Digital signage key ingredient for experiential campaign recipe
April 29, 2014
The U.K.'s largest indoor digital signage screen — JCDecaux's 40-meter-long-by-3-meter-high, full-motion digital screen Motion@Waterloo — recently was one of the main ingredients in cooking up an experiential/digital out-of-home campaign for global butter brand Lurpak in London's Waterloo Station.
The campaign promoted the new Lurpak Cook's Range of products by taking over Waterloo Station in a three-day experiential advertising campaign in which commuters were invited to experiment with home cooking and baking as the experiential zone was transformed into a live kitchen. And all the action live-streamed to the Motion@Waterloo screen, which JCDecaux bills as the largest indoor advertising screen in the U.K.
The high-definition screen streamed live and dynamic content captured on the stand throughout the campaign. More than 3 million consumers were expected to interact with the campaign across the three days. The majority of this was planned to happen on the experiential stand, where three celebrity food ambassadors — Lily Vanilli, Tom Sellers and Valentine Warner — aimed to inspire visitors to start their own food adventure.
In addition to the coupons they will receive when sampling the product on stand, consumers will be encouraged to engage with the Lurpak brand post trial. The campaign also includes competitions running for those who tweet using the hashtag #FOODADVENTURES post-trial.
"We're really excited about landing our new Cook's Range in such an innovative way; being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic," Stuart Ibberson, senior director for BSM at Lurpak-parent Arla, said in an announcement of the project on the JCDecaux website. "We're really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire."
Carat Client Director David Liddiard said the new campaign was "designed to truly engage with consumers by redefining the terms of the physical and digital customer experience. Consumers will be able to extend the immersive experience in Waterloo to the digital world by seamlessly interacting with the Lurpak's Cooks Range on digital channels – establishing a long-lasting relationship with the brand. It is great to be working with such an innovative brand that has embraced Carat's pioneering approach to media strategies and creative use of new technologies."
The April 24-26 campaign was cooked up by the team of BD Network, Carat, Posterscope, PS Live, Grand Visual, Liveposter, Outside Line and both JCDecaux and JCDecauxLive, and, according to wieden + kennedy London and JCDecaux, will subsequently roll out at other stations across the U.K. including Manchester, Leeds and Glasgow.
A commenter on the JCDecaux Facebook page called the campaign "a brilliant example of digital media integrating with experiential media," and the project also drew raves across Twitter: