Using digital out-of-home technology and real-time data, it’s a clever example of contextual advertising.
Prompting passers-by to ‘outsmart the city’
A campaign to promote its latest skin-protecting product, Elizabeth Arden highlights the importance of shielding the skin from polluted air.
Located in Oxford Circus tube station, the campaign will be displayed on digital escalator panels and on a dedicated digi-wall.
Running for a period of two weeks, it will show pollution levels in the local area, using real-time data sourced from LondonAir.
Alongside live readings, it will also display facts about the effects of pollution on the skin, as well as a call-to-action for consumers to combat the problem with its Prevage City Hydrating Shield.
Using real-time data
Elizabeth Arden’s campaign uses data to back up its core marketing message. A great way of getting consumers engaged, factual information automatically gives the campaign more weight.
It’s possible that informing consumers of the effects of polluted air on the skin could be enough to drive sales of the product, regardless of placement or location.
But of course, by providing contextual information, the campaign does more than just plant a general idea about the issue or the brand’s relevance to it.
Pointing out the effects of pollution that people are experiencing at that precise time and in their precise location will give consumers greater motivation to make the purchase.
The beauty of DOOH
The beauty and skincare industry is geared around word-of-mouth recommendations, with social media and editorial content being increasingly important.
This makes Elizabeth Arden’s decision to spend on out-of-home advertising an interesting one.
While social media provides a one-to-one message, advertising is one-to-many. As a result, the latter is usually reserved for brands that want to get a message out to the biggest audience possible.
With its DOOH campaign, Elizabeth Arden appears to be attempting to combine the best of both worlds.
By placing a highly contextual and tailored message in such a visible and popular location, it is aiming to target the right customer at the right time.
As many beauty brands focus their marketing efforts online, this campaign shows that DOOH isn’t reserved for a certain type of industry.
The tube takes you everywhere… And dust and pollution won’t be on your mind with PREVAGE® City Smart as a shield. pic.twitter.com/HVP4ELw6XF
— Elizabeth Arden UK (@ArdenUK) August 3, 2016