Kraft Foods recently launched a large scale digital out of home campaign, spanning several formats and including a live interactive poster at Euston mainline rail station. It is the first time JCDecaux’s Transvision screen has hosted a live copy campaign addressing individual members of the public on the station concourse with bespoke messages.
Messages were created in situ by Euro RSCG London and managed through Grand Visual’s OpenLoop platform which allows advertisers to manage live copy executions across all major UK digital outdoor networks. The live comments reflected activity on the concourse, picking out individual people by playfully enquiring about their breakfast habits and encouraging them to try Belvita Breakfast biscuits.
The live poster was supported by a broader day-part digital outdoor campaign from Euro RSCG London and produced by Grand Visual. The campaign targeted commuters across road, rail and underground formats as well as static posters.
Nicola Wilkinson, Marketing Manager – Biscuits, at Kraft Foods UK, commented “We wanted a campaign that created a real buzz and was able to connect with commuters and raise awareness about Belvita Breakfast biscuits. Creating a humorous live copy execution was a great way to insure stand out during the busy rush hour commute.”
Neil Morris, MD of Grand Visual said “Digital outdoor enables advertisers to get closer to consumers. Using OpenLoop to facilitate the instant publishing of dynamic copy, has enabled Kraft Foods to react in real-time with relevant copy to a broadcast audience.”
Spencer Berwin, Managing Director – Sales at JCDecaux said, “This campaign demonstrates the flexibility of digital Outdoor and its ability to communicate with audiences in real-time. I’m delighted to see Belvita using JCDecaux’s digital screens in such an innovative way.”
Alix Wood, Grand Visual, 07 989 068 416, alixwd [at] gmail.com, www.grandvisual.com
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2 x 20″ Transvision Landscape
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About Grand Visual
Grand Visual is a digital production company designed to unlock the potential of digital platforms for agencies and their clients. Grand Visual combines creative thinking with technological expertise, helping brands to target audiences across a range of platforms and environments.
Launched in 2005, Grand Visual have won awards and delivered a number of “media firsts” in the digital out-of-home arena and we continue to push the boundaries in what is an exciting area for digital media.
Open Loop from Grand Visual is an independent facility that allows advertisers to modify new or currently-running DOOH ads, including images, text and video and publish to multiple networks instantly. Live, dynamic, responsive and interactive campaigns are now possible across the DOOH spectrum. Advertisers to use OpenLoop so far include Nokia, Nike, Continental Air and ITV1.