Danish License Games has run an ambitious digital OOH campaign using real-time data
The campaign, a collaboration between Posterscope Denmark, Vizeum and dynamic platform Liveposter, demonstrated the ability of the digital channel, by including a dynamic countdown feed.
Mikkel Lieche, Brand Manager in Danish License Games, is excited about the campaign “At Danish License Games we like to test new innovative solutions and help to push the boundaries of traditional media buying. With four different messages over eight days, we needed a very dynamic digital OOH solution. Classic OOH is static. This setup allowed us to run different messages during the day, in the specific period of time and thus reach potential customers in a whole new way”.
The campaign featured the “magic hour” where every day between 20 and 21 were subjected to loads of free spins, cold cash and prizes in the players direction from the digital displays.
The campaign rolled-out with two different creative executions that promote dynamic countdown in the hours before and during the actual bids in the magic hour.
The set-up will also be tested on a two-part campaign for “Sophie’s allotment” in which players in the first part can earn free play kroner for the upcoming game, and the actual launch of the game is the second part.
The campaign ran from 26 May to 2 June and could be seen at AFA JCDecaux and Clear Channel’s digital screens at the DSB sites and CPH Metro and on danskespil.dk.
The digital setup is a good example of the kind of dynamic and digital OOH, which is in the process of revitalizing the classic outdoor medium, enabling advertisers to increase the message relevance of advertising posters by controlling the relative to segmented locations and time.
“This is in many ways an exciting development, as dynamic campaigns innovate the outdoor media by increasingly making it data driven, as with the online media, while there may also be synergies with other digital initiatives” says Mads Siersbæk Alexandersen, Senior Client Director at Posterscope.
“It is a pleasure to work with advertisers who see the potential of new media platforms and would like to help to push the boundaries of traditional execution. We look forward to follow up the effect of the two campaigns” says Jeppe Borch, Account Manager for Danish License Games in Vizeum.