Article

JCDecaux, Pandora deliver DOOH dating tips

For Valentine's Day 2019, Pandora, a jewelry company, deployed an interactive DOOH campaign at Westfield Stratford City shopping center in London to deliver love advice. The company partnered with JCDecaux, an outdoor advertiser, and creative agency Flying Object to deliver the campaign with an interactive display and a chat bot called Gemma.

April 4, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

For Valentine's Day this year Pandora, a jewelry company, deployed an interactive DOOH campaign at Westfield Stratford City shopping center in London to deliver love advice. The company partnered with JCDecaux, an outdoor advertiser, and creative agency Flying Object to deliver the campaign with an interactive display and a chat bot called Gemma.

"The effect of this campaign was to make sure people are excited about Pandora around Valentine's Day," Rosie Reeves, brand manager, Pandora, said in a Youtube video of the campaign. "Make sure we are front of mind for gifting and also drive awareness for chat bot Gemma."

Customers could approach the display and ask questions such as "first date tips, chat-up lines, Valentine's Day questions" and other topics. Gemma would often give answers such as "recreate your first date."

If customers didn't like Gemma's tips, they could click a button for "maybe not, try again" to get different advice.

Charles Rickleton, art director at Flying Object, said the campaign's aim was to stand out in Westfield Stratford City while also keeping to Pandora's "minimalist, classy and refined brand."

Mike Brand, creative partner, JCDecaux, said the campaign delved into the "imagination" of Pandora to create the experience and deliver activations in an OOH environment.

"Activations can be a really great way of taking something online and bringing it into the physical space," Brand said in the video.

JCDecaux has done several similar DOOH campaigns in the past. For example, the advertiser teamed up with McDonald's to deliver an interactive orchestra in Lisbon, Portugal to celebrate the launch of the Maestro Burger in that region.

You can watch the campaign in action below.

About Bradley Cooper

---

Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

Connect with Bradley: