Kinetic Active [1] is launching a tactical campaign using state of the art colour-recognition 6-sheets today (Monday July 14, 2014) to celebrate the launch of Unilever’s Dove Invisible Dry deodorant and its ‘100 colours’ campaign.
[2]
The interactive digital 6-sheets have a camera facing out from the screen. A system recognises a person stood in front of it, takes the dominant colour it sees and applies this to the creative, changing it to reflect the colour of the clothes the person in front is wearing. The concept ties in perfectly with the Dove campaign to encourage women to be colour confident by using new Dove Invisible Dry.
[3]
Each digital screen delivers location specific messaging, driving consumers to the Boots store in that mall.
The JCDecaux 6-sheets are installed in leading shopping malls across the country, including five key sites: Bluewater, Lakeside, Trinity Leeds, The Centre Milton Keynes and Bullring.
The campaign, which will run until July 27, is part of a wider digital out-of-home campaign that is delivering reach in a fashion environment and in close proximity to retailers including Boots and Superdrug.
Callum Galloway, Dove Deodorants Brand Manager, said: “It is very exciting to be working on yet another ground breaking activation to bring to life the Dove deodorant Invisible Dry campaign. Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence!”.
The content was developed by Grand Visual [4].
2 Comments To "Dove Invisible Dry campaign"
#1 Comment By Tractor Outdoor On 14 July 2014 @ 10:57 @498
This is a really good concept! Well done Kinetic Active!
#2 Comment By Roi On 14 July 2014 @ 14:13 @634
The idea is fine, sounds good to talk about it on social media or press … But will someone stand in front of to be scanned?