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NISSAN CONNECTS WITH FAN EXCITEMENT DURING ICC CHAMPIONS TROPHY 2017

NISSAN CONNECTS WITH FAN EXCITEMENT DURING ICC CHAMPIONS TROPHY 2017 BY UNVEILING A UNIQUE X-TRAIL INSIDE THE OVAL.

• Nissan X-Trail at The Oval is a 3D screen that reacts to the big match moments in real-time, helping to amplify and share the excitement of fans

• Pitch-side car is part of a wider global activation plan bringing fans closer to the excitement of cricket and also includes the official tournament vehicle fleet and Nissan Play of the Day where fans can watch, vote and share the most exciting moments of the tournament

On the eve of the ICC Champions Trophy 2017, official global partner Nissan has unveiled an intelligent car inside the Oval that connects fans to the excitement of the live matches by reacting to the big moments in real-time. The X-Trail will also interact with cricket fans around the world via activations on social media.

During play at the Oval, fans will see the X-Trail in car mode, a digital render of the 2017 Nissan X-Trail. When the action hots up on the pitch, the car will come to life reacting to fans and amplifying their excitement, by celebrating boundaries, highlighting milestone moments and adding to the tension of the big decisions.

Roel de Vries, Nissan Global Head of Marketing and Brand Strategy, said: “The ICC Champions Trophy 2017 set out with a vision to be the most connected cricket tournament ever and the X-Trail at the Oval is a new for fans to connect with our product displays. At Nissan, we believe that innovation can generate excitement and Nissan Intelligent Mobility defines how are cars are powered, driven and integrates with society.

“Like the ICC, we have a proud record of innovation and using new technologies to amplify fans’ excitement. The X-Trail forms an important part of our global engagement plan that also includes the Nissan Trophy Tour and the Nissan Play of the Day that enables fans to watch, vote and share their most exciting moments of the tournament every day.”

The full-size X-Trail model is the result of a collaboration with partners Curb Media, DOOH.com and Fuse. It is mapped with 67,500 new generation Flexlyte LEDs, each individually programmed and animated using hundreds of colour combinations to enable the development of a wide variety of content and to optimise in changing weather conditions from bright summer sunshine to torrential summer rain!

Fans will be able to experience the intelligent pitchside car when the ICC Champions Trophy 2017 officially gets underway as hosts England face Bangladesh at the Oval on Thursday 1st June.

Article via Nissan

Weather reactive DOOH for BMW Mini goes topless

BMW Mini, in its first Digital Out Of Home (DOOH) activation, launches this May with weather reactive triggers to promote the Mini Cooper Black and Convertible Editions. The campaign runs on multiple media owner networks nationwide from 22nd May for two weeks.

Utilising DOOH.com’s Context system, weather reactive copy promoting different editions of the Mini Cooper are displayed on individual DOOH screens depending on the likelihood of the customer to have the roof of their car down. Warm, dry weather publishes the Mini Cooper Convertible Edition with other conditions showing the Black Edition creative.

The DOOH activity was conceived by MEC, and the execution was a collaborative effort between client agencies Kinetic Active, Brooklyn Brothers, and Smoke and Mirrors, and produced by DOOH.com.

Andrew Phipps-Newman, CEO and Founder, DOOH.com, said:
“The beauty of the BMW Mini execution is in its simplicity. Using Context’s own in-built weather triggers, linear creative is delivered to screen without the need for complicated dynamic deployments, enabling the client to enact a contextual DOOH activation in days rather than weeks and at a price point reflecting this. Context is very much the enabler of rapid and cost-effective DOOH deployments.”

Enjoy Rekorderlig whatever the weather with Dynamic DOOH

This May, Rekorderlig, Molson Coors’ premium cider brand, launches a nationwide dynamic digital out of home (DOOH) campaign. The campaign, which runs on multiple media owner networks in seven regions from 22nd May for two weeks, features weather reactive and regionalised copy to stimulate both on-trade and off-trade sales.

The campaign creative utilises DOOH.com’s Context system to deliver the regionalised weather reactive copy, that also combines day-of-week to cater for on and off-trade purchasing habits, for full motion screens and simpler time-based callouts for static DOOH sites. Introduced by Rekorderlig’s own weatherman, the creative advises the viewer of the upcoming weather conditions and draws from a creative matrix of over 130 messages all delivered dynamically and contextually.

