Waitrose use GoPro cameras to live stream content in OOH media first
In an Out-of-Home media first, Waitrose has live streamed content to digital screens using GoPro technology.
The supermarket’s spring promotion, which is part of a wider multimedia campaign, endeavoured to reinforce why its consumers enjoyed shopping with the brand. Featuring live footage from the brand’s dairy and free range hen farms, the campaign highlighted the supermarkets focus on the quality of its products, as well as showcasing how well their animals are treated.
The live stream first appeared on JCDecaux’s Waterloo Motion and Ocean’s Eat Street, with the campaign further expanding to encompass DEPs and Transvision screens.
The spring campaign also featured two Friday night primetime TV slots, a takeover of YouTube’s masthead and a wider print campaign. The campaign was planned and bought by Talon and Manning Gottlieb OMD. Grand Visual facilitated delivery of the live feed and pre-recorded footage updates from the farm to multiple outdoor networks and formats. Adam & Eve/DDB worked on the creative account.