Land Rover encourages the UK to see winter differently with Digital Out-of-Home (DOOH). As part of its annual Hibernot campaign encouraging people to embrace the winter elements and enjoy what nature has to offer, Land Rover made the UK see the season differently with JCDecaux’s DOOH network.
Coinciding with the exciting Lumiere London – the city’s largest-ever light festival – Land Rover and JCDecaux Blue used innovative technology to capture and frame the urban winter landscape.
HD cameras were fit to the iconic SE1 Tower in Waterloo and on one of the three Landmarks on The Cromwell Road, which can be tilted/pivoted to create the perfectly framed image for people to capture and share on Instagram.
The cameras turned the spaces into digital window frames allowing the viewer to see through to the other side. The technology allowed a selection of specific filters to be applied depending on the weather/light to ensure the best shot. A content management system (CMS) allowed Land Rover to live monitor what was being shown at each site, while testing and updating a number of different filters.
Becky Power, Creative Director, Mindshare, said: “This is a first-of-its-kind technological campaign with creative and social working hand in hand throughout. Mindshare wanted to aim even higher this year and with an urban brief we were able to bring in several tactics to reach Land Rover’s audience and encourage them to embrace winter."
These two iconic locations were part of a wider collection of digital screens that were used for the campaign around London and Leeds.
There were two parts to the campaign, which were planned and booked through JCDecaux by Mindshare and Kinetic. The first part was live for two weeks in January and supported wider activity around the UK including private viewing frames in major cities, as well as cinema advertising, VOD, and biddable media. The second phase of the campaign launched at the start if February across JCDecaux's key roadside and rail DOOH screens, pulling in live content from users’ Instagram feeds with the #Hibernot campaign.