Gail Chiasson, North American Editor
“The well-publicized Pepsi Max and British Airways ‘Look Up’ campaigns did a lot for the digital out-of-home industry,” Andrew Newman, CEO, at DOOH.com told attendees at The DailyDOOH Media Summit held at BAFTA during London Digital Signage Week.
These campaigns had a lot of impact in terms of public relations and attraction of social media, along with winning awards and generating ROI.
The same thing goes, he said, for the Oreo ‘Eclipse’ campaign, which was viewed by 20 million people on social media, and increased sales 59%.
Another campaign for CALM, which won awards and was big on social media, even drew the attention of the British Government. CALM is a charity dedicated to preventing male suicide, the biggest single killer of men aged 20 – 45 in the UK, and its campaign resulted in a 45% awareness of male suicides.
But producing such campaigns at scale isn’t easy.
“It takes meticulous planning,” said Newman, who also discussed the same topic for an article in the Daily DOOH London Special Edition Newspaper.
With a personal background in film and production, Newman moved into digital media, founding the agency Perfunktory, and then into digital out-of-home. It has only taken two years for the young company DOOH.com to now be seen as one of the top three Dynamic DOOH production houses in the world, producing award-winning campaigns for CALM, Heathrow Express, Skoda and more. The Heathrow Express campaign, urging people to take the Express train rather than a taxi into central London – listing the various advantages of doing so – generated GBP 4 million in revenue, which was an 8000% ROI.
“Consumer insight is the key to any dynamic campaign,” he said. “You must get consumer engagement. A camera installation can often help with this, because you really want to develop social engagement with sites like Instagram, Facebook and others. The British Airways campaign garnered 44 million impressions on social media.”
Having public relations assistance and seeing the media writing articles can all help consumer engagement. While campaigns such as those for British Airways, the recent Women’s Aid, and Skoda (which allowed people to build their own car and then be seen in the drivers seat) were seen as ‘stunts’, the recent campaign by DOOH.com for the British Government Public Health was scaled across 10 UK cities.
Starring the well-known TV personality Dr. Hilary, the campaign had content triggered against a multiple age and gender variation, identified through an on-site camera. Text on a transit screen in each city then would urge the person viewed to call a specific number where they then got health information from Dr. Hilary, seen on-screen. This happened multiple times each day. The surprise element of Dr. Hilary actually stepping out from behind the screen in real life at one location during the campaign added to the social and traditional media coverage.
“The campaign had 200,000 interactions and gathered 4 million social media impressions,” said Newman.
To produce an integrated Dynamic DOOH campaign at scale, Newman said, it must:
- Have a well-defined media plan;
- Be able to work out of the box;
- Have gold standard project management;
- Have dynamic innovation;
- Have an innovative way to access DOOH.
And, to quote Newman from the DailyDOOH London newspaper, “Dynamic campaigns are one of the only advertising mediums that offer this deep level of client engagement, should be encouraged, and will inevitably define our growth.”
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