As part of its annual 'Hibernot' campaign encouraging people to embrace the winter elements and enjoy what nature has to offer, Land Rover is making the UK see this season differently with JCDecaux’s digital Out-of-Home network (DOOH).
Coinciding with the exciting Lumiere London – the city’s largest-ever light festival – Land Rover and JCDecaux Blue are using innovative technology to capture and frame the urban winter landscape.
HD cameras have been fitted 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 have turned the spaces into digital window frames allowing the viewer to see through to the other side. The technology allows a selection of specific filters to be applied depending on the weather/light to ensure the best shot. A content management system (CMS) will allow Land Rover to live monitor what is 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 are part of a wider collection of digital screens being used for the campaign around London and Leeds.
This part of the campaign, planned and booked through JCDecaux by Mindshare and Kinetic, will be live from 18th – 31st January, and supports wider activity around the UK including private viewing frames in major cities, as well as cinema advertising, VOD, and biddable media.
A second phase of the campaign will be launched on 1st – 14th February across JCDecaux's key roadside and rail DOOH screens, pulling in live content from users’ Instagram feeds with the #Hibernot hashtag.
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