Land Rover has commissioned leading digital out of home agency DOOH.com, Mindshare and Kinetic Active to create a visually spectacular accompaniment to the vehicle manufacturer’s multi-channel #Hibernot campaign, asking members of the public to ‘see winter differently’.
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They’ve created a multi-site campaign that can show the urban winter landscape ‘behind’ seven digital billboards – effectively turning the screens into ‘filtered’ digital window frames.
Using camera technology and DOOH.com’s proprietary content management system, real time images are then applied to the billboard, with Instagram-like filters applied.
The billboard locations include the SE1 Tower, Waterloo; Cromwell Road Gateway, the Hammersmith P10, the Northern Lights in Leeds, Canary Wharf, Billingsgate and Cheyne Walk.
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Andrew Newman, co-founder of DOOH.com told us “More and more brands are realising the exposure and opportunities that digital out of home advertisement provides them. This is a great campaign to demonstrate its capabilities, where a simple yet profound message is being communicated to the masses, seamlessly. We worked closely with Land Rover to ensure the brand’s key marketing messages are successfully communicated throughout the campaign. Since launching a few days ago, both Land Rover and DOOH.com are thrilled with the results – I don’t think the live billboards could look any better!”
The camera streams live HD images of the landscape. The Land Rover branding and Instagram filters are then applied and relayed to the digital screen for display. Each site’s image is personally moderated every 20 minutes, so that it remains a realistic version of the scene.
Land Rover’s #Hibernot campaign aims to convey the brand’s specialism in automobile engineering for adverse and wintry weather conditions. By making the otherwise bleak winter landscapes look more attractive through the filter, Land Rover is communicating that winter is better and more beautiful with one of its vehicles.
The filters can be chosen dependent on what time of day it is so that the effects complement and enhance each landscape image.