25/06/2021 - News
Talon America and Havas Media Group Crown Stop & Shop’s ‘Feed the Moment’ & Kraken’s ‘Tide Warning’ as Winners of New Digital Out-of-Home Competition
Dynamic Campaign Competition Showcases Creativity from Havas U.S. Media Teams
Talon America, a leading independent Out of Home (OOH) media specialist, this week launched dynamic Digital Out-of-Home (DOOH) campaigns for two of Havas Media Group’s clients, Stop & Shop and Kraken Rum, following awarding entries for a new DOOH creative competition. Building on the existing Talon America and Havas Media Group strategic partnership, the competition called for entries from Havas U.S. media teams to submit creative, data-led, and dynamic campaign ideas that capitalize on the unique capabilities of DOOH to deliver highly impactful and relevant brand messaging.
The winning entries, Stop & Shop’s ‘Feed the Moment’ and Kraken’s ‘Tide Warning,’ were awarded digital creative development and production services to support ideation, design, and implementation of DOOH campaign concepts. Additionally, OUTFRONT Media provided premium DOOH media placements. Entries were submitted in March 2021 and judged by an esteemed panel that comprised of Peter Mears, Havas Media Group CEO; Dan Dawson, Grand Visual Chief Creative Officer; Jim Wilson, Talon America CEO; and Eddy Herty, OUTFRONT VP National Creative Director.
“We created this competition with Havas to showcase the innovations in Digital Out-of-Home and tease out fresh ideas for how brands can harness the creative agility and impact of this powerful medium,” said Enza Chiodi, Senior Vice President, Client Strategy at Talon America. “The ability to dynamically adjust creative and create hyper-targeted messaging with DOOH is invaluable for marketers and the Stop & Shop’s ‘Feed the Moment’ and Kraken’s ‘Tide Warning’ campaigns leveraged the best of these capabilities with captivating creativity.”
The Stop & Shop ‘Feed the Moment’ campaign leverages real-time data to dynamically adjust the ‘Feed the Moment’ messaging. The campaign highlights various moments in a given day and how current real-world conditions can trigger an in-store purchase.
The Kraken® Black Spiced Rum’s ‘Kraken Tide Warning’ campaign showcases the unique, nautical theme of using tidal data to alert consumers when the Kraken lurked nearby in the waters below, a component that captivated the judging panel. As each tide passed, new ways to enjoy Kraken Rum were introduced to the audience.
“This competition created new opportunities for our teams to brainstorm and bring DOOH campaign ideas to life to engage with outdoor audiences in new ways,” said Peter Mears, CEO of Havas Media Group. “We look forward to building on our innovative partnership with Talon to elevate OOH’s prominence and maximizing its full potential for our clients.”
Talon Outdoor is the leading global independent Out of Home (OOH) media specialist and technology services company focused on delivering smarter, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners. Headquartered in London with additional offices in Manchester and its affiliate Talon America LLC headquartered in New York City, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network covering 75 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonoutdoor.com and follow up on Twitter and LinkedIn.
About Havas Media Group
Havas Media Group (HMG) is the media experience agency. HMG delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. HMG is part of the Havas Group, owned by Vivendi, one of the world's largest integrated content, media and communications groups. HMG also consists of two global media networks: Havas Media and Arena Media. The media experience agencies are home to more than 10,000 specialists across 150 countries worldwide, with 62 Villages. Global clients include Hyundai Kia, Puma, TripAdvisor, Michelin, Telefónica, Swarovski, Reckitt Benckiser, among many others.