Dove, the "beauty bar" soap brand, recently went to digital out-of-home for an exercise in interactive marketing at London's Victoria Station.
Timed to coincide with Valentine's Day, the Unilever beauty brand wanted "to spread a little love and happiness throughout the usual frenzy at Victoria station" for the week of the romantic holiday. From Feb. 13-19, commuters saw a different question posted each day on the station's large-format Transvision screen, "inviting thoughts and reflections on the beautiful women in their lives." Passersby were prompted to text or tweet their responses, which were then displayed on the stattion's screens for all to see.
Dove says it "believes that beauty should be for everyone, because looking and feeling your best makes you feel happier," so the interactive campaign engaged commuters by asking questions like, "Who is the most beautiful woman in your life?", "What makes you feel beautiful?", and "What puts a smile on your face?"
The campaign, booked by Kinetic and Mindshare, and created by Billington Cartmell, ran on JCDecaux's Transvision screen at London Victoria Station and was delivered via Grand Visual's OpenLoop platform — which allows clients and agencies to manage live social media feeds from their desktop and publish them instantly across DOOH formats. Victoria Station has a footfall of around 350,000 people each day.
"As well as being a great demonstration of the dynamism available in the out-of-home medium, Dove's campaign is a great show of what can be achieved when a creative is so relevant to an environment," said James Byard, account director for Kinetic, in announcing the campaign.
Dove brand ambassadors also took the campaign out of the virtual and into the real by handing out to commuters small gifts relevant to each day's question. To celebrate Valentine's Day on Tuesday, commuters were asked "What do you love about your Valentine?" and some were to be given a white tulip to give to "the women who light up their lives."
"We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove's warmth to Londoners during their daily commute," said Unilever's Jocelyn Hsieh, senior brand development manager on Dove Global, in the announcement sent out by Kinetic. "We look forward to seeing Londoners' reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station."
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