Funnyhowflowersdothat.co.uk has created an interactive digital out-of-home activation on Ocean Outdoor‘s Eat Street digital site at Westfield London, aimed at driving participation of their ‘Favourite Flower’ game.
The ‘flower hunks’ will be located in front of the giant digital screen, encouraging shoppers to upload a message to their chosen friend or loved one. Consumer messages will appear in real-time through the use of computer-generated imagery. A photo-realistic representation of flowers growing in a meadow will display their personal messages on the giant screen. Participants will be provided with a flower to take away which includes a call-to-action and a link to the Funnyhowflowersdothat website.
This activity is part of a campaign with a long-term objective to promote flowers as a gift item. The campaign is financed with aid from the European Union.
The Westfield activation starts on Monday 20th October and runs for 3 days.
Craig Barber, Head of Innovation & Emerging Media at Rapport says:
“This activation showcases the very best of digital out-of-home – user generated content, immediacy of message and above all an engaging experience. It provides the perfect platform for our audience to demonstrate friendship whilst ensuring flowers are front of mind as a gift option.”
Dan Dawson, Creative Technology Director at Grand Visual said:
“This activity demonstrates how digital out-of-home can be employed to amplify a brand message as part of a multi-channel campaign. The combination of experiential and dynamically delivered content enables The Flower Council to provide shoppers with an engaging experience that is then extended throughout Westfield London. It builds awareness of the brand and also drivers traffic to the campaign’s online elements.”
For more information, contact Paul Sambrook, Marketing Director at Rapport.