SEEN & NOTED: UNITED KINGDOM — Microsoft has launched one of the UK’s largest interactive digital out-of-home (DOOH) advertising campaigns by enticing consumers to get "famous" by personalizing their Windows Phone Start screen using interactive digital signage screens. The DOOH campaign uses 24 interactive digital signage touch screens that are placed in shopping malls and cinemas across the UK to enable consumers to personalize their phones using photos and first names. After each participant has completed the process their photo and first name may later be used by Microsoft to form the basis for a national broadcast advertising campaign for Windows Phones – representing a true media first for digital out-of-home media.
The wider advertising campaign will be delivered into on almost 450 screens across the UK which include the London Underground, shopping malls, cinemas and rail stations including JCDecaux's D6 and Transvision networks. Landmark digital sites such as Birmingham's New Street, Manchester Hacienda and Westfield Shepherds Bush are also included in the campaigns rollout. New faces and names submitted by consumers will be updated across the network every 30 minutes for the campaign's 2 week duration.
Grand Visual, a UK-based production house handled the production and technical build out on the project and User-Generated Content (UGC) is pushed out nationally with regional targeting via Grand Visual's OpenLoop platform.
"This is digital out-of-home at its most innovative," said Neil Morris, Founder at Grand Visual. "The advertising combines interactivity, personalization, fun and fame across a huge national campaign whilst being geo-targeted, dynamic and generating user-centric content for social media. It's a massively complex project but demonstrates truly ambitious use of the medium".
“This idea had the wow factor right from the start and I’m thrilled to see it coming to life in cinemas and shopping centres across the UK. With this innovation, we are enabling consumers to get involved in our campaign, become ‘famous’ and see first-hand how Windows Phone is unique to each one of us," said Diane Perlman, Marketing Communications Lead, Windows Phone UK.
Read more about digital signage advertising on ScreenMedia Daily