News

Pollution-activated digital signage campaign launched

August 5, 2016

Skincare, makeup and fragrance giant Elizabeth Arden recently launched a digital signage advertising campaign to educate people about the dangers of pollution to human skin.

According to a report by TheDrum.com, the campaign is designed to promote the brand's Prevage City Smart Hydrating Shield SPF50 product. Pollution-activated digital panels display real-time pollution data supplied by LondonAir. The campaign will run on Exterion Media's escalator panels at Oxford Circus Tube Station in London. Pollution readings are pinpointed to this location, the report stated.

Grand Visual developed the campaign. Ad content was planned and secured by Talon Outdoor and PHD. The posters support a broader project that includes video on demand, print and digital media.

"This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention," Grand Visual Chief Creative Technology Officer Dan Dawson told TheDrum.com. "The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden's message with much greater impetus."

In order to encourage passersby to use Elizabeth Arden products to "Outsmart the City," facts about the damaging effects of pollution to commuters' skin will accompany the real-time pollution readings, according to the report.