Real-time data integration is something we’re tracking across out-of-home advertising at present, making it no surprise to hear the winner of Ocean’s fifth annual Art of Outdoor digital awards follows along the same lines.
Topshop took the top spot in the Creative Techniques category for a campaign called #toptrends. This sees real-time Twitter data feeding information to the digital screens about styles and trends being talked about from London Fashion Week. Equivalent Topshop product is shown alongside, including apparel, accessories and beauty.
Time of day, location of the screen and the weather all impact the content displayed, increasing relevancy to the viewer. As the accompanying video (below) shows, if it’s raining in Glasgow the data will surface product more suited to that weather condition like boots and jackets, compared to if it’s sunny in London. The morning will also show day time looks, while evening trends will appear as the sun goes down.
The entries in Ocean’s contest are concepts at this stage, with the winners given the opportunity to run their campaigns across its Grid network in 2015. Topshop’s will tie in with London Fashion Week in February for the autumn/winter 2015/16 shows. Each site that will be used is no more than a 10 minute walk away from a Topshop store.
The Interative Category of the contest also hosted a retail winner – The North Face for its campaign called The Thermoball Jacket, Creating Warm Leads. This sees the brand’s hero jacket placed on the screen while cameras and thermal imagery pinpoint who the coldest shoppers are nearby. Brand ambassadors alongside are able to then show those individuals just how low their body temperature is and offer them a jacket to try on to visibly see it increase. A discount code will be offered to each to buy one at their nearest store.
First place in this category went to domestic violence charity Women’s Aid, for a campaign utilising facial recognition technology to demonstrate how it only takes one person to notice domestic abuse to start making a change. Other winners included British Airways, Spotify and NEST.