, weather and time of day.”
Andrew Newman, co-founder of DOOH.com, said: “Consumers through their smart phones are incredibly enabled with right information at their choosing. When it’s served up to them via advertising and by a brand, we have to do more to gain their confidence. By linking scheduling information, Google maps, a GPS feed, live clock times and road traffic accident alerts, this multi-layered approach gains the trust of the public, delivering relevant information that enhances their decision making.”
Alan Sullivan, Managing Director at JCDecaux Airport, said: “This state-of-the-art real-time campaign marks a further step towards providing advertisers with content and context driven dynamic Digital Out-of-Home campaigns with JCDecaux Airport. We are delighted to be such an integral part of this world-first proposition that has the ability to transform how brands communicate to passengers as well as enhance traveller’s airport experiences.”
In the last 12 months, the team at DOOH.com, as ENIGMA, has delivered award-winning work across dozens of clients. With sights set on international expansion, CEO Andrew Newman wanted to create a brand that both simplified the industry and announced its intentions by investing significantly in its future.
Andrew Newman, CEO of DOOH.com, said,
“Out of home advertising has been around for centuries in various forms. Digital out of home marketing is still in relative infancy, but having grown into an industry said to be worth £1bn by 2020, our investment in DOOH.com is a drop in the ocean to what is coming next for brands.
“For us, this rebrand isn’t just about changing our name. It’s about making the incredible technology at our fingertips easier to understand, more accessible and more affordable.”
“Just like it’s not only the biggest brands that run print and TV ads today, we want to also reach the middle market brands that are intrigued by and could benefit hugely from a more connected digital approach to outdoor advertising, but aren’t sure where to start. Digital out of home ads are more efficient, can run real-time content from videos to social media feeds, can be delivered quicker, can be changed in an instant – and, unlike its print cousin doesn’t have to cost the earth.”
DOOH.com has developed a number of tools that make client campaigns more accountable and will offer key statistic to clients and agencies for the first time.
Working with The Drum, Storm and Clear Channel we dominated the iconic Piccadilly One screen throughout Ad Week. The Drum ran a poll via social media with the results shown live on screen accompanied by tweets.
We also showed off our new product ‘Hero™’. Hero allows you to complete the social media loop. A high resolution image of each tweet was taken and tweeted back to the originator so they could see themselves on screen. Hero resulted in over 90,000 additional impressions for The Drum.
Why DOOH isn’t Ubiquitous yet?
In a little over five years digital out of home has exploded from being a small part of outdoor advertising to quite possibly the most important part of it’s future. Media owners are investing vast sums in dramatically increasing their digital estates everywhere across the out of home environment and the opportunity being generated for innovation and creativity is vast. Media agencies, creative agencies and brands are starting to clearly see the opportunity for everything from data driven dynamic campaigns to right time marketing and extraordinary campaigns integrating digital billboards and experiential. It’s almost as if a perfect storm has been created to finally empower brands to communicate and broadcast campaigns outdoor with the same level of relevance that has become so commonplace online.
DOOH.com (part of the Curb Media Group) achieves 7 pioneering DOOH solutions in its first year:
– First digital crowd sourced marathon for Campaign’s CityLive Challenge
– First sponsored multistage advertising campaign for Pride in London
– First live digital petition for Amnesty
– First in-loop campaign for Fairy Liquid sponsored interactive multiplayer game with Ocean Outdoor in Westfield
– First and largest DOOH screen in France, with live broadcast for Cannes, Simon Cowell’s X Factor and BGT beach party
– First interactive touch screen make up matcher from the beauty industry for Clinique
– UK’s longest running DOOH ad campaign for Book Club
– First travel comparison engine and audience language recognition commercial for Heathrow Express
When founded in February 2013, we set out to revolutionise the DOOH sector using innovative technology to deliver state of the art socially driven campaigns, without complex and costly procurement models.
It has been an amazing year for Enigma and our clients; after winning multiple awards for our Pride and Amnesty campaigns, our proprietary portal, EnigmaCode, has more than proved its ability to deliver innovative and sophisticated socially driven OOH campaigns.
We’re looking forward to an even better 2015.
We created a game for the Fairy – Gigantic Clean Up Challenge in November.
We put the game within the advertising loop of the Eat Street Screen at Westfield London in a media first with Ocean. We had great results and helped raise money for Make-A-Wish Foundation UK
It’s been a great year for Enigma. We’ve enabled brands from Amnesty International UK to IG Index and Yahoo to Pride in London.
We love media firsts and have had some great projects where we’ve been able to offer brand new ways for brands to show themselves off on Digital Out of Home.
We’ve been lucky enough to be recognised for our work. Our Amnesty International #helpbringthemhome won the ‘LoveContent’ Branded Content Award and the ‘COOH’ Interactive Award. Our Pride in London campaign won ‘Stonewall’ Advert of the Year, ‘Love Content’ Best Digital Out of Home campaign and a ‘COOH’ Digital Campaign Commendation. We are very proud with this recognition and thank everyone who was involved.
See you in 2015!
Take a look at our multi award winning campaign for Pride in London.