News

DOOH emoji campaign captures Cannes vibe

June 17, 2016

A Twitter-enabled DOOH campaign with the hashtag #CannesScan provided by Grand Visual and Clear Channel Outdoor will debut tomorrow at the Cannes Lions Festival of Creativity in France, according to a press release from Clear Channel Outdoor. The company has partnered with Grand Visual to create the campaign for the advertising festival.

#CannesScan is a live Twitter poll of the emojis being used in reference to all things #CannesLions during the event, which will be held June 18-25. The trending emoji will be published each day on Le Grand Screen, a 16-meter-long digital billboard above The Grand Hotel, the release said.

"#CannesScan is here to help the Cannes crowd garner the mood on the street. It's on-trend and particularly relevant to the advertising community given the success of Domino's emoji campaign here last year, which took home the Cannes Titanium Grand Prix. It demonstrates the huge potential of combining OOH with social media platforms for connecting with people on their own terms, in a way that is relevant, accessible and potentially humorous," said Chris Pelekanou, commercial director at Clear Channel UK.

The creative scrolls through a range of symbols and expressions, before landing on the most popular emoji of the moment. The featured emoji is a visual summary of how Cannes is feeling. #CannesScan is coordinated through OpenLoop, a DOOH campaign management dashboard that analyzes #cannes-themed Twitter streams and publishes the outcome on Le Grand Screen. A network of D6 screens on the ground also features the real-time emoji poll.

"When you are feeling jaded, and potentially a little inebriated, an emoji will do. Visual analytics are easier to read than the written word, and the minimalist simplicity of this execution is its strength," said Ric Albert, digital director for Grand Visual. "So you can forget scouring social channels, press releases and news articles — simply look up at #CannesScan, to get the true, uncut, public view on the street. Find out if it's happy hour cocktails, or if there are too many Lion losers bringing down the mood in the bars, with one simple emoji."