Tesco is combining store data with DOOH.com’s RUSH delivery platform to deliver festive product offers and individual store opening hours to digital Out of Home screens in close proximity to stores across the UK in a campaign using the slogan “However you do your Christmas, everyone’s welcome.”

Ads will display a variety of offers and will change throughout the day, before switching to a localised store message in the evening. The retailer says the aim is to respond to the needs of its customers with “true convenience messaging”.

Nick Ashley, Tesco’s Head of Media and Campaign Planning, says: “The ongoing digitisation of the OOH landscape is a welcome development for us. It enables us to serve our shoppers in a way that is even more relevant and helpful to them – especially in the final few days before Christmas.”

Elodie Rodriguez, senior account manager at Kinetic, which booked the media, adds: “This campaign is a fantastic demonstration of intelligent data usage in OOH to create hyper-relevant and contextual creative to assist shoppers in the run up to Christmas. By delivering real-time content to consumers via RUSH technology, we’re delighted to be reinforcing Tesco’s long-standing motto of helping shoppers”.

Jeremy Taylor, head of strategy at DOOH.com, comments: “The festive period can be a frantic time for consumers, making it increasingly important for ad content to be relevant as well as engaging. By being smarter with digital OOH, Tesco can deliver hyper-localised information direct to customers on a national scale.”

Media was planned and booked by MediaCom and Kinetic respectively across the UK, with BBH designing thousands of creative variations to run in the lead up to Christmas day. The delivery was managed using DOOH.com’s RUSH platform, working in conjunction with Tesco’s API to deliver bespoke content for each local store.

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GLACÉAU smartwater is running a geo-targeted ‘hyper-local’ Digital Out-Of-Home (DOOH) campaign which shares tips from celebrities, fashion experts and other influencers with Londoners who are within 500 metres of a beacon-equipped poster site.

Launched at the start of September 2016 and running for the entire month in affluent Chelsea and trendy Hoxton, the outdoor ad units will alert nearby users with information like the tastiest brunch in Chelsea or the trendiest pedicure in Hoxton. The Coca-Cola-owned enhanced water brand says it “aims to distil the very best bits of London into ‘on-the-go’ recommendations for busy urbanites.”

The ads will alert consumers within 500 metres to check out top tips from London based influencers, including blogger Reem Kanj and stylist Roxie Nafousi. Smartphone users with a range of partner apps installed will receive a push notification encouraging them to click and discover top recommendations in the area.

The creative follows the GLACÉAU smartwater summer outdoor marketing campaign, which aimed to bring a sense of simplicity to the complex through placing smart and witty outdoor adverts across London.

Bryony Lester, Senior Brand Manager at GLACÉAU smartwater, commented: “We’re using advanced technology to distil insiders’ knowledge about their favourite areas of London. Through working with new innovations, we have created a simple way for busy city dwellers to receive interesting content that they can enjoy in their local area.”

The beacon technology has been implemented by Kinetic Worldwide, global leaders in contextually activating audiences on the move, in partnership with Tamoco, Proxama and JCDecaux.

Kinetic’s Director of Innovation, Rosh Singh, added: “The use of beacons in the London: Distilled campaign is not only groundbreaking, but also exactly what brands should be aspiring to do – hyperlocal media, serving useful content in innovative ways. The perfect use of ‘push’ messaging and beacons.”

GLACÉAU Smartwater is the first bottled water brand in the UK to use a unique method of vapour distillation, using British spring water in its evaporation, condensation, and precipitation process. A combination of electrolytes is then added resulting in a distinctive taste.

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