HarperFiction brought traditional Out-of-Home (OOH) to life last weekend with a fantastic dynamic digital Out-of-Home (DOOH) campaign for the launch of Susie Steiner’s new crime fiction novel Missing, Presumed.
Planned and booked through JCDecaux by MediaCom, Kinetic and creative agency 20ten, the campaign used geo-targeting technology where consumers were exposed to animated adverts with changing messages, charting the first 72 hours of the hunt for the book’s missing character, Edith.
The campaign used the hashtag #MissingPresumed where consumers could follow the “live” story as it unfolded, with the tweets coinciding directly with the digital content.
To complement the campaign, several rail 48-sheets along the route to Cambridge, where part of the novel is based along with London and Huntingdon, were
Hannah Gamon, Senior Marketing Communications Manager at HarperCollins Publishers said: "Missing, Presumed is one of our biggest launches of the spring. We wanted to work closely with Mediacom and 20ten to deliver a campaign that grabbed consumers’ attention in a targeted away, with traditional and online media working together in order to bring a real-time police search to life for consumers."