Bringing a joyful start to 2024, this month, snack bar brand, nākd., is kicking off a new digital and Out-of-Home campaign to boost awareness and drive purchase among shoppers. In a media first, nākd. is the launch advertiser to deploy JCDecaux UK’s two new 3D capabilities as part of a wider Out-of-Home campaign booked through JCDecaux UK’s Business Growth team.
The wider campaign consists of eye-catching social media placements, host-read podcast adverts with popular shows in addition to innovative Out-of-Home. The campaign is set to generate a total of 135 million impressions (57 million for the Out-of-Home activity, and 78 million across digital placements). The placements have been strategically positioned to inspire people to try nākd. on-the-go, as they look to start the year on a healthier note without compromising on taste.
The Out-of-Home campaign features two new 3D Out-of-Home technologies from JCDecaux UK with nākd. as the launch advertiser.
1. ‘Anamorphic’ 3D at Waterloo Station on Waterloo Motion to create the illusion of 3D depth when viewed from a specific perspective. This is the launch of this new opportunity and is running on the UK's largest indoor advertising screen in Europe. Consumers standing underneath the famous Waterloo clock, will see the bar swing out of the giant screen while ingredients including dates, blueberries, raisons and almonds fly out above their heads).
2. The first ‘3DOOH At Scale' production technique for digital 6-sheets in which the creative appears to leave the poster frame and which can be viewed from any angle. In an exciting media first, JCDecaux is offering this technique at scale, across all digital 6-sheet environments. nākd’s campaign is running at Westfield London and Westfield Stratford City malls and at Rail stations in London.
We are very proud to have nākd.as our launch brand as we bring our ‘Anamorphic’ and ‘3DOOH At Scale’ offer to market across multiple environments. 3D content delivers a powerful impact on consumers and exciting synergies Online. We know that 83% of the UK audience visit the top 60 cities each month so there is a huge opportunity for brands to harness this new creative capability to delight, engage and create memorable experiences for people out and about across the UK.Andrew Mullins Creative Solutions Director at JCDecaux UK.
Set out to bring a smile to shoppers’ faces and own the healthier living space, the campaign will bring back the fun and familiar nākd. creative, and is running at a time where the brand continues to grow in value sales for the eighth consecutive 4-week period since its return to growth in Q2 2023[1]. By championing some of nākd.'s bestselling flavours that also deliver functional benefits - such as being one of your 5 a day and contributing to protein intake – nākd. aims to communicate that choosing a healthier snack doesn't mean having to compromise on taste. To meet consumer demand for healthier, better for you snacks, all nākd. bars are HFSS compliant, raw and cold pressed, made with 100% natural ingredients, no added sugar, vegan, gluten free and a source of fibre.
In addition to the Out-of-Home advertising and with 87% of consumers more likely to notice a brand on social media if it was also featured on a digital Out-of-Home ad[2], nākd. will be running placements across Meta, Tik Tok, YouTube, Pinterest and Spotify from 1st January to reach younger shoppers. Plus, to truly keep nākd. front of mind, the brand will have host-read ad slots on some of the UK’s favourite podcasts, including LuAnna: The Podcast, Big Fish with Spencer Matthews, The Food Medic and RunPod.
The total campaign is running until 12th of February,and follows the success of the brand’s Out-of-Home campaign last year which showcased its new identity and helped the nation fall (back) in love with nākd. The 2023 campaign bursts yielded great results, including a reach of over 10 million and 34 million impacts, as well as uplifts across brand awareness, consideration, trial and sales - providing the perfect base for this year’s activity.
[1] IRI Circana (IRI) data to w/e 04.11.23
[2] OOH neuroscience study – March 2023