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Ocean invites agencies to create something OOHmazing

By M4G Bureau - July 11, 2018

Ocean’s competition offers opportunities across multiple environments and stand out digital formats across the UK

Ocean has launched its ninth annual Digital Creative Competition to inspire bold new ideas which harness the scale, creativity and technical capability of DOOH. The annual competition challenges and inspires creative thinking, placing digital out of home screens at the heart of campaigns and aligning the medium with other progressive platforms and advertising channels.

Ocean’s competition offers opportunities across multiple environments and stand out digital formats across the UK. There is one category of entry, although concepts will be segmented by brand and charity during the judging process.

New for 2018 alongside the usual competition, Ocean is also seeking ideas which align brands or charities with its Ocean 4 Oceans initiative which is using Ocean’s screens to help turn the global tide on plastic polluting the world’s seas.

Entrants that successfully raise the bar will share a £650,000 prize pot and the chance for their work to be showcased across any of Ocean’s iconic UK DOOH locations including The Grid, city centre networks like The Loop, retail hubs and screens offering facial and vehicle detection.

Ocean head of marketing Helen Haines said: “This is an opportunity for visionary creative minds to explore and test the infinite possibilities of digital out of home advertising in all its forms.

“We are seeking effective, simple ideas which are aligned with the opportunities our screens afford to surprise, engage and connect at scale with different audiences in different environments using a combination of Ocean technologies. All you need is an Idea.”

The rewards are multiple. Not only do Ocean winners receive screen space to bring their concepts to life, but agencies and brands often go on to win other accolades, including the prestigious Cannes Lions.

It is free to enter Ocean’s competition, with entries submitted online. The closing date is August 24 and the winners will be announced at an awards ceremony on Thursday, October 11 at the IMAX in London.

All that participants need is an Idea

The challenge is to develop an idea that best uses the digital out of home medium.

• Use movement as it increases memory encoding by two and a half times
• Target audiences at different times of day
• Integrate all types of data stream
• Or amplify your campaign with a range of complementary technologies
• The key is to create simple but effective communication

With a concept established, the participants would have to identify the DOOH environment and locations best suited to their idea. Entrants can use any of Ocean’s iconic UK wide digital networks.

• Roadside
• Full motion, with use of The Grid and The Loop.
• Retail, combining digital out of home and mobile
• Experiential and screen
• Vehicle detection networks
• Facial recognition or Look Out networks
• Wifi
• Live streaming

Last year’s winners included WCRS for Sky Ocean Rescue: The Ocean’s Biggest Threat which marked World Plastic Bag Free Day last week (July 3), and MullenLowe London for Dulux’s Let’s Colour and Persil – Get Out Here.

Nine years of creativity

In 2018, Ocean marks the ninth anniversary of a competition that has consistently pioneered the success of DOOH. The initiative reflects Ocean’s goal to stimulate creative exploration and technical understanding of the medium, and with it drive sector growth and brand count.

Ocean’s competition has powered multiple success stories for visionary brands, creatives and agencies who have shown the world how closely aligned DOOH is with other progressive technologies and fully integrated with wifi, augmented reality, 3D modelling, facial and vehicle detection technologies.

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