The DOOH activity was conceived by Saatchi & Saatchi, and the execution was a collaborative effort between client agencies Zenith Optimedia and Kinetic Active, and produced by DOOH.com.

Andrew Phipps-Newman, CEO and Founder, DOOH.com, said:
“Molson Coors have really hit the ground running for their first DOOH campaign for Rekorderlig by combining different types of data feeds to deliver unique messaging from a vast creative matrix, painlessly. The Context system combines technology and best practice production techniques, together they simplify the delivery process guiding the client seamless through delivery to sign-off, allowing what would have been considered Dynamic files to be supplied to a Linear workflow”

Awards Season Begins

With the Cannes Lions awards a few weeks away the awards season has truly kicked off for 2017.

Last night DOOH was lucky enough to win two silver Creative Circle Awards for ‘Digital Poster’ & ‘Innovative Use of OOH’ for our #Tournamental campaign from last year with Kinetic and Pulse Creative.

We’ve also been nominated for the Outdoor Media Awards which take place on the 29th June. We’re nominated for:
The Innovation Award for:
Health Stop, One You, Public Health England – MEC / Clear Channel UK / DOOH.com
The Sun Tournamental, News UK – Pulse Creative / DOOH.com / Kinetic
The Creativity Award for:
Health Stop, One You, Public Health England – MEC / Clear Channel UK / DOOH.com
The Data Award for:
The Sun Tournamental, News UK – Pulse Creative / DOOH.com / Kinetic

B&Q Goes Dynamic

B&Q launched there latest summer advertising campaign last month. The campaign uses our dynamic platform; Context. It allows them to publish content based on the regional weather forecast for the weekend ahead and sales data. Each week the content is updated to reflect current B&Q offers.

DOOH.com worked on this campaign with Kinetic, MEC, WCRS, Five by Five and Ebiquity. The campaign is live on JCDecaux, Exterion, Clear Channel & Primesight.

Interactive Thunderbirds Mobile Experience Across the UK

Halifax has collaborated with Greenhouse Group and Kinetic to create a mobile-interactive Thunderbirds-themed game as part of a wider campaign to reach those people who aren’t ordinarily engaged with saving.

Running from April 14, 2017, the two-week experience will tour digital out-of-home screens across six shopping centres with players interacting with the game through their smartphones. The game sees users steering a Thunderbird 3 rocket through their devices to collect coins and avoid obstacles.

The hyper-local technology supporting the game is provided by Meshh, a contextualised mobile specialist, which was brought to the project through Kinetic’s OOH technology startup-incubator, KineticX.

This mobile-interactive experience is part of a wider campaign with Thunderbirds running across TV, online display and social media. It aims to drive awareness of saving with the Halifax and targets the audience in unique and engaging way.

Tim Male, Head of Halifax Innovation and Communications told us “We know that saving is difficult to make a priority, so it’s vital that we look at different ways to target and make savings a bit more engaging. Kinetic’s expertise with OOH media, as well as the strength of its technology partners, has been invaluable for targeting our audience effectively, creating great experiences that celebrate the rewards of savings of any size.”

Vicky Wharam, Senior Account Director at Kinetic added “Today’s audiences are now interacting with mobile more than any other device, and are usually found in everyone’s back pocket when on the move. It made perfect sense to us to engage the public through their most treasured devices as part of Halifax’s Savings campaign. Utilising our great network of technology innovators through KineticX, we’re looking forward to seeing the results.”

The mobile-interactive screens will tour Eldon Square in Newcastle, Manchester Arndale, St David’s Shopping Centre in Cardiff, Bluewater in Kent, Intu Derby and Cabot Square in Bristol. Partner agencies include media planning consultancy Greenhouse GroupM, creative agency Adam&EveDDB, experiential agency Ambient Media and DOOH.com.

Article via DailyDOOH

MyTaxi Goes Dynamic on DOOH

Using our RUSH system MyTaxi have launched their brand across digital out of home in the UK with Kinetic Active and DOOH.com.

Using the weather and live traffic information, content is served direct to large format and D6 screens throughout the UK. The system is fully automated and content is triggered based on the live conditions of each screen.

The campaign launched on the 27th of March across JC Decaux, Outdoor Plus, Primesight and Storm Screens.

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

Other Articles:
Independent
Evening Standard
Creative Pool
Daily DOOH
Screen Media Daily
Mundo Marketing
Communidad EME
Net Imperative
Daily DOOH