DOOH Techniques Category Winners
First Prize: Tate
Liveposter in collaboration with Posterscope & Total Media
The concept is a data driven campaign producing hundreds of unique executions, promoting Tate Britain to commuters, overseas & corporate visitors and commuters using Ocean’s Two Towers sites to re-engage with London based workers, corporate visitors, foreign visitors and visitors to London. They wish to use their extensive image catalogue of over 500 years of British art to create unique executions that are automatically triggered by specific events/conditions/data triggers.
Second Prize: Bentley
Talon in Collaboration with Phd Manchester & Grand Visual
The objective of this campaign was to deliver a personalised communication showcasing the unique Bentley craftsmanship and features by displaying eye-catching creative that dynamically responds to both traffic flow and natural light conditions throughout the day to reflect consumer’s mindset and situation. By introducing innovative technology to further enhance the unique impact delivered by Ocean’s iconic Two Towers West and East, they will provide an additional degree of modal targeting and relevancy to a highly concentrated affluent audience on two key arterial routes in London.
Third Prize: NET-A-PORTER
PSI in Collaboration with Havas Media International
PSI’s concept is to use the innovative 'NET-A-PORTER Live' on the Two Towers West. This shows the latest Net a Porter purchases from around the world - highlighting the premium nature of the brand as well as re-affirming their global reach. Using number plate recognition technology, cars will be allocated to a specific gender, in turn determining exactly what is shown on the screen from the NET-A-PORTER range.
Interactive & Experiential Category Winners
First Prize: Twitter
#iSpy Nokia Lumia
Twitter Brand Team
Twitter have proposed a game of #iSpy, brought to life across the UK on Ocean's screens and on Twitter. The game will drive social conversation and content sharing around the Nokia Lumia USP - its 41 Megapixel camera - as the British public are challenged to find components hidden deep within high-quality photographic images, taken with the Lumia. A hugely saleable and exciting proposition.
Second Prize: Coca Cola
Diet Coke - "Spray the Hunk"
In 2013 BETC and Diet Coke brought back and updated the 80's hunk. Instead of just observing a hunk undress (80's) women were actively making him take his top off. We would like to use the cutting edge technology offered by Eat Street to give women even more control and make personal the experience of undressing the hunk themselves using their smartphone.
Third Prize: The Brain Tumour Charity
The Brain Tumour Charity have created an interactive game controlled by the power of the mind alone, to run on the Westfield site. Consumers will have the opportunity to use EEG technology combined with the screen to play a game of MindPong – using the mind to control the paddle.