By: M4G Bureau
Last updated : April 03, 2018 4:34 pm
The campaign was created by 72andSunny, produced by Grand Visual, with media planning and buying by Mediacom. The DOOH activity supports a broader campaign created by 72andsunny, which runs across digital, social, radio, VOD and TV and encourages shoppers to break away from "beige"
The campaign taps into those activities ritually undertaken at the start of the spring season and encourages passers-by to “shop like nobody else” and to “make springtime spectacular.” Colourful product offerings are then matched to real-time Met Office data, for example, promoting their range of gardening products during sunny days, or suggesting a wardrobe overhaul, or some home improvements during wet and cloudy conditions.
The campaign was created by 72andSunny, produced by Grand Visual, with media planning and buying by Mediacom. The digital OOH activity supports a broader campaign created by 72andsunny, which runs across digital, social, radio, VOD and TV and encourages shoppers to break away from "beige".
Dan Dawson, Chief Creative Technology Officer, Grand Visual, said: “This campaign uses the medium as a real-time marketing platform that is plugged-in and responsive. Promotions are agile, tailored and contextually relevant. That is powerful.”