Elizabeth Arden Introduces PREVAGE® with Intelligent, Pollution-Activated DOOH
Elizabeth Arden is launching an intelligent data-driven Digital Out of Home campaign to introduce their new high-tech invisible skin shield: PREVAGE® City Smart Hydrating Shield SPF50. The dynamic campaign uses live pollution data to alert Londoners when levels are high and emphasise the benefits of using PREVAGE® City Smart Hydrating Shield SPF50 for neutralizing the impact of environmental and oxidative stress on the skin. The 2-week campaign runs on Exterion Media’s London Underground Digital Escalator Panels at Oxford Circus alongside a Digi-Wall domination from the 1st August.
Facts about the damage pollution can do to commuters’ skin in the Big Smoke will accompany the live readings in order to encourage those passing by to use Elizabeth Arden products to ‘Outsmart the City’.
The campaign was created by Grand Visual, with Digital OOH activity planned and booked by Talon Outdoor and PHD. The activity supports a broader project that includes video on demand, print, and digital iterations. Delivered through OpenLoop, real-time pollution data is pulled from LondonAir, which provides pollution readings pinpointed to Oxford Street.
Janine Fernandes-Havenga from Elizabeth Arden, commented “As the leading authority in high-tech environmental anti-aging solutions, it is befitting that we are introducing PREVAGE® City Smart Hydrating Shield SPF50, with a bespoke, high-tech Digital Out of Home campaign. What better way to drive home our message than with the immediacy and context of real-time, location-specific pollution readings.”
Dan Dawson, Chief Creative Technology Officer at Grand Visual said: “This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention. The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden’s message with much greater impetus.”